Post on 14-Jun-2015
description
How to Achieve
Face-Melting Content
Marketing ROI
presents
Jason Miller,
Sr. Content Marketing Manager @JasonMillerCA
@LinkedInMktg
1 of every 3 Professionals on the Planet is on LinkedIn
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The world’s largest professional network
332M+ Members Worldwide Growing at more than two members per second
2 4 8 17
32
55
90
145
200
259
332
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Jobs
Content
Content pages
receive 7X the
page views vs.
job pages.
Let’s Talk About Content…
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Discover
Explore
Select
Advocate 60%
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Not more content, more relevant content
41%
of overall respondents say they would consider
ending a brand relationship because of irrelevant
promotions, and an additional 22% say they would
definitely defect from the brand.
RAGE AGAINST
IRRELEVANCE….
41%44%
Empathize with your
prospects and
customers.
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Repurpose content like leftover Turkey
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Company Pages Sponsored Updates
(Turn it up to eleven!) LinkedIn Groups SlideShare
Use Turkey Slices to Fuel Your Content Hubs
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WAYS TO CREATE YOUR
BIG ROCK
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1 Create the all-
encompassing guide
to whatever the hell
conversation you
want to own
The Sophisticated Marketer’s Guide to LinkedIn
The Big Rock
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Take it Global
Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm
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2 The “Hugh MacLeod”
Strategy—Write 5
relevant blogs then
roll them all together
Monday Tuesday Wednesday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
The blog is the social media rug
that ties the room together.
The Blogging Food Groups
A steady diet of quality content for your blog
Monday Tuesday Wednesday Thursday Friday Saturday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Raisin Bran
Chocolate
Cake
Friday: Chocolate Cake
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BONUS Chocolate Cake
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3 Flip your case studies
on their heads—Turn
your bottom funnel case
studies into a collection
of “success stories”
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(The Big Rock)
Who’s Doing it Right?
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(Twitter w/ Custom Image)
Who’s Doing it Right?
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(Going Visual)
Who’s Doing it Right?
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Who’s Doing it Right?
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Who’s Doing it Right? (Thought Leadership)
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(The Webinar)
Who’s Doing it Right?
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(Sponsored Update)
Inbound + Outbound = Heavy Metal Thunder
The only art I’ll ever study is stuff that I can steal from.
- David Bowie
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Content native to the experience across all devices via the LinkedIn feed
Your audience should always be at the center
of your content. This is about THEM, not YOU.
01 Call out your audience
02 Use the word “you”
03 Explain what’s in it for them
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Company Updates Content Best Practice Cheat Sheet
Optimizing Content
• Always ask, “why would my audience read
this?”
• Use concise and compelling intros and headlines
• Ask compelling questions to involve the target audience
• Include a clear call to action, regardless of the objective
• Make sure your landing pages are
optimized for mobile traffic
Managing updates
• Plan your editorial calendar, but also react
to timely events
• Respond to comments regularly
• Consider keeping updates running through the weekend
• Test to see what works with your audience
and then refine
Optimizing visuals
• Always include an image, presentation, or video
• Ensure the thumbnail is relevant for external links
Set up a test of different updates to reach different audiences.
Sponsored Update 1:
Targeted to CMOs
These insights can help you drive
transformational change to your business. [link to white paper landing page with tracking tag 1]
Sponsored Update 2:
Targeted to Marketing Directors
Need to demonstrate the ROI of your
marketing efforts? These insights can help. [link to white paper landing page with tracking tag 2]
Sponsored Update 3:
Targeted to Social Media Managers
Social media managers: Get the insights you
need to drive the engagement you want. [link to white paper landing page with tracking tag 3]
Big Rock
Content
Example: B2B Marketing company XYZ has
recently launched a new piece of research
and is publishing updates to LinkedIn to drive
marketers to download it.
Use targeting on LinkedIn to deliver the right
message to the right person at the right time.
But be careful NOT
to over-target.
It’s important to reach everyone
who could influence a buying
decision, so cast a wide net and
then refine your
targeting preferences.
• Driving Brand Awareness
• Generating Quality Leads
• Driving Event Registration
• Expanding Thought Leadership
Sponsored Updates Achieve Business Goals in 4 Ways
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With Direct Sponsored Content, reach your target audience
directly in the feed without publishing on your Company Page
Personalize
Test
Control
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Personalize your message and offers to your target
audience to boost your performance
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Test and optimize your reach to the right audience
with the right message
66% higher CTR
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Sponsored InMails now reach members on mobile where
they most often check their messages
Reach mobile users
>50% of inbox views on mobile
80% higher open rate on mobile
What Does Success Look
Like?
Blog
InMail
Company Page
Sponsored Updates
SlideShare
Display
PPC
For those about
to Launch…..
FIRE!
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MQL
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Turkey Slices (Non Gated)
Lead Capture
No Yes
Revenue Sales
SDR Sales Qualified?
BIG ROCK
(Gated)
Nurture
No Yes
The Results Out of the Gate
34%
32%
15%
9%
6% 4%
Blog
InMail
Direct/ SEO
Other
Display
AdWords 64% 7%
7%
7%
6%
4%
2% 1%
1%
United States
Netherlands
India
Canada
Australia
UK
Germany
New Zealand
Singapore
France
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18,000% ROI
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How Do You Organize Your
Marketing Team to Deliver
Content Marketing ROI?
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The four unique band members work together to
deliver an amazing product.
Lays
Groundwork
Fuels Content Fuels Demand Gen
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They consistently deliver content that their
fans want to consume and share.
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Their PR efforts guide their vision as the
hottest band in the world.
They deliver amazing experiences on tour
(Event Marketing)
#INBOUND14
They built a thriving community.
www.welcometothefunnel.com
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The most effective platform for marketers to reach audiences,
nurture prospects and acquire customers
Accelerate sales
by reaching the
right people with
helpful content
throughout the
buying process
Share relevant content
and campaigns with
the world’s
professionals
Content & Campaigns
Get to the right people
with precision-focused
B2B multi-channel
marketing
B2B Marketing
“People want a thrill,
people want a spectacle
and people love
to be entertained.”
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Thank You! Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg