B2B Summit 2016 London Preso - Face-Melting Edition
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How to Achieve Face-Melting Content Marketing ROI presents Jason Miller, oup Manager, Global Content and Social @JasonMillerCA @LinkedInMktg
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Transcript of B2B Summit 2016 London Preso - Face-Melting Edition
How to Achieve Face-Melting Content
Marketing ROI
presents
Jason Miller, Group Manager, Global Content and Social
@JasonMillerCA @LinkedInMktg
Face-Melting: The condition in which, due to an extreme exposure to an event of epic Awesomeness, one loses all perception of space and time including (but not
limited to) a brief lapse in physical awareness.
ABOUTJASON MILLERGroup Manager,Content Marketing and Social Mediaat LinkedIn
Author ofWelcome to the Funnel: Proven Tactics to Turn Your Content Marketing and Social Media up to 11
Rock n Roll Photographer
Let’sTalkAboutContent…
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DISCO WAS THE NOISE
PUNK ROCK WAS THE DISRUPTER
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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%
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Repurpose content like leftover Turkey
The Sophisticated Marketer’s Guide to LinkedIn
The Big Rock
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Take it Global
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 BranSpinachRoast
Raisin BranSpinach
Raisin BranChocolateCake
Monday – Raisin Bran
Tuesday - Spinach
Wednesday: The Roast
Thursday: Tabasco
Friday: Chocolate Cake
5 Relevant Blogs Rolled Up into One Big Rock
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29
BONUS Chocolate Cake
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What Does Success Look Like?
Turkey Slices(Non Gated)
MQLNo Yes
Revenue
BIG ROCK (Gated)Lead Capture
Nurture
No
Yes
SlideShare
Infographic
Webinar
Podcast Blog Post
Sales
SDRSales Qualified?
EmailBlogInMailCompany PageSponsored UpdatesSlideShareDisplayPPCTwitter
The Always on Strategy For those about to Launch…..
FIRE!
The Results Out of the Gate
4%6%
9%
15%
32%
34%
EmailBlogInMailDirect/SEOOtherDisplayAdWords
United StatesNetherlandsIndiaCanadaAustraliaUKGermanyNew ZealandSingaporeFrance64%
7%
7%
7%
6%2%
1% 1%
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18,000% ROI
BigRock
TurkeySlices
TurkeySlices
ResultsImproves gated content conversion rate: UsingTurkeySlicestodrivetogatedcontentcanimprovelandingpageconversionsbyupto6xIncreases quality traffic to product sites: CTAsfromoneoftheirBigRocksdrove64%ofthetraffictooneofourmajorproductsitesduringthemonthofFeb2016Improves content quality so people consume more: UsingDocalyticswecannowsee57%ofeBookreadersaregettingallthewaytothelastpageoftheeBook
Who’sdoingitwell?
BigRock
TurkeySlice
BringingintheInfluencers
J A S O N M I L L E R
J U S T I N G R AY
MARIA PERGOLINOM AT T H E I N Z
CRAIG ROSENBERG J O N M I L L E R
ResultsCost: $5,500Total Acquired Names (MAL):335Total Acquired Accounts (MAA): 51Total Influenced Names (Invited to look at book in aggregate): 71,975Total Influenced Accounts (Invited to look at book in aggregate): 3,553
Total Engaged Names (SAL- Downloaded the book):18,338Influenced Pipeline:$232,200Sourced Pipeline:$12,500Total Won Pipe:244,700
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The only art I’ll ever study is stuff that I can steal from.
- David Bowie
What’s Your Big Rock?
What are Your Turkey Slices?
The Death of the One Dimensional Marketer
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The Marketing Team of the Future
(As Demonstrated by KISS)
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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.
“People want a thrill, people want a spectacle and people love to be entertained.”
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ThankYou!Jason Miller, Group Manager, Content Marketing
@JasonMillerCA@LinkedInMktg
