How to Achieve Face-Melting Content

Marketing ROI

presents

Jason Miller, Sr. Content Marketing Manager

@JasonMillerCA

@LinkedInMktg

www.welcometothefunnel.com

1 of every 3Professionalson the Planet ison LinkedIn

1/3

Jobs

Content7XContent pages receive 7X the page views vs. job pages.

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The world’s largest professional network

332M+Members WorldwideGrowing at more than two members per second

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

2 4 817

32

55

90

145

200

259

332

Let’sTalkAboutContent…

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Discover

Explore

Select

Advocate 60%

10

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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Split into three steps

In business, there are three levels of empathy.

The first is "on-demand" empathy, which is the

ability to sense what customers want. The

second is "solution" empathy, which entails

understanding a customer's problem and

figuring out how to address it. The third is

"transcendent" empathy where you create

solutions to problems that customers don't

even know that they have.— Geoffrey James, INC

1 On-demand

2 Solution

3 Transcendent

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Repurpose content like leftover Turkey

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CompanyPages SponsoredUpdates(Turn it up to eleven!)

LinkedInGroups SlideShare

 Use Turkey Slices to Fuel Your Content Hubs

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 3 WAYS TO CREATE YOUR BIG ROCK

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1Create 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

Easy Keyword Research

Bulk Auto-SuggestBoth of these tools are excellent for:

• Basic keyword research

• Content brainstorming• Finding phrases to

target for higher rankings

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2The “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

 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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 BONUS Chocolate Cake

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3Flip 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’sDoingitRight?

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 (Twitterw/CustomImage)Who’sDoingitRight?

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 (GoingVisual)Who’sDoingitRight?

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Who’sDoingitRight?

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Who’sDoingitRight? (Thought Leadership)

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 (The Webinar)Who’sDoingitRight?

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 (Sponsored Update)Inbound+Outbound=HeavyMetalThunder

The only art I’ll ever study is stuff that I can steal from.

- David Bowie

TurningYourContentIntoCompellingUpdates

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Content native to the experienceacross all devices via the LinkedIn feed

Youraudienceshouldalwaysbeatthecenterofyourcontent.ThisisaboutTHEM,notYOU.

01Calloutyouraudience

02Usetheword“you”

03Explainwhat’sinitforthem

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6

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

Setupatestofdifferentupdatestoreachdifferentaudiences.

SponsoredUpdate1:TargetedtoCMOs

Theseinsightscanhelpyoudrivetransformationalchangetoyourbusiness.

[link to white paper landing page with tracking tag 1]

SponsoredUpdate2:TargetedtoMarketingDirectors

NeedtodemonstratetheROIofyourmarketingefforts?Theseinsightscanhelp.

[link to white paper landing page with tracking tag 2]

SponsoredUpdate3:TargetedtoSocialMediaManagers

Socialmediamanagers:Gettheinsightsyouneedtodrivetheengagementyouwant.

[link to white paper landing page with tracking tag 3]

BigRockContent

Example:B2BMarketingcompanyXYZhasrecentlylaunchedanewpieceofresearchandispublishingupdatestoLinkedIntodrivemarketerstodownloadit.

UsetargetingonLinkedIntodelivertherightmessagetotherightpersonattherighttime.

ButbecarefulNOTtoover-target.

It’simportanttoreacheveryonewhocouldinfluenceabuyingdecision,socastawidenetandthenrefineyourtargetingpreferences.

• Driving Brand Awareness • Generating Quality Leads• Driving Event Registration• Expanding Thought Leadership

Sponsored Updates Achieve Business Goals in 4 Ways

Sponsored Updates Who’s Doing it Right?

• LinkedIn drove 400% more qualified leads than any other paid lead generation platform during the campaign period.

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Sponsored Updates:Who’s Doing it Right?

• As a result of the brand exposure in the LinkedIn feed, research confirmed that U.S. marketing executives were 50% more likely to agree that Adobe can “shape the future of digital marketing.”  

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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

How do You Know When You Have a Hit on Your Hands?

Email

Blog

InMail

Company Page

Sponsored Updates

SlideShare

Display

PPC

Twitter

For those about to Launch…..

FIRE!

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MQL

62

Turkey Slices (Non Gated)

Lead Capture

No Yes

RevenueSales

SDRSales Qualified?

BIG ROCK(Gated)

Nurture

No Yes

The Results Out of the Gate

34%

32%

15%

9%

7%4%

EmailBlogInMailDirect/ SEOOtherDisplayAdWords 64%

7%

7%

7%

7%

4%2% 1% 1%

United StatesNetherlandsIndiaCanadaAustraliaUKGermanyNew ZealandSingaporeFrance

According to Everett M. Rogers in Diffusion of Innovations, the landmark 1962 textbook that popularized the study of how new ideas and technologies spread through societies,

early adopters make up 13.5% of the consumers who will adopt an innovation.

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18,000% ROI

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3SimpleMetrics

Increased referral traffic

Social Engagement

Higher quality leads

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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.

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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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ThankYou!Jason Miller, Sr. Content Marketing Manager

@JasonMillerCA@LinkedInMktg