Innovation in Content Marketing

Starts with a Reality Check

Jason A Miller Global Content Marketing Leader at LinkedIn

Humans Have Shorter Attention

Span Than Goldfish, Thanks to Smartphones

You Now Have a Shorter

Attention Span Than a Goldfish

The Eight-Second Attention Span

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Digital media isn’t killing

attention spans

What we actually know about attention spans

Smartphones aren’t

killing attention spans

We’re better than ever at

processing and encoding

information through short

bursts of high attention

We use our attention

far more efficiently

than at any other

point in history

We’re far better at multi-tasking,

able to divide our attention among

several different things without

compromising our focus

The main focus of our more

efficient attention is to find content

that’s worth paying attention to for

a longer period of time

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You can never over deliver on

value in content marketing.

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The messy truth

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The new model

a long-form

blog

31 million unique visitors

acquired

87 million page views

through

80 articles

that average over

2,000 words each

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If you can blow someone's mind —

really, genuinely blow it, again in a really well-

written way — then that's something they

want to share."

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Power Pages (How to, What is)

Strong Opinions (Editorial)

Research

+242%

Increase in unique page

views

+128%

Increase in Total Shares

+146%

Increase in Avg. Time on

Page

+67%

Increase in Ave. Shares

-8%

Decrease in Bounce Rate

312%

Increase

YOY in Organic

Sessions

2017 vs 2016

We are posting

less, but traffic

and conversions

go up.

We believed anything worth doing is

worth over-doing.” “

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Set up a test of different updates to reach different audiences.

Big Rock

Content

Sponsored Content 1:

Targeted to CMOs

These insights can help

you drive transformational

change to your business.

Sponsored Content 2:

Targeted to Marketing

Directors

Need to demonstrate the ROI

of your marketing efforts?

These insights can help.

Sponsored Content 3:

Targeted to Social Media

Managers

Social media managers: Get

the insights you need to drive

the engagement you want.

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.

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Rich media images have 38% higher CRT than

linkshare updates with a thumbnail image preview

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VS

“Guide” saw a

100% increase

in click through

rate (CTR).

Image with

quote saw a

30% lift in CTR

vs. image

without quote.

Image with a

face saw

+160% CTR,

+290% CVR

vs. image

without face.

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Background color

Does woodgrain feel more authentic, or provide more

visual interest? Either way, the post with the darker

wood background saw 32% more clicks than a lighter,

white background.

+32% clicks

Test Creative Placement to Draw a Reader’s Eye

Can you spot the difference? In one image, the model is

looking right at the CTA button, subtly drawing readers’

attention to it. This image saw an 89% increase in clicks

over the other image.

+89% Click-

throughs

5.32% CTR

75% OR

6.19% CTR

61% OR

25% increase in

open rate (OR)

95% increase in

CTR

Running Sponsored Content & InMail Together,

we see:

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95% open rate

“The week that we recorded 95% — we sent 7,086 and recorded 6,743

—

Do You Know Where You Are?

Employees’ combined connections on social networks are,

on average, 10x larger than a

company’s followers

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Shared content is more credible content

Only 3% of employees share content, yet they generate

30% of all content engagement for a typical business.

Employees get 2x higher CTRs from their shares,

compared to company shares of the same content.

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6 job views

3 Company Page views

1 Company Page follower

6 profile views

and 2 new connections established

Every 6 pieces of content an employee

shares on LinkedIn influences …

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“ A single employee sharing 3 pieces of content a day

can add up to 23 million in additional reach in a year — this can add up to 60,000

additional events of people engaging with

your content.”

Takeaways

Attention Spans are not Shrinking

Long Form is Essential

Topics> Keywords

If it can be Tested, it can be Improved

Empower Employees as Advocates

Flashback

The Sophisticated Marketer’s Guide to LinkedIn

The Big Rock (the debut)

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SlideShare

Infographics

Webinar

Podcast Blog post

Mobile download

Physical book

Influencer blogs

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One of our evergreen pieces of content, “The Sophisticated

Marketer’s Guide of LinkedIn,” continues to generate the

highest number of downloads and the highest number of

marketing qualified leads.

k+

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Thank you Jason Miller

Group Manager, Content Marketing

@JasonMillerCA

@LinkedInMktg

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