Marketing Profs B2B Forum Presentation

How to Build an Owned Media EmpireFor Top of Funnel B2B Content Domination

Jason Miller

Global Content Leader

LinkedIn

@jasonmillerca

Speaker

Photo

(2.5” square)

ABOUT

JASON MILLER

Group Manager,Content Marketing and Social Media

at LinkedIn

Author ofWelcome to the Funnel: Proven Tactics to Turn Your

Content Marketing and Social Media up to 11

Rock n Roll Photographer

I think people ought to know that we’re anti-fascist,we’re anti-violence, we’re anti-racist, and we’re pro-creative.

We’re against ignorance.

Joe Strummer

If you don’t like the world, then change it.

Clash flyers

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….

44%

What are the actions you take that cause the strategy to work? What are the events and interactions that, when taken together,

comprise your strategy?

Seth Godin

25

Top of Funnel Essentials

The big rock Video

Audio/ podcasts

Visual

The Blog

THE TURKEY SLICES

THE KEYWORDS

Moz.com Moz.com

THE KEYWORDS

The Sophisticated Marketer’s

Guide to LinkedIn

The Big Rock – The Debut

33

Repurpose, Repurpose, Then Repurpose Some More

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+

35

The Sophisticated Marketer’s Guide to Thought Leadership

Overcoming the Sophomore Slump

36

The Turkey Slices

The Sophisticated Marketer’s Guide to Thought Leadership

37

The Sophisticated Marketer's Guide to Content Marketing

The Masterpiece

38

Audio Book

Responsive Design

Exploring New Formats

39

Starting a Sophisticated Movement

v

40

v

AMPLIFICATION

Social Media

Advertising

Native

Advertising

Paid Content

Discovery

Services

PPC

Display /

Retargeting

Blogging

Influencer

Outreach

PR

SEO

Word of

Mouth

ReferralsOwned Media

Website /

Resource

Center

Mobile

Apps

Employee

Advocacy

Earned MediaPaid Media

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.

Sponsored Update 2:

Targeted to Marketing Directors

Need to demonstrate the ROI of your

marketing efforts? These insights can help.

Sponsored Update 3:

Targeted to Social Media Managers

Social media managers: Get the insights you

need to drive the engagement you want.

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.

Guide’ saw a 100% increase in

click through rate (CTR).

The image with the quote saw a 30%

lift in CTR versus the image

image versus a human and the

human saw +160% CTR and +290%

CVR.

RUNNING

SPONSORED

CONTENT WE SEE

25%increase in

Open Rate

95%increase in

CTR

5.32% CTR

75% OR

6.19% CTR

61% OR

2013-14 2015 2016-17

GOING GLOBAL

51

The ROI of Content Marketing

Backing up the Big Rock with Hard Data

52

THE FULL MEAL DEAL

THE PODCAST

72

Podcasts

588

Highest

1 DAY

Total downloads

1442

Highest

1 WEEK

Total downloads

4700

Highest

1 MONTH

Total downloads

On average podcast listeners

engage with each episode 3

times. A radio or tv listener /

viewer engages 1 time.

75%of listenership is

between the

ages of 25-49

1500Average

Downloads per episode and

growing quickly

73

Podcasts

3000Crossed

Downloads in 1

MONTH

APRIL 2016

4000Crossed

Downloads in 1

MONTH

JUNE 2016

Listened to in

more than.110

COUNTRIES

THE INTELLIGENT RISK

84

Easter Eggs

Have Fun with Your Content

88

The Origin of the Sophisticated Marketer…..

Inspiration Can Come From Anywhere

Big Rock

Turkey Slices

ResultsImproves gated content conversion rate:

Using Turkey Slices to drive to gated content can improve

landing page conversions by up to 6x

Increases quality traffic to product sites:

CTAs from one of their Big Rocks drove 64% of the traffic to

one of our major product sites during the month of Feb 2016

Improves content quality so people consume more:

Using Docalytics we can now see 57% of eBook readers are

getting all the way to the last page of the eBook

Who’s Doing it Well?

Big Rock

Turkey Slice

Bringing in the Influencers

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

101

ResultsTotal Engaged Names (SAL-

Downloaded the book): 18,338

Influenced Pipeline: $232,200

Sourced Pipeline: $12,500

Total Won Pipe: 244,700

Cost: $5,500

Total Acquired Names (MAL): 335

Total Acquired Accounts (MAA): 51

Total Influenced Names (Invited to

look at book in aggregate): 71,975

Total Influenced Accounts (Invited to

look at book in aggregate): 3,553

The blog is the social media rug

that ties the room together.

THE BLOG

Blogging Food Groups

Thinking Like Netflix (Series)

Focus on Subscribers

Conversion




Conversion




Conversion




Conversion




Conversion

Follow the Food Groups

The Blogging Food GroupsA 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

RAISIN BRAN

MONDAY

TUESDAY

SPINACH

WEDNESDAY

THE ROAST

THURSDAY

TABASCO

110

FRIDAY

CHOCOLATE

BLOG

SUBSCRIBERS

K

MONTHLY

UNIQUE VIEWS

K K

http://bit.ly/BigRockContent

118

Thank You!Jason Miller

Group Manager, Content Marketing

@JasonMillerCA

@LinkedInMktg

Marketing Profs B2B Forum Presentation

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