How to Achieve Face-Melting Content Marketing ROI
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Content Marketing World Presentation 2014
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How to Achieve Face-Melting Content Marketing ROI
- 1. How to Achieve Face- Melting Content Marketing ROI presents Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg
- 2. 2
- 3. Empathize with your prospects and customers.
- 4. 4 Not more content, more relevant content
- 5. 5 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
- 6. 6
- 7. 7 WAYS TO CREATE YOUR BIG ROCK
- 8. 8 1 Create the all- encompassing guide to whatever the hell conversation you want to own
- 9. 9 2 The “Hugh MacLeod” Strategy—Write 5 relevant blogs then roll them all together Monday Tuesday Wednesday Raisin Bran Spinach Roast Raisin Bran Spinach
- 10. 10 3 Flip your case studies on their heads—Turn your bottom funnel case studies into a collection of “success stories”
- 11. 11 Repurpose Content Company Pages Sponsored Updates (Turn it up to eleven!) LinkedIn Groups SlideShare
- 12. The Sophisticated Marketer’s Guide to LinkedIn The Big Rock
- 13. The Sophisticated Marketer’s Guide to LinkedIn Podcast SlideShare Big Rock repurposed into “Turkey Slices”
- 14. eBooks Blogs
- 15. Infographics
- 16. The Webinar Physical Book
- 17. Take it Global
- 18. Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm
- 19. How Does One Promote the Big Rock?
- 21. Email Blog InMail Company Page Sponsored Updates SlideShare Display PPC Twitter For those about to Launch….. FIRE!
- 22. MQL 22 Turkey Slices (Non Gated) Lead Capture No Yes Revenue Sales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes
- 23. 23 MQL Turkey Slices (Non Gated) Lead Capture No Yes Revenue Sales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes
- 24. 24 3 Simple Metrics Increased referral traffic Social Engagement Higher quality leads
- 25. The Results Out of the Gate 34% 32% 15% 9% 6% 4% Email 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
- 26. 26
- 27. 27 18,000% ROI
- 28. 28 How Do You Organize Your Marketing Team to Deliver Content Marketing ROI?
- 29. 29
- 30. 30 The four unique band members work together to deliver an amazing product. Lays Groundwork Fuels Content Fuels Demand Gen
- 31. 31 They consistently deliver content that their fans want to consume and share.
- 32. 32 Their PR efforts guide their vision as the hottest band in the world.
- 33. They deliver amazing experiences on tour (Event Marketing)
- 34. #INBOUND14 They built a thriving community.
- 35. “People want a thrill, people want a spectacle and people love to be entertained.”
- 37. 37 Thank You! Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg