Jason Miller, global content marketing leader, LinkedIn Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Your Content Marketing
Strategy Needs a Reality Check
Jason A Miller
Global Content Marketing Leader at LinkedIn
@jasonmillerca
@LinkedInMKTG

4. Newsfeed tailored
to the professional
mindset
40%
yearly growth in
feed engagement
26%
more favorable to content
from brands than they
would be on comparable
social platforms
15x content vs. job
postings in the
newsfeed
Professionals turn to LinkedIn to
find relevant content

5. 61M
senior level
influencers
22M
mass
affluent
6M
C-suite
execs
40M
decision
makers
3M
MBA
graduates
10M
opinion
leaders

6. 6

7. 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
7

8. 8

9. 9

10. 10

11. 11

12. 12

14. The messy truth
14

15. 15

16. 16

17. Power Pages
(How to, What is)
Strong Opinions
(Editorial)
Research

18. We:
+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

19. We:
+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.

20. Localisation
6 Blogs (3 French/ 3 Spanish)
100k Page Views
10 Minute Average Time on Site

21. For B2BQ1
n/a
Q2
12%
Q3
21%
Q4
28%

22. For B2B
ROI in Q4:
6175%

23. The Blog Now Represents
Approximately
10% of Overall
Bookings

24. 24

25. 25

26. The keywords
26

27. Topic relevancy
trumps keywords
27

28. 28

29. Create or Launch
Your Big Rock

30. Physical book
SlideShare
Infographics
Videos
Podcast
Blog post
Influencer blogs
ROI Calculator
Webinar
Mobile download
Blog post
Customer
Case Study
Book
Slice & Dice the Big Rock

31. 31

32. 32

33. The “always on” strategy For those about to Launch…..
FIRE!
Email
Blog
InMail
Company Page
Sponsored Content
SlideShare
Display
PPC
Twitter
33

34. (non-gated)
MQL
No Yes
Revenue
Big Rock (gated)
lead capture
Nurture
No
Yes
Blog post
Sales
SDR
Sales Qualified?
Infographic
Customer Study

35. 35
The results, out of the gate
4%
6%
9%
15%
32%
34%
Email
Blog
InMail
Direct/SEO
Other
Display
AdWords
United States
Netherlands
India
Canada
Australia
UK
Germany
New Zealand
Singapore
France64%
7%
7%
7%
6%
2%
1% 1%

38. 18,000% ROI
38

39. 39

40. 40

41. 41

42. 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+

43. 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++1 Million

44. We believed anything
worth doing is
worth over-doing.”
“

45. TEsT
A/B
12STEP

46. Rich media images have 38% higher CRT than
linkshare updates with a thumbnail image preview
46

47. A/B Testing: Learning
“Register” outperformed “Join” 165%
increase in Click Through Rate (CTR)
+165%
0 100
65%

48. VS
“Guide” saw a
100% increase in
click through
rate (CTR).
48

49. VS
Image with
quote saw a 30%
lift in CTR vs.
image without
quote.
49

50. VS
Image with a
face saw
+160% CTR,
+290% CVR
vs. image
without face.
50

51. 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

52. Do You Know
Where You Are?

53. 53
Employees’
combined
connections on
social networks are,
on average,
10x
larger than a
company’s
followers “

54. 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.
54

55. 6
Job
views
3
Company
Page views
Every 6 pieces of content an employee
shares on LinkedIn influences …
55
1
Company
Page
follower
6
Profile
views
2
new
connections
established

56. 56
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.”

58. The Death of the One Dimensional Marketer

59. 59 59

60. 60

61. Thank you
Jason Miller
Group Manager, Content Marketing
@JasonMillerCA
@LinkedInMktg
61

62. Content strategy:
planning and delivering
standout content
22 February 2018
London
#CharityContent

63. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk