This document provides tips on achieving high ROI from content marketing on LinkedIn. It discusses establishing a "big rock" piece of content to anchor a content strategy and using "turkey slices" to direct traffic to the big rock. Examples of companies achieving success with this approach include generating 18,000% ROI. It also outlines best practices like developing a blogging schedule with different types of content and leveraging influencers to promote content. The goal is to create holistic, relevant strategies that engage professionals through meaningful content.

1. How to Achieve
Face-Melting Content
Marketing ROI
presents
Jason Miller,
Group Manager, Global Content and Social
@JasonMillerCA
@LinkedInMktg

2. ABOUT
JASON MILLER
Group Manager,
Content Marketing and Social Media
at LinkedIn
Author of
Welcome to the Funnel: Proven Tactics to Turn Your
Content Marketing and Social Media up to 11
Rock n Roll Photographer

3. Face-Melting: The condition in which, due to an extreme exposure to an event of
epic Awesomeness, one loses all perception of space and time including (but not
limited to) a brief lapse in physical awareness.

4. 4

5. FOR THE FIRST TIMEIN THE HISTORYOF MEDIA
YOU CAN ENGAGE WITH THE WORLD’SPROFESSIONALS IN ONE PLACE

6. 61M
senior-level
influencers
40M
decision makers
10.7M
opinion leaders
6.8M
C-level execs
22.8M
Mass Affluent
4.1M
IT decision makers
414Mprofessionals are on LinkedIn
THE LARGEST GLOBAL COMMUNITY OF PROFESSIONALS
3.1M
marketers

7. PROFESSIONALS ENGAGE WITH
PURPOSE – AND WITH CONTENT
9 billion content impressions / week
15X content vs job postings in the feed
57% mobile

10. 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

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

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21. 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%

22. 22

23. THE KEYWORDS
Moz.com Moz.com

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Repurpose content like leftover Turkey

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Company Pages Sponsored Updates
(Turn it up to eleven!)
LinkedIn Groups SlideShare
Use Turkey Slices to Fuel Your Content Hubs

28. The Sophisticated Marketer’s Guide to LinkedIn
The Big Rock

29. 29

30. Take it Global

32. What Does Success Look
Like?

34. Turkey Slices
(Non Gated)
MQL
No Yes
Revenue
BIG ROCK (Gated)
Lead Capture
Nurture
No
Yes
SlideShare
Infographic
Webinar
Podcast
Blog Post
Sales
SDR
Sales Qualified?

35. Email
Blog
InMail
Company Page
Sponsored Updates
SlideShare
Display
PPC
Twitter
The Always on Strategy For those about
to Launch…..
FIRE!

36. 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%

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18,000% ROI

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The ROI of Content Marketing
Backing up the Big Rock with Hard Data

43. GOING GLOBAL

44. 44
Audio Book
Responsive Design
Exploring New Formats

45. 45
Starting a Sophisticated Movement

46. v
46
v

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48. Big Rock

49. Turkey Slices

50. Turkey Slices

51. Results
Improves 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

52. Who’s doing it well?

53. Big Rock

54. Turkey Slice

55. Bringing in the Influencers
JA SON MILLER
JUSTIN GRAY
MARIA PERGOLINOMATT H EIN Z
CRAIG ROSENBERG JON MILLER

56. Results
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
Total Engaged Names (SAL-
Downloaded the book): 18,338
Influenced Pipeline: $232,200
Sourced Pipeline: $12,500
Total Won Pipe: 244,700

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58. Three ways to create a big rock
1. Keyword Research
(From the Ground Up)
2. Find a Theme in Existing Content
3. Flip Bottom Funnel Content to Top
(Turning Customer Stories / Case Studies into Top of Funnel Content)

59. The Plan

61. The only art I’ll ever study is stuff
that I can steal from.
- David Bowie

62. What’s Your Big Rock?

63. What are Your Turkey
Slices?

64. The blog is the social media rug
that ties the room together.

65. 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

66. Monday – Raisin Bran

67. Tuesday - Spinach

68. Wednesday: The Roast

69. Thursday: Tabasco

70. Friday: Chocolate Cake

71. 5 Relevant Blogs Rolled Up into One Big Rock

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BONUS Chocolate Cake

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76. The Death of the One Dimensional Marketer

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The Marketing Team of the
Future
(As Demonstrated by KISS)

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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.

82. They deliver amazing experiences on tour
(Event Marketing)

83. #INBOUND14
They built a thriving community.

84. “People want a thrill,
people want a spectacle
and people love
to be entertained.”

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Thank You!
Jason Miller, Group Manager, Content Marketing
@JasonMillerCA
@LinkedInMktg