How to Achieve Face-Melting Content Marketing ROI

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Raising brand awareness, building trust, establishing credibility, and ultimately driving revenue; that's the one-two punch of social media and content marketing. If you are not pairing these two together then you are simply missing opportunities for your business. In this session Jason Miller, Group Manager, Content Marketing and Social Media at LinkedIn breaks down the step by step process for building a world class revenue driving hi-octane content engine. Put on your marketing seat belt and get ready for a content marketing riff-a-palooza of actionable takeaways you can start implementing immediately.

Marketing

11
Not more content, more relevant content

Empathize with your
prospects and
customers.

Useful x Enjoyable x Inspired = Innovative Content
Ann Handley’s Formula

16
Repurpose content like leftover Turkey

17
Company Pages Sponsored Updates
(Turn it up to eleven!)
LinkedIn Groups SlideShare
Use Turkey Slices to Fuel Your Content Hubs

The Sophisticated Marketer’s Guide to LinkedIn
The Big Rock

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

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

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%

According to Everett M. Rogers in Diffusion of Innovations, the landmark 1962 textbook
that popularized the study of how new ideas and technologies spread through societies,
early adopters make up 13.5% of the consumers who will adopt an innovation.

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.
[link to white paper landing page with tracking tag 1]
Sponsored Update 2:
Targeted to Marketing Directors
Need to demonstrate the ROI of your
marketing efforts? These insights can help.
[link to white paper landing page with tracking tag 2]
Sponsored Update 3:
Targeted to Social Media Managers
Social media managers: Get the insights you
need to drive the engagement you want.
[link to white paper landing page with tracking tag 3]
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.

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

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

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

5 Relevant Blogs Rolled Up into One Big Rock

The Death of the One Dimensional Marketer

53
The Marketing Team of the
Future
(As Demonstrated by KISS)

55
The four unique band members work together to
deliver an amazing product.
Lays
Groundwork
Fuels Content Fuels Demand Gen

56
They consistently deliver content that their
fans want to consume and share.

57
Their PR efforts guide their vision as the
hottest band in the world.

They deliver amazing experiences on tour
(Event Marketing)

#INBOUND14
They built a thriving community.

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

63
Thank You!
Jason Miller, Group Manager, Content Marketing
@JasonMillerCA
@LinkedInMktg

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How to Achieve Face-Melting Content Marketing ROI

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

4. Let’s Talk About Content…

10. 10

11. 11 Not more content, more relevant content

12. 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%

13. Empathize with your prospects and customers.

14. Useful x Enjoyable x Inspired = Innovative Content Ann Handley’s Formula

15. 15

16. 16 Repurpose content like leftover Turkey

17. 17 Company Pages Sponsored Updates (Turn it up to eleven!) LinkedIn Groups SlideShare Use Turkey Slices to Fuel Your Content Hubs

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

19. 19

20. Then Repurpose Some More For Agencies Webinars Ask LMS Mann Vs Funnel Creative Effectiveness What’s Not on Your LinkedIn Profile

21. Take it Global

22. What Does Success Look Like?

23.

24.

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

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

27. 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%

28. 28

29.

30. 30 18,000% ROI

31. The Plan

32. According to Everett M. Rogers in Diffusion of Innovations, the landmark 1962 textbook that popularized the study of how new ideas and technologies spread through societies, early adopters make up 13.5% of the consumers who will adopt an innovation.

33. 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. [link to white paper landing page with tracking tag 1] Sponsored Update 2: Targeted to Marketing Directors Need to demonstrate the ROI of your marketing efforts? These insights can help. [link to white paper landing page with tracking tag 2] Sponsored Update 3: Targeted to Social Media Managers Social media managers: Get the insights you need to drive the engagement you want. [link to white paper landing page with tracking tag 3] 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.

34.

35.

36.

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

38. What’s Your Big Rock?

39. What are Your Turkey Slices?

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

41. 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

42. Monday – Raisin Bran

43. Tuesday - Spinach

44. Wednesday: The Roast

45. Thursday: Tabasco

46. Friday: Chocolate Cake

47. 5 Relevant Blogs Rolled Up into One Big Rock

48. 48

49. 49 BONUS Chocolate Cake

50. 50

51.

52. The Death of the One Dimensional Marketer

53. 53 The Marketing Team of the Future (As Demonstrated by KISS)