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Content, Not More But More Relevant

Jason MillerSenior Content Marketing Manager, LinkedIn

@JasonMillerCA @LinkedInMktg

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Discover

Explore

Select

60%Advocate

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It’s up to the marketers to deliver a better experience

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The key ingredient to a better content experience is

relevance

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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….

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Not more content, more relevant content

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MOVING FROM INFORMATION TO INSIGHT CREATES RELEVANCE

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Speak to the dog, in the language of the dog, about what’s in the heart of the dog.

— Roy Williams

1

Empathize with your prospects and customers.

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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

In business, there are three levels of empathy

1 On-demand

2 Solution

3 Transcendent

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Stake your claim…

1

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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

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Useful x Enjoyable x Inspired = Innovative ContentANN HANDLEY’S FORMULA

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3 WAYS TO CREATE YOUR BIG ROCK

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1Create the all-encompassing guide to whatever the hell conversation you want to own

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The Sophisticated Marketer’s Guide to LinkedIn

Podcast

SlideShare

Big Rock repurposed into “Turkey Slices”

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eBooks

Blogs

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Infographics

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The Webinar Physical Book

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Take it Global

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Interested in content marketing on LinkedIn?

Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm

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2The Hugh MacLeod Strategy—Write 5 relevant blogs then roll them all together

Monday Tuesday Wednesday

Raisin BranSpinachRoast

Raisin BranSpinach

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

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The blogging food groupsA steady diet of quality content for your blog

Monday Tuesday Wednesday Thursday Friday Saturday

Raisin BranSpinachRoast

Raisin BranSpinach

Raisin BranChocolateCake

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Monday – Raisin Bran

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Tuesday - Spinach

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Wednesday: The Roast

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Thursday: Tabasco

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Friday: Chocolate Cake

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5 Relevant Blogs Rolled Up into One Big Rock

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3Flip your case studies on their heads—Turn your bottom funnel case studies into a collection of “success stories”

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Who’s doing it right?(The Big Rock)

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Who’s doing it right?(Twitter w/ Custom Image)

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Who’s doing it right?(Going Visual)

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Who’s doing it right?

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Who’s doing it right?(Thought Leadership)

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Who’s doing it right?(The Webinar)

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When you need that extra push…

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Organic is Good = Paid is Better(Sponsored Update)

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How to Promote Your Big Rock Content for Face Melting ROI

EmailBlog

InMailCompany Page

Sponsored UpdatesSlideShare

DisplayPPC

Twitter

For those about to

Launch…..FIRE!

MQL

Turkey Slices (Non Gated)

Lead CaptureNo Yes

RevenueSales

SDRSales Qualified?

BIG ROCK(Gated)

NurtureNo Yes

5

MQL

51

Turkey Slices (Non Gated)

Lead CaptureNo Yes

RevenueSales

SDRSales Qualified?

BIG ROCK(Gated)

NurtureNo Yes

5

The Results Out of the Gate

34%

32%

15%

9%6%

4%EmailBlogInMailDirect/ SEOOtherDisplayAdWords

64%7%

7%

7%6%

4%2% 1%

1%United StatesNetherlandsIndiaCanadaAustraliaUKGermanyNew ZealandSingaporeFrance

18,000% ROI

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

— David Bowie

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The visual is the new headline!

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Research shows that a picture is really only worth 81.4 words, on average.

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WE ARE ALL VISUAL THINKERS

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The Infographic is not Dead; Claiming that Something is Dead is so Passé

178,809,843

Publisher Total Unique Visitors

3,024,141,647

Total Potential Viewership

8109 SHARES

33 Linkbacks from Top Tier Pubs

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How do you know your content strategy is relevant?

Increased Referral Traffic

Social Engagement

Higher Quality Leads

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Structuring Your Marketing Team for delivering Relevant Content.

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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.

They deliver amazing experiences on tour (Event Marketing)

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They built a thriving community.

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

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www.welcometothefunnel.com

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

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THANK YOU!Jason Miller, Sr. Content Marketing Manager

@JasonMillerCA@LinkedInMktg

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QUESTIONS ?