![Page 1: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/1.jpg)
Innovation in Content Marketing
Starts with a Reality Check
Jason A Miller Global Content Marketing Leader at LinkedIn
![Page 2: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/2.jpg)
![Page 3: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/3.jpg)
![Page 4: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/4.jpg)
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
4
![Page 5: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/5.jpg)
5
![Page 6: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/6.jpg)
6
![Page 7: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/7.jpg)
7
![Page 8: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/8.jpg)
8
![Page 9: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/9.jpg)
![Page 10: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/10.jpg)
Digital media isn’t killing
attention spans
What we actually know about attention spans
Smartphones aren’t
killing attention spans
We’re better than ever at
processing and encoding
information through short
bursts of high attention
We use our attention
far more efficiently
than at any other
point in history
We’re far better at multi-tasking,
able to divide our attention among
several different things without
compromising our focus
The main focus of our more
efficient attention is to find content
that’s worth paying attention to for
a longer period of time
10
![Page 11: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/11.jpg)
You can never over deliver on
value in content marketing.
11
![Page 12: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/12.jpg)
12
![Page 13: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/13.jpg)
13
![Page 14: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/14.jpg)
14
![Page 15: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/15.jpg)
The messy truth
15
![Page 16: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/16.jpg)
16
![Page 17: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/17.jpg)
17
![Page 18: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/18.jpg)
18
![Page 19: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/19.jpg)
19
![Page 20: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/20.jpg)
The new model
a long-form
blog
31 million unique visitors
acquired
87 million page views
through
80 articles
that average over
2,000 words each
20
![Page 21: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/21.jpg)
If you can blow someone's mind —
really, genuinely blow it, again in a really well-
written way — then that's something they
want to share."
“ 21
![Page 22: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/22.jpg)
22
![Page 23: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/23.jpg)
Power Pages (How to, What is)
Strong Opinions (Editorial)
Research
![Page 24: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/24.jpg)
+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.
![Page 25: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/25.jpg)
We believed anything worth doing is
worth over-doing.” “
![Page 26: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/26.jpg)
26
![Page 27: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/27.jpg)
Set up a test of different updates to reach different audiences.
Big Rock
Content
Sponsored Content 1:
Targeted to CMOs
These insights can help
you drive transformational
change to your business.
Sponsored Content 2:
Targeted to Marketing
Directors
Need to demonstrate the ROI
of your marketing efforts?
These insights can help.
Sponsored Content 3:
Targeted to Social Media
Managers
Social media managers: Get
the insights you need to drive
the engagement you want.
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.
27
![Page 28: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/28.jpg)
Rich media images have 38% higher CRT than
linkshare updates with a thumbnail image preview
28
![Page 29: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/29.jpg)
VS
“Guide” saw a
100% increase
in click through
rate (CTR).
Image with
quote saw a
30% lift in CTR
vs. image
without quote.
Image with a
face saw
+160% CTR,
+290% CVR
vs. image
without face.
29
![Page 30: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/30.jpg)
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
![Page 31: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/31.jpg)
5.32% CTR
75% OR
6.19% CTR
61% OR
25% increase in
open rate (OR)
95% increase in
CTR
Running Sponsored Content & InMail Together,
we see:
31
![Page 32: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/32.jpg)
95% open rate
![Page 33: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/33.jpg)
“The week that we recorded 95% — we sent 7,086 and recorded 6,743
—
![Page 34: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/34.jpg)
Do You Know Where You Are?
![Page 35: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/35.jpg)
Employees’ combined connections on social networks are,
on average, 10x larger than a
company’s followers
35
![Page 36: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/36.jpg)
Shared content is more credible content
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.
36
![Page 37: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/37.jpg)
6 job views
3 Company Page views
1 Company Page follower
6 profile views
and 2 new connections established
Every 6 pieces of content an employee
shares on LinkedIn influences …
37
![Page 38: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/38.jpg)
“ 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.”
![Page 39: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/39.jpg)
![Page 40: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/40.jpg)
Takeaways
Attention Spans are not Shrinking
Long Form is Essential
Topics> Keywords
If it can be Tested, it can be Improved
Empower Employees as Advocates
![Page 41: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/41.jpg)
Flashback
![Page 42: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/42.jpg)
The Sophisticated Marketer’s Guide to LinkedIn
The Big Rock (the debut)
42
![Page 43: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/43.jpg)
SlideShare
Infographics
Webinar
Podcast Blog post
Mobile download
Physical book
Influencer blogs
43
![Page 44: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/44.jpg)
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+
44
![Page 45: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/45.jpg)
45 45
![Page 46: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/46.jpg)
46
![Page 47: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/47.jpg)
47
![Page 48: Innovation in Content Marketing Starts with a …mrkto.b2bmarketing.net/rs/085-VAB-435/images/Engagement...6 profile views and 2 new connections established Every 6 pieces of content](https://reader034.vdocuments.net/reader034/viewer/2022052611/5f060fcd7e708231d4161930/html5/thumbnails/48.jpg)
Thank you Jason Miller
Group Manager, Content Marketing
@JasonMillerCA
@LinkedInMktg
48