how to build an owned media empire

How to Build an Owned Media Empire For Top of Funnel B2B Content Domination

Jason Miller

Global Content Leader LinkedIn @jasonmillerca

Speaker Photo

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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

THE ONLY BAND

THAT MATTERS.

I think people ought to know that were anti-fascist, were anti-violence, were anti-racist, and were pro-creative.

Were against ignorance.

Joe Strummer

If you dont like the world, then change it.

12

WHEN YOU LEAD CONVERSA

TIONS THAT MATTER,

YOU GIVE AUDIENCES A REA

SON TO FOLLOW

14

THEY EXPECT THEIR ORGAN

IZATION'S OF MARKETERS SAY

TO INCREASE IN THE NEXT 1

2 MONTHS. CONTENT MARKETING BUDG

ET

66%

15

MORE CONTENT IN 2016 S

AY THEY WILL PRODUCE

THAN THEY DID IN 2015.

88%

16

ARE EFFECTIVE AT CONTEN

T MARKETING

OF MARKETERS SAY THEIR

ORGANIZATIONS

THIS YEAR COMPARED TO

30%

38% THE PREVIOUS YEAR.

17

OF B2B CONTENT

GOES UNUSED.

60%

NOT MORE CONTENT.

MORE RELEVANT CONT

ENT. Clash flyers

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.

44%

TO CREATE A WORLD C

LASS GLOBAL CONTEN

T

ENGINE THAT FUELS DE

MAND GENERATION,

INCREASES BRAND AW

ARENESS,

AND DRIVES THOUGHT L

EADERSHIP.

THE GOAL

INCREASE AWARE

NESS OF MARKETIN

G OPPORTUNITIES

ON LINKEDIN

INCREASE MQLS

DRIVEN BY BIG ROC

K CONTENT

INCREASE REFER

RAL TRAFFIC BY X%

BY Y DATE

INCREASE DIREC

T TRAFFIC BY X% BY

Y DATE

INCREASE BLOG

SUBSCRIBERS BY X%

BY Y DATE

THE OBJECTIVES

CREATE HELPFUL, R

ELEVANT CONTENT

AND DELIVER IT TO

THE RIGHT PERSON

THE STRA

TEGY

AT THE RIGHT TIME

.

What are the actions you take that cause the strategy to work? What are the events and interactions that, when taken together,

comprise your strategy?

Seth Godin

THE TACTICS

COMPANY PAGE /

SHOWCASE PAGE U

PDATES

SPONSORED UPDA

TES

BLOGGING

CUSTOMER STORI

ES

EMAIL MARKETING

INMAIL

SLIDESHARE

KEYWORD RESEAR

CH

PPC TWITTER

PODCASTS

NEWSLETTERS

VIDEO

WEBINARS

INFOGRAPHICS

INFLUENCER CONT

ENT

PUBLISHING ON LI

NKEDIN

26

Top of Funnel Essentials The big rock Video

Audio/ podcasts

Visual

The Blog

THE TURKEY SLICES

29

WHAT IS THE #1

QUESTION

WHAT CONVERSATION DO YOU WANT TO OWN?

ON YOUR PROSP

ECTS MINDS?

THE KEYWORDS

Moz.com Moz.com

THE KEYWORDS

The Sophisticated Marketers Guide to LinkedIn

The Big Rock The Debut

34

Repurpose, Repurpose, Then Repurpose Some More

One of our evergreen pieces of content, The Sophisticated Marketers Guide of LinkedIn, continues to generate the highest number of downloads and the highest number of marketing qualified leads.

k+

36

The Sophisticated Marketers Guide to Thought Leadership Overcoming the Sophomore Slump

37

The Turkey Slices The Sophisticated Marketers Guide to Thought Leadership

38

The Sophisticated Marketer's Guide to Content Marketing The Masterpiece

39

Audio Book Responsive Design

Exploring New Formats

40

Starting a Sophisticated Movement

v

41

v

AMPLIFICATION

Social Media Advertising

Native Advertising

Paid Content Discovery Services

PPC

Display / Retargeting

Blogging

Influencer Outreach

PR

SEO

Word of Mouth

Referrals Owned Media

Website / Resource

Center

Mobile Apps

Employee Advocacy

Earned Media Paid Media

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.

Sponsored Update 2: Targeted to Marketing Directors

Need to demonstrate the ROI of your marketing efforts? These insights can help.

Sponsored Update 3: Targeted to Social Media Managers

Social media managers: Get the insights you need to drive the engagement you want.

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.

Guide saw a 100% increase in click through rate (CTR).

The image with the quote saw a 30% lift in CTR versus the image

image versus a human and the human saw +160% CTR and +290% CVR.

RUNNING SPONSORED CONTENT WE SEE

25% increase in Open Rate

95% increase in

CTR

5.32% CTR

75% OR 6.19% CTR

61% OR

2013-14 2015 2016-17

GOING GLOBAL

52

The ROI of Content Marketing

Backing up the Big Rock with Hard Data

ARE DRIVEN BY CONTENT. OF ALL MAR

KETING QUALIFIED LEADS A

T LINKEDIN

FULLY ONE-THIRD OF THOSE

MQLS

73%

COME FROM BIG ROCKS!

53

THE FULL MEAL DEAL

54

VIDEO IS THE WAY FORWAR

D

WATCH VIDEOS ONLINE OF B2B

CUSTOMERS 92%

55


D

43% OF THAT DEM

OGRAPHIC RESEARCHES SE

RVICES

OR PRODUCTS FOR THEIR BU

SINESS THROUGH

ONLINE VIDEOS

56


D

76%

OF MARKETING PROFESSIO

NALS INCLUDE VIDEO

MARKETING AS PART OF TH

EIR OVERALL DIGITAL

STRATEGY

60

VIDEO: THE RESULTS

EACH VIDEO AVERAGED 3-5K

VIEW

23280 TOTAL VIEWS

61

VIDEO: THE EQUIPMENT

DLSR

TRIPOD

LAPEL MIC

SHOTGUN MIC

LED LIGHTS

EDITING SOFTWARE

62

VIDEO: PRODUCTION

SCRIPT

FRAME RATE

HD LIGHTING

B-ROLL

63

VIDEO: THE LAUNCH

THINK LIKE NETFLIX

MICROSITE + YOUTUBE +

SLIDESHARE + VIMEO

SLICE UP THE TURKEY FOR

THE BLOG

MEASURE SUCCESS - VIDY

ARD

64

VIDEO: RESOURCES

67

PODCASTS

THE PODCAST

75

Podcasts

588 Highest 1 DAY

Total downloads 1442

Highest 1 WEEK

Total downloads 4700

Highest 1 MONTH

Total downloads

On average podcast listeners engage with each episode 3 times. A radio or tv listener / viewer engages 1 time.

75% of listenership is between the ages of 25-49

1500 Average

Downloads per episode and growing quickly

76

Podcasts

3000 Crossed

Downloads in 1 MONTH

APRIL 2016

4000 Crossed

Downloads in 1 MONTH

JUNE 2016

Listened to in more than. 110

COUNTRIES

77

PODCASTING:

THE EQUIPMENT

ZOOM RECORDER

CONDENSER MIC

HEADPHONES

POP FILTER

XLR CABLES

80

PODCASTING:

THE PRODUCTION

THE GUESTS

WHAT DO I WANT TO LEARN

/

WHAT DOES MY AUDIENCE

WANT TO LEARN

ENTERTAINING

TAGLINE

81

PODCASTING:

THE LAUNCH

ITUNES, STITCHER,

SOUNDCLOUD, YOUTUBE

ASK FOR REVIEWS,

REWARD THEM

SHARE INTERNALLY

82

PODCASTING:

THE RESOURCES

TODD MANSFIELD

PAUL COLLIGAN

EDISON RESEARCH

THE INTELLIGENT RISK

87

Easter Eggs Have Fun with Your Content

91

The Origin of the Sophisticated Marketer.. Inspiration Can Come From Anywhere

95

WHOS DOING THIS WELL

BEST IN CLASS EXAMPLES

Big Rock

Turkey Slices

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

Whos Doing it Well?

Big Rock

Turkey Slice

Bringing in the Influencers

J A S O N M I L L E R

J U S T I N G R AY

MARIA PERGOLINO M AT T H E I N Z

CRAIG ROSENBERG J O N M I L L E R

104

Results Total Engaged Names (SAL- Downloaded the book): 18,338

Influenced Pipeline: $232,200

Sourced Pipeline: $12,500

Total Won Pipe: 244,700

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

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

THE BLOG Blogging Food Groups Thinking Like Netflix (Series) Focus on Subscribers Conversion

Blogging Food Groups Thinking Like Netflix (Series) Focus on Subscribers Conversion



Blogging Food Groups Thinking Like Netflix (Series) Focus on Subscribers Conversion Follow the Food Groups

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

RAISIN BRAN

MONDAY

TUESDAY

SPINACH

WEDNESDAY

THE ROAST

THURSDAY

TABASCO

113

FRIDAY

CHOCOLATE

BLOG SUBSCRIBERS

K

MONTHLY UNIQUE VIEWS

K K

http://bit.ly/BigRockContent

TO THE FRONT OF THE STAGE

DOWN IN FRONT

A STORY FROM THE BACK OF THE CROWD

121

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