mnsearch summit - session - jason miller - welcome to the funnel
DESCRIPTION
Raising brand awareness, building trust, and establishing credibility, that’s what the top of the funnel is all about. It can be a content marketer’s Paradise City, but without focus, it can be overwhelming. Content is created to inspire, educate, and sometimes entertain; this is the place to experiment with a lot of trial and error. But once you find a formula that works, it’s time to scale. In this session, Jason Miller, LinkedIn’s Senior Manager, Content Marketing, will show you how to put together a world-class content strategy that will fuel the top of the funnel while establishing your company as a thought leader.TRANSCRIPT
Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
Welcome to the Funnel(We’ve got leads and names)
presents
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1ofevery3professionalsontheplanetisonLinkedIn.
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Contentpagesreceive7Xthepageviewsvs.jobpages.
7X
JOBS
CONTENT
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TheDefinitivePublishingPlatform
Professional
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Let’s Talk About Content
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Discover
Explore
Select
Advocate 60%
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It’s up to marketers to deliver a better content experience
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Thekeyingredientto
abettercontentexperienceis
relevance
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Not more content, more relevant content
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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
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UsefulxEnjoyablexInspired=InnovativeContent
AnnHandley’sFormula
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The Blog is the Social Media Rug That Ties the Room Together.
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ASteadyDietofQualityContentforYourBlogThe Blogging Food Groups
Monday Tuesday Wednesday Thursday Friday Saturday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Raisin Bran
Chocolate
Cake
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Repurpose Content
The only art I’ll ever study is stuff that I can steal from.
- David Bowie
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(The Big Rock)Who’sDoingitRight?
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(Twitterw/CustomImage)Who’sDoingitRight?
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(GoingVisual)Who’sDoingitRight?
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Who’sDoingitRight?
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(The Webinar)Who’sDoingitRight?
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When you need that extra push…
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(Sponsored Update)Inbound+Outbound=HeavyMetalThunder
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MobileisAcceleratingContentConsumption
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SmartphoneConsumptionisAlwaysOn
9pm6pm3pm12pm9am6am
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The visual is the new headline!
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4141
Research shows that a picture is really only worth 81.4 words, on
average.
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ForThoseAbouttoCreateVisualContent…
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5ReasonsforGoingVisual
•Weareallvisualthinkers
• Visuallanguageaidsindecisionmaking
• Visualismorepersuasive
• Visualmakesabetter,longeroverallimpression
thansimpletext
• Visualconnectsemotionally
444444
The Infographic is not Dead; Claiming that Something is Dead
is so Passé
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Kittensvs.Bacon
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PUBLISHER TOTAL UNIQUE VISTORS178,809,843
TOTAL POTENTIAL VIEWERSHIP3,024,141,647
33 LINKBACKS FROM TOP TIER PUBS8109 SHARES
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Give Your B2B Campaign to a B2C Agency
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HowDoYouKnowifYourContentStrategyisWorking?
Increased referral traffic
Social Engagement
Higher quality leads
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It's not who does it first, it's who does it best..
- David Bowie
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BigRockContentRepurposedinto“TurkeySlices”
The Sophisticated Marketers Guide to LinkedIn
Podcast: SlideShare
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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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InterestedinContentMarketingonLinkedIn?
Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm
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NowGoCreateSomeBloodyGoodContent!
I Love You All. Goodnight!
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People want a thrill, people want a spectacle
and people love to be entertained.
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ThankYou!Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA@LinkedInMktg