Proven tactics and strategies for turning your content marketing efforts up to 11.

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

2. 1 of every 3
Professionals
on the Planet is
on LinkedIn

3. 3
The world’s largest professional network
332M+
Members Worldwide Growing at more than two members per second
2
4
8
17
32
55
90
145
200
259
332
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014

4. Jobs
Content
Content pages receive 7X the page views vs. job pages.

5. Let’s Talk About Content…

7. 7

8. 8
Discover
Explore
Select
Advocate
60%

9. 9
Not more content, more relevant content

10. 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%

11. Empathize with your prospects and customers.

12. 12

13. 13
Repurpose content like leftover Turkey

14. 14
Company Pages
Sponsored Updates
(Turn it up to eleven!)
LinkedIn Groups
SlideShare
Use Turkey Slices to Fuel Your Content Hubs

15. 15
WAYS TO CREATE YOUR BIG ROCK

16. 16
1
Create the all- encompassing guide to whatever the hell conversation you want to own

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

18. 18

19. Take it Global

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

21. 21
2
The “Hugh MacLeod” Strategy—Write 5 relevant blogs then roll them all together
Monday
Tuesday
Wednesday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach

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

23. 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

24. Friday: Chocolate Cake

25. 25
BONUS Chocolate Cake

26. 26

27. 27
3
Flip your case studies on their heads—Turn your bottom funnel case studies into a collection of “success stories”

28. 28
(The Big Rock)
Who’s Doing it Right?

29. 29
(Twitter w/ Custom Image)
Who’s Doing it Right?

30. 30
(Going Visual)
Who’s Doing it Right?

31. 31
Who’s Doing it Right?

32. 32
Who’s Doing it Right?
(Thought Leadership)

33. 33
(The Webinar)
Who’s Doing it Right?

34. 34
(Sponsored Update)
Inbound + Outbound = Heavy Metal Thunder

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

37. 13

38. Content native to the experience
across all devices via the LinkedIn feed

39. Your audience should always be at the center of your content. This is about THEM, not YOU.
01 Call out your audience
02 Use the word “you”
03 Explain what’s in it for them
16

40. 6
Company Updates Content Best Practice Cheat Sheet
Optimizing Content
•Always ask, “why would my audience read this?”
•Use concise and compelling intros and headlines
•Ask compelling questions to involve the target audience
•Include a clear call to action, regardless of the objective
•Make sure your landing pages are optimized for mobile traffic
Managing updates
•Plan your editorial calendar, but also react to timely events
•Respond to comments regularly
•Consider keeping updates running through the weekend
•Test to see what works with your audience and then refine
Optimizing visuals
•Always include an image, presentation, or video
•Ensure the thumbnail is relevant for external links

41. 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.

42. Use targeting on LinkedIn to deliver the right message to the right person at the right time.
But be careful NOT to over-target.
It’s important to reach everyone who could influence a buying decision, so cast a wide net and then refine your targeting preferences.

43. •Driving Brand Awareness
•Generating Quality Leads
•Driving Event Registration
•Expanding Thought Leadership
Sponsored Updates Achieve Business Goals in 4 Ways

44. 44
With Direct Sponsored Content, reach your target audience
directly in the feed without publishing on your Company Page
Personalize
Test
Control

45. 45
Personalize your message and offers to your target audience to boost your performance

46. 46
Test and optimize your reach to the right audience with the right message
66% higher CTR

47. 47
Sponsored InMails now reach members on mobile where they most often check their messages
Reach mobile users
>50% of inbox views on mobile
80% higher open rate on mobile

48. What Does Success Look Like?

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

51. 51
MQL
Turkey Slices (Non Gated)
Lead Capture
No
Yes
Revenue
Sales
SDR
Sales Qualified?
BIG ROCK
(Gated)
Nurture
No
Yes

52. The Results Out of the Gate
34%
32%
15%
9%
6%
4%
Email
Blog
InMail
Direct/ SEO
Other
Display
AdWords
64%
7%
7%
7%
6%
4%
2%
1%
1%
United States
Netherlands
India
Canada
Australia
UK
Germany
New Zealand
Singapore
France

53. 53

55. 55
18,000% ROI

56. 56
How Do You Organize Your Marketing Team to Deliver Content Marketing ROI?

57. 57

58. 58
The four unique band members work together to deliver an amazing product.
Lays Groundwork
Fuels Content
Fuels Demand Gen

59. 59
They consistently deliver content that their fans want to consume and share.

60. 60
Their PR efforts guide their vision as the hottest band in the world.

61. They deliver amazing experiences on tour
(Event Marketing)

62. #INBOUND14
They built a thriving community.

63. www.welcometothefunnel.com

64. 64

65. 65
The most effective platform for marketers to reach audiences,
nurture prospects and acquire customers
Accelerate sales by reaching the right people with helpful content throughout the buying process
Share relevant content and campaigns with the world’s professionals
Content & Campaigns
Get to the right people with precision-focused B2B multi-channel marketing
B2B Marketing

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

67. 67
Thank You!
Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg