How to Build an Owned Media Empire with EPIC Content Marketing
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Jason Miller, Global Content Marketing Lead at LinkedIn, shares his best practices from working with the world's largest brands across LinkedIn's platform.
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How to Build an Owned Media Empire with EPIC Content Marketing
- 5. I think people ought to know that we’re anti-fascist, we’re anti-violence, we’re anti-racist, and we’re pro-creative. We’re against ignorance. Joe Strummer
- 7. People can change anything they want to. And that means everything in the world
- 9. 9
- 12. 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%
- 13. 13
- 14. 14 Repurpose content like leftover Turkey
- 15. 15
- 16. THE KEYWORDS
- 19. The Sophisticated Marketer’s Guide to LinkedIn The Big Rock – The Debut
- 20. Repurpose, Repurpose, Then Repurpose Some More 20
- 24. 24 Turkey Slices (Non Gated) MQL No Yes Revenue BIG ROCK (Gated) Lead Capture Nurture No Yes SlideShare Infographic Webinar Podcast Blog Post Sales SDR Sales Qualified?
- 25. Email Blog InMail Company Page Sponsored Content SlideShare Display PPC Twitter The Always on Strategy For those about to Launch….. FIRE!
- 26. 26 The Results Out of the Gate 4% 6% 9% 15% 32% 34% Email Blog InMail Direct/SEO Other Display AdWords United States Netherlands India Canada Australia UK Germany New Zealand Singapore France64% 7% 7% 7% 6% 2% 1% 1%
- 27. 27 18,000% ROI
- 28. 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+
- 30. 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.
- 32. 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.
- 33. RUNNING SPONSORED CONTENT WE SEE 25% increase in Open Rate 95% increase in CTR 5.32% CTR 75% OR 6.19% CTR 61% OR
- 36. 36 THE FULL MEAL DEAL
- 37. GOING GLOBAL
- 39. 39
- 40. The blog is the social media rug that ties the room together.
- 41. The Death of the One Dimensional Marketer
- 43. 43
- 44. 44
- 45. 45 The four unique band members work together to deliver an amazing product. Lays Groundwork Fuels Content Fuels Demand Gen
- 46. 46 They consistently deliver content that their fans want to consume and share.
- 47. 47 Their PR efforts guide their vision as the hottest band in the world.
- 48. Event Marketing: They deliver amazing experiences on tour
- 49. #INBOUND14 They built a thriving community.
- 50. “People want a thrill, people want a spectacle and people love to be entertained.”
- 51. 51
- 54. 54 Thank You! Jason Miller Group Manager, Content Marketing @JasonMillerCA @LinkedInMktg
Hinweis der Redaktion
- 1979- A genre defining masterpiece that The album was made in dire straits too. The band was heavily in debt and openly at war with its record company. Ranked #8
- The record company came up with the rather hyperbolic marketing phrase, “The only band that matters.” It stuck because there was a strain of truth to it. The Clash cut through the drivel and mindlessness of New Wave and came across as genuine, as opposed to manufactured pop or pretentious art rock. The band walked their working-class talk, going into debt to keep concert tickets and album prices low. They didn’t break even until 1982—a fact they “wore as a badge of pride.”
- Slide 2 and 3 Say something important The Clash, especially Joe Strummer, wanted to start a conversation.
- Other punk bands, such as the Sex Pistols, stood for complete anarchy and not much else. The Clash was a disrupter, no question, but they wanted to lead a movement rather than just throw a brick at someone’s head. The results speak for themselves: The Sex Pistols imploded after one album, while the Clash delivered decades of great music.
- The Lesson: When you lead conversations that matter, you give customers a reason to follow you. If that seems beyond your purview, maybe it’s because you see your business as a transaction, rather than as a brand that adds value to people’s lives. There’s nothing wrong with that, but it does mean you’ll forever compete on price rather than on who you are and why you exist.
- Can you add a sound clip of London Calling here? DONE
- WE HAVE DUPICATED THIS SLIDE JUST IN CASE YOU LIKE THIS NEW VERSION
- Add a quick clip of: https://www.youtube.com/watch?v=l3i9ilHpPko -> DONE
- Can you clean up this slide and add an old school black and white flip counter to the top that starts at zero and goes to 100k plus? -> DONE
- Using Direct Sponsored Content, we A/B tested ‘eBook’ versus ‘guide’ to see which resonated better with our audience. ‘Guide’ saw a 100% increase in click through rate (CTR). Knowing that quotes and stats both work well, we tested an image featuring a statistic versus an image featuring a quote. The image with the quote saw a 30% lift in CTR versus the stat image. With a hypothesis that people like images of people rather than objects, we tested an image versus a human and the human saw +160% CTR and +290% CVR.
- Please clean this slide up. -> DONE
- Can you create a collage of all of the different assets that BaramBambu is creating for the upcoming Sophisticated Marketer’s Guide to Global Marketing and have them populate into a full bleed? I want to illustrate how many create assets for email, the blog, landing page, and A/B testing we create for the launch. BIG and BOLD! -> DONE
- Again, please just add some pop and shine to this one. -> DONE
- Again, please just add some pop and shine to this one. Maybe make them pop up or populate across the screen over the top of a globe since this is meant to represent a Global Always on mindset. -> DONE
- Animate each line to appear on click. -> DONE
- TEXT in the style of: https://www.google.co.uk/search?q=punk+rock+UK&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj-mLaY0ITNAhUEIMAKHWOIDyYQ_AUIBygB&biw=1092&bih=589#tbm=isch&q=anarchy+in+the+UK&imgrc=GggkddxIFQf2MM%3A -> DONE
- Can You add this to start playing on Click at :12 second mark on? https://www.youtube.com/watch?v=1M02bAWDFkI -> DONE