10 Tactics to Turn Your Content Marketing up to Eleven - Canadian Edition

Marketing Solutions

@JasonMillerCA @LinkedInMktg

10 Tactics to Turn Your Content Marketing Up to Eleven

 Jason Miller Sr. Content Marketing Manager

@JasonMillerCA @LinkedInMktg

60%through decision making process

Discover

Explore

Select

Advocate

2

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Changing the mantra from always be closingto always be helping

3

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Marketers AudienceContent

Relationship

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Use social media for content distribution

87%

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50% Effectiveness rating

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XX%

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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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“Everything I do, I do it for you”

10

Tactic:

Customers

First

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75% of their customers complete a purchase without ever talking to a real person.

11

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“Closer to the Heart”

12

Tactic:

Creating an

Emotional

Connection

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Useful x Enjoyable x Inspired = Innovative Content

Ann Handley’s formula:

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Useful x Enjoyable x Inspired = Innovative Content

Multiplication signs are key. (Thank you, Doug Kessler.)

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“Born to be Wild”

15

Tactic:

Paid

Promotion

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Inbound + Outbound = Awesomeness

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“The Big Money”

17

Tactic:

Content on

A Budget

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Lowe’s Fix in Six

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Fiverr for Frugal Marketers

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“These Eyes”

20

Tactic:

Going

Visual

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Visual Kicks Texts A**

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328,000Views!

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Desk.com Gets it

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The Infographic is not Dead. Claiming that Something is Dead, is.

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“I’m Your Man”

24

Tactic:

Content

Ownership

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Claim Your Content with Google Authorship:

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“Constant Craving”

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Tactic:

Content

Consistency

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Blogging Food GroupsCategories of Content Content Specifics

Raisin Bran content: The basic, everyday content that you can dish out quickly

How-to posts (e.g. SU videos)Sharing Influencer/ third-party postsUseful, relevant topics for marketersRepurposing of old content

Spinach content: The stuff that’s good for you, even if it’s difficult to chew

Thought leadership piecesGuest Topics/ Blog PostsCase Studies

Roasts: The valuable, time-consuming projects that leave your guests begging for more

Strategic research and analysisLI MKTG Trends POVsBig Rock content

Chocolate cake content: Everyone wants a second piece of this sweet treat

Light-hearted, easily-digestible contentCultural content (e.g. Day in the Life)Amusing videos, graphics, stories

Tabasco* content: Sometimes you just need a little fire on the tongue

Bold statements with strong POVThought leadership piecesCalculated and strategic

The Blogging Food Groups Categories

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Monday Tuesday Wednesday

Thursday Friday Saturday

Raisin BranSpinach

Roast

Raisin BranSpinachRoast

Raisin BranSpinach

Tabasco Raisin BranChocolate

Cake

Raisin BranSpinach

LMS Blog Content Calendar

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“Hand Me Down World”

29

Tactic:

Repurpose

What You

Have

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Repurpose, Repurpose, then Repurpose Some More

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“A New Day Has Come”

31

Tactic:

Optimize

For

Engagement

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Social Signals Influence Google

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“You Ain’t Seen Nothin’ Yet”

33

Tactic:

Real Time

Content

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 If we need that extra push, we go to eleven…” 

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3 types of real timerelevant content

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Waiting forthe moment

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In the moment

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Anticipatingthe moment

Catching trending topics

Defining content strategy

Time period

Pop

ular

ity

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What is LinkedIn doing to advance relevance?

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Highlight typesof content

Quantifycontent influence

Providerecommendations

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How do you know if your content strategy is working?

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Social Engagement

Increased referral traffic

Higher quality leads

Q&A