How to Achieve Face-Melting Content Marketing ROI presents Jason Miller, oup Manager, Global Content and Social @JasonMillerCA @LinkedInMktg
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How to Achieve Face-Melting Content
Marketing ROI
presents
Jason Miller, Group Manager, Global Content and Social
@JasonMillerCA @LinkedInMktg
ABOUTJASON MILLERGroup Manager,Content Marketing and Social Mediaat LinkedIn
Author ofWelcome to the Funnel: Proven Tactics to Turn Your Content Marketing and Social Media up to 11
Rock n Roll Photographer
Face-Melting: The condition in which, due to an extreme exposure to an event of epic Awesomeness, one loses all perception of space and time including (but not
limited to) a brief lapse in physical awareness.
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#FaceMeltingROI
FOR THE FIRST TIME IN THE HISTORY OF MEDIA
YOU CAN ENGAGE WITH THE WORLD’S PROFESSIONALS IN ONE PLACE
61Msenior-levelinfluencers
40Mdecision makers
10.7Mopinion leaders
6.8MC-level execs
22.8MMass Affluent
4.1MIT decision makers
414Mprofessionals are on LinkedIn
THE LARGEST GLOBAL COMMUNITY OF PROFESSIONALS
3.1Mmarketers
PROFESSIONALS ENGAGE WITH PURPOSE – AND WITH CONTENT
9 billion content impressions / week
15X content vs job postings in the feed
57% mobile
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
If you don’t like the world, then change it.
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WHEN YOU LEAD CONVERSATIONS THAT MATTER,
YOU GIVE AUDIENCES A REASON TO FOLLOW
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THEY EXPECT THEIR ORGANISATION’S OF MARKETERS SAY
TO INCREASE IN THE NEXT 12 MONTHS. CONTENT MARKETING BUDGET
66%
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MORE CONTENT IN 2016 SAY THEY WILL PRODUCE
THAN THEY DID IN 2015.
88%
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ARE EFFECTIVE AT CONTENT MARKETING OF UK MARKETERS SAY THEIR ORGANISATIONS
THIS YEAR COMPARED TO
34%
42% THE PREVIOUS YEAR.
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OF B2B CONTENT GOES UNUSED.
60%
NOT MORE CONTENT.
MORE RELEVANT CONTENT.
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%
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WHAT IS THE #1 QUESTION
WHAT CONVERSATION DO YOUWANT TO OWN?
ON YOUR PROSPECTS MINDS?
THE KEYWORDS
Moz.com Moz.com
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Repurpose content like leftover Turkey
27CompanyPages SponsoredUpdates
(Turn it up to eleven!)LinkedInGroups SlideShare
Use Turkey Slices to Fuel Your Content Hubs
The Sophisticated Marketer’s Guide to LinkedIn
The Big Rock
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Take it Global
What Does Success Look Like?
Turkey Slices(Non Gated)
MQLNo Yes
Revenue
BIG ROCK (Gated)Lead Capture
Nurture
No
Yes
SlideShare
Infographic
Webinar
Podcast Blog Post
Sales
SDRSales Qualified?
EmailBlogInMailCompany PageSponsored UpdatesSlideShareDisplayPPCTwitter
The Always on Strategy For those about to Launch…..
FIRE!
The Results Out of the Gate
4%6%
9%
15%
32%
34%
EmailBlogInMailDirect/SEOOtherDisplayAdWords
United StatesNetherlandsIndiaCanadaAustraliaUKGermanyNew ZealandSingaporeFrance64%
7%
7%
7%
6%2%
1% 1%
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18,000% ROI
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The ROI of Content Marketing
Backing up the Big Rock with Hard Data
ARE DRIVEN BY CONTENT. OF ALL MARKETING QUALIFIED LEADS AT LINKEDIN
FULLY ONE-THIRD OF THOSE MQLS
73%
COME FROM BIG ROCK PIECES LIKE THIS ONE.
GOING GLOBAL
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Audio Book Responsive Design
Exploring New Formats
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Starting a Sophisticated Movement
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v
v
47
WHO’S DOING THIS WELLBEST IN CLASS EXAMPLES
BigRock
TurkeySlices
TurkeySlices
ResultsImproves gated content conversion rate: UsingTurkeySlicestodrivetogatedcontentcanimprovelandingpageconversionsbyupto6xIncreases quality traffic to product sites: CTAsfromoneoftheirBigRocksdrove64%ofthetraffictooneofourmajorproductsitesduringthemonthofFeb2016Improves content quality so people consume more: UsingDocalyticswecannowsee57%ofeBookreadersaregettingallthewaytothelastpageoftheeBook
Who’sdoingitwell?
BigRock
TurkeySlice
BringingintheInfluencers
J A S O N M I L L E R
J U S T I N G R AY
MARIA PERGOLINOM AT T H E I N Z
CRAIG ROSENBERG J O N M I L L E R
ResultsCost: $5,500Total Acquired Names (MAL):335Total Acquired Accounts (MAA): 51Total Influenced Names (Invited to look at book in aggregate): 71,975Total Influenced Accounts (Invited to look at book in aggregate): 3,553
Total Engaged Names (SAL- Downloaded the book):18,338Influenced Pipeline:$232,200Sourced Pipeline:$12,500Total Won Pipe:244,700
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Threewaystocreateabigrock1. Keyword Research(FromtheGroundUp)
2. Find a Theme in Existing Content
3. Flip Bottom Funnel Content to Top(TurningCustomerStories/CaseStudiesintoTopofFunnelContent)
The Plan
The only art I’ll ever study is stuff that I can steal from.
- David Bowie
What’s Your Big Rock?
What are Your Turkey Slices?
The blog is the social media rug that ties the room together.
The Blogging Food Groups A steady diet of quality content for your blog
Monday Tuesday Wednesday Thursday Friday Saturday
Raisin BranSpinachRoast
Raisin BranSpinach
Raisin BranChocolateCake
Monday – Raisin Bran
Tuesday - Spinach
Wednesday: The Roast
Thursday: Tabasco
Friday: Chocolate Cake
5 Relevant Blogs Rolled Up into One Big Rock
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BONUS Chocolate Cake
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The Death of the One Dimensional Marketer
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The Marketing Team of the Future
(As Demonstrated by KISS)
78
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The four unique band members work together to deliver an amazing product.
Lays Groundwork
Fuels Content Fuels Demand Gen
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They consistently deliver content that their fans want to consume and share.
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Their PR efforts guide their vision as the hottest band in the world.
They deliver amazing experiences on tour (Event Marketing)
#INBOUND14
They built a thriving community.
“People want a thrill, people want a spectacle and people love to be entertained.”
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ThankYou!Jason Miller, Group Manager, Content Marketing
@JasonMillerCA@LinkedInMktg
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