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MnSearch Summit - Session - Jason Miller - Welcome To The Funnel

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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 …

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.

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  • 1. Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg Welcome to the Funnel (We’ve got leads and names) presents
  • 2. 2 1 of every 3 professionals on the planet is on LinkedIn.
  • 3. 3 Content pages receive 7X the page views vs. job pages. 7X JOBS CONTENT
  • 4. 4 The Definitive Publishing Platform Professional
  • 5. 5 Let’s Talk About Content
  • 6. 6
  • 7. 7 Discover Explore Select Advocate 60%
  • 8. 8
  • 9. 9 It’s up to marketers to deliver a better content experience
  • 10. 10 The key ingredient to a better content experience is relevance
  • 11. 11 Not more content, more relevant content
  • 12. 12 Speak to the dog, in the language of the dog, about what’s in the heart of the dog. – Roy Williams
  • 13. 13
  • 14. 14
  • 15. 15 Useful x Enjoyable x Inspired = Innovative Content Ann Handley’s Formula
  • 16. 16
  • 17. 17 The Blog is the Social Media Rug That Ties the Room Together.
  • 18. 18 A Steady Diet of Quality Content for Your Blog The Blogging Food Groups Monday Tuesday Wednesday Thursday Friday Saturday Raisin Bran Spinach Roast Raisin Bran Spinach Raisin Bran Chocolate Cake
  • 19. 19
  • 20. 20
  • 21. 21
  • 22. 22
  • 23. 23
  • 24. 24
  • 25. 25
  • 26. 26
  • 27. 27 Repurpose Content
  • 28. The only art I’ll ever study is stuff that I can steal from. - David Bowie
  • 29. 29 (The Big Rock) Who’s Doing it Right?
  • 30. 30 (Twitter w/ Custom Image) Who’s Doing it Right?
  • 31. 31 (Going Visual) Who’s Doing it Right?
  • 32. 32 Who’s Doing it Right?
  • 33. 33 (The Webinar) Who’s Doing it Right?
  • 34. 34 When you need that extra push…
  • 35. 35 (Sponsored Update) Inbound + Outbound = Heavy Metal Thunder
  • 36. 36 Mobile is Accelerating Content Consumption
  • 37. 37 Smartphone Consumption is Always On 9pm6pm3pm12pm9am6am
  • 38. 38 The visual is the new headline!
  • 39. 39
  • 40. 40
  • 41. 4141 Research shows that a picture is really only worth 81.4 words, on average.
  • 42. 42 For Those About to Create Visual Content…
  • 43. 43 5 Reasons for Going Visual • We are all visual thinkers • Visual language aids in decision making • Visual is more persuasive • Visual makes a better, longer overall impression than simple text • Visual connects emotionally
  • 44. 444444 The Infographic is not Dead; Claiming that Something is Dead is so Passé
  • 45. 45 Kittens vs. Bacon
  • 46. 46 PUBLISHER TOTAL UNIQUE VISTORS 178,809,843 TOTAL POTENTIAL VIEWERSHIP 3,024,141,647 33 LINKBACKS FROM TOP TIER PUBS 8109 SHARES
  • 47. 47
  • 48. 48 Give Your B2B Campaign to a B2C Agency
  • 49. 49
  • 50. 50
  • 51. 51
  • 52. 52 How Do You Know if Your Content Strategy is Working? Increased referral traffic Social Engagement Higher quality leads
  • 53. 53 It's not who does it first, it's who does it best.. - David Bowie
  • 54. 54
  • 55. 55 Big Rock Content Repurposed into “Turkey Slices” The Sophisticated Marketers Guide to LinkedIn Podcast: SlideShare
  • 56. 56 eBooks: Blogs:
  • 57. 57 Infographics:
  • 58. 58 The Webinar: Physical Book:
  • 59. 59 Take it Global:
  • 60. 60 Interested in Content Marketing on LinkedIn? Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm
  • 61. 61 Now Go Create Some Bloody Good Content! I Love You All. Goodnight!
  • 62. 62 People want a thrill, people want a spectacle and people love to be entertained.
  • 63. 63 Thank You! Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg