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

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