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Does your content marketing strategy need a reality check? | Content strategy conference | 22 February 2018

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Jason Miller, global content marketing leader, LinkedIn

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Does your content marketing strategy need a reality check? | Content strategy conference | 22 February 2018

  1. 1. Your Content Marketing Strategy Needs a Reality Check Jason A Miller Global Content Marketing Leader at LinkedIn @jasonmillerca @LinkedInMKTG
  2. 2. Newsfeed tailored to the professional mindset 40% yearly growth in feed engagement 26% more favorable to content from brands than they would be on comparable social platforms 15x content vs. job postings in the newsfeed Professionals turn to LinkedIn to find relevant content
  3. 3. 61M senior level influencers 22M mass affluent 6M C-suite execs 40M decision makers 3M MBA graduates 10M opinion leaders
  4. 4. 6
  5. 5. Humans Have Shorter Attention Span Than Goldfish, Thanks to Smartphones You Now Have a Shorter Attention Span Than a Goldfish The Eight-Second Attention Span 7
  6. 6. 8
  7. 7. 9
  8. 8. 10
  9. 9. 11
  10. 10. 12
  11. 11. The messy truth 14
  12. 12. 15
  13. 13. 16
  14. 14. Power Pages (How to, What is) Strong Opinions (Editorial) Research
  15. 15. We: +242% Increase in unique page views +128% Increase in Total Shares +146% Increase in Avg. Time on Page +67% Increase in Ave. Shares -8% Decrease in Bounce Rate 312% Increase YOY in Organic Sessions
  16. 16. We: +242% Increase in unique page views +128% Increase in Total Shares +146% Increase in Avg. Time on Page +67% Increase in Ave. Shares -8% Decrease in Bounce Rate 312% Increase YOY in Organic Sessions 2017 vs 2016 We are posting less, but traffic and conversions go up.
  17. 17. Localisation 6 Blogs (3 French/ 3 Spanish) 100k Page Views 10 Minute Average Time on Site
  18. 18. For B2BQ1 n/a Q2 12% Q3 21% Q4 28%
  19. 19. For B2B ROI in Q4: 6175%
  20. 20. The Blog Now Represents Approximately 10% of Overall Bookings
  21. 21. 24
  22. 22. 25
  23. 23. The keywords 26
  24. 24. Topic relevancy trumps keywords 27
  25. 25. 28
  26. 26. Create or Launch Your Big Rock
  27. 27. Physical book SlideShare Infographics Videos Podcast Blog post Influencer blogs ROI Calculator Webinar Mobile download Blog post Customer Case Study Book Slice & Dice the Big Rock
  28. 28. 31
  29. 29. 32
  30. 30. The “always on” strategy For those about to Launch….. FIRE! Email Blog InMail Company Page Sponsored Content SlideShare Display PPC Twitter 33
  31. 31. (non-gated) MQL No Yes Revenue Big Rock (gated) lead capture Nurture No Yes Blog post Sales SDR Sales Qualified? Infographic Customer Study
  32. 32. 35 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%
  33. 33. 18,000% ROI 38
  34. 34. 39
  35. 35. 40
  36. 36. 41
  37. 37. 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+
  38. 38. 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++1 Million
  39. 39. We believed anything worth doing is worth over-doing.” “
  40. 40. TEsT A/B 12STEP
  41. 41. Rich media images have 38% higher CRT than linkshare updates with a thumbnail image preview 46
  42. 42. A/B Testing: Learning “Register” outperformed “Join” 165% increase in Click Through Rate (CTR) +165% 0 100 65%
  43. 43. VS “Guide” saw a 100% increase in click through rate (CTR). 48
  44. 44. VS Image with quote saw a 30% lift in CTR vs. image without quote. 49
  45. 45. VS Image with a face saw +160% CTR, +290% CVR vs. image without face. 50
  46. 46. BACKGROUND COLOR Does woodgrain feel more authentic, or provide more visual interest? Either way, the post with the darker wood background saw 32% more clicks than a lighter, white background. +32 % clicks TEST CREATIVE PLACEMENT TO DRAW A READER’S EYE Can you spot the difference? In one image, the model is looking right at the CTA button, subtly drawing readers’ attention to it. This image saw an 89% increase in clicks over the other image. +89 % Click- throughs
  47. 47. Do You Know Where You Are?
  48. 48. 53 Employees’ combined connections on social networks are, on average, 10x larger than a company’s followers “
  49. 49. Only 3% of employees share content, yet they generate 30% of all content engagement for a typical business. Employees get 2x higher CTRs from their shares, compared to company shares of the same content. 54
  50. 50. 6 Job views 3 Company Page views Every 6 pieces of content an employee shares on LinkedIn influences … 55 1 Company Page follower 6 Profile views 2 new connections established
  51. 51. 56 A single employee sharing 3 pieces of content a day can add up to 23 million in additional reach in a year — this can add up to 60,000 additional events of people engaging with your content.”
  52. 52. The Death of the One Dimensional Marketer
  53. 53. 59 59
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  55. 55. Thank you Jason Miller Group Manager, Content Marketing @JasonMillerCA @LinkedInMktg 61
  56. 56. Content strategy: planning and delivering standout content 22 February 2018 London #CharityContent
  57. 57. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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