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Marketing Profs B2B Forum Presentation

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How to Build an Owned Media Empire with EPIC Top of Funnel Content Marketing

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Marketing Profs B2B Forum Presentation

  1. 1. How to Build an Owned Media Empire For Top of Funnel B2B Content Domination Jason Miller Global Content Leader LinkedIn @jasonmillerca Speaker Photo (2.5” square)
  2. 2. ABOUT JASON MILLER Group Manager, Content Marketing and Social Media at LinkedIn Author of Welcome to the Funnel: Proven Tactics to Turn Your Content Marketing and Social Media up to 11 Rock n Roll Photographer
  3. 3. 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
  4. 4. If you don’t like the world, then change it.
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  10. 10. Clash flyers
  11. 11. 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…. 44%
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  13. 13. What are the actions you take that cause the strategy to work? What are the events and interactions that, when taken together, comprise your strategy? Seth Godin
  14. 14. 25 Top of Funnel Essentials The big rock Video Audio/ podcasts Visual The Blog
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  16. 16. THE TURKEY SLICES
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  18. 18. THE KEYWORDS Moz.com Moz.com
  19. 19. THE KEYWORDS
  20. 20. The Sophisticated Marketer’s Guide to LinkedIn The Big Rock – The Debut
  21. 21. 33 Repurpose, Repurpose, Then Repurpose Some More
  22. 22. 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+
  23. 23. 35 The Sophisticated Marketer’s Guide to Thought Leadership Overcoming the Sophomore Slump
  24. 24. 36 The Turkey Slices The Sophisticated Marketer’s Guide to Thought Leadership
  25. 25. 37 The Sophisticated Marketer's Guide to Content Marketing The Masterpiece
  26. 26. 38 Audio Book Responsive Design Exploring New Formats
  27. 27. 39 Starting a Sophisticated Movement
  28. 28. v 40 v
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  30. 30. AMPLIFICATION Social Media Advertising Native Advertising Paid Content Discovery Services PPC Display / Retargeting Blogging Influencer Outreach PR SEO Word of Mouth Referrals Owned Media Website / Resource Center Mobile Apps Employee Advocacy Earned MediaPaid Media
  31. 31. Set up a test of different updates to reach different audiences. Sponsored Update 1: Targeted to CMOs These insights can help you drive transformational change to your business. Sponsored Update 2: Targeted to Marketing Directors Need to demonstrate the ROI of your marketing efforts? These insights can help. Sponsored Update 3: Targeted to Social Media Managers Social media managers: Get the insights you need to drive the engagement you want. Big Rock Content Example: B2B Marketing company XYZ has recently launched a new piece of research and is publishing updates to LinkedIn to drive marketers to download it.
  32. 32. Guide’ saw a 100% increase in click through rate (CTR). The image with the quote saw a 30% lift in CTR versus the image image versus a human and the human saw +160% CTR and +290% CVR.
  33. 33. RUNNING SPONSORED CONTENT WE SEE 25% increase in Open Rate 95% increase in CTR 5.32% CTR 75% OR 6.19% CTR 61% OR
  34. 34. 2013-14 2015 2016-17
  35. 35. GOING GLOBAL
  36. 36. 51 The ROI of Content Marketing Backing up the Big Rock with Hard Data
  37. 37. 52 THE FULL MEAL DEAL
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  55. 55. THE PODCAST
  56. 56. 72 Podcasts 588 Highest 1 DAY Total downloads 1442 Highest 1 WEEK Total downloads 4700 Highest 1 MONTH Total downloads On average podcast listeners engage with each episode 3 times. A radio or tv listener / viewer engages 1 time. 75% of listenership is between the ages of 25-49 1500 Average Downloads per episode and growing quickly
  57. 57. 73 Podcasts 3000 Crossed Downloads in 1 MONTH APRIL 2016 4000 Crossed Downloads in 1 MONTH JUNE 2016 Listened to in more than. 110 COUNTRIES
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  64. 64. THE INTELLIGENT RISK
  65. 65. 84 Easter Eggs Have Fun with Your Content
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  69. 69. 88 The Origin of the Sophisticated Marketer….. Inspiration Can Come From Anywhere
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  74. 74. Big Rock
  75. 75. Turkey Slices
  76. 76. Turkey Slices
  77. 77. Results Improves gated content conversion rate: Using Turkey Slices to drive to gated content can improve landing page conversions by up to 6x Increases quality traffic to product sites: CTAs from one of their Big Rocks drove 64% of the traffic to one of our major product sites during the month of Feb 2016 Improves content quality so people consume more: Using Docalytics we can now see 57% of eBook readers are getting all the way to the last page of the eBook
  78. 78. Who’s Doing it Well?
  79. 79. Big Rock
  80. 80. Turkey Slice
  81. 81. Bringing in the Influencers JA SON MILLER JUSTIN GRAY MARIA PERGOLINOMATT H EIN Z CRAIG ROSENBERG JON MILLER
  82. 82. 101 Results Total Engaged Names (SAL- Downloaded the book): 18,338 Influenced Pipeline: $232,200 Sourced Pipeline: $12,500 Total Won Pipe: 244,700 Cost: $5,500 Total Acquired Names (MAL): 335 Total Acquired Accounts (MAA): 51 Total Influenced Names (Invited to look at book in aggregate): 71,975 Total Influenced Accounts (Invited to look at book in aggregate): 3,553
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  84. 84. The blog is the social media rug that ties the room together.
  85. 85. THE BLOG Blogging Food Groups Thinking Like Netflix (Series) Focus on Subscribers Conversion Blogging Food Groups Thinking Like Netflix (Series) Focus on Subscribers Conversion Blogging Food Groups Thinking Like Netflix (Series) Focus on Subscribers Conversion Blogging Food Groups Thinking Like Netflix (Series) Focus on Subscribers Conversion Blogging Food Groups Thinking Like Netflix (Series) Focus on Subscribers Conversion Follow the Food Groups
  86. 86. The Blogging Food Groups A steady diet of quality content for your blog Monday Tuesday Wednesday Thursday Friday Saturday Raisin Bran Spinach Roast Raisin Bran Spinach Raisin Bran Chocolate Cake
  87. 87. RAISIN BRAN MONDAY
  88. 88. TUESDAY SPINACH
  89. 89. WEDNESDAY THE ROAST
  90. 90. THURSDAY TABASCO
  91. 91. 110 FRIDAY CHOCOLATE
  92. 92. BLOG SUBSCRIBERS K
  93. 93. MONTHLY UNIQUE VIEWS K K
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  95. 95. http://bit.ly/BigRockContent
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  97. 97. 118 Thank You! Jason Miller Group Manager, Content Marketing @JasonMillerCA @LinkedInMktg

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