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How to Achieve Face- Melting Content Marketing ROI 
presents 
Jason Miller, Sr. Content Marketing Manager 
@JasonMillerCA ...
2
Empathize with your prospects and customers.
4 
Not more content, more relevant content
5 
Split into three steps 
In business, there are three levels of empathy. The first is "on-demand" empathy, which is the ...
6
7 
WAYS TO CREATE YOUR BIG ROCK
8 
1 
Create the all- encompassing guide to whatever the hell conversation you want to own
9 
2 
The “Hugh MacLeod” Strategy—Write 5 relevant blogs then roll them all together 
Monday 
Tuesday 
Wednesday 
Raisin B...
10 
3 
Flip your case studies on their heads—Turn your bottom funnel case studies into a collection of “success stories”
11 
Repurpose Content 
Company Pages 
Sponsored Updates 
(Turn it up to eleven!) 
LinkedIn Groups 
SlideShare
The Sophisticated Marketer’s Guide to LinkedIn 
The Big Rock
The Sophisticated Marketer’s Guide to LinkedIn 
Podcast 
SlideShare 
Big Rock repurposed into “Turkey Slices”
eBooks 
Blogs
Infographics
The Webinar 
Physical Book
Take it Global
Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm
How Does One Promote the Big Rock?
Email Blog InMail Company Page Sponsored Updates SlideShare Display PPC Twitter 
For those about to Launch….. FIRE!
MQL 
22 
Turkey Slices (Non Gated) 
Lead Capture 
No 
Yes 
Revenue 
Sales 
SDR 
Sales Qualified? 
BIG ROCK 
(Gated) 
Nurtu...
23 
MQL 
Turkey Slices (Non Gated) 
Lead Capture 
No 
Yes 
Revenue 
Sales 
SDR 
Sales Qualified? 
BIG ROCK 
(Gated) 
Nurtu...
24 
3 Simple Metrics 
Increased referral traffic 
Social 
Engagement 
Higher quality leads
The Results Out of the Gate 
34% 
32% 
15% 
9% 
6% 
4% 
Email 
Blog 
InMail 
Direct/ SEO 
Other 
Display 
AdWords 
64% 
7%...
26
27 
18,000% ROI
28 
How Do You Organize Your Marketing Team to Deliver Content Marketing ROI?
29
30 
The four unique band members work together to deliver an amazing product. 
Lays Groundwork 
Fuels Content 
Fuels Deman...
31 
They consistently deliver content that their fans want to consume and share.
32 
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.”
w 
www.welcometothefunnel.com
37 
Thank You! 
Jason Miller, Sr. Content Marketing Manager 
@JasonMillerCA 
@LinkedInMktg
How to Achieve Face-Melting Content Marketing ROI
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How to Achieve Face-Melting Content Marketing ROI

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Learn more about content creation strategies that deliver a real return as presented by Jason Miller, Sr. Content Marketing Manager at LinkedIn.

Published in: Marketing

How to Achieve Face-Melting Content Marketing ROI

  1. 1. How to Achieve Face- Melting Content Marketing ROI presents Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg
  2. 2. 2
  3. 3. Empathize with your prospects and customers.
  4. 4. 4 Not more content, more relevant content
  5. 5. 5 Split into three steps In business, there are three levels of empathy. The first is "on-demand" empathy, which is the ability to sense what customers want. The second is "solution" empathy, which entails understanding a customer's problem and figuring out how to address it. The third is "transcendent" empathy where you create solutions to problems that customers don't even know that they have. — Geoffrey James, INC 1 On-demand 2 Solution 3 Transcendent
  6. 6. 6
  7. 7. 7 WAYS TO CREATE YOUR BIG ROCK
  8. 8. 8 1 Create the all- encompassing guide to whatever the hell conversation you want to own
  9. 9. 9 2 The “Hugh MacLeod” Strategy—Write 5 relevant blogs then roll them all together Monday Tuesday Wednesday Raisin Bran Spinach Roast Raisin Bran Spinach
  10. 10. 10 3 Flip your case studies on their heads—Turn your bottom funnel case studies into a collection of “success stories”
  11. 11. 11 Repurpose Content Company Pages Sponsored Updates (Turn it up to eleven!) LinkedIn Groups SlideShare
  12. 12. The Sophisticated Marketer’s Guide to LinkedIn The Big Rock
  13. 13. The Sophisticated Marketer’s Guide to LinkedIn Podcast SlideShare Big Rock repurposed into “Turkey Slices”
  14. 14. eBooks Blogs
  15. 15. Infographics
  16. 16. The Webinar Physical Book
  17. 17. Take it Global
  18. 18. Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm
  19. 19. How Does One Promote the Big Rock?
  20. 20. Email Blog InMail Company Page Sponsored Updates SlideShare Display PPC Twitter For those about to Launch….. FIRE!
  21. 21. MQL 22 Turkey Slices (Non Gated) Lead Capture No Yes Revenue Sales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes
  22. 22. 23 MQL Turkey Slices (Non Gated) Lead Capture No Yes Revenue Sales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes
  23. 23. 24 3 Simple Metrics Increased referral traffic Social Engagement Higher quality leads
  24. 24. The Results Out of the Gate 34% 32% 15% 9% 6% 4% Email Blog InMail Direct/ SEO Other Display AdWords 64% 7% 7% 7% 6% 4% 2% 1% 1% United States Netherlands India Canada Australia UK Germany New Zealand Singapore France
  25. 25. 26
  26. 26. 27 18,000% ROI
  27. 27. 28 How Do You Organize Your Marketing Team to Deliver Content Marketing ROI?
  28. 28. 29
  29. 29. 30 The four unique band members work together to deliver an amazing product. Lays Groundwork Fuels Content Fuels Demand Gen
  30. 30. 31 They consistently deliver content that their fans want to consume and share.
  31. 31. 32 Their PR efforts guide their vision as the hottest band in the world.
  32. 32. They deliver amazing experiences on tour (Event Marketing)
  33. 33. #INBOUND14 They built a thriving community.
  34. 34. “People want a thrill, people want a spectacle and people love to be entertained.”
  35. 35. w www.welcometothefunnel.com
  36. 36. 37 Thank You! Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg

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