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How to Achieve Face-Melting Content Marketing ROI


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Raising brand awareness, building trust, establishing credibility, and ultimately driving revenue; that's the one-two punch of social media and content marketing. If you are not pairing these two together then you are simply missing opportunities for your business. In this session Jason Miller, Group Manager, Content Marketing and Social Media at LinkedIn breaks down the step by step process for building a world class revenue driving hi-octane content engine. Put on your marketing seat belt and get ready for a content marketing riff-a-palooza of actionable takeaways you can start implementing immediately.

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How to Achieve Face-Melting Content Marketing ROI

  1. 1. How to Achieve Face-Melting Content Marketing ROI presents Jason Miller, Group Manager, Global Content Marketing @JasonMillerCA @LinkedInMktg
  2. 2. Let’s Talk About Content…
  3. 3. 10
  4. 4. 11 Not more content, more relevant content
  5. 5. 41% 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…. 41%44%
  6. 6. Empathize with your prospects and customers.
  7. 7. Useful x Enjoyable x Inspired = Innovative Content Ann Handley’s Formula
  8. 8. 15
  9. 9. 16 Repurpose content like leftover Turkey
  10. 10. 17 Company Pages Sponsored Updates (Turn it up to eleven!) LinkedIn Groups SlideShare Use Turkey Slices to Fuel Your Content Hubs
  11. 11. The Sophisticated Marketer’s Guide to LinkedIn The Big Rock
  12. 12. 19
  13. 13. Then Repurpose Some More For Agencies Webinars Ask LMS Mann Vs Funnel Creative Effectiveness What’s Not on Your LinkedIn Profile
  14. 14. Take it Global
  15. 15. What Does Success Look Like?
  16. 16. MQL No Yes Revenue BIG ROCK (Gated) Lead Capture Nurture No Yes SlideShare Infographic Webinar Podcast Blog Post Sales SDR Sales Qualified? Video Turkey Slices (Non Gated)
  17. 17. Email Blog InMail Company Page Sponsored Updates SlideShare Display PPC Twitter The Always on Strategy For those about to Launch….. FIRE!
  18. 18. 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%
  19. 19. 28
  20. 20. 30 18,000% ROI
  21. 21. The Plan
  22. 22. According to Everett M. Rogers in Diffusion of Innovations, the landmark 1962 textbook that popularized the study of how new ideas and technologies spread through societies, early adopters make up 13.5% of the consumers who will adopt an innovation.
  23. 23. 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. [link to white paper landing page with tracking tag 1] Sponsored Update 2: Targeted to Marketing Directors Need to demonstrate the ROI of your marketing efforts? These insights can help. [link to white paper landing page with tracking tag 2] Sponsored Update 3: Targeted to Social Media Managers Social media managers: Get the insights you need to drive the engagement you want. [link to white paper landing page with tracking tag 3] 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.
  24. 24. The only art I’ll ever study is stuff that I can steal from. - David Bowie
  25. 25. What’s Your Big Rock?
  26. 26. What are Your Turkey Slices?
  27. 27. The blog is the social media rug that ties the room together.
  28. 28. 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
  29. 29. Monday – Raisin Bran
  30. 30. Tuesday - Spinach
  31. 31. Wednesday: The Roast
  32. 32. Thursday: Tabasco
  33. 33. Friday: Chocolate Cake
  34. 34. 5 Relevant Blogs Rolled Up into One Big Rock
  35. 35. 48
  36. 36. 49 BONUS Chocolate Cake
  37. 37. 50
  38. 38. The Death of the One Dimensional Marketer
  39. 39. 53 The Marketing Team of the Future (As Demonstrated by KISS)
  40. 40. 54
  41. 41. 55 The four unique band members work together to deliver an amazing product. Lays Groundwork Fuels Content Fuels Demand Gen
  42. 42. 56 They consistently deliver content that their fans want to consume and share.
  43. 43. 57 Their PR efforts guide their vision as the hottest band in the world.
  44. 44. They deliver amazing experiences on tour (Event Marketing)
  45. 45. #INBOUND14 They built a thriving community.
  46. 46. “People want a thrill, people want a spectacle and people love to be entertained.”
  47. 47. 61
  48. 48. 63 Thank You! Jason Miller, Group Manager, Content Marketing @JasonMillerCA @LinkedInMktg