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How to Build an Owned Media Empire with EPIC Content Marketing

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Jason Miller, Global Content Marketing Lead at LinkedIn, shares his best practices from working with the world's largest brands across LinkedIn's platform.

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How to Build an Owned Media Empire with EPIC Content Marketing

  1. 1. 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
  2. 2. People can change anything they want to. And that means everything in the world
  3. 3. 9
  4. 4. 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%
  5. 5. 13
  6. 6. 14 Repurpose content like leftover Turkey
  7. 7. 15
  8. 8. THE KEYWORDS
  9. 9. THE KEYWORDS Moz.com Moz.com
  10. 10. The Sophisticated Marketer’s Guide to LinkedIn The Big Rock – The Debut
  11. 11. Repurpose, Repurpose, Then Repurpose Some More 20
  12. 12. 24 Turkey Slices (Non Gated) MQL No Yes Revenue BIG ROCK (Gated) Lead Capture Nurture No Yes SlideShare Infographic Webinar Podcast Blog Post Sales SDR Sales Qualified?
  13. 13. Email Blog InMail Company Page Sponsored Content SlideShare Display PPC Twitter The Always on Strategy For those about to Launch….. FIRE!
  14. 14. 26 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%
  15. 15. 27 18,000% ROI
  16. 16. 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+
  17. 17. 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.
  18. 18. 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.
  19. 19. RUNNING SPONSORED CONTENT WE SEE 25% increase in Open Rate 95% increase in CTR 5.32% CTR 75% OR 6.19% CTR 61% OR
  20. 20. 2013-14 2015 2016-17
  21. 21. 36 THE FULL MEAL DEAL
  22. 22. GOING GLOBAL
  23. 23. 39
  24. 24. The blog is the social media rug that ties the room together.
  25. 25. The Death of the One Dimensional Marketer
  26. 26. 43
  27. 27. 44
  28. 28. 45 The four unique band members work together to deliver an amazing product. Lays Groundwork Fuels Content Fuels Demand Gen
  29. 29. 46 They consistently deliver content that their fans want to consume and share.
  30. 30. 47 Their PR efforts guide their vision as the hottest band in the world.
  31. 31. Event Marketing: They deliver amazing experiences on tour
  32. 32. #INBOUND14 They built a thriving community.
  33. 33. “People want a thrill, people want a spectacle and people love to be entertained.”
  34. 34. 51
  35. 35. 54 Thank You! Jason Miller Group Manager, Content Marketing @JasonMillerCA @LinkedInMktg

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