Innovation in Content Marketing Starts with a Reality Check
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This document discusses innovation in content marketing and summarizes key points from a presentation by Jason Miller of LinkedIn. The presentation covers how digital media and smartphones have not actually reduced attention spans. It also discusses the need to create long-form, highly relevant content that provides value to readers in order to engage them. Miller shares examples from LinkedIn of content pieces that generated millions of views and qualified leads, and emphasizes testing content formats and placements. He advocates employing a multifaceted marketing team to fuel different aspects of content generation, promotion, and community building.
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Innovation in Content Marketing Starts with a Reality Check
- 1. Innovation in Content Marketing Starts with a Reality Check Jason A Miller Global Content Marketing Leader at LinkedIn
- 3. 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 3
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- 9. Digital media isn’t killing attention spans What we actually know about attention spans Smartphones aren’t killing attention spans We’re better than ever at processing and encoding information through short bursts of high attention We use our attention far more efficiently than at any other point in history We’re far better at multi-tasking, able to divide our attention among several different things without compromising our focus The main focus of our more efficient attention is to find content that’s worth paying attention to for a longer period of time 9
- 10. You can never over deliver on value in content marketing. 10
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- 19. The new model a long-form blog 31 million unique visitors acquired 87 million page views through 80 articles that average over 2,000 words each 19
- 20. If you can blow someone's mind — really, genuinely blow it, again in a really well- written way — then that's something they want to share." “ 20
- 22. Not more content, more relevant content."“
- 25. WHAT IS THE #1 QUESTION WHAT CONVERSATION DO YOU WANT TO OWN? ON YOUR PROSPECTS’ MINDS? 25
- 26. The keywords 26
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- 30. The Sophisticated Marketer’s Guide to LinkedIn The Big Rock (the debut) 30
- 31. SlideShare Infographics Webinar Podcast Blog post Mobile download Physical book Influencer blogs 31
- 33. WHAT DOES SUCCESS LOOK LIKE? 33
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- 35. 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? 35
- 36. The “always on” strategy For those about to Launch….. FIRE! Email Blog InMail Company Page Sponsored Content SlideShare Display PPC Twitter 36
- 37. 37 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%
- 39. 18,000% ROI 39
- 40. BACKING UP THE BIG ROCK WITH HARD DATATHE ROI OF CONTENT MARKETING ARE DRIVEN BY CONTENT. OF ALL MARKETING QUALIFIED LEADS AT LINKEDIN 1/3 OF THOSE MQLS 73% COME FROM BIG ROCK PIECES LIKE THIS ONE. 40
- 41. 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+ 41
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- 43. We believed anything worth doing is worth over-doing.” “
- 44. Set up a test of different updates to reach different audiences. Big Rock Content Sponsored Content 1: Targeted to CMOs These insights can help you drive transformational change to your business. Sponsored Content 2: Targeted to Marketing Directors Need to demonstrate the ROI of your marketing efforts? These insights can help. Sponsored Content 3: Targeted to Social Media Managers Social media managers: Get the insights you need to drive the engagement you want. 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. 44
- 45. Rich media images have 38% higher CRT than linkshare updates with a thumbnail image preview 45
- 46. VS “Guide” saw a 100% increase in click through rate (CTR). Image with quote saw a 30% lift in CTR vs. image without quote. Image with a face saw +160% CTR, +290% CVR vs. image without face. 46
- 47. 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
- 48. 5.32% CTR 75% OR 6.19% CTR 61% OR 25%increase in open rate (OR) 95% increase in CTR Running Sponsored Content & InMail Together, we see: 48
- 49. 95% open rate
- 50. “The week that we recorded 95% — we sent 7,086 and recorded 6,743 —
- 53. Employees’ combined connections on social networks are, on average, 10x larger than a company’s followers 53
- 54. Shared content is more credible content 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
- 55. 6 job views 3 Company Page views 1 Company Page follower 6 profile views and 2 new connections established Every 6 pieces of content an employee shares on LinkedIn influences … 55
- 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.”
- 57. The death of the one-dimensional marketer 57
- 59. THE MARKETING TEAM OF THE FUTURE (AS DEMONSTRATED BY KISS) 59
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- 61. The 4 unique band members work together to deliver an amazing product Lays Groundwork Fuels Content Fuels Demand Gen 61
- 62. 62 They consistently deliver content that their fans want to consume and share. 62
- 63. Their PR efforts guide their vision as the hottest band in the world 63
- 64. Event marketing: They deliver amazing experiences on tour 64
- 65. They built a thriving community. 65
- 66. People want a thrill, people want a spectacle and people love to be entertained.” “ 66
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- 68. TO THE FRONT OF THE STAGE DOWN IN FRONT A STORY FROM THE BACK OF THE CROWD 68
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- 70. Thank you Jason Miller Group Manager, Content Marketing @JasonMillerCA @LinkedInMktg 70