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. 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)
- 3. 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
- 6. 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
- 8. If you don’t like the world, then change it.
- 11. 11
- 13. 13
- 14. 14
- 15. 15
- 16. 16
- 17. Clash flyers
- 18. 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%
- 19. 19
- 23. 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
- 25. 25 Top of Funnel Essentials The big rock Video Audio/ podcasts Visual The Blog
- 26. 26
- 28. 28
- 30. THE KEYWORDS
- 32. The Sophisticated Marketer’s Guide to LinkedIn The Big Rock – The Debut
- 33. 33 Repurpose, Repurpose, Then Repurpose Some More
- 34. 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+
- 35. 35 The Sophisticated Marketer’s Guide to Thought Leadership Overcoming the Sophomore Slump
- 36. 36 The Turkey Slices The Sophisticated Marketer’s Guide to Thought Leadership
- 37. 37 The Sophisticated Marketer's Guide to Content Marketing The Masterpiece
- 38. 38 Audio Book Responsive Design Exploring New Formats
- 39. 39 Starting a Sophisticated Movement
- 40. v 40 v
- 41. 41
- 42. 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
- 43. 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.
- 45. 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.
- 46. RUNNING SPONSORED CONTENT WE SEE 25% increase in Open Rate 95% increase in CTR 5.32% CTR 75% OR 6.19% CTR 61% OR
- 49. GOING GLOBAL
- 51. 51 The ROI of Content Marketing Backing up the Big Rock with Hard Data
- 52. 52 THE FULL MEAL DEAL
- 53. 53
- 54. 54
- 55. 55
- 57. 57
- 58. 58
- 59. 59
- 60. 60
- 61. 61
- 62. 62
- 63. 63
- 64. 64
- 65. 65
- 66. 66
- 67. 67
- 68. 68
- 69. 69
- 70. 70
- 71. THE PODCAST
- 72. 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
- 73. 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
- 74. 74
- 75. 75
- 76. 76
- 77. 77
- 78. 78
- 79. 79
- 84. 84 Easter Eggs Have Fun with Your Content
- 85. 85
- 86. 86
- 87. 87
- 88. 88 The Origin of the Sophisticated Marketer….. Inspiration Can Come From Anywhere
- 89. 89
- 90. 90
- 91. 91
- 92. 92
- 93. Big Rock
- 94. Turkey Slices
- 95. Turkey Slices
- 96. 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
- 97. Who’s Doing it Well?
- 98. Big Rock
- 99. Turkey Slice
- 100. Bringing in the Influencers JA SON MILLER JUSTIN GRAY MARIA PERGOLINOMATT H EIN Z CRAIG ROSENBERG JON MILLER
- 101. 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
- 102. 102
- 103. The blog is the social media rug that ties the room together.
- 104. 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
- 105. 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
- 106. RAISIN BRAN MONDAY
- 107. TUESDAY SPINACH
- 108. WEDNESDAY THE ROAST
- 109. THURSDAY TABASCO
- 110. 110 FRIDAY CHOCOLATE
- 111. BLOG SUBSCRIBERS K
- 113. 113
- 115. 115
- 118. 118 Thank You! Jason Miller Group Manager, Content Marketing @JasonMillerCA @LinkedInMktg
Editor's Notes
- The record company came up with the rather hyperbolic marketing phrase, “The only band that matters.” It stuck because there was a strain of truth to it. The Clash cut through the drivel and mindlessness of New Wave and came across as genuine, as opposed to manufactured pop or pretentious art rock. The band walked their working-class talk, going into debt to keep concert tickets and album prices low. They didn’t break even until 1982—a fact they “wore as a badge of pride.”
- Slide 2 and 3 Say something important The Clash, especially Joe Strummer, wanted to start a conversation.
- Other punk bands, such as the Sex Pistols, stood for complete anarchy and not much else. The Clash was a disrupter, no question, but they wanted to lead a movement rather than just throw a brick at someone’s head. The results speak for themselves: The Sex Pistols imploded after one album, while the Clash delivered decades of great music.
- Slide 2 and 3 Say something important Take a stand. The Clash’s motto was simple: If you don’t like the world, they urged, then change it. This is what cemented their legacy as “The only band that mattered.” Beyond punk attitude and politics, they told a story that was as compelling as it was hardcore. You knew where they stood. You knew what they could not abide. You understood your own responsibility in that narrative. And you loved them for kicking you in the butt like that.
- Edit Needed – Can you add a bunch of Clash flyers, album covers, books etc in a collage that would build like an empire of media? -> DONE
- The Lesson: When you lead conversations that matter, you give customers a reason to follow you. If that seems beyond your purview, maybe it’s because you see your business as a transaction, rather than as a brand that adds value to people’s lives. There’s nothing wrong with that, but it does mean you’ll forever compete on price rather than on who you are and why you exist.
- Can you add this? -> DONE https://www.google.com/search?q=it%27s+a+long+way+to+the+top&espv=2&biw=1100&bih=619&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiDkIXsnOXPAhWBez4KHYKDBIYQ_AUIBygC#imgrc=3DrNo2N8KvZZEM%3A
- The Big Picture, Qualitative in nature
- Measurable and usually start with a verb
- The plan of action
- Edit Needed: Please format this to match the rest. -> done
- Edit Needed: Please add in one example of each from the LMS content library. -> DONE
- Edit Needed: Please format this to match the rest. -> DONE
- Animate the sentences to appear with a click. So What conversation do you want to own? Goes first and What is the #1 appears second upon click. TEXT in the style of: https://www.google.co.uk/search?q=punk+rock+UK&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj-mLaY0ITNAhUEIMAKHWOIDyYQ_AUIBygB&biw=1092&bih=589#tbm=isch&q=anarchy+in+the+UK&imgrc=GggkddxIFQf2MM%3A
- Can you add a screen shot of this doc scrolling up/ around upon click? -> Done https://linkedin.box.com/s/fb64p2yab4d1wzkwp7bltrkksvydjv60
- Can you add a crowd of hands popping up with some crowd noise cheering upon click? -> DONE
- Can you clean up this slide and add an old school black and white flip counter to the top that starts at zero and goes to 100k plus? -> DONE
- Using Direct Sponsored Content, we A/B tested ‘eBook’ versus ‘guide’ to see which resonated better with our audience. ‘Guide’ saw a 100% increase in click through rate (CTR). Knowing that quotes and stats both work well, we tested an image featuring a statistic versus an image featuring a quote. The image with the quote saw a 30% lift in CTR versus the stat image. With a hypothesis that people like images of people rather than objects, we tested an image versus a human and the human saw +160% CTR and +290% CVR.
- Please clean this slide up. -> DONE
- Can you add some “pop” to this slide? It’s supposed to look like an EMPIRE of content : ) BIG, BOLD, RULING ALL! -> DONE
- Again, please just add some pop and shine to this one. ->-> DONE
- Again, please just add some pop and shine to this one. -> DONE
- Again, please just add some pop and shine to this one. Maybe make them pop up or populate across the screen over the top of a globe since this is meant to represent a Global Always on mindset. -> DONE
- TEXT in the style of: https://www.google.co.uk/search?q=punk+rock+UK&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj-mLaY0ITNAhUEIMAKHWOIDyYQ_AUIBygB&biw=1092&bih=589#tbm=isch&q=anarchy+in+the+UK&imgrc=GggkddxIFQf2MM%3A -> DONE
- Can you create a collage of all of the different assets that BaramBambu is creating for the upcoming Sophisticated Marketer’s Guide to Global Marketing and have them populate into a full bleed? I want to illustrate how many create assets for email, the blog, landing page, and A/B testing we create for the launch. BIG and BOLD! -> DONE
- Edit Needed: Please format this to match the rest. ->DONE
- Edit Needed: Please format this to match the rest. -> DONE
- Edit Needed: Please format this to match the rest. -> DONE
- Edit Needed: Embed this video to play upon click: https://www.youtube.com/watch?v=MXkEEwDloxU -> DONE
- Edit Needed: Can you add this page to the slide so that it scrolls down upon click slowly? -> DONE https://business.linkedin.com/marketing-solutions/c/16/2/trading-eights-linkedin-marketing/3qc
- Edit Needed: -> DONE Each Video Averaged 3-5k view 23280 Total Views
- Edit Needed: -> DONE Equipment DLSR Tripod Lapel Mic Shotgun Mic LED Lights Editing Software
- Edit Needed: Production -> DONE Script Frame Rate HD Lighting B-Roll
- Edit Needed: Launch -> DONE Think Like Netflix Microsite + Youtube + SlideShare + Vimeo Slice up the Turkey for the blog Measure Success - Vidyard
- Edit Needed: Please add some fun screenshots from the following: -> DONE www.Froknowsphoto.com Guide to DSLR Video Guide to Video Editing www.Videoblocks.com www.audioblocks.com
- Working on this one, will have edits tomorrow.
- Edit Needed: Can you take this infographic and break it into 5-6 slides? -> DONE https://business.linkedin.com/en-uk/marketing-solutions/blog/posts/B2B-Marketing/2016/Who-listens-to-podcasts-and-why-they-matter-to-marketers
- Can you add this song to play over the next three slides? Is that possible? https://www.youtube.com/watch?v=v2AC41dglnM
- Edit Needed: Please display these in a visual manner with flames or laser beams added for fun. -> DONE 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 Average 1500 Downloads per episode and growing quickly Highest 1 Day Download Total - 588 Highest 1 Week Download Total – 1442 Highest 1 Month Download - 4700 Crossed 3000 Downloads in one month - April 2016 Crossed 4000 Downloads in one month - June 2016 You have been heard in over 110 different countries
- Edit Needed: Please display these in a visual manner with flames or laser beams added for fun. -> DONE 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 Average 1500 Downloads per episode and growing quickly Highest 1 Day Download Total - 588 Highest 1 Week Download Total – 1442 Highest 1 Month Download - 4700 Crossed 3000 Downloads in one month - April 2016 Crossed 4000 Downloads in one month - June 2016 You have been heard in over 110 different countries
- The Equipment Zoom Recorder Condenser Mic Headphones Pop Filter XLR Cables
- The Production The Guests What do I want to learn/ what does my audience want to learn Entertaining Tagline
- The Launch Itunes, Stitcher, SoundCloud, Youtube Ask for reviews, reward them Share internally
- The Resources Todd Mansfield Paul Colligan Edison Research
- An opportunity where the potential gain outweighs the harm or loss that could happen if the opportunity is not pursued.
- Edit Needed – Please add Content Marketing Institute Logo and Killer Content Logo (Demand Gen Report) -> DONE We won an Orange Award and a Killer Content Award
- Working on this one, will have edits tomorrow.
- Working on this one, will have edits tomorrow.
- Working on this one, will have edits tomorrow.
- Working on this one, will have edits tomorrow.
- Working on this one, will have edits tomorrow.
- Can you have this image: https://www.google.com/search?q=art+blakey+live&espv=2&biw=1100&bih=619&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjHzfrxn-XPAhWFND4KHW07D7YQ_AUIBygC#imgdii=A_1Zo_WAwghs1M%3A%3BA_1Zo_WAwghs1M%3A%3B7w6sJm7FUhx-8M%3A&imgrc=A_1Zo_WAwghs1M%3A Dissolve into this image: http://image.slidesharecdn.com/thesophisticatedmarketersguidetocontentmarketingbylinkedinmarketingsolutionsvol-160519203650/95/the-sophisticated-marketers-guide-to-content-marketing-by-linkedin-1-638.jpg?cb=1463690514 As in this is where I got the idea and what it transformed into. -> DONE
- Can you have this image: http://beardedgentlemenmusic.com/wp-content/uploads/2014/02/St-Vincent-014.jpg Dissolve into the Amplify Ebook cover?
- Please add these photos to populate into a collage one at a time: https://linkedin.box.com/s/xq0o4wqu6u8gyc491nle2o6vzt648xch -> DONE
- Edits Needed: Please clean up text
- Please clean up
- Please clean up
- Please clean up
- Please clean up
- Please clean up
- Edit Needed – Please add a flip counter similar to before with -> DONE Blog Subscribers – 21K Monthly Unique View 70K
- Edit Needed – Please add a flip counter similar to before with Blog Subscribers – 21K Monthly Unique View 70K
- TEXT in the style of: https://www.google.co.uk/search?q=punk+rock+UK&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj-mLaY0ITNAhUEIMAKHWOIDyYQ_AUIBygB&biw=1092&bih=589#tbm=isch&q=anarchy+in+the+UK&imgrc=GggkddxIFQf2MM%3A -> DONE
- Can You add this to start playing on Click at :12 second mark on? https://www.youtube.com/watch?v=1M02bAWDFkI -> DONE