Marketo Event Double Secret Probation Edition J Miller Preso
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The document discusses attention spans and engagement in the digital age. It argues that contrary to popular belief, digital media like smartphones have not decreased human attention spans. While attention is divided across multiple tasks, people are now better able to process information in short bursts and more efficiently find engaging content. The document also provides several examples from blogs and marketing campaigns that demonstrate how optimizing content, visual design, and other strategies can increase audience engagement metrics like views, shares, and time on page.
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Marketo Event Double Secret Probation Edition J Miller Preso
- 1. The Great Goldfish Attention Span Myth & What it Means for Engagement Jason A Miller Global Content Marketing Leader at LinkedIn
- 2. 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 2
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- 8. 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 8
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- 13. 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 13
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- 15. Power Pages (How to, What is) Strong Opinions (Editorial) Research
- 16. We: +242% Increase in unique page views +128% Increase in Total Shares +146% Increase in Avg. Time on Page +67% Increase in Ave. Shares -8% Decrease in Bounce Rate 312% Increase YOY in Organic Sessions 2017 vs 2016 We are posting less, but traffic and conversions go up.
- 17. We believed anything worth doing is worth over-doing.” “
- 19. Localisation 6 Blogs (3 French/ 3 Spanish) 34k Page Views 8 Minute Average Time on Site
- 20. Rich media images have 38% higher CRT than linkshare updates with a thumbnail image preview 20
- 21. 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. 21
- 22. 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
- 23. 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: 23
- 24. 95% open rate
- 25. “The week that we recorded 95% — we sent 7,086 and recorded 6,743 —
- 29. The Death of the One Dimensional Marketer
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- 32. The 4 unique band members work together to deliver an amazing product Lays Groundwork Fuels Content Fuels Demand Gen 32
- 33. 33 They consistently deliver content that their fans want to consume and share. 33
- 34. Their PR efforts guide their vision as the hottest band in the world 34
- 35. Event marketing: They deliver amazing experiences on tour 35
- 36. They built a thriving community. 36
- 37. People want a thrill, people want a spectacle and people love to be entertained.” “ 37
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- 40. Thank you Jason Miller Group Manager, Content Marketing @JasonMillerCA @LinkedInMktg 40
Editor's Notes
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- The increasing demand for long-form specialty content will shape the future of the publishing industry. For this slide please have the following lines populate upon click: Click - Wait But Why, a long-form blog Click - Acquired 31 million unique visitors Click - 87 million page views Click - through 80 articles Click that average over 2,000 words each.
- Not more content, but more relevant content. Many of us are guilty of pushing content out so quickly that we don’t
- In May 2015, a whole host of reputable publications (including TIME, New York Times, Telegraph) started publishing headlines proclaiming that the human attention span is now less than that of goldfish (8 seconds vs 9 seconds)