Jason Miller's Social Media Week London Presentation

1. Jason Miller,
Global Content Marketing Leader
@JasonMillerCA
@LinkedInMktg
How to Achieve Face-
Melting Content Marketing
ROI
And Build an Owned Media Empire
presents

2. 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

4. FOR THE FIRST TIMEIN THE HISTORYOF MEDIA
YOU CAN ENGAGE WITH THE WORLD’SPROFESSIONALS IN ONE PLACE

5. 61M
senior-level
influencers
40M
decision makers
10.7M
opinion leaders
6.8M
C-level execs
22.8M
Mass Affluent
4.1M
IT decision makers
414Mprofessionals are on LinkedIn
THE LARGEST GLOBAL COMMUNITY OF PROFESSIONALS
3.1M
marketers

6. PROFESSIONALS ENGAGE WITH
PURPOSE – AND WITH CONTENT
9 billion content impressions / week
15X content vs job postings in the feed
57% mobile

9. 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

11. If you don’t like the world, then change it.

13. 13

15. 15

16. 16

17. 17

19. 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%

20. 20

21. 21
Repurpose content like leftover Turkey

22. 22

23. THE KEYWORDS
Moz.com Moz.com

25. 25
The Origin of the Sophisticated Marketer…..
Inspiration Can Come From Anywhere

26. The Sophisticated Marketer’s Guide to LinkedIn
The Big Rock – The Debut

27. Repurpose, Repurpose, Then Repurpose Some More
27

31. 31
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?

32. Email
Blog
InMail
Company Page
Sponsored Content
SlideShare
Display
PPC
Twitter
The Always on Strategy For those about
to Launch…..
FIRE!

33. 33
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%

34. 34

36. 36
18,000% ROI

37. 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.

38. 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.

39. 39
The ROI of Content Marketing
Backing up the Big Rock with Hard Data

41. 41
The Sophisticated Marketer’s Guide to Thought Leadership
Overcoming the Sophomore Slump

42. 42
The Turkey Slices
The Sophisticated Marketer’s Guide to Thought Leadership

43. 43
The Sophisticated Marketer's Guide to Content Marketing
The Masterpiece

44. 44
Audio Book
Responsive Design
Exploring New Formats

45. 45
Starting a Sophisticated Movement

46. v
46
v

47. 47

48. 2013-14 2015 2016-17

50. GOING GLOBAL

53. 3 Things to Start Doing. Now.
1
2
3
Increase Content Quality (NOT
QUANTITY)
Go Evergreen – Always On
Go Long – 1600 Words +

54. The blog is the social media rug
that ties the room together.

55. 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

56. Monday – Raisin Bran

57. Tuesday - Spinach

58. Wednesday: The Roast

59. Thursday: Tabasco

60. Friday: Chocolate Cake

61. 5 Relevant Blogs Rolled Up into One Big Rock

62. 62

63. 63
BONUS Chocolate Cake

64. 64

65. The only art I’ll ever study
is stuff that I can steal from.
- David Bowie

66. 66

67. 67

69. The Death of the One Dimensional Marketer

70. 70
The Marketing Team
of the Future
(As Demonstrated by KISS)

71. 71

72. 72
The four unique band members work
together to deliver an amazing product.
Lays
Groundwork
Fuels Content Fuels Demand Gen

73. 73
They consistently deliver content that
their fans want to consume and share.

74. 74
Their PR efforts guide their vision
as the hottest band in the world.

75. Event Marketing: They deliver
amazing experiences on tour

76. #INBOUND14
They built a thriving community.

77. “People want a thrill,
people want a spectacle
and people love
to be entertained.”

78. http://bit.ly/BigRockContent

79. 79

82. 82
Thank You!
Jason Miller
Group Manager, Content Marketing
@JasonMillerCA
@LinkedInMktg