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Social Media Week London Presentation
This document is a presentation by Jason Miller on content marketing best practices. It discusses using a "Big Rock" piece of content to drive engagement and leads. It provides examples of how to promote this content through different channels on LinkedIn, including sponsored updates. The presentation shows how one company saw an 18,000% ROI from this strategy. It encourages marketers to focus on quality over quantity and go "evergreen" with long-form content.
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Social Media Week London Presentation
- 1. Jason Miller, Global ContentMarketing Leader @JasonMillerCA @LinkedInMktg How to Achieve Face- Melting Content Marketing ROI And Build an Owned Media Empire presents
- 2. ABOUT JASON MILLER Group Manager, ContentMarketing 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 FIRSTTIMEIN 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-levelexecs 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 peopleought 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’tlike the world, then change it.
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- 19. 41% of overall respondentssay 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%
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- 21. 21 Repurpose content likeleftover Turkey
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- 25. 25 The Origin ofthe Sophisticated Marketer….. Inspiration Can Come From Anywhere
- 26. The Sophisticated Marketer’sGuide to LinkedIn The Big Rock – The Debut
- 27. Repurpose, Repurpose, ThenRepurpose Some More 27
- 31. 31 Turkey Slices (Non Gated) MQL NoYes 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 TheAlways on Strategy For those about to Launch….. FIRE!
- 33. 33 The Results Outof 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%
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- 37. Set up atest 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 a100% 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 ofContent Marketing Backing up the Big Rock with Hard Data
- 41. 41 The Sophisticated Marketer’sGuide to Thought Leadership Overcoming the Sophomore Slump
- 42. 42 The Turkey Slices TheSophisticated Marketer’s Guide to Thought Leadership
- 43. 43 The Sophisticated Marketer'sGuide to Content Marketing The Masterpiece
- 44. 44 Audio Book Responsive Design ExploringNew Formats
- 45. 45 Starting a SophisticatedMovement
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- 53. 3 Things toStart Doing. Now. 1 2 3 Increase Content Quality (NOT QUANTITY) Go Evergreen – Always On Go Long – 1600 Words +
- 54. The blog isthe social media rug that ties the room together.
- 55. The Blogging FoodGroups 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 – RaisinBran
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- 61. 5 Relevant BlogsRolled Up into One Big Rock
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- 65. The only artI’ll ever study is stuff that I can steal from. - David Bowie
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- 69. The Death ofthe One Dimensional Marketer
- 70. 70 The Marketing Team ofthe Future (As Demonstrated by KISS)
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- 72. 72 The four uniqueband members work together to deliver an amazing product. Lays Groundwork Fuels Content Fuels Demand Gen
- 73. 73 They consistently delivercontent that their fans want to consume and share.
- 74. 74 Their PR effortsguide their vision as the hottest band in the world.
- 75. Event Marketing: Theydeliver amazing experiences on tour
- 76. #INBOUND14 They built athriving community.
- 77. “People want athrill, people want a spectacle and people love to be entertained.”
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- 82. 82 Thank You! Jason Miller GroupManager, Content Marketing @JasonMillerCA @LinkedInMktg
Editor's Notes
- #14 \
- #23 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
- #39 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.
- #40 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
- #49 Refresh it each year
- #71 Animate each line to appear on click.
- #81 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