content: not more, but more relevant [inbound 2014]
TRANSCRIPT
#INBOUND14
Content, Not More But More Relevant
Jason MillerSenior Content Marketing Manager, LinkedIn
@JasonMillerCA @LinkedInMktg
#INBOUND14
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….
#INBOUND14
Speak to the dog, in the language of the dog, about what’s in the heart of the dog.
— Roy Williams
#INBOUND14
The first is "on-demand" empathy, which is the ability to sense what customers want. The second is "solution" empathy, which entails understanding a customer's problem and figuring out how to address it. The third is "transcendent" empathy where you create solutions to problems that customers don't even know that they have.
— Geoffrey James, INC
In business, there are three levels of empathy
1 On-demand
2 Solution
3 Transcendent
#INBOUND14
Company Pages Sponsored Updates(Turn it up to eleven!)
LinkedIn Groups SlideShare
Use Turkey Slices to Fuel Your Content Hubs
#INBOUND14
The Sophisticated Marketer’s Guide to LinkedIn
Podcast
SlideShare
Big Rock repurposed into “Turkey Slices”
#INBOUND14
Interested in content marketing on LinkedIn?
Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm
#INBOUND14
2The Hugh MacLeod Strategy—Write 5 relevant blogs then roll them all together
Monday Tuesday Wednesday
Raisin BranSpinachRoast
Raisin BranSpinach
#INBOUND14
The blogging food groupsA steady diet of quality content for your blog
Monday Tuesday Wednesday Thursday Friday Saturday
Raisin BranSpinachRoast
Raisin BranSpinach
Raisin BranChocolateCake
#INBOUND14
3Flip your case studies on their heads—Turn your bottom funnel case studies into a collection of “success stories”
EmailBlog
InMailCompany Page
Sponsored UpdatesSlideShare
DisplayPPC
For those about to
Launch…..FIRE!
MQL
Turkey Slices (Non Gated)
Lead CaptureNo Yes
RevenueSales
SDRSales Qualified?
BIG ROCK(Gated)
NurtureNo Yes
5
MQL
51
Turkey Slices (Non Gated)
Lead CaptureNo Yes
RevenueSales
SDRSales Qualified?
BIG ROCK(Gated)
NurtureNo Yes
5
The Results Out of the Gate
34%
32%
15%
9%6%
4%EmailBlogInMailDirect/ SEOOtherDisplayAdWords
64%7%
7%
7%6%
4%2% 1%
1%United StatesNetherlandsIndiaCanadaAustraliaUKGermanyNew ZealandSingaporeFrance
178,809,843
Publisher Total Unique Visitors
3,024,141,647
Total Potential Viewership
8109 SHARES
33 Linkbacks from Top Tier Pubs
#INBOUND14
How do you know your content strategy is relevant?
Increased Referral Traffic
Social Engagement
Higher Quality Leads
#INBOUND14
The four unique band members work together to deliver an amazing product.
Lays Groundwork
Fuels Content Fuels Demand Gen