how to achieve face-melting content marketing roi
DESCRIPTION
Content Marketing World Presentation 2014TRANSCRIPT
How to Achieve Face-
Melting Content Marketing
ROI
presents
Jason Miller,
Sr. Content Marketing Manager @JasonMillerCA
@LinkedInMktg
2
Empathize with your
prospects and
customers.
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Not more content, more relevant content
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Split into three steps
In business, there are three levels of empathy.
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
1 On-demand
2 Solution
3 Transcendent
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7
WAYS TO CREATE YOUR
BIG ROCK
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1 Create the all-
encompassing guide
to whatever the hell
conversation you
want to own
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2 The “Hugh MacLeod”
Strategy—Write 5
relevant blogs then
roll them all together
Monday Tuesday Wednesday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
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3 Flip your case studies
on their heads—Turn
your bottom funnel case
studies into a collection
of “success stories”
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Repurpose Content
Company Pages Sponsored Updates
(Turn it up to eleven!)
LinkedIn Groups SlideShare
The Sophisticated Marketer’s Guide to LinkedIn
The Big Rock
The Sophisticated Marketer’s Guide to LinkedIn
Podcast
SlideShare
Big Rock repurposed into “Turkey Slices”
eBooks
Blogs
Infographics
The Webinar Physical Book
Take it Global
Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm
How Does One Promote the
Big Rock?
Blog
InMail
Company Page
Sponsored Updates
SlideShare
Display
PPC
For those about
to Launch…..
FIRE!
MQL
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Turkey Slices (Non Gated)
Lead Capture
No Yes
Revenue Sales
SDR Sales Qualified?
BIG ROCK
(Gated)
Nurture
No Yes
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MQL
23
Turkey Slices (Non Gated)
Lead Capture
No Yes
Revenue Sales
SDR Sales Qualified?
BIG ROCK
(Gated)
Nurture
No Yes
24
3 Simple Metrics
Increased
referral traffic Social
Engagement
Higher
quality leads
The Results Out of the Gate
34%
32%
15%
9%
6% 4%
Blog
InMail
Direct/ SEO
Other
Display
AdWords 64% 7%
7%
7%
6%
4%
2% 1%
1%
United States
Netherlands
India
Canada
Australia
UK
Germany
New Zealand
Singapore
France
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18,000% ROI
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How Do You Organize Your
Marketing Team to Deliver
Content Marketing ROI?
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The four unique band members work together to
deliver an amazing product.
Lays
Groundwork
Fuels Content Fuels Demand Gen
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They consistently deliver content that their
fans want to consume and share.
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Their PR efforts guide their vision as the
hottest band in the world.
They deliver amazing experiences on tour
(Event Marketing)
#INBOUND14
They built a thriving community.
“People want a thrill,
people want a spectacle
and people love
to be entertained.”
w
www.welcometothefunnel.com
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Thank You! Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg