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Content, Not More But More Relevant

Jason Miller

Senior Content Marketing Manager, LinkedIn

@JasonMillerCA

@LinkedInMktg

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Discover

Explore

Select

60% Advocate

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It’s up to the marketers to deliver a better experience

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The key ingredient

to a better content

experience is

relevance

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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….

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Not more content, more relevant content

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MOVING FROM

INFORMATION TO INSIGHT

CREATES RELEVANCE

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Speak to the dog, in the language of the dog,

about what’s in the heart of the dog. — Roy Williams

1

3

Empathize with your

prospects and customers.

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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

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Stake your claim…

1

7

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Repurpose content like leftover Turkey

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Company Pages Sponsored Updates

(Turn it up to eleven!)

LinkedIn Groups SlideShare

Use Turkey Slices to Fuel Your Content Hubs

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Useful x Enjoyable x Inspired = Innovative Content

ANN HANDLEY’S FORMULA

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3 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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The Sophisticated Marketer’s Guide to LinkedIn

Podcast

SlideShare

Big Rock repurposed into “Turkey Slices”

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eBooks

Blogs

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Infographics

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The Webinar Physical Book

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Take it Global

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Interested in content marketing on LinkedIn?

Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm

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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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The blog is the social media rug

that ties the room together.

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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

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Monday – Raisin Bran

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Tuesday - Spinach

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Wednesday: The Roast

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Thursday: Tabasco

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Friday: Chocolate Cake

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5 Relevant Blogs Rolled Up into One Big Rock

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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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Who’s doing it right? (The Big Rock)

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Who’s doing it right? (Twitter w/ Custom Image)

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Who’s doing it right? (Going Visual)

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Who’s doing it right?

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Who’s doing it right? (Thought Leadership)

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Who’s doing it right? (The Webinar)

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When you need that extra push…

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Organic is Good = Paid is Better (Sponsored Update)

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How to Promote Your Big Rock Content for Face Melting ROI

Email

Blog

InMail

Company Page

Sponsored Updates

SlideShare

Display

PPC

Twitter

For those

about to

Launch…..

FIRE!

MQL

5

0

Turkey Slices (Non Gated)

Lead Capture

No Yes

Revenue Sales

SDR Sales Qualified?

BIG ROCK

(Gated)

Nurture

No Yes

5

1

MQL

5

1

Turkey Slices (Non Gated)

Lead Capture

No Yes

Revenue Sales

SDR Sales Qualified?

BIG ROCK

(Gated)

Nurture

No Yes

The Results Out of the Gate

34%

32%

15%

9%

6%

4%

Email

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

18,000%

ROI

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The only art I’ll ever study

is stuff that I can steal from. — David Bowie

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The visual is

the new headline!

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Research shows that a picture is really only

worth 81.4 words, on average.

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WE ARE ALL VISUAL THINKERS

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The Infographic is not Dead; Claiming that

Something is Dead is so Passé

178,809,843

Publisher Total

Unique Visitors

3,024,141,647

Total Potential

Viewership

8109 SHARES

33 Linkbacks from

Top Tier Pubs

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How do you know your content strategy is relevant?

Increased

Referral Traffic

Social

Engagement

Higher

Quality Leads

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Structuring Your Marketing Team for delivering Relevant Content.

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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)

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They built a thriving community.

“People want a thrill,

people want a spectacle

and people love

to be entertained.”

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www.welcometothefunnel.com

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“People want a thrill,

people want a spectacle

and people love

to be entertained.”

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THANK YOU!

Jason Miller, Sr. Content Marketing Manager

@JasonMillerCA

@LinkedInMktg

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QUESTIONS ?