innovation in content marketing starts with a reality check

Innovation in Content Marketing Starts with a Reality Check

Jason A Miller Global Content Marketing Leader at LinkedIn

Humans Have Shorter Attention

Span Than Goldfish, Thanks to Smartphones

You Now Have a Shorter

Attention Span Than a Goldfish

The Eight-Second Attention Span

3

Digital media isn’t killing attention spans

What we actually know about attention spans

Smartphones aren’t killing attention spans

We’re better than ever at processing and encoding information through short bursts of high attention

We use our attention far more efficiently than at any other point in history

We’re far better at multi-tasking, able to divide our attention among several different things without compromising our focus

The main focus of our more efficient attention is to find content that’s worth paying attention to for a longer period of time

9

You can never over deliver on

value in content marketing.

10

The messy truth

14

The new model

a long-form blog

31 million unique visitors

acquired

87 million page views

through

80 articles

that average over

2,000 words each

19

If you can blow someone's mind —

really, genuinely blow it, again in a really well-

written way — then that's something they

want to share."

“ 20

SLOW DOWN Slow

down!

21

Not more content, more relevant content." “

WHAT IS THE #1 QUESTION

WHAT CONVERSATION DO YOU

WANT TO OWN?

ON YOUR PROSPECTS’ MINDS?

25

The keywords

26

Moz.com Moz.com

The keywords

27

Topic relevancy trumps keywords

28

The Sophisticated Marketer’s Guide to LinkedIn

The Big Rock (the debut)

30

SlideShare

Infographics

Webinar

Podcast Blog post

Mobile download

Physical book

Influencer blogs

31

WHAT DOES SUCCESS

LOOK LIKE?

33

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?

35

The “always on” strategy For those about to Launch…..

FIRE! Email Blog InMail Company Page Sponsored Content SlideShare Display PPC Twitter

36

37

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 France 64%

7%

7%

7%

6% 2%

1% 1%

18,000% ROI

39

BACKING UP THE BIG

ROCK WITH HARD DATA THE ROI OF CONTENT MARKETING

 ARE DRIVEN BY CONTENT.  OF ALL MARKETING QUALIFIED LEADS AT LINKEDIN

 1/3 OF THOSE MQLS

 73%

 COME FROM BIG ROCK PIECES LIKE THIS ONE.

40

One of our evergreen pieces of content, “The Sophisticated Marketer’s Guide of LinkedIn,” continues to generate the highest number of downloads and the highest number of marketing qualified leads.

k+

41

We believed anything worth doing is

worth over-doing.” “

Set up a test of different updates to reach different audiences.

Big Rock Content

Sponsored Content 1: Targeted to CMOs

These insights can help you drive transformational change to your business.

Sponsored Content 2: Targeted to Marketing Directors Need to demonstrate the ROI of your marketing efforts? These insights can help.

Sponsored Content 3: Targeted to Social Media Managers Social media managers: Get the insights you need to drive the engagement you want.

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.

44

Rich media images have 38% higher CRT than linkshare updates with a thumbnail image preview

45

VS “Guide” saw a 100% increase in click through

rate (CTR).

Image with quote saw a

30% lift in CTR vs. image

without quote.

Image with a face saw

+160% CTR, +290% CVR

vs. image without face.

46

Background color Does woodgrain feel more authentic, or provide more visual interest? Either way, the post with the darker wood background saw 32% more clicks than a lighter, white background.

+32% clicks

Test Creative Placement to Draw a Reader’s Eye Can you spot the difference? In one image, the model is looking right at the CTA button, subtly drawing readers’ attention to it. This image saw an 89% increase in clicks over the other image.

+89% Click-

throughs

5.32% CTR

75% OR

6.19% CTR

61% OR

25% increase in

open rate (OR)

95% increase in

CTR

Running Sponsored Content & InMail Together, we see:

48

95% open rate

“The week that we recorded 95% — we sent 7,086 and recorded 6,743 —

The power of advocacy

Employees’ combined connections on social networks are,

on average, 10x larger than a

company’s followers

53

Shared content is more credible content

Only 3% of employees share content, yet they generate 30% of all content engagement for a typical business.

Employees get 2x higher CTRs from their shares, compared to company shares of the same content.

54

6 job views

3 Company Page views

1 Company Page follower

6 profile views

and 2 new connections established

Every 6 pieces of content an employee shares on LinkedIn influences …

55

“ A single employee sharing 3 pieces of content a day

can add up to 23 million in additional reach in a year — this can add up to 60,000

additional events of people engaging with

your content.”

The death of the one-dimensional

marketer

57

THE MARKETING TEAM

OF THE FUTURE (AS DEMONSTRATED BY KISS)

59

The 4 unique band members work together to deliver an amazing product

Lays Groundwork

Fuels Content Fuels Demand Gen

61

62

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

62

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

63

Event marketing: They deliver amazing experiences on tour

64

They built a thriving community.

65

People want a thrill, people want a spectacle

and people love to be entertained.”

“ 66

TO THE FRONT OF THE STAGE

DOWN IN FRONT

A STORY FROM THE BACK OF THE CROWD

68

Thank you Jason Miller Group Manager, Content Marketing @JasonMillerCA @LinkedInMktg

70