CONTENT: NOT MORE, BUT MORE RELEVANT [INBOUND 2014]
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In many ways the current content experience on the web is much like walking through Times Square; constantly being bombarded with irrelevant marketing messages. It’s up to marketers to deliver a better content experience, and the key to a better content experience is relevance. It’s not more content that we need, but instead, more relevant content. LinkedIn’s Sr. Content Marketing Manager Jason Miller will guide you on a journey for achieving content marketing bliss through relevance. It’s a less is more approach that will leave you with practical ideas for creating compelling relevant content that speaks directly to your target audience and drives results.
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CONTENT: NOT MORE, BUT MORE RELEVANT [INBOUND 2014]
- 1. #INBOUND14 Content, Not More But More Relevant Jason Miller Senior Content Marketing Manager, LinkedIn @JasonMillerCA @LinkedInMktg
- 2. #INBOUND14
- 5. #INBOUND14 Discover Explore Select 60% Advocate
- 6. #INBOUND14
- 7. #INBOUND14 It’s up to the marketers to deliver a better experience
- 8. #INBOUND14 The key ingredient to a better content experience is relevance
- 9. #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….
- 10. #INBOUND14 Not more content, more relevant content
- 11. #INBOUND14 MOVING FROM INFORMATION TO INSIGHT CREATES RELEVANCE
- 12. #INBOUND14 Speak to the dog, in the language of the dog, about what’s in the heart of the dog. —Roy Williams
- 13. 1
- 14. Empathize with your prospects and customers.
- 15. #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 whereyou 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
- 16. #INBOUND14 Stake your claim…
- 17. 1
- 18. #INBOUND14 Repurpose content like leftover Turkey
- 19. #INBOUND14 Company Pages Sponsored Updates (Turn it up to eleven!) LinkedIn Groups SlideShare Use Turkey Slices to Fuel Your Content Hubs
- 20. #INBOUND14 Useful x Enjoyable x Inspired = Innovative Content ANN HANDLEY’S FORMULA
- 21. #INBOUND14 3 WAYS TO CREATE YOUR BIG ROCK
- 22. #INBOUND14 1 Create the all- encompassing guide to whatever the hell conversation you want to own
- 23. #INBOUND14 The Sophisticated Marketer’s Guide to LinkedIn Podcast SlideShare Big Rock repurposed into “Turkey Slices”
- 26. #INBOUND14 The Webinar Physical Book
- 27. #INBOUND14 Take it Global
- 28. #INBOUND14 Interested in content marketing on LinkedIn? Download the Sophisticated Marketer’s Guide to LinkedIn:http://lnkd.in/sgm
- 29. #INBOUND14 2 The Hugh MacLeod Strategy—Write 5 relevant blogs then roll them all together Monday Tuesday Wednesday Raisin Bran Spinach Roast Raisin Bran Spinach
- 30. #INBOUND14 The blog is the social media rug that ties the room together.
- 31. #INBOUND14 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
- 32. #INBOUND14 Monday –Raisin Bran
- 34. #INBOUND14 Wednesday: The Roast
- 36. #INBOUND14 Friday: Chocolate Cake
- 37. #INBOUND14 5 Relevant Blogs Rolled Up into One Big Rock
- 38. #INBOUND14 3 Flip your case studies on their heads—Turn your bottom funnel case studies into a collection of “success stories”
- 39. #INBOUND14 Who’s doing it right? (The Big Rock)
- 40. #INBOUND14 Who’s doing it right? (Twitter w/ Custom Image)
- 41. #INBOUND14 Who’s doing it right? (Going Visual)
- 42. #INBOUND14 Who’s doing it right?
- 43. #INBOUND14 Who’s doing it right? (Thought Leadership)
- 44. #INBOUND14 Who’s doing it right? (The Webinar)
- 45. #INBOUND14 When you need that extra push…
- 46. #INBOUND14 Organic is Good = Paid is Better (Sponsored Update)
- 47. #INBOUND14 How to Promote Your Big Rock Content forFace Melting ROI
- 49. Email Blog InMail Company Page Sponsored Updates SlideShare Display PPC Twitter For those about to Launch….. FIRE!
- 50. MQL Turkey Slices (Non Gated) Lead Capture No Yes Revenue Sales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes 5
- 51. MQL 51 Turkey Slices (Non Gated) Lead Capture No Yes Revenue Sales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes 5
- 52. 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
- 53. 18,000% ROI
- 54. #INBOUND14
- 55. #INBOUND14 The only art I’ll ever study is stuff that I can steal from. —David Bowie
- 56. #INBOUND14
- 57. #INBOUND14 The visual is the new headline!
- 58. #INBOUND14
- 59. #INBOUND14
- 60. #INBOUND14 Research shows that a picture is really only worth 81.4 words, on average.
- 61. #INBOUND14 WE ARE ALL VISUAL THINKERS
- 62. #INBOUND14 The Infographic is not Dead; Claiming that Something is Dead is so Passé
- 63. 178,809,843 Publisher Total Unique Visitors 3,024,141,647 Total Potential Viewership 8109 SHARES 33 Linkbacks from Top Tier Pubs
- 64. #INBOUND14 How do you know your content strategy is relevant? Increased Referral Traffic Social Engagement Higher Quality Leads
- 65. #INBOUND14 Structuring Your Marketing Team for delivering Relevant Content.
- 66. #INBOUND14
- 67. #INBOUND14 The four unique band members work together to deliver an amazing product. Lays Groundwork Fuels Content Fuels Demand Gen
- 68. #INBOUND14 They consistently deliver content that their fans want to consume and share.
- 69. #INBOUND14 Their PR efforts guide their vision as the hottest band in the world.
- 70. They deliver amazing experiences on tour (Event Marketing)
- 71. #INBOUND14 They built a thriving community.
- 72. “People want a thrill, people want a spectacle and people love to be entertained.”
- 73. #INBOUND14
- 74. #INBOUND14
- 76. #INBOUND14 “People want a thrill, people want a spectacle and people love to be entertained.”
- 77. #INBOUND14 THANK YOU! Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg