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Your Content Marketing
Strategy Needs a Reality Check
Jason A Miller
Global Content Marketing Leader at LinkedIn
@jasonmil...
Newsfeed tailored
to the professional
mindset
40%
yearly growth in
feed engagement
26%
more favorable to content
from bran...
61M
senior level
influencers
22M
mass
affluent
6M
C-suite
execs
40M
decision
makers
3M
MBA
graduates
10M
opinion
leaders
6
Humans Have
Shorter Attention
Span Than Goldfish,
Thanks to Smartphones
You Now Have
a Shorter
Attention Span
Than a Goldf...
8
9
10
11
12
The messy truth
14
15
16
Power Pages
(How to, What is)
Strong Opinions
(Editorial)
Research
We:
+242%
Increase
in unique page
views
+128%
Increase
in Total Shares
+146%
Increase
in Avg. Time on
Page
+67%
Increase
i...
We:
+242%
Increase
in unique page
views
+128%
Increase
in Total Shares
+146%
Increase
in Avg. Time on
Page
+67%
Increase
i...
Localisation
6 Blogs (3 French/ 3 Spanish)
100k Page Views
10 Minute Average Time on Site
For B2BQ1
n/a
Q2
12%
Q3
21%
Q4
28%
For B2B
ROI in Q4:
6175%
The Blog Now Represents
Approximately
10% of Overall
Bookings
24
25
The keywords
26
Topic relevancy
trumps keywords
27
28
Create or Launch
Your Big Rock
Physical book
SlideShare
Infographics
Videos
Podcast
Blog post
Influencer blogs
ROI Calculator
Webinar
Mobile download
Blo...
31
32
The “always on” strategy For those about to Launch…..
FIRE!
Email
Blog
InMail
Company Page
Sponsored Content
SlideShare
Di...
(non-gated)
MQL
No Yes
Revenue
Big Rock (gated)
lead capture
Nurture
No
Yes
Blog post
Sales
SDR
Sales Qualified?
Infograph...
35
The results, out of the gate
4%
6%
9%
15%
32%
34%
Email
Blog
InMail
Direct/SEO
Other
Display
AdWords
United States
Neth...
18,000% ROI
38
39
40
41
One of our evergreen pieces of content,
“The Sophisticated Marketer’s
Guide of LinkedIn”,
continues to generate the highes...
One of our evergreen pieces of content,
“The Sophisticated Marketer’s
Guide of LinkedIn”,
continues to generate the highes...
We believed anything
worth doing is
worth over-doing.”
“
TEsT
A/B
12STEP
Rich media images have 38% higher CRT than
linkshare updates with a thumbnail image preview
46
A/B Testing: Learning
“Register” outperformed “Join” 165%
increase in Click Through Rate (CTR)
+165%
0 100
65%
VS
“Guide” saw a
100% increase in
click through
rate (CTR).
48
VS
Image with
quote saw a 30%
lift in CTR vs.
image without
quote.
49
VS
Image with a
face saw
+160% CTR,
+290% CVR
vs. image
without face.
50
BACKGROUND COLOR
Does woodgrain feel more authentic, or provide more
visual interest? Either way, the post with the darker...
Do You Know
Where You Are?
53
Employees’
combined
connections on
social networks are,
on average,
10x
larger than a
company’s
followers “
Only 3% of
employees share
content, yet they
generate 30% of all
content engagement
for a typical business.
Employees get
...
6
Job
views
3
Company
Page views
Every 6 pieces of content an employee
shares on LinkedIn influences …
55
1
Company
Page
f...
56
A single employee sharing
3 pieces of content a day
can add up to 23 million in
additional reach in a year —
this can a...
The Death of the One Dimensional Marketer
59 59
60
Thank you
Jason Miller
Group Manager, Content Marketing
@JasonMillerCA
@LinkedInMktg
61
Content strategy:
planning and delivering
standout content
22 February 2018
London
#CharityContent
Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what el...
Does your content marketing strategy need a reality check? | Content strategy conference | 22 February 2018
Does your content marketing strategy need a reality check? | Content strategy conference | 22 February 2018
Does your content marketing strategy need a reality check? | Content strategy conference | 22 February 2018
Does your content marketing strategy need a reality check? | Content strategy conference | 22 February 2018
Does your content marketing strategy need a reality check? | Content strategy conference | 22 February 2018
Does your content marketing strategy need a reality check? | Content strategy conference | 22 February 2018
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Does your content marketing strategy need a reality check? | Content strategy conference | 22 February 2018

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Jason Miller, global content marketing leader, LinkedIn

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Does your content marketing strategy need a reality check? | Content strategy conference | 22 February 2018

  1. 1. Your Content Marketing Strategy Needs a Reality Check Jason A Miller Global Content Marketing Leader at LinkedIn @jasonmillerca @LinkedInMKTG
  2. 2. Newsfeed tailored to the professional mindset 40% yearly growth in feed engagement 26% more favorable to content from brands than they would be on comparable social platforms 15x content vs. job postings in the newsfeed Professionals turn to LinkedIn to find relevant content
  3. 3. 61M senior level influencers 22M mass affluent 6M C-suite execs 40M decision makers 3M MBA graduates 10M opinion leaders
  4. 4. 6
  5. 5. 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 7
  6. 6. 8
  7. 7. 9
  8. 8. 10
  9. 9. 11
  10. 10. 12
  11. 11. The messy truth 14
  12. 12. 15
  13. 13. 16
  14. 14. Power Pages (How to, What is) Strong Opinions (Editorial) Research
  15. 15. We: +242% Increase in unique page views +128% Increase in Total Shares +146% Increase in Avg. Time on Page +67% Increase in Ave. Shares -8% Decrease in Bounce Rate 312% Increase YOY in Organic Sessions
  16. 16. We: +242% Increase in unique page views +128% Increase in Total Shares +146% Increase in Avg. Time on Page +67% Increase in Ave. Shares -8% Decrease in Bounce Rate 312% Increase YOY in Organic Sessions 2017 vs 2016 We are posting less, but traffic and conversions go up.
  17. 17. Localisation 6 Blogs (3 French/ 3 Spanish) 100k Page Views 10 Minute Average Time on Site
  18. 18. For B2BQ1 n/a Q2 12% Q3 21% Q4 28%
  19. 19. For B2B ROI in Q4: 6175%
  20. 20. The Blog Now Represents Approximately 10% of Overall Bookings
  21. 21. 24
  22. 22. 25
  23. 23. The keywords 26
  24. 24. Topic relevancy trumps keywords 27
  25. 25. 28
  26. 26. Create or Launch Your Big Rock
  27. 27. Physical book SlideShare Infographics Videos Podcast Blog post Influencer blogs ROI Calculator Webinar Mobile download Blog post Customer Case Study Book Slice & Dice the Big Rock
  28. 28. 31
  29. 29. 32
  30. 30. The “always on” strategy For those about to Launch….. FIRE! Email Blog InMail Company Page Sponsored Content SlideShare Display PPC Twitter 33
  31. 31. (non-gated) MQL No Yes Revenue Big Rock (gated) lead capture Nurture No Yes Blog post Sales SDR Sales Qualified? Infographic Customer Study
  32. 32. 35 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 France64% 7% 7% 7% 6% 2% 1% 1%
  33. 33. 18,000% ROI 38
  34. 34. 39
  35. 35. 40
  36. 36. 41
  37. 37. 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+
  38. 38. 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++1 Million
  39. 39. We believed anything worth doing is worth over-doing.” “
  40. 40. TEsT A/B 12STEP
  41. 41. Rich media images have 38% higher CRT than linkshare updates with a thumbnail image preview 46
  42. 42. A/B Testing: Learning “Register” outperformed “Join” 165% increase in Click Through Rate (CTR) +165% 0 100 65%
  43. 43. VS “Guide” saw a 100% increase in click through rate (CTR). 48
  44. 44. VS Image with quote saw a 30% lift in CTR vs. image without quote. 49
  45. 45. VS Image with a face saw +160% CTR, +290% CVR vs. image without face. 50
  46. 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
  47. 47. Do You Know Where You Are?
  48. 48. 53 Employees’ combined connections on social networks are, on average, 10x larger than a company’s followers “
  49. 49. 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
  50. 50. 6 Job views 3 Company Page views Every 6 pieces of content an employee shares on LinkedIn influences … 55 1 Company Page follower 6 Profile views 2 new connections established
  51. 51. 56 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.”
  52. 52. The Death of the One Dimensional Marketer
  53. 53. 59 59
  54. 54. 60
  55. 55. Thank you Jason Miller Group Manager, Content Marketing @JasonMillerCA @LinkedInMktg 61
  56. 56. Content strategy: planning and delivering standout content 22 February 2018 London #CharityContent
  57. 57. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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