LinkedIn's Jason Miller shares how to build an owned media empire for top of funnel b2b content domination at MarketingProfs B2B Forum 2016.

1. How to Build an Owned Media Empire
For Top of Funnel B2B Content Domination
Jason Miller
Global Content Leader
LinkedIn
@jasonmillerca
Speaker
Photo
(2.5” square)

3. ABOUT
JASON MILLER
Group Manager,
Content Marketing and Social Media
at LinkedIn
Author of
Welcome to the Funnel: Proven Tactics to Turn Your
Content Marketing and Social Media up to 11
Rock n Roll Photographer

6. ​ THE ONLY BAND
THAT MATTERS.

7. I think people ought to know that we’re anti-fascist,
we’re anti-violence, we’re anti-racist, and we’re pro-creative.
We’re against ignorance.
Joe Strummer

9. If you don’t like the world, then change it.

12. 12
WHEN YOU LEAD CONVERSATIONS THAT MATTER,
YOU GIVE AUDIENCES A REASON TO FOLLOW

14. 14
THEY EXPECT THEIR ORGANIZATION'S OF MARKETERS SAY
TO INCREASE IN THE NEXT 12 MONTHS.
CONTENT MARKETING BUDGET
66%

15. 15
MORE CONTENT IN 2016 SAY THEY WILL PRODUCE
THAN THEY DID IN 2015.
88%

16. 16
ARE EFFECTIVE AT CONTENT MARKETING
OF MARKETERS SAY THEIR ORGANIZATIONS
THIS YEAR COMPARED TO
30%
38% THE PREVIOUS YEAR.

17. 17
OF B2B CONTENT
GOES UNUSED.
60%

18. NOT MORE CONTENT.
MORE RELEVANT CONTENT.Clash flyers

19. ​ 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….
​ 44%

20. 20

21. TO CREATE A WORLD CLASS GLOBAL CONTENT
ENGINE THAT FUELS DEMAND GENERATION,
INCREASES BRAND AWARENESS,
AND DRIVES THOUGHT LEADERSHIP.
THE GOAL

22. • INCREASE AWARENESS OF MARKETING OPPORTUNITIES
ON LINKEDIN
• INCREASE MQLS DRIVEN BY BIG ROCK CONTENT
• INCREASE REFERRAL TRAFFIC BY X% BY Y DATE
• INCREASE DIRECT TRAFFIC BY X% BY Y DATE
• INCREASE BLOG SUBSCRIBERS BY X% BY Y DATE
THE OBJECTIVES

23. CREATE HELPFUL, RELEVANT CONTENT
AND DELIVER IT TO THE RIGHT PERSON
THE STRATEGY
AT THE RIGHT TIME.

24. What are the actions you take that cause the strategy to work?
What are the events and interactions that, when taken together,
comprise your strategy?
Seth Godin

25. THE TACTICS
• COMPANY PAGE /
SHOWCASE PAGE UPDATES
• SPONSORED UPDATES
• BLOGGING
• CUSTOMER STORIES
• EMAIL MARKETING
• INMAIL
• SLIDESHARE
• KEYWORD RESEARCH
• PPC
• TWITTER
• PODCASTS
• NEWSLETTERS
• VIDEO
• WEBINARS
• INFOGRAPHICS
• INFLUENCER CONTENT
• PUBLISHING ON LINKEDIN

26. 26
Top of Funnel Essentials
The big rock Video
Audio/ podcasts
Visual
The Blog

27. 27

28. THE TURKEY SLICES

29. 29
WHAT IS THE #1 QUESTION
WHAT CONVERSATION DO YOU
WANT TO OWN?
ON YOUR PROSPECTS MINDS?

30. THE KEYWORDS
Moz.com Moz.com

31. THE KEYWORDS

33. The Sophisticated Marketer’s
Guide to LinkedIn
The Big Rock – The Debut

34. 34
Repurpose, Repurpose, Then Repurpose Some More

35. 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+

36. 36
The Sophisticated Marketer’s Guide to Thought Leadership
Overcoming the Sophomore Slump

37. 37
The Turkey Slices
The Sophisticated Marketer’s Guide to Thought Leadership

38. 38
The Sophisticated Marketer's Guide to Content Marketing
The Masterpiece

39. 39
Audio Book
Responsive Design
Exploring New Formats

40. 40
Starting a Sophisticated Movement

41. v
41
v

42. 42

43. AMPLIFICATION
Social Media
Advertising
Native
Advertising
Paid Content
Discovery
Services
PPC
Display /
Retargeting
Blogging
Influencer
Outreach
PR
SEO
Word of
Mouth
Referrals
Owned Media
Website /
Resource
Center
Mobile
Apps
Employee
Advocacy
Earned MediaPaid Media

44. Set up a test of different updates to reach different audiences.
Sponsored Update 1:
Targeted to CMOs
These insights can help you drive
transformational change to your business.
Sponsored Update 2:
Targeted to Marketing Directors
Need to demonstrate the ROI of your
marketing efforts? These insights can help.
Sponsored Update 3:
Targeted to Social Media Managers
Social media managers: Get the insights you
need to drive the engagement you want.
Big Rock
Content
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.

46. Guide’ saw a 100% increase in
click through rate (CTR).
The image with the quote saw a 30%
lift in CTR versus the image
image versus a human and the
human saw +160% CTR and +290%
CVR.

47. RUNNING
SPONSORED
CONTENT WE SEE
25%
increase in
Open Rate
95%
increase in
CTR
5.32% CTR
75% OR
6.19% CTR
61% OR

49. 2013-14 2015 2016-17

50. GOING GLOBAL

52. 52
The ROI of Content Marketing
Backing up the Big Rock with Hard Data
ARE DRIVEN BY CONTENT.
OF ALL MARKETING QUALIFIED LEADS AT LINKEDIN
FULLY ONE-THIRD OF THOSE MQLS
73%
COME FROM BIG ROCKS!

53. 53
THE FULL MEAL DEAL

54. 54
VIDEO IS THE WAY FORWARD
WATCH VIDEOS ONLINE OF B2B CUSTOMERS
92%

55. 55
VIDEO IS THE WAY FORWARD
43%
OF THAT DEMOGRAPHIC RESEARCHES SERVICES
OR PRODUCTS FOR THEIR BUSINESS THROUGH
ONLINE VIDEOS

56. 56
VIDEO IS THE WAY FORWARD
76%
OF MARKETING PROFESSIONALS INCLUDE VIDEO
MARKETING AS PART OF THEIR OVERALL DIGITAL
STRATEGY

58. 58

59. 59

60. 60
VIDEO: THE RESULTS
EACH VIDEO AVERAGED 3-5K VIEW
23280 TOTAL VIEWS

61. 61
VIDEO: THE EQUIPMENT
• DLSR
• TRIPOD
• LAPEL MIC
• SHOTGUN MIC
• LED LIGHTS
• EDITING SOFTWARE

62. 62
VIDEO: PRODUCTION
• SCRIPT
• FRAME RATE
• HD
• LIGHTING
• B-ROLL

63. 63
VIDEO: THE LAUNCH
• THINK LIKE NETFLIX
• MICROSITE + YOUTUBE + SLIDESHARE + VIMEO
• SLICE UP THE TURKEY FOR THE BLOG
• MEASURE SUCCESS - VIDYARD

64. 64
VIDEO: RESOURCES

65. 65

66. 66

67. 67
PODCASTS

68. 68

69. 69

70. 70

71. 71

72. 72

73. 73

74. THE PODCAST

75. 75
Podcasts
588
Highest
1 DAY
Total downloads
1442
Highest
1 WEEK
Total downloads
4700
Highest
1 MONTH
Total downloads
On average podcast listeners
engage with each episode 3
times. A radio or tv listener /
viewer engages 1 time.
75%
of listenership is
between the
ages of 25-49
1500
Average
Downloads per episode and
growing quickly

76. 76
Podcasts
3000
Crossed
Downloads in 1
MONTH
APRIL 2016
4000
Crossed
Downloads in 1
MONTH
JUNE 2016
Listened to in
more than.
110
COUNTRIES

77. 77
PODCASTING:
THE EQUIPMENT
• ZOOM RECORDER
• CONDENSER MIC
• HEADPHONES
• POP FILTER
• XLR CABLES

78. 78

79. 79

80. 80
PODCASTING:
THE PRODUCTION
• THE GUESTS
• WHAT DO I WANT TO LEARN/
WHAT DOES MY AUDIENCE
WANT TO LEARN
• ENTERTAINING
• TAGLINE

81. 81
PODCASTING:
THE LAUNCH
• ITUNES, STITCHER,
SOUNDCLOUD, YOUTUBE
• ASK FOR REVIEWS,
REWARD THEM
• SHARE INTERNALLY

82. 82
PODCASTING:
THE RESOURCES
• TODD MANSFIELD
• PAUL COLLIGAN
• EDISON RESEARCH

83. THE INTELLIGENT RISK

87. 87
Easter Eggs
Have Fun with Your Content

88. 88

89. 89

90. 90

91. 91
The Origin of the Sophisticated Marketer…..
Inspiration Can Come From Anywhere

92. 92

93. 93

94. 94

95. 95
WHO’S DOING THIS WELL
BEST IN CLASS EXAMPLES

96. Big Rock

97. Turkey Slices

98. Turkey Slices

99. Results
Improves gated content conversion rate:
Using Turkey Slices to drive to gated content can improve
landing page conversions by up to 6x
Increases quality traffic to product sites:
CTAs from one of their Big Rocks drove 64% of the traffic to
one of our major product sites during the month of Feb 2016
Improves content quality so people consume more:
Using Docalytics we can now see 57% of eBook readers are
getting all the way to the last page of the eBook

100. Who’s Doing it Well?

101. Big Rock

102. Turkey Slice

103. Bringing in the Influencers
J A S O N M I L L E R
J U S T I N G R AY
MARIA PERGOLINOMATT HEINZ
CRAIG ROSENBERG J O N M I L L E R

104. 104
Results
Total Engaged Names (SAL-
Downloaded the book): 18,338
Influenced Pipeline: $232,200
Sourced Pipeline: $12,500
Total Won Pipe: 244,700
Cost: $5,500
Total Acquired Names (MAL): 335
Total Acquired Accounts (MAA): 51
Total Influenced Names (Invited to
look at book in aggregate): 71,975
Total Influenced Accounts (Invited to
look at book in aggregate): 3,553

105. 105

106. The blog is the social media rug
that ties the room together.

107. THE BLOG
Blogging Food Groups
Thinking Like Netflix (Series)
Focus on Subscribers
Conversion
Blogging Food Groups
Thinking Like Netflix (Series)
Focus on Subscribers
Conversion
Blogging Food Groups
Thinking Like Netflix (Series)
Focus on Subscribers
Conversion
Blogging Food Groups
Thinking Like Netflix (Series)
Focus on Subscribers
Conversion
Blogging Food Groups
Thinking Like Netflix (Series)
Focus on Subscribers
Conversion
Follow the Food Groups

108. 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

109. RAISIN BRAN
MONDAY

110. ​ TUESDAY
SPINACH

111. ​ WEDNESDAY
THE ROAST

112. ​ THURSDAY
TABASCO

113. 113
FRIDAY
CHOCOLATE

114. BLOG
SUBSCRIBERS
K

115. MONTHLY
UNIQUE VIEWS
K K

116. 116

117. http://bit.ly/BigRockContent

118. 118

119. TO THE FRONT OF THE STAGE
DOWN IN FRONT
A STORY FROM THE BACK OF THE CROWD

121. 121
Thank You!
Jason Miller
Group Manager, Content Marketing
@JasonMillerCA
@LinkedInMktg