Live Webinar: Creating Your First Big Rock Content
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It seems everyone’s doing it, but few are doing it well. We’re talking about Content Marketing, of course. So how can you break free from the pack and truly succeed? As a first step, you need to develop Big Rock Content. In this webcast, Jason Miller, Sr. Content Marketing Manager at LinkedIn will walk you through 8 foolproof steps to creating your first Big Rock. Filled with tangible takeaways, this webinar will give you an insider’s look at how the LinkedIn team launches successful content marketing campaigns. What you will learn: - Why and how you should be creating Big Rock Content -Tools for finding the right conversation to own - Strategic tips on how to build the framework for your next content marketing campaign - How one Big Rock can fuel social and demand gen channels for up to a quarter - How to measure and scale the Big Rock strategy
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Live Webinar: Creating Your First Big Rock Content
- 1. LinkedIn Marketing Presents @jasonmillerca @LinkedInMKTG
- 5. Leverage the LinkedIn ecosystem COMPANY PAGE LEADERSHIP PROFILES EMPLOYEE PROFILES THE FEEDCOMPANY UPDATES (SPONSORED & ORGANIC) INDIVIDUAL UPDATES BRAND TOUCHPOINTS DISTRIBUTIONCONTENT INDIVIDUAL POSTS All content from owned properties is distributed through the feed to company followers and individual connections.
- 6. Find the Right Conversation to “Own”
- 8. Bulk Auto-Suggest Both of these tools are excellent for: • Basic keyword research • Content brainstorming • Finding phrases to target for higher rankings
- 9. 9 Spitballing – v. to toss ideas around with no expectation of them coming to pass, to brainstorm.
- 10. 10 • Customer Interviews/ Surveys • Social Listening • LinkedIn Groups • Sales/ SDRs • Product • Verticals • Geos
- 14. Write the Big Rock
- 17. • Interviews (5 Questions/ 3 are the same/ 2 Unique • Quotes • Sound bites • Exclusive Previews
- 18. Launch Your Big Rock
- 19. Email Blog InMail Company Page Sponsored Updates SlideShare Display PPC Twitter For those about to Launch….. FIRE!
- 20. Launch from the Mothership (Your Blog)
- 21. Sponsored Updates / Direct Sponsored Content
- 24. Marketing Solutions LLA Streams Homepage Bouncers“Engaged” Lead Accelerator Sponsored Updates Week1Week3Week2Week4
- 25. • Company announcement • Sales team • Employee advocates • Customers • Partners • Influencers • Press
- 26. Add the Big Rock to your email signature company wide.
- 27. For those about to Launch Blog Email Sponsored Updates Twitter LinkedIn Groups SlideShare Influencer Outreach Paid Programs Printed Version
- 28. Carve up the Turkey
- 30. Keep the Thunder Rolling
- 32. Measure Success
- 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?
- 34. 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%
- 35. 35 18,000% ROI
- 36. Measurement for Success: Engagement Referral Traffic Lead Quality MQLs Pipeline New Names
- 37. Creating an Owned Media Empire
- 38. Find the Right Conversation to “Own” Create the Framework Measure Success Write the Big Rock Invite Influencers Launch your Big Rock Carve up the Turkey Keep the Thunder Rolling
- 39. 39
Notes de l'éditeur
- In conclusion, the platform allows you to build a very comprehensive and multi-faceted representation of your company and your brand in an authentic, organic way. As a marketer, you can leverage our Marketing Solutions product portfolio to accelerate and scale the level of dialogue and translate it into brand lift and sales leads. Dave Karel is here to tell you more about exactly how to do that. ALT: As a company, you want to make sure you are harnessing the collective power of corporate and employee voice to represent your brand on LinkedIn. You can do this through enhancing all brand touch points on the platform such as your company page, your leadership and employees profiles and then curating and creating the best quality content to reflect your brand promise. Once you have laid the foundation, you can take advantage of our Marketing Solutions product set, which my colleague, Dave Karel will discuss with you now.
- The Outline
- The Outline