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Attention is a Currency
We earn it, we spend it, and sometimes we
lose it. Why now is the time to invest in digital
experiences that matter.
Table of Contents
1 – 5
6 – 7
8 – 15
16 – 20
21 – 23
24 – 28
29
30 - 31
32 – 33
The Challenge with Content Marketing
It’s All About Data
The Winning Strategy
Finding Meaning
Attention is a Gift
Your Funnel: A Journey
Nothing Happens Until Someone Feels Something
Summary
More About LinkedIn
The challenge
with content
marketing:
We think of our work as
just “content”.
We think of “marketing”
as the publishing of said
content.
We don’t think about
the human aspects of
engagement.
The Challenge with Content Marketing 1
May we have your
attention please?
Did you know that nearly two-thirds of Americans get their news
on Twitter and Facebook?
In the last 30 years, mankind has produced more information than
in the previous 5,000. At the same time, attention spans are down
to 8 seconds and falling.
We suffer from information overload like everyone else.
The flow of information is only accelerating while attention spans
are struggling to stay focused on everything that happens every
second of every day.
Algorithms are busy filtering, re-organizing and presenting
information to us…our way. If anything, when it works, I’m more
addicted rather than soothed. But that’s the point.
It’s more than news though. It’s all the memes, animated GIFs,
updates, events, questions, conversations and every other digital
snack that feeds our hunger for stuff. And, we can’t stop eating.
The Challenge with Content Marketing 2
“If thou remember’st not the
slightest folly that ever love
did make thee run into,Thou
hast not loved.”
Shakespeare, As You Like It
How many times did you have to read that quote? Did
you gloss over it? Did you even take a moment to really
understand it?
If you can’t recall any foolish, reckless or crazy behavior
while being in love, then perhaps you were never really
in love to begin with. That’s the basis for a relationship. It
makes you do new and special things.
While this is a beautiful example of prose, it’s still difficult to
read and grasp at first glance. So, what happens in a world
where you may or may not get that one glance?
This is the challenge marketers face with digital engagement.
The Challenge with Content Marketing 3
To solve for it
takes mindfulness.
This moment, right now, is important.
Every word. Every image. Everything is
thoughtful.
We’re here together to learn something…
to do something.
What was it?
Attention is after all a currency.
We earn it. We spend it. We value it.
The Challenge with Content Marketing 4
What this means
for marketing:
Every message has to be clear. Concise.
A well-made Tweet is an art form. To get
a retweet means you have to make a
connection. It has to talk to and through
someone.
To stand out from the swell, we must
quietly say only what is important. Briefly
and with care.
Make it the one post that converts or is
remembered.
This is how you get heard.
The Challenge with Content Marketing 5
We all assume that because
consumers are consumers,
they naturally consume
everything we produce.
Attention is a gift. Content marketing is a
tactic.
Content strategy is a means to an end. To
what end are we working? And what does
engagement look and feel like on the other
side?
How do you and your consumers walk
away from engagement with a feeling of
satisfaction and value?
It’s All About Data 6
Did you know that 4.6 billion pieces of content are
produced daily? Tweets / Videos / Whitepapers /
Email / Listicles / Instagrams / Webinars / Vines /
Inforgaphics / Podcasts / eBooks / GIFs / Blogs /
Memes
When everyone thinks
their creativity is special,
we drown in a sea of
mediocrity.
It’s All About Data 7
Stats help our cause to
improve content and
digital strategy overall.
So, while we’re at it, did you know that we check
our phones 110 times a day?
- Employees check email 30 times every hour.
- Social media has overtaken everything online as
the #1 activity on the web.
- In 2 years, online video will make up 70% of
consumer internet traffic.
The Winning Strategy 8
Remarkable Content
is the Answer
Content marketing costs 62% less than
traditional marketing and generates about 3
times as many leads.
B2B companies that blog generate 67% more
leads per month than those who do not blog.
The average return on an email marketing
investment is $44.25 for every dollar spent.
37% of marketers say blogs are the most
valuable type of content marketing.
72% of marketers think that branded content is
more effective than magazine advertisements.
69% say it’s superior to direct mail and PR.
The Winning Strategy 9
So, what’s the secret to
success?
Content Strategy is practically a riddle wrapped
in an enigma.
No one can tell you the secret to a viral video,
infographic, Instagram, animated gif.
This is because nothing is truly viral until it goes
viral.
The only secret to success is that you have
to start with empathy. Understanding people,
context, their state of mind and their aspirations
and goals, inspires creativity and relevance. This
is where true engagement connects.
Truth is, most consumers are vaccinated against
mediocre content.
The Winning Strategy 10
Rage Against
Irrelevance
The world doesn’t need more content, it needs
more relevant content.
63% of consumers reported they may defect from
brands due to irrelevant content
Of that group, 41% would consider ending a brand
relationship due to irrelevance and 22% already
have.
“Great content needs
pathological empathy.”
Ann Handley
The Winning Strategy 11
“If I had more time, I would
have written a shorter letter.”
Blaise Pascal
I would have written you a shorter tweet if I had more time.
I would have been more engaged if I wasn’t so distracted.
I would get to know you better if I could just slow down.
I would value your attention more if I knew how to really
measure it.
Excuses, excuses.
Perhaps the problem is we’re trying to change the game
when in fact, we need to leave it behind and start anew.
The Winning Strategy 12
Relevance in content
strategy takes intent. Maybe
part of the problem is how
we define success today.
Success is not defined by
vanity metrics. Yet we lean
on them as a matter of
survival at work and even
in our personal lives. Vanity
metrics don’t add up to
anything that really says
we matter or we stand for
something meaningful.
The Winning Strategy 13
A like doesn’t mean we’re
loved.
Comments don’t really add
up to community.
Don’t let your ego hijack your
content strategy. It’s about
who is sharing, commenting
and caring. The right
message gets to the the right
people and is then shared
through their audience and
their audiences and so on.
The Winning Strategy 14
Change is in the air.
If we’re to do anything
about the future of digital
marketing, we must embrace
that change happens to us or
because of us.
Be the #leftshark.
The Winning Strategy 15
Change starts with you.
Ask “what if?” What if we tried something that
matters?
Ask “why?” Why would someone feel compelled
to share this moment with us?
Ask “what?” and “how?” What could
engagement look like and how can we become
more relevant, useful, helpful, entertaining, and
engaging?
“Everyone thinks of changing
the world, but no one
thinks of changing himself.”
Leo Tolstoy
Finding Meaning 16
Question everything.
Meaning is uncovered when
we ask “why?”
Change begins with
“what if?”
Innovation starts with
“what’s next?”
Finding MeaningFinding Meaning 17
I just read a series of
articles in a respected
publication that tried to
teach marketers how to
talk like Millennials to
be more engaging.
As Chris Brogan once said, “We can
do a lot better business if we don’t
try to fit in. If we’re where we fit, we
belong.”
In other words: if you make good,
worthwhile content, you’ll attract
the right people.
Finding Meaning 18
You are and aren’t the person you’re trying
to reach.
To challenge the status quo means you
have to challenge assumptions.
The gap between what you know and
what you need to know is separated by
listening, observation and understanding
of people and the specific groups to which
they belong.
Who are they?
What questions do they have?
Where do they go and why?
What are they trying to do?
What do they value?
These answers will make your digital
marketing matter. Content and technology
merely become enablers to something
more important.
Finding Meaning 19
Did you know that your
customer will visit at least
10 digital places to learn
about your product or
service?
Did you know that your customer
tends to drop hints and or express
disappointment, without offering
solutions to make things better?
In its own way, consumerism is a
form of passive-aggression that no
amount of amazing digital or content
marketing can truly solve or make
disappear.
Finding Meaning 20
The secret to success
starts with intent.
Be impartial.
Inform next steps and offer guidance.
Answer questions.
Solve problems.
Listen, respond and be helpful.
Make people smile, laugh and sometimes give them pause.
Design engagement and customer journeys across screens,
platforms and networks so they are seamless.
Create experiences that are delightful, memorable and
shareable.
Attention is a Gift 21
What do you do with
someone’s attention
once you have it?
I call this the embrace. This is
true engagement.
And here, success is measured
by what happens next.
Attention is a Gift 22
Taming the
Funnel Monster
Technology moves fast and what was once a simple linear
funnel has now become a complicated dynamic journey, and
as a marketer it can easily turn on you.
Responsive design, one click form fills, opt-in email lists,
retargeting , nurture campaigns and more are no longer
nice to haves, they are essentials for a seamless experience
across multiple devices.
As a marketer it can be a lot to take in. But it’s up to us to
tame this would be funnel monster and send him back to
where he came from, the 90s.
Attention is a Gift 23
Our buyers live online and consult their
networks to research potential purchases.
According to Forrester Research, up
to 90% of a buyer’s path to purchase is
completed before a salesperson comes
into the picture.
Here’s more stark reality:
- 95% of website visitors never provide an
email address to marketers.
- Of the 5% who do, only about 20%
open the prospecting emails they get
afterwards.
- Bottom line: most marketers are
converting less than 1% of all possible
leads.
Your Funnel: A Journey 24
The funnel isn’t a funnel
at all. It’s a journey.
You now have an opportunity to deliver value
throughout the customer journey…to improve the
customer experience from beginning to end.
The customer journey is comprised of a series of
moments.
What if you designed the funnel specifically for
your audience?
What if you could establish an ongoing connection
and provide your prospects with the content they
want at the right exact time to help them make
their purchase decision?
What if you could eliminate all those leaks and
realign the funnel, generating significantly more
opportunities? You can.
Your Funnel: A Journey 25
The Funnel Reimagined:
LinkedIn Lead Accelerator
Your Funnel: A Journey 26
The New Funnel:
The Relationship Loop
Your Funnel: A JourneyYour Funnel: A Journey 27
The Pillars of Digital Engagement
Your Funnel: A Journey 28
The new funnel requires a new
approach to marketing. This is
where your story begins.
Let’s evolve from content
marketing to an era of
meaningful engagement and
experiences.
It’s time to engage customers
throughout the entire buyer’s
journey because that’s what
people want.
Nothing Happens Until Someone Feels Something 29
There’s a greater return when
strategies and outcomes align
with what people value. And,
mutual value doesn’t happen
by mistake. It’s driven by
purpose and intention. That’s
real engagement!
Now you have to think holistically with a full
funnel solution that can deliver content, drive
real results and offer mutual value to your
business and to customers at the same time.
Remember, attention is a gift. Surprise and
delight us. After all, everyone benefits. And,
we can’t wait to see what you do next.
Summary 30
Takeaways
Realize that you’re competing against
pictures of food and cats.
Competition for attention means you
compete against everything in the
stream.
It’s time to shelve your current digital
strategy and campaigns.
Create more relevant experiences
throughout the buyer’s journey to rise
above the noise.
Rethink the future of content
marketing by competing for attention
instead of memes.
Summary 31
CTA to download the crash course in full funnel
marketing
More About LinkedIn 32
Linkedin branded slide with a call out to explore
our suite of products at the lms site
More About LinkedIn 33
Attention is a Currency, We Earn It and We Spend It - Here's How to Engage It

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Attention is a Currency, We Earn It and We Spend It - Here's How to Engage It

  • 1. Attention is a Currency We earn it, we spend it, and sometimes we lose it. Why now is the time to invest in digital experiences that matter.
  • 2. Table of Contents 1 – 5 6 – 7 8 – 15 16 – 20 21 – 23 24 – 28 29 30 - 31 32 – 33 The Challenge with Content Marketing It’s All About Data The Winning Strategy Finding Meaning Attention is a Gift Your Funnel: A Journey Nothing Happens Until Someone Feels Something Summary More About LinkedIn
  • 3. The challenge with content marketing: We think of our work as just “content”. We think of “marketing” as the publishing of said content. We don’t think about the human aspects of engagement. The Challenge with Content Marketing 1
  • 4. May we have your attention please? Did you know that nearly two-thirds of Americans get their news on Twitter and Facebook? In the last 30 years, mankind has produced more information than in the previous 5,000. At the same time, attention spans are down to 8 seconds and falling. We suffer from information overload like everyone else. The flow of information is only accelerating while attention spans are struggling to stay focused on everything that happens every second of every day. Algorithms are busy filtering, re-organizing and presenting information to us…our way. If anything, when it works, I’m more addicted rather than soothed. But that’s the point. It’s more than news though. It’s all the memes, animated GIFs, updates, events, questions, conversations and every other digital snack that feeds our hunger for stuff. And, we can’t stop eating. The Challenge with Content Marketing 2
  • 5. “If thou remember’st not the slightest folly that ever love did make thee run into,Thou hast not loved.” Shakespeare, As You Like It How many times did you have to read that quote? Did you gloss over it? Did you even take a moment to really understand it? If you can’t recall any foolish, reckless or crazy behavior while being in love, then perhaps you were never really in love to begin with. That’s the basis for a relationship. It makes you do new and special things. While this is a beautiful example of prose, it’s still difficult to read and grasp at first glance. So, what happens in a world where you may or may not get that one glance? This is the challenge marketers face with digital engagement. The Challenge with Content Marketing 3
  • 6. To solve for it takes mindfulness. This moment, right now, is important. Every word. Every image. Everything is thoughtful. We’re here together to learn something… to do something. What was it? Attention is after all a currency. We earn it. We spend it. We value it. The Challenge with Content Marketing 4
  • 7. What this means for marketing: Every message has to be clear. Concise. A well-made Tweet is an art form. To get a retweet means you have to make a connection. It has to talk to and through someone. To stand out from the swell, we must quietly say only what is important. Briefly and with care. Make it the one post that converts or is remembered. This is how you get heard. The Challenge with Content Marketing 5
  • 8. We all assume that because consumers are consumers, they naturally consume everything we produce. Attention is a gift. Content marketing is a tactic. Content strategy is a means to an end. To what end are we working? And what does engagement look and feel like on the other side? How do you and your consumers walk away from engagement with a feeling of satisfaction and value? It’s All About Data 6
  • 9. Did you know that 4.6 billion pieces of content are produced daily? Tweets / Videos / Whitepapers / Email / Listicles / Instagrams / Webinars / Vines / Inforgaphics / Podcasts / eBooks / GIFs / Blogs / Memes When everyone thinks their creativity is special, we drown in a sea of mediocrity. It’s All About Data 7
  • 10. Stats help our cause to improve content and digital strategy overall. So, while we’re at it, did you know that we check our phones 110 times a day? - Employees check email 30 times every hour. - Social media has overtaken everything online as the #1 activity on the web. - In 2 years, online video will make up 70% of consumer internet traffic. The Winning Strategy 8
  • 11. Remarkable Content is the Answer Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. B2B companies that blog generate 67% more leads per month than those who do not blog. The average return on an email marketing investment is $44.25 for every dollar spent. 37% of marketers say blogs are the most valuable type of content marketing. 72% of marketers think that branded content is more effective than magazine advertisements. 69% say it’s superior to direct mail and PR. The Winning Strategy 9
  • 12. So, what’s the secret to success? Content Strategy is practically a riddle wrapped in an enigma. No one can tell you the secret to a viral video, infographic, Instagram, animated gif. This is because nothing is truly viral until it goes viral. The only secret to success is that you have to start with empathy. Understanding people, context, their state of mind and their aspirations and goals, inspires creativity and relevance. This is where true engagement connects. Truth is, most consumers are vaccinated against mediocre content. The Winning Strategy 10
  • 13. Rage Against Irrelevance The world doesn’t need more content, it needs more relevant content. 63% of consumers reported they may defect from brands due to irrelevant content Of that group, 41% would consider ending a brand relationship due to irrelevance and 22% already have. “Great content needs pathological empathy.” Ann Handley The Winning Strategy 11
  • 14. “If I had more time, I would have written a shorter letter.” Blaise Pascal I would have written you a shorter tweet if I had more time. I would have been more engaged if I wasn’t so distracted. I would get to know you better if I could just slow down. I would value your attention more if I knew how to really measure it. Excuses, excuses. Perhaps the problem is we’re trying to change the game when in fact, we need to leave it behind and start anew. The Winning Strategy 12
  • 15. Relevance in content strategy takes intent. Maybe part of the problem is how we define success today. Success is not defined by vanity metrics. Yet we lean on them as a matter of survival at work and even in our personal lives. Vanity metrics don’t add up to anything that really says we matter or we stand for something meaningful. The Winning Strategy 13
  • 16. A like doesn’t mean we’re loved. Comments don’t really add up to community. Don’t let your ego hijack your content strategy. It’s about who is sharing, commenting and caring. The right message gets to the the right people and is then shared through their audience and their audiences and so on. The Winning Strategy 14
  • 17. Change is in the air. If we’re to do anything about the future of digital marketing, we must embrace that change happens to us or because of us. Be the #leftshark. The Winning Strategy 15
  • 18. Change starts with you. Ask “what if?” What if we tried something that matters? Ask “why?” Why would someone feel compelled to share this moment with us? Ask “what?” and “how?” What could engagement look like and how can we become more relevant, useful, helpful, entertaining, and engaging? “Everyone thinks of changing the world, but no one thinks of changing himself.” Leo Tolstoy Finding Meaning 16
  • 19. Question everything. Meaning is uncovered when we ask “why?” Change begins with “what if?” Innovation starts with “what’s next?” Finding MeaningFinding Meaning 17
  • 20. I just read a series of articles in a respected publication that tried to teach marketers how to talk like Millennials to be more engaging. As Chris Brogan once said, “We can do a lot better business if we don’t try to fit in. If we’re where we fit, we belong.” In other words: if you make good, worthwhile content, you’ll attract the right people. Finding Meaning 18
  • 21. You are and aren’t the person you’re trying to reach. To challenge the status quo means you have to challenge assumptions. The gap between what you know and what you need to know is separated by listening, observation and understanding of people and the specific groups to which they belong. Who are they? What questions do they have? Where do they go and why? What are they trying to do? What do they value? These answers will make your digital marketing matter. Content and technology merely become enablers to something more important. Finding Meaning 19
  • 22. Did you know that your customer will visit at least 10 digital places to learn about your product or service? Did you know that your customer tends to drop hints and or express disappointment, without offering solutions to make things better? In its own way, consumerism is a form of passive-aggression that no amount of amazing digital or content marketing can truly solve or make disappear. Finding Meaning 20
  • 23. The secret to success starts with intent. Be impartial. Inform next steps and offer guidance. Answer questions. Solve problems. Listen, respond and be helpful. Make people smile, laugh and sometimes give them pause. Design engagement and customer journeys across screens, platforms and networks so they are seamless. Create experiences that are delightful, memorable and shareable. Attention is a Gift 21
  • 24. What do you do with someone’s attention once you have it? I call this the embrace. This is true engagement. And here, success is measured by what happens next. Attention is a Gift 22
  • 25. Taming the Funnel Monster Technology moves fast and what was once a simple linear funnel has now become a complicated dynamic journey, and as a marketer it can easily turn on you. Responsive design, one click form fills, opt-in email lists, retargeting , nurture campaigns and more are no longer nice to haves, they are essentials for a seamless experience across multiple devices. As a marketer it can be a lot to take in. But it’s up to us to tame this would be funnel monster and send him back to where he came from, the 90s. Attention is a Gift 23
  • 26. Our buyers live online and consult their networks to research potential purchases. According to Forrester Research, up to 90% of a buyer’s path to purchase is completed before a salesperson comes into the picture. Here’s more stark reality: - 95% of website visitors never provide an email address to marketers. - Of the 5% who do, only about 20% open the prospecting emails they get afterwards. - Bottom line: most marketers are converting less than 1% of all possible leads. Your Funnel: A Journey 24
  • 27. The funnel isn’t a funnel at all. It’s a journey. You now have an opportunity to deliver value throughout the customer journey…to improve the customer experience from beginning to end. The customer journey is comprised of a series of moments. What if you designed the funnel specifically for your audience? What if you could establish an ongoing connection and provide your prospects with the content they want at the right exact time to help them make their purchase decision? What if you could eliminate all those leaks and realign the funnel, generating significantly more opportunities? You can. Your Funnel: A Journey 25
  • 28. The Funnel Reimagined: LinkedIn Lead Accelerator Your Funnel: A Journey 26
  • 29. The New Funnel: The Relationship Loop Your Funnel: A JourneyYour Funnel: A Journey 27
  • 30. The Pillars of Digital Engagement Your Funnel: A Journey 28
  • 31. The new funnel requires a new approach to marketing. This is where your story begins. Let’s evolve from content marketing to an era of meaningful engagement and experiences. It’s time to engage customers throughout the entire buyer’s journey because that’s what people want. Nothing Happens Until Someone Feels Something 29
  • 32. There’s a greater return when strategies and outcomes align with what people value. And, mutual value doesn’t happen by mistake. It’s driven by purpose and intention. That’s real engagement! Now you have to think holistically with a full funnel solution that can deliver content, drive real results and offer mutual value to your business and to customers at the same time. Remember, attention is a gift. Surprise and delight us. After all, everyone benefits. And, we can’t wait to see what you do next. Summary 30
  • 33. Takeaways Realize that you’re competing against pictures of food and cats. Competition for attention means you compete against everything in the stream. It’s time to shelve your current digital strategy and campaigns. Create more relevant experiences throughout the buyer’s journey to rise above the noise. Rethink the future of content marketing by competing for attention instead of memes. Summary 31
  • 34. CTA to download the crash course in full funnel marketing More About LinkedIn 32
  • 35. Linkedin branded slide with a call out to explore our suite of products at the lms site More About LinkedIn 33