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.
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….
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
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
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
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