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Inbound 2014 J Mills Face Melting Content Preso
- 1. #INBOUND14 Content, Not More But More Relevant Jason Miller Senior Content Marketing Manager, LinkedIn @JasonMillerCA @LinkedInMktg
- 2. #INBOUND14
- 5. #INBOUND14 Discover Explore Select 60% Advocate
- 6. #INBOUND14
- 7. #INBOUND14 It’s up to the marketers to deliver a better experience
- 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….
- 10. #INBOUND14 Not more content, more relevant content
- 11. #INBOUND14 MOVING FROM INFORMATION TO INSIGHT CREATES RELEVANCE
- 12. #INBOUND14 Speak to the dog, in the language of the dog, about what’s in the heart of the dog. — Roy Williams
- 13. 13
- 14. Empathize with your prospects and customers.
- 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 where you 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
- 16. #INBOUND14 Stake your claim…
- 17. 17
- 18. #INBOUND14 Repurpose content like leftover Turkey
- 19. #INBOUND14 Company Pages Sponsored Updates (Turn it up to eleven!) LinkedIn Groups SlideShare Use Turkey Slices to Fuel Your Content Hubs
- 20. #INBOUND14 Useful x Enjoyable x Inspired = Innovative Content ANN HANDLEY’S FORMULA
- 21. #INBOUND14 3 WAYS TO CREATE YOUR BIG ROCK
- 22. #INBOUND14 1 Create the all- encompassing guide to whatever the hell conversation you want to own
- 23. #INBOUND14 The Sophisticated Marketer’s Guide to LinkedIn Podcast SlideShare Big Rock repurposed into “Turkey Slices”
- 26. #INBOUND14 The Webinar Physical Book
- 27. #INBOUND14 Take it Global
- 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
- 30. #INBOUND14 The blog is the social media rug that ties the room together.
- 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
- 32. #INBOUND14 Monday – Raisin Bran
- 33. #INBOUND14 Tuesday - Spinach
- 34. #INBOUND14 Wednesday: The Roast
- 36. #INBOUND14 Friday: Chocolate Cake
- 37. #INBOUND14 5 Relevant Blogs Rolled Up into One Big Rock
- 38. #INBOUND14 3 Flip your case studies on their heads—Turn your bottom funnel case studies into a collection of “success stories”
- 39. #INBOUND14 Who’s doing it right? (The Big Rock)
- 40. #INBOUND14 Who’s doing it right? (Twitter w/ Custom Image)
- 41. #INBOUND14 Who’s doing it right? (Going Visual)
- 42. #INBOUND14 Who’s doing it right?
- 43. #INBOUND14 Who’s doing it right? (Thought Leadership)
- 44. #INBOUND14 Who’s doing it right? (The Webinar)
- 45. #INBOUND14 When you need that extra push…
- 46. #INBOUND14 Organic is Good = Paid is Better (Sponsored Update)
- 47. #INBOUND14 How to Promote Your Big Rock Content for Face Melting ROI
- 49. Email Blog InMail Company Page Sponsored Updates SlideShare Display PPC Twitter For those about to Launch….. FIRE!
- 50. MQL 50 Turkey Slices (Non Gated) Lead Capture No Yes Revenue Sales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes
- 51. 51 MQL 51 Turkey Slices (Non Gated) Lead Capture No Yes Revenue Sales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes
- 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
- 53. 18,000% ROI
- 54. #INBOUND14
- 55. #INBOUND14 The only art I’ll ever study is stuff that I can steal from. — David Bowie
- 56. #INBOUND14
- 57. #INBOUND14 The visual is the new headline!
- 58. #INBOUND14
- 59. #INBOUND14
- 60. #INBOUND14 Research shows that a picture is really only worth 81.4 words, on average.
- 61. #INBOUND14 WE ARE ALL VISUAL THINKERS
- 62. #INBOUND14 The Infographic is not Dead; Claiming that Something is Dead is so Passé
- 63. 178,809,843 Publisher Total Unique Visitors 3,024,141,647 Total Potential Viewership 8109 SHARES 33 Linkbacks from Top Tier Pubs
- 64. #INBOUND14 How do you know your content strategy is relevant? Increased Referral Traffic Social Engagement Higher Quality Leads
- 65. #INBOUND14 Structuring Your Marketing Team for delivering Relevant Content.
- 66. #INBOUND14
- 67. #INBOUND14 The four unique band members work together to deliver an amazing product. Lays Groundwork Fuels Content Fuels Demand Gen
- 68. #INBOUND14 They consistently deliver content that their fans want to consume and share.
- 69. #INBOUND14 Their PR efforts guide their vision as the hottest band in the world.
- 70. They deliver amazing experiences on tour (Event Marketing)
- 71. #INBOUND14 They built a thriving community.
- 72. “People want a thrill, people want a spectacle and people love to be entertained.”
- 73. #INBOUND14
- 74. #INBOUND14
- 76. #INBOUND14 “People want a thrill, people want a spectacle and people love to be entertained.”
- 77. #INBOUND14 THANK YOU! Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg