Raising brand awareness, building trust, and establishing credibility, that’s what the top of the funnel is all about. It can be a content marketer’s Paradise City, but without focus, it can be overwhelming. Content is created to inspire, educate, and sometimes entertain; this is the place to experiment with a lot of trial and error. But once you find a formula that works, it’s time to scale. In this session, Jason Miller, LinkedIn’s Senior Manager, Content Marketing, will show you how to put together a world-class content strategy that will fuel the top of the funnel while establishing your company as a thought leader.

1. Jason Miller,
Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
Welcome to the Funnel
(We’ve got leads and names)
presents

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1 of every 3
professionals on the
planet is on LinkedIn.

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Content pages
receive 7X the
page views vs.
job pages.
7X
JOBS
CONTENT

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The Definitive
Publishing Platform
Professional

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Let’s Talk About Content

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Discover
Explore
Select
Advocate
60%

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It’s up to marketers to deliver a better
content experience

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The key ingredient to
a better content
experience is relevance

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Not more content, more relevant content

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Speak to the dog, in the language
of the dog, about what’s in the
heart of the dog.
– Roy Williams

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Useful x Enjoyable x Inspired = Innovative Content
Ann Handley’s Formula

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The Blog is the Social Media Rug
That Ties the Room Together.

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A Steady Diet of Quality Content for Your Blog
The Blogging Food Groups
Monday Tuesday Wednesday Thursday Friday Saturday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Raisin Bran
Chocolate
Cake

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Repurpose Content

28. The only art I’ll ever study is stuff
that I can steal from.
- David Bowie

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(The Big Rock)
Who’s Doing it Right?

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(Twitter w/ Custom Image)
Who’s Doing it Right?

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(Going Visual)
Who’s Doing it Right?

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Who’s Doing it Right?

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(The Webinar)
Who’s Doing it Right?

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When you need that extra push…

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(Sponsored Update)
Inbound + Outbound = Heavy Metal Thunder

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Mobile is Accelerating Content Consumption

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Smartphone Consumption is Always On
9pm
6pm
3pm
12pm
9am
6am

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The visual is the new headline!

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Research shows that a picture is really
only worth 81.4 words, on average.

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For Those About to Create Visual Content…

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5 Reasons for Going Visual
• We are all visual thinkers
• Visual language aids in decision making
• Visual is more persuasive
• Visual makes a better, longer overall impression
than simple text
• Visual connects emotionally

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The Infographic is not Dead; Claiming
that Something is Dead is so Passé

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Kittens vs. Bacon

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PUBLISHER TOTAL UNIQUE VISTORS
178,809,843
TOTAL POTENTIAL VIEWERSHIP
3,024,141,647
33 LINKBACKS FROM TOP TIER PUBS
8109 SHARES

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Give Your B2B Campaign to
a B2C Agency

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How Do You Know if Your Content Strategy
is Working?
Increased
referral traffic
Social
Engagement
Higher
quality leads

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It's not who does it first,
it's who does it best..
- David Bowie

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Big Rock Content Repurposed into “Turkey Slices”
The Sophisticated Marketers Guide to LinkedIn
Podcast: SlideShare

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eBooks:
Blogs:

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Infographics:

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The Webinar:
Physical Book:

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Take it Global:

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Interested in Content Marketing on LinkedIn?
Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm

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Now Go Create Some Bloody Good Content!
I Love You All.
Goodnight!

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People want a thrill,
people want a spectacle
and people love
to be entertained.

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