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How to Achieve Face-Melting Content
Marketing ROI
presents
Jason Miller, Group Manager, Global Content and Social
@JasonMillerCA @LinkedInMktg
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Face-Melting: The condition in which, due to an extreme exposure to an event of epic Awesomeness, one loses all perception of space and time including (but not
limited to) a brief lapse in physical awareness.
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ABOUTJASON MILLERGroup Manager,Content Marketing and Social Mediaat LinkedIn
Author ofWelcome to the Funnel: Proven Tactics to Turn Your Content Marketing and Social Media up to 11
Rock n Roll Photographer
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Let’sTalkAboutContent…
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DISCO WAS THE NOISE
PUNK ROCK WAS THE DISRUPTER
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Not more content, more relevant content
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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….
41%44%
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Repurpose content like leftover Turkey
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The Sophisticated Marketer’s Guide to LinkedIn
The Big Rock
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Take it Global
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The blog is the social media rug that ties the room together.
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The Blogging Food Groups A steady diet of quality content for your blog
Monday Tuesday Wednesday Thursday Friday Saturday
Raisin BranSpinachRoast
Raisin BranSpinach
Raisin BranChocolateCake
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Monday – Raisin Bran
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Tuesday - Spinach
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Wednesday: The Roast
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Thursday: Tabasco
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Friday: Chocolate Cake
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5 Relevant Blogs Rolled Up into One Big Rock
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BONUS Chocolate Cake
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What Does Success Look Like?
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Turkey Slices(Non Gated)
MQLNo Yes
Revenue
BIG ROCK (Gated)Lead Capture
Nurture
No
Yes
SlideShare
Infographic
Webinar
Podcast Blog Post
Sales
SDRSales Qualified?
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EmailBlogInMailCompany PageSponsored UpdatesSlideShareDisplayPPCTwitter
The Always on Strategy For those about to Launch…..
FIRE!
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The Results Out of the Gate
4%6%
9%
15%
32%
34%
EmailBlogInMailDirect/SEOOtherDisplayAdWords
United StatesNetherlandsIndiaCanadaAustraliaUKGermanyNew ZealandSingaporeFrance64%
7%
7%
7%
6%2%
1% 1%
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18,000% ROI
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BigRock
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TurkeySlices
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TurkeySlices
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ResultsImproves gated content conversion rate: UsingTurkeySlicestodrivetogatedcontentcanimprovelandingpageconversionsbyupto6xIncreases quality traffic to product sites: CTAsfromoneoftheirBigRocksdrove64%ofthetraffictooneofourmajorproductsitesduringthemonthofFeb2016Improves content quality so people consume more: UsingDocalyticswecannowsee57%ofeBookreadersaregettingallthewaytothelastpageoftheeBook
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Who’sdoingitwell?
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BigRock
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TurkeySlice
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BringingintheInfluencers
J A S O N M I L L E R
J U S T I N G R AY
MARIA PERGOLINOM AT T H E I N Z
CRAIG ROSENBERG J O N M I L L E R
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ResultsCost: $5,500Total Acquired Names (MAL):335Total Acquired Accounts (MAA): 51Total Influenced Names (Invited to look at book in aggregate): 71,975Total Influenced Accounts (Invited to look at book in aggregate): 3,553
Total Engaged Names (SAL- Downloaded the book):18,338Influenced Pipeline:$232,200Sourced Pipeline:$12,500Total Won Pipe:244,700
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The only art I’ll ever study is stuff that I can steal from.
- David Bowie
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What’s Your Big Rock?
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What are Your Turkey Slices?
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The Death of the One Dimensional Marketer
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The Marketing Team of the Future
(As Demonstrated by KISS)
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The four unique band members work together to deliver an amazing product.
Lays Groundwork
Fuels Content Fuels Demand Gen
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They consistently deliver content that their fans want to consume and share.
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Their PR efforts guide their vision as the hottest band in the world.
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They deliver amazing experiences on tour (Event Marketing)
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#INBOUND14
They built a thriving community.
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“People want a thrill, people want a spectacle and people love to be entertained.”
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ThankYou!Jason Miller, Group Manager, Content Marketing
@JasonMillerCA@LinkedInMktg