how to achieve face-melting content marketing roi
DESCRIPTION
Learn more about content creation strategies that deliver a real return as presented by Jason Miller, Sr. Content Marketing Manager at LinkedIn.TRANSCRIPT
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How to Achieve Face-
Melting Content Marketing
ROI
presents
Jason Miller,
Sr. Content Marketing Manager @JasonMillerCA
@LinkedInMktg
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Empathize with your
prospects and
customers.
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Not more content, more relevant content
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Split into three steps
In business, there are three levels of empathy.
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
1 On-demand
2 Solution
3 Transcendent
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WAYS TO CREATE YOUR
BIG ROCK
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1 Create the all-
encompassing guide
to whatever the hell
conversation you
want to own
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2 The “Hugh MacLeod”
Strategy—Write 5
relevant blogs then
roll them all together
Monday Tuesday Wednesday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
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3 Flip your case studies
on their heads—Turn
your bottom funnel case
studies into a collection
of “success stories”
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Repurpose Content
Company Pages Sponsored Updates
(Turn it up to eleven!)
LinkedIn Groups SlideShare
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The Sophisticated Marketer’s Guide to LinkedIn
The Big Rock
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The Sophisticated Marketer’s Guide to LinkedIn
Podcast
SlideShare
Big Rock repurposed into “Turkey Slices”
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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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Download the Sophisticated Marketer’s Guide to LinkedIn: http://lnkd.in/sgm
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How Does One Promote the
Big Rock?
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Blog
InMail
Company Page
Sponsored Updates
SlideShare
Display
PPC
For those about
to Launch…..
FIRE!
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MQL
22
Turkey Slices (Non Gated)
Lead Capture
No Yes
Revenue Sales
SDR Sales Qualified?
BIG ROCK
(Gated)
Nurture
No Yes
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MQL
23
Turkey Slices (Non Gated)
Lead Capture
No Yes
Revenue Sales
SDR Sales Qualified?
BIG ROCK
(Gated)
Nurture
No Yes
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3 Simple Metrics
Increased
referral traffic Social
Engagement
Higher
quality leads
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The Results Out of the Gate
34%
32%
15%
9%
6% 4%
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
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18,000% ROI
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How Do You Organize Your
Marketing Team to Deliver
Content Marketing ROI?
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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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w
www.welcometothefunnel.com
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Thank You! Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg