how to achieve face-melting content marketing roi - webinar slides - london 6_7_16
TRANSCRIPT
How to Achieve Face-Melting Content
Marketing ROI
presents
Jason Miller, Group Manager, Global Content and Social
@JasonMillerCA @LinkedInMktg
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
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.
FOR THE FIRST TIME IN THE HISTORY OF MEDIA
YOU CAN ENGAGE WITH THE WORLD’S PROFESSIONALS IN ONE PLACE
61Msenior-levelinfluencers
40Mdecision makers
10.7Mopinion leaders
6.8MC-level execs
22.8MMass Affluent
4.1MIT decision makers
414Mprofessionals are on LinkedIn
THE LARGEST GLOBAL COMMUNITY OF PROFESSIONALS
3.1Mmarketers
PROFESSIONALS ENGAGE WITH PURPOSE – AND WITH CONTENT
9 billion content impressions / week
15X content vs job postings in the feed
57% mobile
I think people ought to know that we’re anti-fascist,we’re anti-violence, we’re anti-racist, and we’re pro-
creative.We’re against ignorance.
Joe Strummer
16
THEY EXPECT THEIR ORGANISATION’S OF MARKETERS SAY
TO INCREASE IN THE NEXT 12 MONTHS. CONTENT MARKETING BUDGET
66%
18
ARE EFFECTIVE AT CONTENT MARKETING OF UK MARKETERS SAY THEIR ORGANISATIONS
THIS YEAR COMPARED TO
34%
42% THE PREVIOUS YEAR.
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%
27CompanyPages SponsoredUpdates
(Turn it up to eleven!)LinkedInGroups SlideShare
Use Turkey Slices to Fuel Your Content Hubs
Turkey Slices(Non Gated)
MQLNo Yes
Revenue
BIG ROCK (Gated)Lead Capture
Nurture
No
Yes
SlideShare
Infographic
Webinar
Podcast Blog Post
Sales
SDRSales Qualified?
EmailBlogInMailCompany PageSponsored UpdatesSlideShareDisplayPPCTwitter
The Always on Strategy For those about to Launch…..
FIRE!
The Results Out of the Gate
4%6%
9%
15%
32%
34%
EmailBlogInMailDirect/SEOOtherDisplayAdWords
United StatesNetherlandsIndiaCanadaAustraliaUKGermanyNew ZealandSingaporeFrance64%
7%
7%
7%
6%2%
1% 1%
41
The ROI of Content Marketing
Backing up the Big Rock with Hard Data
ARE DRIVEN BY CONTENT. OF ALL MARKETING QUALIFIED LEADS AT LINKEDIN
FULLY ONE-THIRD OF THOSE MQLS
73%
COME FROM BIG ROCK PIECES LIKE THIS ONE.
ResultsImproves gated content conversion rate: UsingTurkeySlicestodrivetogatedcontentcanimprovelandingpageconversionsbyupto6xIncreases quality traffic to product sites: CTAsfromoneoftheirBigRocksdrove64%ofthetraffictooneofourmajorproductsitesduringthemonthofFeb2016Improves content quality so people consume more: UsingDocalyticswecannowsee57%ofeBookreadersaregettingallthewaytothelastpageoftheeBook
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
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
Threewaystocreateabigrock1. Keyword Research(FromtheGroundUp)
2. Find a Theme in Existing Content
3. Flip Bottom Funnel Content to Top(TurningCustomerStories/CaseStudiesintoTopofFunnelContent)
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
79
The four unique band members work together to deliver an amazing product.
Lays Groundwork
Fuels Content Fuels Demand Gen