live webinar: creating your first big rock content
TRANSCRIPT
LinkedIn Marketing Presents
@jasonmillerca @LinkedInMKTG
Leverage the LinkedIn ecosystem
COMPANY PAGE
LEADERSHIP PROFILES
EMPLOYEE PROFILES
THE FEEDCOMPANY UPDATES(SPONSORED & ORGANIC)
INDIVIDUAL UPDATES
BRAND TOUCHPOINTS DISTRIBUTIONCONTENT
INDIVIDUAL POSTS
All content from owned properties is distributed through the feed to company followers and individual connections.
Find the Right Conversation to “Own”
Easy Keyword Research
Bulk Auto-SuggestBoth of these tools are excellent for:
• Basic keyword research
• Content brainstorming• Finding phrases to
target for higher rankings
9
Spitballing – v. to toss ideas around with no expectation of them coming to pass, to brainstorm.
10
• Customer Interviews/ Surveys• Social Listening • LinkedIn Groups• Sales/ SDRs• Product• Verticals• Geos
Create the Framework
Outline
Socialize
Share
Set DeadlineFeedback
Write the Big Rock
Invite Influencers
• Interviews (5 Questions/ 3 are the same/ 2 Unique
• Quotes• Sound bites• Exclusive Previews
Launch Your Big Rock
Blog
InMail
Company Page
Sponsored Updates
SlideShare
Display
PPC
For those about to Launch…..
FIRE!
Launch from the Mothership(Your Blog)
Sponsored Updates / Direct Sponsored Content
Webinar Announcement
Landing Page
CompanyPageUpdate
Blog
23
LinkedIn Lead Accelerator
Marketing Solutions LLA StreamsHomepage Bouncers“Engaged” Lead Accelerator Sponsored Updates
Wee
k 1
Wee
k 3
Wee
k 2
Wee
k 4
• Company announcement• Sales team• Employee advocates• Customers• Partners• Influencers• Press
Add the Big Rock to your emailsignature company wide.
For those about to Launch
Blog
Sponsored Updates
LinkedIn Groups
SlideShare
Influencer Outreach
Paid Programs
Printed Version
Carve up the Turkey
Keep the Thunder Rolling
Measure Success
Turkey Slices(Non Gated)
MQLNo Yes
Revenue
BIG ROCK (Gated)Lead Capture
Nurture
No
Yes
SlideShare
Infographic
Webinar
Podcast Blog Post
Sales
SDRSales Qualified?
The Results Out of the Gate
4%6%
9%
15%
32%
34%
Blog
InMail
Direct/SEO
Other
Display
AdWords
United States
Netherlands
India
Canada
Australia
UK
Germany
New Zealand
Singapore
France64%
7%
7%
7%
6%
2%1% 1%
35
18,000% ROI
Measurement for Success:
Engagement
Referral Traffic
Lead Quality
MQLs
Pipeline
New Names
Creating an Owned Media Empire
Find the RightConversation to “Own”
Create the Framework
Measure Success
Write the Big Rock
Invite Influencers
Launch your Big Rock
Carve up the Turkey
Keep the Thunder Rolling
39