Post on 14-Jul-2015
Jason Miller Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
1 of every 3Professionalson the Planet ison LinkedIn
Jobs
Content
Content pages
receive 7X the
page views vs.
job pages.
4
The world’s largest professional network
447M+Members WorldwideGrowing at more than two members per second
2 4 817
32
55
90
145
200
259
332
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Let’s Talk About Content…
7
8
Discover
Explore
Select
Advocate 60%
9
Not more content, more relevant content
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%
Empathize with your
prospects and
customers.
12
13
Repurpose content like leftover Turkey
14
Company Pages Sponsored Updates
(Turn it up to eleven!)LinkedIn Groups SlideShare
Use Turkey Slices to Fuel Your Content Hubs
The Sophisticated Marketer’s Guide to LinkedIn
The Big Rock
16
Take it Global
The blog is the social media rug
that ties the room together.
The Blogging Food Groups
A steady diet of quality content for your blog
Monday Tuesday Wednesday Thursday Friday Saturday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Raisin Bran
Chocolate
Cake
Friday: Chocolate Cake
21
BONUS Chocolate Cake
22
What Does Success Look
Like?
Blog
InMail
Company Page
Sponsored Updates
SlideShare
Display
PPC
For those about
to Launch…..
FIRE!
26
MQL
26
Turkey Slices (Non Gated)
Lead Capture
No Yes
RevenueSales
SDRSales Qualified?
BIG ROCK
(Gated)
Nurture
NoYes
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
28
30
18,000% ROI
“Who I am as a guitarist is defined by
my failure to become Jimi Hendrix.”
– John Mayer
What is Thought Leadership?
“…both thought leadership and content marketing can very effectively build your
awareness and brand, but… true thought leadership is much rarer. Thought leadership
consists of ideas that require attention, that offer guidance or clarity and that can lead
people in unexpected, sometimes contrarian directions (think of Seth Godin). Thought
leadership needs to be educational and ideally provocative; content marketing can
simply be fun or entertaining”1
As Jeff Ernst, principal analyst at Forrester Research puts it:
“Business buyers don’t ‘buy’ your product or service, they ‘buy into’
your perspective and approach to solving their problems.” 1
Three Types of Thought Leadership
SUCCESS
Industry
Leadership
Product
Leadership
Organizational
Leadership
Thought Leader vs Thought Leadership
Thought Leadership Will Save Us
from Content Shock
39
The Marketing Team of the
Future (As Demonstrated by KISS)
40
41
The four unique band members work together to
deliver an amazing product.
Lays
Groundwork
Fuels Content Fuels Demand Gen
42
They consistently deliver content that their
fans want to consume and share.
43
Their PR efforts guide their vision as the
hottest band in the world.
They deliver amazing experiences on tour
(Event Marketing)
#INBOUND14
They built a thriving community.
46
47
48
The most effective platform for marketers to reach audiences,
nurture prospects and acquire customers
Accelerate sales
by reaching the
right people with
helpful content
throughout the
buying process
Share relevant content
and campaigns with
the world’s
professionals
Content & Campaigns
Get to the right people
with precision-focused
B2B multi-channel
marketing
B2B Marketing
“People want a thrill,
people want a spectacle
and people love
to be entertained.”
50
Thank You!Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg