Post on 23-Jan-2018
How to Build an Owned Media EmpireFor Top of Funnel B2B Content Domination
Jason Miller
Global Content Leader
@jasonmillerca
Speaker
Photo
(2.5” square)
ABOUT
JASON MILLER
Group Manager,Content Marketing and Social Media
at LinkedIn
Author ofWelcome to the Funnel: Proven Tactics to Turn Your
Content Marketing and Social Media up to 11
Rock n Roll Photographer
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
If you don’t like the world, then change it.
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Clash flyers
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….
44%
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What are the actions you take that cause the strategy to work? What are the events and interactions that, when taken together,
comprise your strategy?
Seth Godin
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Top of Funnel Essentials
The big rock Video
Audio/ podcasts
Visual
The Blog
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THE TURKEY SLICES
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THE KEYWORDS
Moz.com Moz.com
THE KEYWORDS
The Sophisticated Marketer’s
Guide to LinkedIn
The Big Rock – The Debut
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Repurpose, Repurpose, Then Repurpose Some More
One of our evergreen pieces
of content, The Sophisticated
Marketer’s Guide of
LinkedIn, continues to
generate the highest number
of downloads and the highest
number of marketing qualified
leads.
k+
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The Sophisticated Marketer’s Guide to Thought Leadership
Overcoming the Sophomore Slump
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The Turkey Slices
The Sophisticated Marketer’s Guide to Thought Leadership
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The Sophisticated Marketer's Guide to Content Marketing
The Masterpiece
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Audio Book
Responsive Design
Exploring New Formats
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Starting a Sophisticated Movement
v
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v
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AMPLIFICATION
Social Media
Advertising
Native
Advertising
Paid Content
Discovery
Services
PPC
Display /
Retargeting
Blogging
Influencer
Outreach
PR
SEO
Word of
Mouth
ReferralsOwned Media
Website /
Resource
Center
Mobile
Apps
Employee
Advocacy
Earned MediaPaid Media
Set up a test of different updates to reach different audiences.
Sponsored Update 1:
Targeted to CMOs
These insights can help you drive
transformational change to your business.
Sponsored Update 2:
Targeted to Marketing Directors
Need to demonstrate the ROI of your
marketing efforts? These insights can help.
Sponsored Update 3:
Targeted to Social Media Managers
Social media managers: Get the insights you
need to drive the engagement you want.
Big Rock
Content
Example: B2B Marketing company XYZ has
recently launched a new piece of research
and is publishing updates to LinkedIn to drive
marketers to download it.
Guide’ saw a 100% increase in
click through rate (CTR).
The image with the quote saw a 30%
lift in CTR versus the image
image versus a human and the
human saw +160% CTR and +290%
CVR.
RUNNING
SPONSORED
CONTENT WE SEE
25%increase in
Open Rate
95%increase in
CTR
5.32% CTR
75% OR
6.19% CTR
61% OR
2013-14 2015 2016-17
GOING GLOBAL
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The ROI of Content Marketing
Backing up the Big Rock with Hard Data
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THE FULL MEAL DEAL
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THE PODCAST
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Podcasts
588
Highest
1 DAY
Total downloads
1442
Highest
1 WEEK
Total downloads
4700
Highest
1 MONTH
Total downloads
On average podcast listeners
engage with each episode 3
times. A radio or tv listener /
viewer engages 1 time.
75%of listenership is
between the
ages of 25-49
1500Average
Downloads per episode and
growing quickly
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Podcasts
3000Crossed
Downloads in 1
MONTH
APRIL 2016
4000Crossed
Downloads in 1
MONTH
JUNE 2016
Listened to in
more than.110
COUNTRIES
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THE INTELLIGENT RISK
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Easter Eggs
Have Fun with Your Content
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The Origin of the Sophisticated Marketer…..
Inspiration Can Come From Anywhere
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Big Rock
Turkey Slices
Turkey Slices
ResultsImproves gated content conversion rate:
Using Turkey Slices to drive to gated content can improve
landing page conversions by up to 6x
Increases quality traffic to product sites:
CTAs from one of their Big Rocks drove 64% of the traffic to
one of our major product sites during the month of Feb 2016
Improves content quality so people consume more:
Using Docalytics we can now see 57% of eBook readers are
getting all the way to the last page of the eBook
Who’s Doing it Well?
Big Rock
Turkey Slice
Bringing in the Influencers
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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ResultsTotal Engaged Names (SAL-
Downloaded the book): 18,338
Influenced Pipeline: $232,200
Sourced Pipeline: $12,500
Total Won Pipe: 244,700
Cost: $5,500
Total Acquired Names (MAL): 335
Total Acquired Accounts (MAA): 51
Total Influenced Names (Invited to
look at book in aggregate): 71,975
Total Influenced Accounts (Invited to
look at book in aggregate): 3,553
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The blog is the social media rug
that ties the room together.
THE BLOG
Blogging Food Groups
Thinking Like Netflix (Series)
Focus on Subscribers
Conversion
Blogging Food Groups
Thinking Like Netflix (Series)
Focus on Subscribers
Conversion
Blogging Food Groups
Thinking Like Netflix (Series)
Focus on Subscribers
Conversion
Blogging Food Groups
Thinking Like Netflix (Series)
Focus on Subscribers
Conversion
Blogging Food Groups
Thinking Like Netflix (Series)
Focus on Subscribers
Conversion
Follow the Food Groups
The Blogging Food GroupsA 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
RAISIN BRAN
MONDAY
TUESDAY
SPINACH
WEDNESDAY
THE ROAST
THURSDAY
TABASCO
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FRIDAY
CHOCOLATE
BLOG
SUBSCRIBERS
K
MONTHLY
UNIQUE VIEWS
K K
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http://bit.ly/BigRockContent
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Thank You!Jason Miller
Group Manager, Content Marketing
@JasonMillerCA
@LinkedInMktg