10 tactics to turn your content marketing up to eleven - canadian edition
TRANSCRIPT
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Marketing Solutions
@JasonMillerCA @LinkedInMktg
10 Tactics to Turn Your Content Marketing Up to Eleven
Jason Miller Sr. Content Marketing Manager
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@JasonMillerCA @LinkedInMktg
60%through decision making process
Discover
Explore
Select
Advocate
2
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@JasonMillerCA @LinkedInMktg
Changing the mantra from always be closingto always be helping
3
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@JasonMillerCA @LinkedInMktg 4
Marketers AudienceContent
Relationship
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@JasonMillerCA @LinkedInMktg 5
Use social media for content distribution
87%
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@JasonMillerCA @LinkedInMktg 6
50% Effectiveness rating
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@JasonMillerCA @LinkedInMktg
XX%
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@JasonMillerCA @LinkedInMktg
Speak to the dog, in the language of the dog, about what’s in the
heart of the dog.– Roy Williams
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@JasonMillerCA @LinkedInMktg
“Everything I do, I do it for you”
10
Tactic:
Customers
First
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@JasonMillerCA @LinkedInMktg
75% of their customers complete a purchase without ever talking to a real person.
11
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@JasonMillerCA @LinkedInMktg
“Closer to the Heart”
12
Tactic:
Creating an
Emotional
Connection
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@JasonMillerCA @LinkedInMktg
Useful x Enjoyable x Inspired = Innovative Content
Ann Handley’s formula:
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@JasonMillerCA @LinkedInMktg
Useful x Enjoyable x Inspired = Innovative Content
Multiplication signs are key. (Thank you, Doug Kessler.)
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@JasonMillerCA @LinkedInMktg
“Born to be Wild”
15
Tactic:
Paid
Promotion
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@JasonMillerCA @LinkedInMktg
Inbound + Outbound = Awesomeness
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@JasonMillerCA @LinkedInMktg
“The Big Money”
17
Tactic:
Content on
A Budget
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@JasonMillerCA @LinkedInMktg
Lowe’s Fix in Six
18
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@JasonMillerCA @LinkedInMktg
Fiverr for Frugal Marketers
19
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@JasonMillerCA @LinkedInMktg
“These Eyes”
20
Tactic:
Going
Visual
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@JasonMillerCA @LinkedInMktg
Visual Kicks Texts A**
21
328,000Views!
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@JasonMillerCA @LinkedInMktg
Desk.com Gets it
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@JasonMillerCA @LinkedInMktg
The Infographic is not Dead. Claiming that Something is Dead, is.
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@JasonMillerCA @LinkedInMktg
“I’m Your Man”
24
Tactic:
Content
Ownership
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@JasonMillerCA @LinkedInMktg
Claim Your Content with Google Authorship:
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@JasonMillerCA @LinkedInMktg
“Constant Craving”
26
Tactic:
Content
Consistency
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@JasonMillerCA @LinkedInMktg
Blogging Food GroupsCategories of Content Content Specifics
Raisin Bran content: The basic, everyday content that you can dish out quickly
How-to posts (e.g. SU videos)Sharing Influencer/ third-party postsUseful, relevant topics for marketersRepurposing of old content
Spinach content: The stuff that’s good for you, even if it’s difficult to chew
Thought leadership piecesGuest Topics/ Blog PostsCase Studies
Roasts: The valuable, time-consuming projects that leave your guests begging for more
Strategic research and analysisLI MKTG Trends POVsBig Rock content
Chocolate cake content: Everyone wants a second piece of this sweet treat
Light-hearted, easily-digestible contentCultural content (e.g. Day in the Life)Amusing videos, graphics, stories
Tabasco* content: Sometimes you just need a little fire on the tongue
Bold statements with strong POVThought leadership piecesCalculated and strategic
The Blogging Food Groups Categories
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@JasonMillerCA @LinkedInMktg
Monday Tuesday Wednesday
Thursday Friday Saturday
Raisin BranSpinach
Roast
Raisin BranSpinachRoast
Raisin BranSpinach
Tabasco Raisin BranChocolate
Cake
Raisin BranSpinach
LMS Blog Content Calendar
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@JasonMillerCA @LinkedInMktg
“Hand Me Down World”
29
Tactic:
Repurpose
What You
Have
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@JasonMillerCA @LinkedInMktg
Repurpose, Repurpose, then Repurpose Some More
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@JasonMillerCA @LinkedInMktg
“A New Day Has Come”
31
Tactic:
Optimize
For
Engagement
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@JasonMillerCA @LinkedInMktg
Social Signals Influence Google
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@JasonMillerCA @LinkedInMktg
“You Ain’t Seen Nothin’ Yet”
33
Tactic:
Real Time
Content
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@JasonMillerCA @LinkedInMktg
If we need that extra push, we go to eleven…”
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@JasonMillerCA @LinkedInMktg
3 types of real timerelevant content
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@JasonMillerCA @LinkedInMktg
Waiting forthe moment
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@JasonMillerCA @LinkedInMktg
In the moment
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@JasonMillerCA @LinkedInMktg
Anticipatingthe moment
Catching trending topics
Defining content strategy
Time period
Pop
ular
ity
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@JasonMillerCA @LinkedInMktg
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@JasonMillerCA @LinkedInMktg
What is LinkedIn doing to advance relevance?
40
Highlight typesof content
Quantifycontent influence
Providerecommendations
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@JasonMillerCA @LinkedInMktg 41
How do you know if your content strategy is working?
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@JasonMillerCA @LinkedInMktg 42
Social Engagement
Increased referral traffic
Higher quality leads
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Q&A