Keep Customers Coming BackJason Miller

Senior Manager, Content Marketing, Marketing Solutions, LinkedIn

@JasonMillerCA #inTC14

How to Keep Your Customers Coming Back

Jason Miller, Senior Manager, Content Marketing, Marketing Solutions, LinkedIn Eric Martin, Director, Content, Catavolt

David Spark, Founder, Spark Media Solutions

Let’sTalkAboutContent…

5

1. Earning Trust and Credibility

7

8

Create the all-encompassing guide to whatever the hell conversation you want to own

2. Moving From “Thinking” Like a Publisher to Actually

Publishing

10

Repurpose Content

CompanyPages SponsoredUpdates(Turn it up to

eleven!)

LinkedInGroups SlideShare

11

MQL

11

Turkey Slices (Non Gated)

Lead Capture

No Yes

RevenueSales

SDRSales Qualified?

BIG ROCK(Gated)

NurtureNo Yes

3. Always On Nurturing with Content

13

When you need that extra push…

14

 (Sponsored Update)TurnYourContentUptoEleven

4. The Importance of Native Advertising

EmailBlog

InMailCompany Page

Sponsored UpdatesSlideShare

DisplayPPC

Twitter

For those about to Launch…..

FIRE!

The Results Out of the Gate

34%

32%

15%

9%

7%4%

EmailBlogInMailDirect/ SEOOtherDisplayAdWords 64%7%

7%

7%

7%

4%2% 1% 1%

United StatesNetherlandsIndiaCanadaAustraliaUKGermanyNew ZealandSingaporeFrance

19

20

18,000% ROI

5. Treat Your Big Content Initiatives Like a Product

Launch

22

23

The four unique band members work together to deliver an amazing product.

Lays Groundwork

Fuels Content Fuels Demand Gen

6. How to Sustain the “Always On” Content Strategy(Building the Engine)

“People want a thrill, people want a spectacle and people love to be entertained.”

wwww.welcometothefunnel.com

27

28