Innovation in Content Marketing Starts with a Reality Check. Jason A Miller Global Content Marketing Leader at LinkedIn

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1 Innovation in Content Marketing Starts with a Reality Check Jason A Miller Global Content Marketing Leader at LinkedIn

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4 Humans Have Shorter Attention Span Than Goldfish, Thanks to Smartphones The Eight-Second Attention Span You Now Have a Shorter Attention Span Than a Goldfish 4

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10 What we actually know about attention spans Digital media isn t killing attention spans We use our attention far more efficiently than at any other point in history We re far better at multi-tasking, able to divide our attention among several different things without compromising our focus We re better than ever at processing and encoding information through short bursts of high attention Smartphones aren t killing attention spans The main focus of our more efficient attention is to find content that s worth paying attention to for a longer period of time 10

11 You can never over deliver on value in content marketing. 11

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15 The messy truth 15

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20 The new model 87 million page views 31 million unique visitors acquired through that average over 2, articles words each a long-form blog 20

21 If you can blow someone's mind really, genuinely blow it, again in a really wellwritten way then that's something they want to share." 21

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23 Power Pages (How to, What is) Strong Opinions (Editorial) Research

24 +242% Increase in unique page views +67% Increase in Ave. Shares +128% Increase 2017 vs 2016 in Total Shares We are posting less, but traffic and conversions go up. -8% Decrease in Bounce Rate +146% Increase in Avg. Time on Page 312% Increase YOY in Organic Sessions

25 worth We believed anything worth doing is over-doing.

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27 Set up a test of different updates to reach different audiences. 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. Sponsored Content 1: Targeted to CMOs These insights can help you drive transformational change to your business. Sponsored Content 2: Targeted to Marketing Directors Need to demonstrate the ROI of your marketing efforts? These insights can help. Sponsored Content 3: Targeted to Social Media Managers Social media managers: Get the insights you need to drive the engagement you want. 27

28 Rich media images have 38% higher CRT than linkshare updates with a thumbnail image preview 28

29 Image with a Image with Guide face saw a quote saw a 100% +160% increase CTR, 30% lift VS in CTR in +290% click through CVR vs. image rate vs. image (CTR). without quote. without face. 29

30 Background color Does woodgrain feel more authentic, or provide more visual interest? Either way, the post with the darker wood background saw 32% more clicks than a lighter, white background. Test Creative Placement to Draw a Reader s Eye Can you spot the difference? In one image, the model is looking right at the CTA button, subtly drawing readers attention to it. This image saw an 89% increase in clicks over the other image. +32% clicks +89% Clickthroughs

31 Running Sponsored Content & InMail Together, we see: 5.32% CTR 75% OR 25% increase in open rate (OR) 95% increase in CTR 6.19% 61% OR CTR 31

32 95% open rate

33 The week that we recorded 95% we sent 7,086 and recorded 6,743

34 Do You Know Where You Are?

35 Employees combined connections on social networks are, on average, 10x larger than a company s followers 35

36 Shared content is more credible content Only 3% of employees share content, yet they generate 30% of all content engagement for a typical business. Employees get 2x higher CTRs from their shares, compared to company shares of the same content. 36

37 Every 6 pieces of content an employee shares on LinkedIn influences 6 job views 3 Company Page views 1 Company Page follower 6 profile views and 2 new connections established 37

38 A single employee sharing 3 pieces of content a day can add up to 23 million in additional reach in a year this can add up to 60,000 additional events of people engaging with your content.

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40 Takeaways Attention Spans are not Shrinking Long Form is Essential Topics> Keywords If it can be Tested, it can be Improved Empower Employees as Advocates

41 Flashback

42 The Big Rock (the debut) The Sophisticated Marketer s Guide to LinkedIn 42

43 Mobile download SlideShare Physical book Podcast Blog post Webinar Infographics Influencer blogs 43

44 k+ 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. 44

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48 Thank you Jason Miller Group Manager, 48