Jason Miller knows a thing or two about content. He’s the Senior Content Marketing Manager at Linkedin, who presented a session titled “How to Achieve Face-Melting Content Marketing ROI” at ClickZ Live NY last week.
With that title, the session immediately piqued my interest and Jason did not disappoint.
In case you were wondering, face melting is:
“The condition in which, due to an extreme exposure to an event of epic awesomeness, horror or any other emotion on the more extreme end of the spectrum of emotions, one loses all perception of space and time including (but not limited to) a brief lapse in physical awareness. Such an emotional rush can even override Pain, which in some cases may be the cause of the rush.”
Source: The Urban Dictionary
To put this in context, you don’t need more content; you need more EPIC and AWESOME content – aka more relevant content.
According to Jason, in a recent survey, 44% of overall respondents say they would consider ending a brand relationship because of irrelevant promotions. An additional 22%, say they would definitely defect from the brand.
Developing relevant content doesn’t need to be a difficult exercise. It doesn’t require any special tools or secret sauce. It all begins with having empathy with your prospects and customers. The formula looks like this:
Useful x Enjoyable x Inspired = Innovative Content ~ Ann Handley
The process begins with the creation of a piece of “Big Rock Content” Not a 2,000 word evergreen piece, but something closer to a 50 or 100 page ebook. Something Awesome. Something Epic. Something like The Sophisticated Marketers Guide to LinkedIn
Big, thick, juicy content is the gift that keeps on giving. A single piece of Big Rock content can be repurposed to attract links, generate traffic and build brand awareness for a year or more. Jason suggests thinking of it as something akin to Leftover Turkey.
If distracted by the turkey, this may be a better visual for you:
Once your content is published, blast the news EVERYWHERE: Company pages, email, blog, sponsored updates, Display ads, SlideShare, PPC, Twitter, etc. Use turkey slices to fuel your content hubs.
It’s easy to develop a set of goals, but a plan is specific, time phased and measurable. After determining what constitutes your Big Rock & turkey slices, Jason gave an example of a five week rollout
- Week 1: Publish Big Rock Content, Influencer Outreach, Sponsored Updates
- Week 2: Big Rock Webinar, Influencer Outreach, Sponsored Updates
- Week 3: Big Rock Webinar, Influencer Outreach, Sponsored Updates, Turkey Slice 1, Turkey Slice 2
- Weeks 4 & 5: Big Rock Webinar, Influencer Outreach, Sponsored Updates, Turkey Slice 1, Turkey Slice 2, Turkey Slice 3, Turkey Slice 4
Your blog ties it all together
Sticking with his food analogy, Jason developed some Blogging Food Groups:
To be served up on the following schedule (with the associated time commitment)
- Monday: Vegetables (35% time spent in development)
- Tuesday: Meats (20% time spent in development)
- Wednesday : Whole wheat & grains (25% time spent in development)
- Thursday: Condiments (5% time spent in development)
- Friday: Desserts (15% time spent in development)
The marketing team of the future
Jason may like his food, but he really loves Kiss.
He used the band as an analogy of how digital marketing symmetry works:
- SEO – Lays the groundwork
- Social – Fuels the content
- Content – Fuels the demand
In the case of the band:
- They consistently deliver content that their fans want to consume and share
- Their PR efforts guide their vision as one of the hottest bands in the world
- They deliver amazing experiences on tour (Event Marketing)
- They built a thriving community
Big Rock content isn’t something that would be nice to have. It’s something that you need. As Hummingbird, RankBrain and other algorithms get better; you need to become a smarter marketer. Following this approach to content marketing is sure to give you an edge over most competitors.
To learn more about the changing face of digital marketing, come to our two-day Shift London event in May.
Chuck Price is the founder of Measurable SEO and contributor to Search Engine Watch.