This document summarizes a presentation by Jason Miller and Doug Kessler on content marketing strategies. They discuss the importance of creating relevant content to engage customers and avoid brand defection. Various content channels are mentioned, including blogs, social media, and gated content. Kessler also discusses measuring the results of content marketing efforts and achieving a high ROI. The presentation promotes an integrated marketing approach where different teams work together to create and distribute content, generate leads, and fuel demand. The overall message is that marketers should focus on creating high-quality content that customers want to engage with.

1. JASON MILLER
Global Content Marketing
LinkedIn
WELCOME TO THE FUNNEL
DOUG KESSLER
Co-Founder & Creative Director
Velocity Partners

2. ​Jason Miller
Sr. Content Marketing Manager
​@JasonMillerCA
​@LinkedInMktg
​Doug Kessler
​Co-founder, Velocity Partners
​@DougKessler
​@velocitytweets

3. #thisonegoesto11

4. Let’s Talk About Content…

7. 7

8. 8
Not more content, more relevant content

9. ​41%
​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….
​41%44%

10. 10

11. 11
​Repurpose content like leftover Turkey

12. 12
Company Pages Sponsored Updates
(Turn it up to eleven!)
LinkedIn Groups SlideShare
​Use Turkey Slices to Fuel Your Content Hubs

13. The Sophisticated Marketer’s Guide to LinkedIn
The Big Rock

14. 14

15. Take it Global

16. The blog is the social media rug
that ties the room together.

17. The Blogging Food Groups
A steady diet of quality content for your blog
Monday Tuesday
Wednesda
y
Thursday Friday Saturday
Raisin Bran
Spinach
Roast
Raisin Bran
Spinach
Raisin Bran
Chocolate
Cake

18. ​Friday: Chocolate Cake

19. 19
​BONUS Chocolate Cake

20. 20

21. What Does Success Look
Like?

22. 22
MQL
22
Turkey Slices (Non Gated)
Lead Capture
No Yes
RevenueSales
SDR
Sales Qualified?
BIG ROCK
(Gated)
Nurture
No
Yes

24. Email
Blog
InMail
Company Page
Sponsored Updates
SlideShare
Display
PPC
Twitter
The Always on Strategy For those about
to Launch…..
FIRE!

25. The Results Out of the Gate
34%
32%
15%
9%
6% 4% Email
Blog
InMail
Direct/
SEO
64%
7%
7%
7%
6%
4%
2% 1% 1% United
States
Netherlan
ds
India
Canada
Australia
UK

26. 26

28. 28
18,000% ROI

29. The Death of the One Dimensional Marketer

30. 30
The Marketing Team of the
Future
(As Demonstrated by KISS)

31. 31

32. 32
The four unique band members work together to
deliver an amazing product.
Lays
Groundwork
Fuels Content Fuels Demand Gen

33. 33
They consistently deliver content that their
fans want to consume and share.

34. 34
Their PR efforts guide their vision as the
hottest band in the world.

35. They deliver amazing experiences on tour
(Event Marketing)

36. #INBOUND14
They built a thriving community.

37. 37

38. 38

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

42. Goodies
Time

43. B2B decision-making is rational.
Build a case.
My old creative director

44. Head x Heart = Hit

45. Head x Heart = Hit

46. People don’t buy what you do;
they buy why you do it.
Simon Sinek

47. People don’t exist for businesses, businesses
exist for people.
Sprint Business positioning doc

50. Practice pathological empathy.
Ann Handley

51. Salesforce.com

53. What does it feel like to give
lousy customer service?

55. Go negative.
Doug Kessler

58. Don’t fear sincerity.

60. 60
No Go Create
Some Bloody
Good Content!
@dougkessler
@jasonmiller