People are drowning in content. Author and strategist Mark Schaefer coined the term “Content Shock” to describe the exponential rise of content on the Internet in relation to people’s finite time and attention. Jason Miller has the solution to help your organization survive in the era of Content Shock: content that rocks!
Jason leads content and social media marketing for LinkedIn Marketing Solutions, helping marketers understand how to use LinkedIn to achieve their marketing goals and deliver real ROI. Previously, he was the senior manager of social media strategy at Marketo.
He’s a frequent contributor to Content Marketing Institute, Social Media Examiner, MarketingProfs, and Copyblogger, and he has presented at numerous industry conferences, including Dreamforce, Social Media Marketing World, Social Fresh, Inbound, and more.
Jason also wrote a best-selling book, Welcome to the Funnel: Proven Tactics to Turn Your Content and Social Media Up to 11. He first appeared on Marketing Smarts when the book launched, and he discussed social media and marketing. I invited him back to the podcast to talk about some of the innovative content marketing he’s heading up at LinkedIn Marketing Solutions, including the highly downloaded LinkedIn marketing guide “The Secret Sauce.”
We cover how to create content that rocks so you can stand out in today’s crowded online space, and how to measure success; we also cover the important role Sales should play as you formulate your content strategy.
Here are just a few highlights from our conversation:
If it can be tested, it can be improved (11:42): “A/B testing used to be really super sexy and cool in the days of PPC and AdWords, and I think it kind of lost its luster in the world of social. But with the introduction of direct sponsored content on LinkedIn—where you can actually post content directly into the feed without going through your company page—it only goes to that audience. Now you can personalize it, you can test it. We test different messaging, different words, different colors, creative, etc.—different audiences to see what they’ll react to. We test everything.
“For a ‘Big Rock‘ piece of content like ‘The Secret Sauce‘ or ‘
