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Searchmetrics’ Conference: LinkedIn’s Jason Miller Keynotes “Big Rock Content”

Searchmetrics’ Conference: LinkedIn’s Jason Miller Keynotes “Big Rock Content”

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Jason Miller - LinkedInJason Miller, Senior Content Marketing Manager at LinkedIn, kicked off the Searchmetrics’ Enterprise Marketing Conference today in San Francisco with a valuable keynote presentation that involved Guns n’ Roses references, Thanksgiving analogies, and mainly, big content. He engaged an audience of approximately 100 attendees during his 45 minute keynote.

Jason is a leader in the content marketing industry, and has a track record to prove it. He made Forbes’ list for the The World’s Top 40 Social Marketing Talent, was one of the Top 40 Digital Marketing Strategists for 2014 named by the Online Marketing Institute, and was listed as one of the Top 50 Content Marketing Thought Leaders by Onalytica. Prior to working for LinkedIn, Jason was the Senior Manager of Social Media Strategy at Marketo. He was responsible for leading the company’s content and social media efforts by increasing engagement, optimizing for lead generation, and ultimately driving revenue.  Before Marketo, Jason worked at Sony Music entertainment developing and executing marketing campaigns around the biggest names in music.

Jason provided a number of valuable tips and tricks that have brought him success in the content marketing realm. He discussed a couple resonating analogies, including a format for constructing blog posts and thinking of this strategy like a food group.

“On Mondays, it’s important to ease people into the week… think about something like ‘How-To’ tips or easy to read posts. Tuesdays, focus on ‘spinach posts’ – these are a little more difficult but you know it’s good for you.”

On Wednesdays, you should give people the roast i.e. the meat of the week. Thursday is the spice, more of an opinion piece that sparks responses. And Friday, like Monday, you should ease people into the weekend… Keep it light and entertaining. photo (11)

In terms of finding success in content marketing, Jason encouraged the ‘slicing and dicing’ of content. He explained that you should think of content distribution like a turkey; after you’re done with the main meal, you use the turkey for sandwiches and a variety of dishes for days afterwards. Content repurposing is similar. You can take a main article and then turn it into a number of different forms:

When asked about advice for developing content marketing strategies with a small budget, Jason responded with the following advice:

Is your ego hijacking your content marketing strategy? People have always said that you need this huge audience, but now all you need a little bit of budget to pay to promote your content. There’s a million platforms and a million ideas out there, so start small… Do not confuse virality with relevance. 

Jason has been a keynote speaker/ presenter at Dreamforce, TechConnect, Authority Intensive, Convergence, Social Media Marketing World, Social Fresh, Content Marketing Institute Masterclass, OMS, SIIA, Marketo Summit, Content Marketing World & more. His track record of speaking events certainly was exhibited at this conference as he gave a solid presentation, and he left the audience with a number of thought-provoking takeaways.