advanced content marketing session 29-01-2015 linkedin london
TRANSCRIPT
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Advanced Content Marketing Session
@alexCharraudeau – Media Solutions Consultant
29th January, LinkedIn Offices London
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Alex Charraudeau
Ex-recruiter
8 years as a recruitment marketing guy
Web design, development, brand strategy, search marketing, email marketing,
social media strategy
At LinkedIn I help recruiters get the most out of LinkedIn
@alexCharraudeau
Google+
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Agenda
1. Reintroduction to Content Marketing
2. Planning
3. Posting Updates
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Reintroduction to Content Marketing
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Content Marketing:
Producing information that engages your
target audience to educate and convert
Success in marketing today is not based
solely on quantity; quality of engagement is
essential.
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“We thought to ourselves what a dream it would be if our ideal
audience would just call us instead…”
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Engage, Educate, Convert.
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Companies who post at least
1 status update / week on LinkedIn…
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Get 40%more views to
their LinkedIn
job postings.
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and 25%more apply
clicks
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Recruiters are becoming marketers.
Marketers are becoming sales people.
"Like it or not, we are all in sales now"
Daniel Pink. To Sell Is Human
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Social media, social selling and content
marketing is not just your job…
Everyone in your business needs to be involved.
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Who has senior leadership on Twitter?
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Who has senior leadership publishing content on
LinkedIn?
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Who has senior leadership writing blogs?
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Make Social part of your business
77% of buyers say they are more
likely to buy from a company whose
CEO uses social media
Alistair Cox was the 614,018 person
to join LinkedIn (27m before me!)
and is one of the 250 influencers on
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Who has to report to senior leadership on their marketing efforts?
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What do you report on?
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Views ActionsBusiness
outcomes
1 2 3
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E
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You need to be seen before you can expect a business action.
No kissing in the dark.
But… you also need to be interesting.
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“You cannot bore people into buying”
Ogilvy
Welcome to world of Edgerank
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Good content? Think TED Talks.
Sees 1.5m views a day – which is 17 new
views every second every day…
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5 Phases of Planning
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2525
Clients Candidates
Existing
Clients
New
Clients
JAVA
developer
.Net
Developers
Technical
candidates
Non-technical
candidates
UK
professionals
APAC
professionals
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1. Segment + profile your audience
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Who is your ideal candidate
/ client? Create a profile of
that person.
What is their background?
What defines them?
Where are they online?
Give them a name and a
picture – make them real!
Figure out what will
capture their attention.
What is that person
interested in, what does
that person care about,
what else are they
doing online?
Position your business
as an expert, authority
and place to go for any
information or
guidance in their space.
Be relevant, be authentic
and be personable.
Create videos, interview
your people or industry
experts, share information
from events, write blog
posts and e-books on the
state of jobs in your
industry, create salary
surveys. Put this content in
the right places.
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2. Start solving problems
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3. Create a content calendar
What can we create? (own branded content)
What content can we share? (external content)
Who is responsible for what types of content?
When are certain topics more relevant?
Who will be responsible for following up?
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4. Creating vs. Curating
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0% 20% 40% 60% 80% 100%
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One white paper
3 news articles
7 blog posts
25 group
discussions
150 Tweets
Content Marketing Pyramid
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5. Create content based on the Sales Funnel
Infographics
Insight
Industry news
Tips + tricks
Interviews
Etc…
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Aw
are
ness
Co
nsid
era
tion
/ P
refe
ren
ce
Convers
ion
Case studies
Testimonials
“Day in the life”
Meet the team
Etc…
Landing pages
Registrations
Discounts
Etc…
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5 Stories to Tell
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“If history were taught in the form of stories, it would never be forgotten.” Rudyard Kipling
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Who am I?• Introduction to you / your business.
Easy to tell across multiple channels. Recruiters know this inside out.
Why am I here?
• What is the business’s purpose and the purpose of the content you are creating.
My mission • What you / your business stands for.
What I do• Your mission should be more “why” and
this is more “how”. Find your USP.
What that means for you
• Case studies and testimonials. Success stories.
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Posting Updates
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Awareness comes first
Images are important!
90% of information transmitted to the
brain is visual, and visuals are
processed 60,000X faster in the
brain than text
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Think mobile
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Test your updates!
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Test your updates!
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Test your updates!
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In the last month 100% of the top 50 most engaging updates included either images or videos.
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Select your images
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Test your updates!
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What works
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Perfect content for active / semi-active candidates
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Humour, images and an understanding of the market – a winner
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Great way to introduce the team with a strong image
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Link to articles – this gets 45% more engagement
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Leading with statistics can help drive up clicks.
Images with numbers stick out.
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Extend your reach
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Extend your reach
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Your followers, fans, members,
connections will see your content.
They may spread this further through
social amplification if the content is
relevant and engaging.
To reach a wider audience, or to push
your message out at scale quickly
consider advertising. Organic
Earned
Paid
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Sponsored Updates
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Click-through rates on
desktop LinkedIn are 10x
as high as traditional
display ads.
Content generates 6x
more engagement than
jobs.
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Sponsored Updates
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HR professionals
HR professionals in Oil and Gas
Senior HR professionals in Oil and Gas
Senior HR professionals in Oil and Gas at ENI
One of the most targeted
ad products on LinkedIn
Target on:
– Seniority, Function,
Industry, Job title,
Geography, Current
Company, School,
Skills, Groups
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Creating Business Outcomes
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Build the right Calls to Action
The “Big Hook” strategy
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Awareness, Consideration, Preference, Conversion
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Create content based on the Sales Funnel
Infographics
Insight
Industry news
Tips + tricks
Interviews
Etc…
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Aw
are
ness
Co
nsid
era
tion
/ P
refe
ren
ce
Convers
ion
Case studies
Testimonials
“Day in the life”
Meet the team
Etc…
Landing pages
Registrations
Discounts
Etc…
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Writing for the Web
Content structure
Conversion points
Social sharing
Page titles and metadata
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Relevancy
Authority
Authorship
Keywords
H1 headers and Page titles
Open Graph rules
Social sharing
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Loving Search Engines
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Building email / remarketing lists + Data Capture
16% of companies employ a fulltime social media specialist and 11% are paying
a dedicated email marketer.
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Optimise your videos
In video links and calls to action
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Back to measurements
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Views ActionsBusiness
outcomes
1 2 3
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Use Google Analytics to the fullest
https://business.linkedin.com/marketi
ng-solutions/c/14/1/sophisticated-
guide-for-marketing?src=lmn-
di&utm_source=displayad&utm_med
ium=bizo&utm_campaign=BMN_Sop
histicatedguide&veh=veh=BMN_Sop
histicatedGuide_SU
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Use Google Analytics to the fullest
Also known as UTM parameters, UTM codes are little snippets of text added to the end of your URL to help you track the success of your content on the web.
http://blog.hubspot.com/9-reasons-you-cant-resist-list?utm_campaign=blogpost &utm_medium=social&utm_source=facebook
It lets your analytics know that someone arrived through a certain source or overall marketing channel
Here are the five things you can track with UTM codes:Campaign: Groups all of the content from one campaign in your analytics.
Ex: utm_campaign=20percentpromocode
Source: Which website is sending you traffic.
Ex: utm_source=Facebook
Medium: The type of marketing medium that the link is featured in.
Ex: utm_medium=socialmedia
Content: Used to track the different types of content that point to the same URL from the same campaign, source, and medium codes. Often used in PPC or with two identical links on the same page.
Ex: utm_content=sidebarlink or utm_content=headerlink
Term: Used to identify the keywords you've paid for in a PPC ad.
Ex: utm_term=marketing+software
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5 Things to do on LinkedIn tomorrow!
1. Book a meeting with the directors to talk about getting social.
2. Understand your Followers. Do you need to reach further?
3. See what content works and analyse your Analytics.
4. Start creating more content!
5. Build awareness at scale, engage at scale and convert at scale.
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Build, Engage, Recruit webcast series
Build your followers
Presented by Andrew Linton
February 3rd at 10am GMT
Engage your audience
Presented by Alex Charraudeau
February 10th at 10am GMT
Recruit more effectively
Presented by Jean O’Brien
February 17th at 10am GMT
Sign up - https://lnkd.in/dPz6c4m
Engage
Recruit
Build
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