How to tell your company's story (and get results!)

Content Marketing

Nathan PhaneufTalent Brand Consultant

Tom VentimigliaTeam Lead, Talent Brand

We’re going to cover a few things today

What is content marketing?

Amplifying your talent brand with content

Measuring success

If you remember three things from this session…

Content marketing is powerful

Every company can do it

Measure what matters

What is Content Marketing?

First thing to remember…

Content marketing is powerful

Every company can do it

Measure what matters

Let’s break down the semantics

Content /noun/The substance or material dealt with in a

speech, video, publication, etc.

Marketing /noun/The action or business of promoting and

selling products or services, including market research and advertising.

A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to

attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Content Marketing

It’s easy to distinguish content from advertising… right?

Content Marketing

An episode of Seinfeld

A 30 second video promoting a product within a commercial break during Seinfeld

An article on the New York Times’ website

A 300x250 “display” banner ad next to an NYT article

A music video

An industry whitepaper published by company operating within said industry

A presentation at Talent Connect given by two LinkedIn employees

Distinct from content

Can leverage “rich media”

Easy to ignore

Doesn’t really work on mobile

Traditionally, much of digital advertising has come in the form of “display” (aka banner ads)

The advertising industry is beginning to trend away from traditional display ad units

0.07%Average clickthrough rate for display advertising

Source: Google Display Benchmarks https://www.thinkwithgoogle.com/intl/en-gb/planning-tool/display-benchmarks/

Same format as organic content

Unobtrusive, fast to load

More engaging; content-focused

Works even better on mobile

The explosion of mobile and feed-based social networks has given rise to new “native” ad formats

Publishers and marketers are rapidly adopting these native ad formats

0.91%Average clickthrough rate for in-feed native ads

Source: Google Display Benchmarks https://www.thinkwithgoogle.com/intl/en-gb/planning-tool/display-benchmarks/

What’s really different, though? Isn't it all just ads?

The value exchange between marketer and viewer can be fundamentally improved with content marketing

Native, unobtrusive formats

Authentic tone

Two way conversation

Content is valuable

Facilitate. Influence. Participate.

Amplify your Talent Brand with Content

Second thing to remember…

Content marketing is powerful

Every company can do it

Measure what matters

28%lower turnover rate in companies

with a strong talent brand

Source: 2011 Lou Adler/LinkedIn survey of 2250 corporate recruiters in the US

50%average cost-per-hire savings of

companies with a strong talent brand

Source: 2011 Lou Adler/LinkedIn survey of 2250 corporate recruiters in the US

83%of talent acquisition leaders say talent brand

significantly impacts their ability to hire great talent

Source: 2011 Lou Adler/LinkedIn survey of 2250 corporate recruiters in the US

Content is the ultimate tool for scalable engagement

Reach key talent pools with content from your company.

Generate engagement with that content, which moves people through mid-funnel

Know your Goal

Attract Engage

Pipeline

Great Content tells a Story A relevant, transparent story of what it’s like to work at your company

Video - Zendesk

Video – CloudLock

75%higher share rate on company status

updates that contain video

Go in depth on topics important to your company, employees or customers• C-Suite Thought Leadership• Function Specific• Employee Generated

Blogs

 Share images that capture your company spirit and valuesImages

95%higher comment rate on company status

updates that contain images

Targeted Content: Engineers

 Engaged candidates are more likely to respond to your recruitersEffective Engagement improves Outreach

Engaged with your brand

No engagement with your brand

Get Started! Quick Tips:

Consider your audience

It’s ok to start small – strive for consistency

Be brief, authentic and visual

Remember your goal – this will determine your call-to-action

Measuring Success

Last thing to remember…

Content marketing is powerful

Every company can do it

Measure what matters

If you can’t measure it, you can’t manage it

LikesShares

Comments

FollowsClicks

ClickthroughRate

EngagementRate

Leads

Hires

Conversions

Cost-per-click

Cost-per-impression

LandingpagetrafficClickdemographics

JobViews

Applications

TalentBrandIndex

First, figure out what you’re trying to accomplish

Awareness of your brand?

Engagement with your content?

Lead generation?

First, figure out what you’re trying to accomplish

Determine which metrics map to your goals and what good performance looks like

Awareness of your brand?

Engagement with your content?

Lead generation?

Reach (Impressions/Views) amongst target audience

Clickthrough RateEngagement Rate

Traffic to your landing pageConversions

Measure which of your company status updates are most engaging to your followers

Reach a wider audience with Sponsored Updates to learn more and optimize even further

Remember, your talent brand strategy, including content, is focused on the top half of the funnel

Reachmembersofyourtargetaudiencewithcontentfromyourcompany.Generateengagementwiththatcontent,whichmovespeoplethroughmid-funnel

Butfocusonhires,too!

Remember…

Content marketing is powerful

Every company can do it

Measure what matters

Questions?

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