content marketing masterclass

#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.

Content Marketing Masterclass @alexCharraudeau : Media Solutions Consultant


Alex Charraudeau

Ex-recruiter 7 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

LinkedIn @alexCharraudeau Google+

http://uk.linkedin.com/in/alexcharraudeau/

http://twitter.com/AlexCharraudeau

https://plus.google.com/105133199897515233027/


Agenda

How content marketing can positively impact your business What content works best on LinkedIn How to generate more engagement with your content marketing strategy 5 tips to content marketing success

Build Recruit 1 3

Build your brand, your platform

and talent pools

Pick up leads, make placement

and hire staff

Build Engage Recruit

1 2 3

Build your brand, your platform

and talent pools

Demonstrate why they should do

business with you

Pick up leads, make placement

and hire staff


The Importance of Content and Content Marketing

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.

Content makes people aware of your business – this is the first step towards getting anyone to apply.

6


7

Engage, Educate, Convert.


Talent Landscape

8

0% 20% 40% 60% 80% 100%

Active Passive


0% 20% 40% 60% 80% 100%

Active

The content you produce should match the market

Passive


Job related content Interview tips Jobs!

10

Create content for both active and passive people Active Content

Passive Content Industry content News Projects Events Market mapping Salary surveys Career advice Entertainment

“I do not regard advertising as entertainment or an art form, but as a medium of information.”


Stay top of mind with a relevant message

11


Build your brand with your audience over time

12


13

“We thought to ourselves what a dream it would be if our ideal audience would

just call us instead…”


Build – before we start to write…

14


Company Pages – Targeted Status Updates

15


Understand your Followers

16


Look at your historic Engagement and Reach

17


Why Followers count

71% of members will follow a company for jobs. 78% of company followers are more likely to respond to an InMail. Followers are 2.5x more likely to recommend your business.

18


Engage – starting the conversation…

19


1. Segment Your Audience

20

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.


What content is your target interested in?

“Do not address your readers as though you are addressing a stadium. When people read your copy, they are alone. Pretend you are writing to each one of them a letter.”

21

IT professionals

IT professionals in banking

Senior IT professionals in banking

Senior IT professionals in banking working at HSBC


2. 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?

22


Creating vs. Curating

23

0% 20% 40% 60% 80% 100%


Where to find content…

24


Buzzsumo

Special thanks to Google Dave! @googledave

25

https://www.twitter.com/googledave




3. Create and Distribute Content

Which channels are most relevant for our audience? Where will the content link back to? How are we tracking value? Who will be responsible for the follow up and moderation?

26


LinkedIn is the number one choice for professional content

27


The importance of a good headline

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

28

0% 20% 40% 60% 80% 100%


How far do you reach?

29

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


Sponsored Updates

30

Click-through rates on desktop LinkedIn are 10x as high as traditional display ads.

Content generates 6x more engagement than jobs.


Sponsored Updates

31

IT professionals

IT professionals in banking

Senior IT professionals in banking

Senior IT professionals in banking working at HSBC

One of the most targeted ad products on LinkedIn

Target on: – Seniority, Function,

Industry, Job title, Geography, Current Company, School, Skills, Groups


Recruit – get people to convert…

32


Seed with content before you try to convert

33

Awareness, Consideration, Preference, Conversion


What content works best on LinkedIn

35


Perfect content for active / semi-active candidates

37


Humour, images and an understanding of the market – a winner

38


Great way to introduce the team with a strong image

39


Ask questions. You are likely to get 50% more comments.

40


Produce content that converts people at the right phase – this is perfect for active or semi-active candidates

41


Link to articles – this gets 45% more engagement

42


“Top Tip” and lists of “best of” get you 40% amplification

43


Infographics are always a favourite for sharing

44


Relevant statistics to the industry – demonstrate your expertise

45


Leading with statistics can help drive up clicks. Images with numbers stick out.

46


Show that you understand the industry through video and amplify your events

Video gets 100% more engagement

47


Recruit

48


A member’s journey

49

Awareness

Consideration

Preference

Conversion

Advocacy

60% of the decision is made before contact with a sales person

Social media has made this easy than ever before


5 Tips for Mastering Content Marketing

1. Understand your target audience

2. Build your foundations

3. Engage by creating, sharing and distributing relevant content

4. Convert clients, candidates and internal hires – Recruit

5. Analyse, review, improve


Thank you! Please join us next time…

Social RecruitIn Premier recruitment event in

EMEA. London 3rd September

55

Always be connecting: LinkedIn

@alexCharraudeau Google+

http://uk.linkedin.com/in/alexcharraudeau/

http://twitter.com/AlexCharraudeau

https://plus.google.com/105133199897515233027/

content marketing masterclass

Business

linkedin linkedin

content marketing strategy

content marketing success

content marketing masterclass

importance of content

email marketing

search marketing

active passive