Post on 06-Aug-2015
PAUL MACKENZIE-CUMMINS
Director, ClearlyPRPR, Editorial and Content for Recruiters, Job Boards and Industry Suppliers
① What’s the point in having a blog?② What constitutes a blog that people really like?③ What content generates new business leads?④ How do you promote your blog?⑤ How do you measure the success of your blog?
1. Find the right topics to talk about- Look at what you can talk authoritatively on- Trending stories (Google News, Buzz Sumo)- If you’re still struggling…think about where you are today
2. Repurpose existing content into your blog- White papers, videos, e-books- Event attendances, webinars participated in- Annual reports, company presentations
① Why older workers are vital for the UK’s jobs market
② The Imitation Game of recruitment marketing: Why recruitment business owners are getting their marketing wrong
③ Why Private Banking must get more digital (or risk losing out to their competitors)
5. Don’t go on too much…
“This report, by its very length, defends itself against the risk of being read”
600 views, 70 likes LinkedIn
193 views - website
120 views in March alone 132 views, 4 likes – LinkedIn
108 views - website
‘SOCIAL SHOPPING’/YOUNG
FEMALES(2M UK USERS)
REAL-TIME NEWS CONSUMPTION
(15M UK USERS)
BRAND FOCUSED(31M UK USERS)
WHITE COLLAR NETWORKING/INDUS
TRY NEWS(10M UK USERS)
BRAND-LED/MALES/ABOVE
AVERAGE SALARY(12.6M UK USERS – 3.9M ACTIVE)
90% UNDER 35/VISUAL ENGAGEMENT
(300M USERS WORLDWIDE – BIGGER THAN TWITTER)
TO ENTERTAINTO HELP
PvPage views
NmNew members
DgDemographic
NvNew visitors
LeLeads
RiRequests for info
BrBounce rate
SaSales
ShShares
EnEngagement
UvUnique visitors
DoDownloads
1 4
2
3
8
7
6
5
9 12
11
10
The result for us? Our only form of promotion is our blog, LinkedIn blog, and Twitter activity
- Website traffic: No. Page Views up from 3,422 (Feb-Oct ‘14) to 12,565 (Oct ‘14-Apr ‘15) = 267% increase in traffic
No. Unique visitors up from 971 (Feb-Oct ‘14) to3,319 (Oct ‘14-Apr ‘15) = 242% increase in unique users
- 3 current clients a direct result of our blog, 1 new business lead this week alone - Employer branding - recent recruitment drive: We saved ££’s on agency fees (sorry!!)