Mobilize your brand ambassadors: making the most of | Talent Connect Anaheim
Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim
-
Upload
linkedin-talent-solutions -
Category
Recruiting & HR
-
view
457 -
download
1
Transcript of Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim
![Page 1: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/1.jpg)
![Page 2: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/2.jpg)
How to tell your company's story (and get results!)
Content Marketing
![Page 3: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/3.jpg)
Nathan PhaneufTalent Brand Consultant
Tom VentimigliaTeam Lead, Talent Brand
![Page 4: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/4.jpg)
We’re going to cover a few things today
What is content marketing?
Amplifying your talent brand with content
Measuring success
![Page 5: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/5.jpg)
If you remember three things from this session…
Content marketing is powerful
Every company can do it
Measure what matters
![Page 6: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/6.jpg)
What is Content Marketing?
![Page 7: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/7.jpg)
First thing to remember…
Content marketing is powerful
Every company can do it
Measure what matters
![Page 8: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/8.jpg)
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
![Page 9: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/9.jpg)
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
![Page 10: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/10.jpg)
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)
![Page 11: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/11.jpg)
The advertising industry is beginning to trend away from traditional display ad units
![Page 12: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/12.jpg)
0.07%Average clickthrough rate for display advertising
Source: Google Display Benchmarks https://www.thinkwithgoogle.com/intl/en-gb/planning-tool/display-benchmarks/
![Page 13: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/13.jpg)
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
![Page 14: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/14.jpg)
Publishers and marketers are rapidly adopting these native ad formats
![Page 15: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/15.jpg)
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/
![Page 16: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/16.jpg)
What’s really different, though? Isn't it all just ads?
![Page 17: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/17.jpg)
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
![Page 18: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/18.jpg)
Facilitate. Influence. Participate.
Amplify your Talent Brand with Content
![Page 19: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/19.jpg)
Second thing to remember…
Content marketing is powerful
Every company can do it
Measure what matters
![Page 20: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/20.jpg)
28%lower turnover rate in companies
with a strong talent brand
Source: 2011 Lou Adler/LinkedIn survey of 2250 corporate recruiters in the US
![Page 21: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/21.jpg)
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
![Page 22: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/22.jpg)
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
![Page 23: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/23.jpg)
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
![Page 24: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/24.jpg)
Know your Goal
Attract Engage
Pipeline
![Page 25: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/25.jpg)
Great Content tells a Story A relevant, transparent story of what it’s like to work at your company
![Page 26: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/26.jpg)
Video - Zendesk
![Page 27: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/27.jpg)
Video – CloudLock
![Page 28: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/28.jpg)
75%higher share rate on company status
updates that contain video
![Page 29: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/29.jpg)
Go in depth on topics important to your company, employees or customers• C-Suite Thought Leadership• Function Specific• Employee Generated
Blogs
![Page 30: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/30.jpg)
Share images that capture your company spirit and valuesImages
![Page 31: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/31.jpg)
95%higher comment rate on company status
updates that contain images
![Page 32: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/32.jpg)
Targeted Content: Engineers
![Page 33: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/33.jpg)
Engaged candidates are more likely to respond to your recruitersEffective Engagement improves Outreach
Engaged with your brand
No engagement with your brand
![Page 34: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/34.jpg)
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
![Page 35: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/35.jpg)
Measuring Success
![Page 36: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/36.jpg)
Last thing to remember…
Content marketing is powerful
Every company can do it
Measure what matters
![Page 37: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/37.jpg)
If you can’t measure it, you can’t manage it
![Page 38: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/38.jpg)
LikesShares
Comments
FollowsClicks
ClickthroughRate
EngagementRate
Leads
Hires
Conversions
Cost-per-click
Cost-per-impression
LandingpagetrafficClickdemographics
JobViews
Applications
TalentBrandIndex
![Page 39: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/39.jpg)
First, figure out what you’re trying to accomplish
![Page 40: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/40.jpg)
Awareness of your brand?
Engagement with your content?
Lead generation?
First, figure out what you’re trying to accomplish
![Page 41: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/41.jpg)
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
![Page 42: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/42.jpg)
Measure which of your company status updates are most engaging to your followers
![Page 43: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/43.jpg)
Reach a wider audience with Sponsored Updates to learn more and optimize even further
![Page 44: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/44.jpg)
Remember, your talent brand strategy, including content, is focused on the top half of the funnel
Reachmembersofyourtargetaudiencewithcontentfromyourcompany.Generateengagementwiththatcontent,whichmovespeoplethroughmid-funnel
Butfocusonhires,too!
![Page 45: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/45.jpg)
Remember…
Content marketing is powerful
Every company can do it
Measure what matters
![Page 46: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/46.jpg)
Questions?
![Page 47: Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim](https://reader036.fdocuments.in/reader036/viewer/2022081521/58f036b31a28ab803c8b462f/html5/thumbnails/47.jpg)
©2015 LinkedIn Corporation. All Rights Reserved.