Content Marketing Masterclass
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Transcript of Content Marketing Masterclass
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Content Marketing Masterclass @alexCharraudeau : Media Solutions Consultant
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
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+
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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
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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
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Talent Landscape
8
0% 20% 40% 60% 80% 100%
Active Passive
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0% 20% 40% 60% 80% 100%
Active
The content you produce should match the market
Passive
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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.”
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Stay top of mind with a relevant message
11
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Build your brand with your audience over time
12
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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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Company Pages – Targeted Status Updates
15
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Look at your historic Engagement and Reach
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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.
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1. Segment 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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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.”
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IT professionals
IT professionals in banking
Senior IT professionals in banking
Senior IT professionals in banking working at HSBC
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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?
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Creating vs. Curating
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0% 20% 40% 60% 80% 100%
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Buzzsumo
Special thanks to Google Dave! @googledave
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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?
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LinkedIn is the number one choice for professional content
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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.”
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0% 20% 40% 60% 80% 100%
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How far do you 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
30
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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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
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Seed with content before you try to convert
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Awareness, Consideration, Preference, Conversion
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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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Ask questions. You are likely to get 50% more comments.
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Produce content that converts people at the right phase – this is perfect for active or semi-active candidates
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Link to articles – this gets 45% more engagement
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“Top Tip” and lists of “best of” get you 40% amplification
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Infographics are always a favourite for sharing
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Relevant statistics to the industry – demonstrate your expertise
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Leading with statistics can help drive up clicks. Images with numbers stick out.
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Show that you understand the industry through video and amplify your events
Video gets 100% more engagement
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A member’s journey
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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
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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
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Thank you! Please join us next time…
Social RecruitIn Premier recruitment event in
EMEA. London 3rd September
55
Always be connecting: LinkedIn
@alexCharraudeau Google+