creating a best-in-class content marketing strategy
Post on 17-Jan-2017
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Creating a Best-In-Class Content Marketing Strategy
Alex CharraudeauMedia Solutions Manager #StaffingLinkedIn
Helping recruitment agencies to get the best from LinkedIn.
8 years in recruitment marketing working on brand, search engine marketing, content and social strategies.
Connect on LinkedIn and TwitterAlex CharraudeauMedia Solutions Manager #StaffingLinkedIn
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Agenda Creating a Best-In-Class Content Marketing Strategy
1. Steps to plan a content marketing strategy
2. How to use images in content marketing
3. What a best-in-class content marketing strategy looks like
Recruiting on LinkedIn in Three Steps
Build Engage Recruit
Your Followers& Your Brand
Nurture your target audiences
Do what youdo best
Return on investment from Inbound Marketing is increasing year on year.
Why?1. Marketers are better
equipped and educated. 2. Audiences expect to be
marketed to in this way.
Click icon to add picture
ROI from Inbound Marketing Increases
HubSpot – State of Inbound 2014
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Marketers who have prioritized blogging are 13x more likely to enjoy
a positive ROI
HubSpot – State of Inbound 2014
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Inbound marketing has become one of the cheapest sources of leads.
LinkedIn is often referenced as the best channel to drive placements and new business.
http://blog.newscred.com/the-roi-of-linkedin-sponsored-updates-case-study/HubSpot – State of Inbound 2014
Today’s exampleContent Creation Framework
Problem Solution
Recruitment companies
struggle with Content Marketing
Alex hosts a webinar called “Best-In-Class
Content Marketing Strategy” with tips
and a snazzy framework
“Best-in-class” examples empower
recruitment marketers to use LinkedIn to share
their content
Resolution
ABC IT Recruitment exampleContent Creation Framework
IT talent in banking is worried that London is no
longer a global hub
ABC Recruitment writes about the
booming Singapore market
Examples of candidates moving helps IT talent feel confident to move to Singapore via ABC Recruitment
Problem Solution Resolution
Headline says it all!
Images drive up engagementby about 30% and reduce bounce rates
Rich media help to increase conversions on landing pages by up to 80%
Clear social sharing icons
Conversion point
Links in content to drive traffic to other areas of
site
Conversion point
Conversion point
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Direct members from the home page of LinkedIn straight to your website in order to convert them into Candidates, Clients and Consultants
From LinkedIn to your website
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Direct members from the home page of LinkedIn straight to your website in order to convert them into Candidates, Clients and Consultants
From LinkedIn to your website
LinkedIn is the most effective
social channel for generating
B2B and business leads
according to HubSpot
Status Updates
Using the right status updates on social media is key to the success of your content marketing efforts
Examples of High Engagement Aim for 1% and above engagement
Click icon to add picture
Ask questionsUsing images
Lead with statistics Keep it short“Benefits of” and “How To”
Personal development“Meet the…”
1. Fish where the fish are, Give them what they want, Bring them in.
2. Structure your content around Problem, Solution, Resolution.
3. Analyze your updates - what works?
4. Measure your reach today.5. Sponsor your best updates.
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5 Take Aways
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