content marketing masterclass - 7 oktober 2014 - benelux

#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.

Content Marketing Masterclass

@alexCharraudeau : Media Solutions Consultant

LinkedIn Amsterdam 7th October 2014


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 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


5

5

Who is currently doing content marketing?


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

7

Engage, Educate, Convert.


8

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

9

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.”


11

Stay top of mind with a relevant message

11


12

Build your brand with your audience over time

12


13

13

59% of marketers will increase their

content marketing budgets in 2014.


Build – before we start to write…

14


Company Pages – Targeted Status Updates

15


16

16

What percentage of Dutch LinkedIn members saw a

company status last month?


66% of LinkedIn members in the

Netherlands saw a company status

last month.

59% were on mobile.

17


Understand your Followers

18


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.

19


Engage – starting the conversation…

20


1. Segment Your Audience

21

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.”

22

IT professionals

IT professionals in banking

Senior IT professionals in banking

Senior IT professionals in banking working at ABN


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?

23


Creating vs. Curating

24

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


25

One white paper

3 news articles

7 blog posts

25 group

discussions

150 Tweets


Examples of breaking “Big Rock” content down

26


Where to find content…

27


Buzzsumo

28


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?

29


LinkedIn is the number one choice for professional content

30


LinkedIn generates conversions

31


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.”

32

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


When works best for your content

33


How far do you reach?

34

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

35

Click-through rates on

desktop LinkedIn are

10x as high as

traditional display ads.

Content generates 6x

more engagement than

jobs.


Sponsored Updates

36

IT professionals

IT professionals in banking

Senior IT professionals in banking

Senior IT professionals in banking working at ABN

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…

37


Seed with content before you try to convert

38

Awareness, Consideration, Preference, Conversion


What content works best on LinkedIn

40


42


43


44


45


46


47


48


49


50


51


52


53


54


Perfect content for active / semi-active candidates

55


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

56


Great way to introduce the team with a strong image

57


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

58


Produce content that converts people at the right phase – this is perfect for

active or semi-active candidates

59


Link to articles – this gets 45% more engagement

60


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

61


Infographics are always a favourite for sharing

62


Leading with statistics can help drive up clicks.

Images with numbers stick out.

63


Show that you understand the industry through video and amplify your

events

Video gets 100% more engagement

64


Recruit

65


A member’s journey

66

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


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/



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

content marketing masterclass - 7 oktober 2014 - benelux

Recruiting & HR