Advanced Content Marketing Session

@alexCharraudeau – Media Solutions Consultant

29th January, LinkedIn Offices London

Alex Charraudeau

Ex-recruiter

8 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+

Agenda

1. Reintroduction to Content Marketing

2. Planning

3. Posting Updates

Reintroduction to Content Marketing

4

5

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.

6

“We thought to ourselves what a dream it would be if our ideal

audience would just call us instead…”

7

8

Engage, Educate, Convert.

Companies who post at least

1 status update / week on LinkedIn…

Get 40%more views to

their LinkedIn

job postings.

and 25%more apply

clicks

Recruiters are becoming marketers.

Marketers are becoming sales people.

"Like it or not, we are all in sales now"

Daniel Pink. To Sell Is Human

12

13

Social media, social selling and content

marketing is not just your job…

Everyone in your business needs to be involved.

14

Who has senior leadership on Twitter?

15

Who has senior leadership publishing content on

LinkedIn?

16

Who has senior leadership writing blogs?

Make Social part of your business

77% of buyers say they are more

likely to buy from a company whose

CEO uses social media

Alistair Cox was the 614,018 person

to join LinkedIn (27m before me!)

and is one of the 250 influencers on

LinkedIn

17

18

Who has to report to senior leadership on their marketing efforts?

19

What do you report on?

20

Views ActionsBusiness

outcomes

1 2 3

E

21

You need to be seen before you can expect a business action.

No kissing in the dark.

But… you also need to be interesting.

22

“You cannot bore people into buying”

Ogilvy

Welcome to world of Edgerank

23

Good content? Think TED Talks.

Sees 1.5m views a day – which is 17 new

views every second every day…

5 Phases of Planning

2525

Clients Candidates

Existing

Clients

New

Clients

JAVA

developer

.Net

Developers

Technical

candidates

Non-technical

candidates

UK

professionals

APAC

professionals

1. Segment + profile your audience

26

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.

2. Start solving problems

27

3. 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?

28

4. Creating vs. Curating

29

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

30

One white paper

3 news articles

7 blog posts

25 group

discussions

150 Tweets

Content Marketing Pyramid

5. Create content based on the Sales Funnel

Infographics

Insight

Industry news

Tips + tricks

Interviews

Etc…

31

Aw

are

ness

Co

nsid

era

tion

/ P

refe

ren

ce

Convers

ion

Case studies

Testimonials

“Day in the life”

Meet the team

Etc…

Landing pages

Registrations

Discounts

Etc…

5 Stories to Tell

32

“If history were taught in the form of stories, it would never be forgotten.” Rudyard Kipling

Who am I?• Introduction to you / your business.

Easy to tell across multiple channels. Recruiters know this inside out.

Why am I here?

• What is the business’s purpose and the purpose of the content you are creating.

My mission • What you / your business stands for.

What I do• Your mission should be more “why” and

this is more “how”. Find your USP.

What that means for you

• Case studies and testimonials. Success stories.

Posting Updates

Awareness comes first

Images are important!

90% of information transmitted to the

brain is visual, and visuals are

processed 60,000X faster in the

brain than text

36

Think mobile

37

38

Test your updates!

39

Test your updates!

40

Test your updates!

41

42

In the last month 100% of the top 50 most engaging updates included either images or videos.

Select your images

43

Test your updates!

44

What works

45

Perfect content for active / semi-active candidates

46

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

47

Great way to introduce the team with a strong image

48

Link to articles – this gets 45% more engagement

49

Leading with statistics can help drive up clicks.

Images with numbers stick out.

50

Extend your reach

Extend your reach

52

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

53

Click-through rates on

desktop LinkedIn are 10x

as high as traditional

display ads.

Content generates 6x

more engagement than

jobs.

Sponsored Updates

54

HR professionals

HR professionals in Oil and Gas

Senior HR professionals in Oil and Gas

Senior HR professionals in Oil and Gas at ENI

One of the most targeted

ad products on LinkedIn

Target on:

– Seniority, Function,

Industry, Job title,

Geography, Current

Company, School,

Skills, Groups

Creating Business Outcomes

Build the right Calls to Action

The “Big Hook” strategy

56

Awareness, Consideration, Preference, Conversion

Create content based on the Sales Funnel

Infographics

Insight

Industry news

Tips + tricks

Interviews

Etc…

57

Aw

are

ness

Co

nsid

era

tion

/ P

refe

ren

ce

Convers

ion

Case studies

Testimonials

“Day in the life”

Meet the team

Etc…

Landing pages

Registrations

Discounts

Etc…

58

Writing for the Web

Content structure

Conversion points

Social sharing

Page titles and metadata

59

Relevancy

Authority

Authorship

Keywords

H1 headers and Page titles

Open Graph rules

Social sharing

60

Loving Search Engines

Building email / remarketing lists + Data Capture

16% of companies employ a fulltime social media specialist and 11% are paying

a dedicated email marketer.

61

Optimise your videos

In video links and calls to action

62

Back to measurements

63

64

Views ActionsBusiness

outcomes

1 2 3

Use Google Analytics to the fullest

https://business.linkedin.com/marketi

ng-solutions/c/14/1/sophisticated-

guide-for-marketing?src=lmn-

di&utm_source=displayad&utm_med

ium=bizo&utm_campaign=BMN_Sop

histicatedguide&veh=veh=BMN_Sop

histicatedGuide_SU

65

Use Google Analytics to the fullest

Also known as UTM parameters, UTM codes are little snippets of text added to the end of your URL to help you track the success of your content on the web.

http://blog.hubspot.com/9-reasons-you-cant-resist-list?utm_campaign=blogpost &utm_medium=social&utm_source=facebook

It lets your analytics know that someone arrived through a certain source or overall marketing channel

Here are the five things you can track with UTM codes:Campaign: Groups all of the content from one campaign in your analytics.

Ex: utm_campaign=20percentpromocode

Source: Which website is sending you traffic.

Ex: utm_source=Facebook

Medium: The type of marketing medium that the link is featured in.

Ex: utm_medium=socialmedia

Content: Used to track the different types of content that point to the same URL from the same campaign, source, and medium codes. Often used in PPC or with two identical links on the same page.

Ex: utm_content=sidebarlink or utm_content=headerlink

Term: Used to identify the keywords you've paid for in a PPC ad.

Ex: utm_term=marketing+software

66

5 Things to do on LinkedIn tomorrow!

1. Book a meeting with the directors to talk about getting social.

2. Understand your Followers. Do you need to reach further?

3. See what content works and analyse your Analytics.

4. Start creating more content!

5. Build awareness at scale, engage at scale and convert at scale.

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Build, Engage, Recruit webcast series

Build your followers

Presented by Andrew Linton

February 3rd at 10am GMT

Engage your audience

Presented by Alex Charraudeau

February 10th at 10am GMT

Recruit more effectively

Presented by Jean O’Brien

February 17th at 10am GMT

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Recruit

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