content marketing masterclass - 7 oktober 2014 - benelux
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#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
Content Marketing Masterclass
@alexCharraudeau : Media Solutions Consultant
LinkedIn Amsterdam 7th October 2014
#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
@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 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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Who is currently doing content marketing?
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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.
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Engage, Educate, Convert.
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Talent Landscape
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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
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Passive
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Job related content
Interview tips
Jobs!
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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
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Build your brand with your audience over time
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59% of marketers will increase their
content marketing budgets in 2014.
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Build – before we start to write…
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Company Pages – Targeted Status Updates
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What percentage of Dutch LinkedIn members saw a
company status last month?
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66% of LinkedIn members in the
Netherlands saw a company status
last month.
59% were on mobile.
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Understand your Followers
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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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Engage – starting the conversation…
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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 ABN
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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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One white paper
3 news articles
7 blog posts
25 group
discussions
150 Tweets
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Examples of breaking “Big Rock” content down
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Where to find content…
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Buzzsumo
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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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LinkedIn generates conversions
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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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When works best for your content
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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
35
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 ABN
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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Recruit – get people to convert…
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Seed with content before you try to convert
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Awareness, Consideration, Preference, Conversion
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What content works best on LinkedIn
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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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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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Recruit
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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
#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
@alexCharraudeau
Google+
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