Content marketing is imperative to talent branding initiatives. Alicianne Rand, VP Marketing at NewsCred, shares what recruiters need to know about content marketing, and gives examples of organization who are doing it right. Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg Follow the LinkedIn Talent Solutions page: http://linkd.in/1cNvIFT Tweet with us: http://bit.ly/HireOnLinkedIn

2. Today
1. The Content Marketing Imperative
2. What You Need To Know
3. Who’s Doing It Right

3. What Is Marketing?

4. 5,000
2/3
86%
44%
90%
marketing messages
per day
of U.S. on the “Do Not Call” list
of people skip TV ads
direct mail is never opened
of emails are never opened
So we support the
myth by bombarding
our audience with
messages they don’t
want.

5. Great
marketing
isgreat
storytelling

6. Three trends have shaped the
digital marketing landscape.

7. 1. Content is created, consumed
and shared at a speed and scale
never seen before.

8. 8
Social. Mobile. Global.
Everyday…
500 million tweets are posted
1.8B photos uploaded and shared
400 million Snapchats are sent
40% LinkedIn visits are mobile
KPCB Internet Trends 2014

9. 2. Brands are acquiring massive
audiences across social.

11. 11
3. Marketers are more
accountable for business
growth than ever before
65% of buying decisions happen
before a consumer ever contacts sales
Forrester Research 2012

12. So what does
this mean?

13. To get ahead, you need
to transform the way
you communicate.
78%
of consumers believe brands
providing content are
interested in building
good relationships.
67%
of companies with an
active blog report
more leads
72%
of marketers think branded
content is more effective
than advertising

14. Create amazing
content with
speed and scale.
How?

15. Introducing
NewsCred
We’re the leading
content marketing
platform.

17. Some things
we’ve learned

18. Putyourpeoplefirst.Tellthestoryof WHY.
LinkedIn Talent Driver Data, 2013

19. Find the right combination of content.
High-volume of content
from credible sources,
allowing you to boost
publishing cadence.
Share hyper-targeted
stories which resonate
with your audience
and are optimized for
SEO.
Stay topical and
publish content that
is buzzworthy and
trending.

20. Map content against the recruiting funnel.
Late Stage
Company-specific
information to help close the
deal. Offer, benefits, etc.
Middle Stage
Tools that help prospects
make a decision. Employee
testimonials, stories about
company growth, industry
thought leadership, “what it’s
like to work here”
Early Stage
Build brand awareness with
photos, infographiics,
entertaining content, Culture
code SLIDESHARE!
Employee Stage
Content on career growth,
training materials, building
teams, etc
NURTURE
YOUR LEADS!

21. ORGANICAMPLIFIED
SPONSORED
POST
ADWORDS SPONSORED
POST
Distribution of Content
=
=
$$$
SPONSORED
POST
NON-SPONSORED
POST
NON-SPONSORED
POST
NON-SPONSORED
POST
in
in
Build audience through a smart
distribution strategy across channels

22. Who’s doing
it right

23. NETFLIX takes a stand.

24. Warby Parker brings you along the journey.

25. Etsy gains a competitive edge.

26. NewsCred is building community.
50,000 people and growing.

27. Something to
take away

28. Put your people first.
Tell the story of WHY.
Create content at scale.
Remember the rule of thirds.
Connect content to conversions.
Track data against the recruiting funnel.
Without distribution you have no
audience.
Let technology do the heavy lifting
for you. Invest in software.

29. Content Marketing Strategy Exercise
You’re responsible for recruiting for ABC Company, a global technology company, and you
need to hire sales representatives in North America.
You need to build an effective content marketing strategy that helps you hire sales people
immediately and begin to nurture talent whom you’ll look to hire in the next 6-12 months.
A. Content Themes & Topics:
• List at least 5 content topics that would resonate among your target audience of sales
professionals
• Topics can range from broad to narrow
B. Content Type for Awareness & Conversion:
• Identify content types that would be appropriate for your 2 objectives:
(1) establishing thought leadership among sales professionals that you want to nurture and
potentially hire in the next 6-12 months
(2) inspire job-seeking sales professionals to apply for a position at your company
• Examples of content types: infographics, case studies, product demos, social posts,
white papers, news articles, influencer blog posts, tutorials.