Content Marketing Masterclass

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved.
Content Marketing Masterclass
@alexCharraudeau : Media Solutions Consultant

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+

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 Recruit
1 3
Build your brand,
your platform
and talent pools
Pick up leads,
make placement
and hire staff

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

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

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 7
Engage, Educate, Convert.

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
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.”

Stay top of mind with a relevant message
11

Build your brand with your audience over time
12

#STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 13
“We thought to ourselves
what a dream it would be if
our ideal audience would
just call us instead…”

Build – before we start to write…
14

Company Pages – Targeted Status Updates
15

Understand your Followers
16

Look at your historic Engagement and Reach
17

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.
18

Engage – starting the conversation…
19

1. Segment Your Audience
20
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.”
21
IT professionals
IT professionals in
banking
Senior IT
professionals in
banking
Senior IT
professionals in
banking working at
HSBC

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?
22

Creating vs. Curating
23
0% 20% 40% 60% 80% 100%

Where to find content…
24

Buzzsumo
Special thanks to Google Dave!
@googledave
25

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?
26

LinkedIn is the number one choice for professional content
27

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.”
28
0% 20% 40% 60% 80% 100%

How far do you reach?
29
 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
30
 Click-through rates on
desktop LinkedIn are
10x as high as
traditional display ads.
 Content generates 6x
more engagement than
jobs.

Sponsored Updates
31
IT professionals
IT professionals in
banking
Senior IT
professionals in
banking
Senior IT
professionals in
banking working at
HSBC
 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…
32

Seed with content before you try to convert
33
Awareness, Consideration, Preference, Conversion

What content works best on LinkedIn
35

 Perfect content for active / semi-active candidates
37

 Humour, images and an understanding of the market – a winner
38

 Great way to introduce the team with a strong image
39

 Ask questions. You are likely to get 50% more comments.
40

 Produce content that converts people at the right phase – this is perfect for
active or semi-active candidates
41

 Link to articles – this gets 45% more engagement
42

 “Top Tip” and lists of “best of” get you 40% amplification
43

 Infographics are always a favourite for sharing
44

 Relevant statistics to the industry – demonstrate your expertise
45

 Leading with statistics can help drive up clicks.
 Images with numbers stick out.
46

 Show that you understand the industry through video and amplify your
events
 Video gets 100% more engagement
47

Recruit
48

A member’s journey
49
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

Thank you! Please join us next time…
 Social RecruitIn
 Premier recruitment event in
EMEA.
 London 3rd September
55
Always be connecting:
LinkedIn
@alexCharraudeau
Google+

Content Marketing Masterclass

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