Content Crash Course - November 2015
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This document provides details about a content marketing workshop, including the agenda, attendee information, and a discussion of building an effective content plan. The key points covered are: - The workshop agenda runs from 9:15 to 12:00 and includes introductions, building a content plan, breakout sessions, and discussions on overcoming struggles and measuring success. - Attendees share their current ad-hoc approaches to content planning and goals to implement more formalized strategies. - Creating a content plan involves determining timing, types of content, and sources. Sample plans include company news, industry updates, careers information and employee spotlights posted weekly. - Metrics like jobs views, the LinkedIn Talent
Content Crash Course - November 2015
- 1. Content Crash-Course November 2015 Wifi details Username: london-guest Password: LinkedIn-UK
- 2. Agenda 9:15 - 9:30 – Introductions 9:30 - 10:30 – Building an effective content plan for recruitment 10:30 - 11:00 – Breakout Session: Smaller Group Discussions 11:00 - 11:30 – Share your findings with the room 11:30 – 12:00 – Overcoming internal struggles: Wider Group Discussion 12:00 – Wrap Up & Photo 2
- 3. 3 Who is in the room?
- 4. Why are we here?
- 6. LinkedIn Members consume content 6x times more than they do jobs Rethinking the myths…
- 7. 7 So why does this matter for Recruitment teams? (and not just marketing) Because Content is proven to drive bottom line hiring results
- 8. Companies who post at least 1 status update / week on LinkedIn…
- 9. Get 40% more views to their LinkedIn job postings.
- 11. So, where do we start?
- 12. Things to think about Plan Develop Share Measure
- 14. 14 How do you currently plan your content? “Currently it is ad-hoc but the ambition for 2016 is introduce a plan for a defined section of the business and, depending on results, look to extend this across the wider company portfolio.” “Ad-hoc approach at the moment. Looking to build a plan that links with internal strategy” “Try to plan ahead but only weekly. Also, ad-hoc approach on top of the planned stuff.” “Currently it is ad-hoc and sporadic. Would like to move to a content strategy model.” “We only really have a content plan for our graduate campaign each year which is set up be our media agency and mainly focused on Facebook. All our other content is very ad hoc and unplanned.”
- 15. Mar AprFeb Jul AugJunMay Sep Oct Nov DecJan IT Think about the year ahead and where recruitment will be focusing Graduates Risk Sales
- 16. Who is your audience and what are they interested in?
- 17. 17 Build Your Content Plan - Timing Things to consider at this stage (don’t worry about source/type yet!): 1.Who is responsible for execution of the plan? 2.How many updates do you plan on pushing out and when? Technology Content Plan - December Week 1 Week 2 Week 3 Week 4 Monday Update Update Update Update Tuesday Wednesday Update Update Update Update Thursday Friday Update Update Update Update
- 19. 19 2 things to consider 1. What type of content do we need? 2. Where will we source this content?
- 20. What type of content do we need? 20
- 21. 21
- 22. 22 Create content for both active & passive members Job related content Interview tips Employee ambassadors Jobs! Active Content Industry content News Projects Events Market mapping Salary surveys Career advice Entertainment Passive Content
- 23. 23 Company News Careers NewsIndustry News
- 27. 27 Technology Content Plan - December Week 1 Week 2 Week 3 Week 4 Monday Industry Update - Link Industry Update - Link Industry Update - Link Industry Update - Link Tuesday Wednesday Company Update – Link/Video Company Update – Link/Video Company Update – Link/Video Company Update – Link/Video Thursday Friday Careers Update – Employee Spotlight Careers Update – Employee Spotlight Careers Update – Employee Spotlight Careers Update - Employee Spotlight
- 28. Where will we source this content? 28
- 30. Ninja tip on finding top, relevant, most engaging 3rd party content. 30 A killer source for curated content!
- 32. 32 Industry News
- 33. 33 Industry News
- 34. 34 Industry News - Diversity
- 36. Culture
- 37. Culture
- 39. 39 Company News
- 40. 40 Company News
- 42. 42 Company News
- 43. 43 Company News
- 45. Careers Info
- 46. 46 Careers Info
- 51. Content Highlights: Events & Awards
- 53. 53 Events
- 54. Employer Branding Video Content
- 55. 55
- 56. 56
- 57. 57
- 58. 58 4
- 59. How do you measure your content? 59
- 60. 60
- 61. 61 Additional Metrics to Consider • Job Applications/Views • LinkedIn Talent Brand Index • LinkedIn Content Marketing Score
- 62. 62
- 63. Break into groups of 4 and discuss the following 3 topics: If you had to pin-point one activity that has helped to drive success of your content efforts to date, what would that be and why? If you could turn back the clock and start this year over, what would you have done differently from a content perspective? (i.e. what mistakes have you made!) What type of content is working best for you right now? 30 mins Breakout Session 63
- 64. Overcoming Internal Struggles – Group Discussion Engagement of business leaders/key stakeholders to share content Cross-functional partnership – Marketing ‘own’ the content strategy Permission to post certain content
- 65. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved. 65