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Staffing Content Marketing event LinkedIn Singapore 07052015
The document outlines a content marketing session presented by Alex Charraudeau from LinkedIn, focusing on strategies to engage target audiences through quality content rather than just quantity. It emphasizes the importance of social media involvement across all business levels and provides steps for planning and creating effective content tailored to both active and passive job seekers. Key takeaways include the necessity of visual engagement and analytics to optimize content posting on platforms like LinkedIn.
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Staffing Content Marketing event LinkedIn Singapore 07052015
- 1. Content Marketing Session Singapore– 7th May 2015 Alex Charraudeau, LinkedIn Media Solutions
- 2. Media Solutions Manager#Staffing EMEA 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+
- 3. Agenda 1. Introduction toContent Marketing 2. Planning 3. Posting Updates
- 4. Introduction to ContentMarketing 4
- 5. 5 Content Marketing: Producinginformation 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. 6 “We thought toourselves what a dream it would be if our ideal audience would just call us instead…”
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- 8. 71% of membersin Singapore saw a Status Update from a company in the last month. 19% of members in Singapore visited a Company Page. 8 Singaporean’s are engaging with content
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- 11. Companies who postat least 1 status update / week on LinkedIn…
- 12. Get 40% more viewsto their LinkedIn job postings.
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- 14. Recruiters are becomingmarketers. Marketers are becoming sales people. "Like it or not, we are all in sales now" Daniel Pink. To Sell Is Human 14
- 15. 15 Social media, socialselling and content marketing is not just your job… Everyone in your business needs to be involved.
- 16. 77% of buyerssay 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 16 Make Social part of your business
- 17. 17 What do youreport on?
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- 19. E 19 You need tobe seen before you can expect a business action. No kissing in the dark. But… you also need to be interesting.
- 20. 20 “You cannot borepeople into buying” Ogilvy Welcome to world of Edgerank
- 21. 21 Good content? ThinkTED Talks. Sees 1.5m views a day – which is 17 new views every second every day…
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- 24. 5 Phases ofPlanning
- 25. 25 1. Segment +profile your audience 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.
- 26. 26 2. Start solvingproblems
- 27. 27 3. Create acontent 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. Post UpdatesAccording to Talent Landscape 28 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Active Passive
- 29. 0% 10% 20%30% 40% 50% 60% 70% 80% 90% 100% Active 29 The content you produce should match the market Passive
- 30. Job related content Interviewtips Jobs! 30 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.”
- 31. 31 5. Creating vs.Curating 0% 20% 40% 60% 80% 100%
- 32. 32 Where to findcontent…
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- 34. 34 One white paper 3news articles 7 blog posts 25 group discussions 150 Tweets Content Marketing Pyramid
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- 36. Awareness comes first Imagesare important! 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text 36
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- 39. “How To” onLinkedIn 39
- 40. 40 The number onechoice for professional content
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- 42. The importance ofa 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.” 42 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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- 45. 45 In the lastmonth 100% of the top 50 most engaging updates included either images or videos.
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- 49. Perfect content foractive / semi-active candidates 49
- 50. Humour, images andan understanding of the market – a winner 50
- 51. Great way tointroduce the team with a strong image 51
- 52. Link to articles– this gets 45% more engagement 52
- 53. Leading with statisticscan help drive up clicks. Images with numbers stick out. 53
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- 55. Extend your reach 55 Yourfollowers, 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
- 56. Sponsored Updates 56 Click-through rateson desktop LinkedIn are 10x as high as traditional display ads. Content generates 6x more engagement than jobs.
- 57. Sponsored Updates 57 HR professionals HRprofessionals 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
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- 60. 5 Things todo 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.
- 61. ©2014 LinkedIn Corporation.All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.