2. Agenda:
• Reintroduction of Content Marketing
• 5 Phases of Content Marketing
• Status Updates
• Key Learnings
3. Content Marketing:
Producing information that engages your
target audience to educate & convert
Success in marketing today is not based
solely on quantity; quality of engagement is
essential
Edgerank…
10. 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.
Segment & Profile your Audience
12. Task 1- Prioritize your content focus
Who are you looking to target?
1. Hiring Managers
2. Consultants-
3. Candidates 70% passive market, 30% active
17. Creating your Own Content
Sharing Other Peoples Content
Responsibilities
Relevant Topics
Who Follows Up?
Steps to Creating a Content Calendar:
18. Who to Target: 30% Active & 70% Passive
Add an Opinion, Comment or Question
19. Active Content Passive Content
• Job Related
• Interview Tips
• Jobs
• 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.”
22. Where to Find Content…
Marketing week
Followerwonk
Buzzsumo
Input a companies
website in to get their
best trending content
from them
23. Content Pyramid
1 White Paper
3 News Articles
7 Blog Posts
25 Group Discussions
150 Updates
Top Down
Good to know: Interaction with your content increases your SEO
Content Split: 20% Created & 80% Curated
27. 5 Phases of Planning Review:
1. Persona Profiling
2. Problem Solving
3. Content Calendar
4. Creating Vs. Curating Content
5. Push your Audience Down the Sales Funnel
29. Awareness comes first
Images are important!
90% of information transmitted to the brain is visual, and
visuals are processed 60,000X faster in the brain than text
30. Where is the Traffic Coming From?
50% of Traffic comes from Mobile
Does yours Stand out on Mobile?
Is it Eye Catching, Engaging?
THINK MOBILE….
32. What Works?
1. “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.”
2. Short & Sweet- 50 characters of less drives 28% more engagement
3. Links- 45% more engagement
4. “Best of” & “Top 10” lists are all the rage- increasing amplification by about 40%
5. Should I ask questions? YES and you shall receive 50% more comments
6. Video Content- 100% more engagement
7. Share photos of your people, candidates and clients
8. Leading market stats will help drive up clicks
9. Infographics are getting sooooo much LOVE!
In the last month 100% of
the top 50 most engaging
updates included an
image/video
34. Build the Right Calls to Action
Think ‘Jab, Jab, Jab, RIGHT HOOK’
35. How to Analyse
Impressions: How many people have seen your
message. This will be:
in their news feed because they are a follower,
because one of their connections has Liked,
Shared, Commented on the your update,
because they have visited your Company Page
NOTE: 33% of impression should come from outside your
follower base
The percentage
engagement per post.
NOTE: LinkedIn Average: 0.4%
Target: 1.0+%
Interactions: the number of social
actions performed. This will include Likes,
Comments and Shares.
NOTE: The more you get, the more your
followers will compound and your SEO will
increase
Shows if the update has been
targeted or sent out to all followers.
NOTE: You can segment a message using
different parameters
37. Develop a Social Media Strategy-
“Serious recruiting agencies with a strong social media presence are rapidly gaining market share, and those without, are
missing out.”
Axel Koster,
General Manager, Manhattan Group
Understand your Followers. Do you need
to Reach Further?
Analyse, Analyse, Analyse…
Share & Post
Build Awareness at Scale, Engage at Scale
& Convert at Scale!
Front End Developer
John
26-35
Wants quick wins
Short projects
Mobile
Variety, different experience
Expats
Looking for cultural guidance and community
European, UK, APAC
Work holiday visa
Potentially need sponsorship
