2. Agenda – Content Marketing
1. What is content marketing?
2. Case Study
3. Make a strategy for your content marketing
4. Distribute Content using LinkedIn
2
22. TALENT SOLUTIONS 22
Inbound marketing is all
about content. Identify a
specific target market so
that you can understand
their motivations.
What is that person
interested in, what does
that person care about,
what type of information is
the person interested in?
Then look at your own
resources and begin
building content to tie
back to your target
audience.
Distribute content through
social media channels, on
your company’s website, on
your blog, etc.
Put the message in the right
places.
24. TALENT SOLUTIONS
Examples
Of Content Topics for Recruiting Firms
Information on buying
- How to Choose the Best Recruiting Firm to Work With
- Are There Really Benefits to Working with a Recruiting Agency When You are Looking for a Job?
Questions to ask
- 5 Questions to Ask Your HR Recruiter if Your Positions Are Still Open
- 4 Questions You Should Ask Your Boss Before You Quit
Mistakes to avoid
- 7 Common Mistakes Made in the Hiring Process
- 10 Things You Must NOT Say in an Interview
Resources
- 20 Articles to Read About the Future of Cloud Computing
- 5 eBooks That Will Change Your Career in Pharmaceutical Sales
27. TALENT SOLUTIONS
Company Status Updates
Employee Status Updates
Targeted Advertising
Sponsored Updates
SlideShare Content Ads
Outreach
Engagement
Conversation
Sponsored Groups
Custom Groups
Group Partnerships
Employee Branding Ads
Company Page
Career Hub
Amplification
Using LinkedIn
29. TALENT SOLUTIONS
Targeted Amplification
Targeted Ads, Targeted InMails
Targeted Ads
- Geography
- Industry
- Job Function
- Seniority
- Company Size
- Current Company
Name
- School Name
- Groups
Targeted InMails
- Above PLUS
- Title
- Past Company Name
- Years of Experience
- Education Level
- Keywords on Profile
32. TALENT SOLUTIONS
Group Strategy
LI Company
Followers
• LI Company
Followers
• Connections
• Database
Engage
Members
With Content
• Posting Content
• Starting
Conversations
Encourage
Virality
• Shares
• Likes
Drive New
Membership
• Targeted
Ads
• Targeted
InMails
Advertise to
Group
Members
• Group
Sponsorship
(Right Rail)
Drive New
Memberships
• Targeted
Ads
• Targeted
InMails
Create the Group – Topic and
Content Focused
Phase 1
Phase 2
Phase 3
Phase 4
Customer Responsibility
Free LinkedIn
LinkedIn Responsibility
Campaigns
33. TALENT SOLUTIONS
Custom Group
Custom Right Rail
You
can
fill
the
en<re
right
rail
with
interac<ve
adver<sing
units
–
LinkedIn
will
assist
in
crea<ve
development
35. TALENT SOLUTIONS
Serve Target Audience “Join Group” Ads
Boost membership by reaching targeted professionals
Personalized to each viewer based on their network connections
Provide Group information and context
XYZco Group
Join Group
This is where you will type the
description of the group that this ad is
promoting. This is where you will type
the description of the group that this ad
is promoting.
XYZco Group
Featured Discussion: “What small to
midsized companies are demonstrating
excellence in social media strategy and
leading by example?”
Ryan Roslansky and 4 other connections joined.
Join Group
36. TALENT SOLUTIONS
Deliver a Call to Action with Targeted InMails
InMail Best Practices
• Maintain clear call to action
• Be Personal
• Include example of
discussions
• Tell members why they have
been selected
• Tell members what they will
gain by joining the group
37. TALENT SOLUTIONS
Grow Member from your Website / Blog
Add one-click Join Groups button to your website / Intranet
37
