Content marketing masterclass - 7 oktober 2014 - BeNeLux

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©2013 LinkedIn Corporation. All Rights Reserved.
Content Marketing Masterclass
@alexCharraudeau : Media Solutions Consultant
LinkedIn Amsterdam 7th October 2014

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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+

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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
Engage
Recruit
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2
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Build your brand,
your platform
and talent pools
Demonstrate why
they should do
business with you
Pick up leads,
make placement
and hire staff

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Who is currently doing content marketing?

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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.
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Engage, Educate, Convert.

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Talent Landscape
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0%
20%
40%
60%
80%
100%
Active
Passive

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0%
20%
40%
60%
80%
100%
Active
The content you produce should match the market
Passive

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Job related content
Interview tips
Jobs!
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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.”

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Stay top of mind with a relevant message
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Build your brand with your audience over time
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59% of marketers
will increase their
content marketing budgets in 2014.

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Build – before we start to write…
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Company Pages – Targeted Status Updates
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What percentage of Dutch LinkedIn members saw a company status last month?

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66% of LinkedIn members in the Netherlands saw a company status last month.
59% were on mobile.
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Understand your Followers
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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.
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Engage – starting the conversation…
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1. Segment Your Audience
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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.

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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.”
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IT professionals
IT professionals in banking
Senior IT professionals in banking
Senior IT professionals in banking working at ABN

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

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One white paper
3 news articles
7 blog posts
25 group
discussions
150 Tweets

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Examples of breaking “Big Rock” content down
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Where to find content…
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Buzzsumo
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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?
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LinkedIn is the number one choice for professional content
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LinkedIn generates conversions
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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.”
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0%
20%
40%
60%
80%
100%

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When works best for your content
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How far do you reach?
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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

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Sponsored Updates
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Click-through rates on desktop LinkedIn are 10x as high as traditional display ads.
Content generates 6x more engagement than jobs.

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Sponsored Updates
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IT professionals
IT professionals in banking
Senior IT professionals in banking
Senior IT professionals in banking working at ABN
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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Recruit – get people to convert…
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Seed with content before you try to convert
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Awareness, Consideration, Preference,
Conversion

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What content works best on LinkedIn
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Perfect content for active / semi-active candidates
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Humour, images and an understanding of the market – a winner
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Great way to introduce the team with a strong image
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Ask questions. You are likely to get 50% more comments.
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Produce content that converts people at the right phase – this is perfect for active or semi-active candidates
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Link to articles – this gets 45% more engagement
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“Top Tip” and lists of “best of” get you 40% amplification
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Infographics are always a favourite for sharing
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Leading with statistics can help drive up clicks.
Images with numbers stick out.
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Show that you understand the industry through video and amplify your events
Video gets 100% more engagement
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Recruit
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A member’s journey
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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

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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

Content marketing masterclass - 7 oktober 2014 - BeNeLux

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Content marketing masterclass - 7 oktober 2014 - BeNeLux