1. Content Marketing Made Easy
Webinar, APAC Staffing
26 May 2015

2. Daniel Sanders
Brand Consultant
LinkedIn APAC

3. Agenda
Why? – the benefits of Content Marketing
Framework – 5 steps to Content Marketing
Success on LinkedIn
Golden Rules – essential considerations
for every post on LinkedIn
Winning Content – content that works on
LinkedIn

4. Why? - The benefits of Content
Marketing

5. at scale

6. 6

7. So why does this matter for
Recruitment agencies?
Because content is proven to drive
bottom line hiring results

8. Companies who post at least one
status update per week on LinkedIn…

9. %
more views to their LinkedIn job postings
get

10. %
more apply clicks

11. Framework – 5 steps to Content
Marketing Success on LinkedIn

12. 1. Plan

13. 1. Set goals
2. Define your priority audiences
3. Know your audiences
4. Plan content around your
prioritised audiences
You need to get organised

15. 15
Make sense of the mass
Candidates Clients
Australia
New Zealand
Singapore
Australia
Consultants

16. So who is your target and what are they
on LinkedIn to learn about?

17. 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

18. 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?

19. 2. Develop Content

21. Curated Content

22. Where can you find great content?
LinkedIn Pulse Google Alerts

23. Where can you find great content?
Twitter #tags Buzzsumofollowerwonk

24. At some point, it’ll be time for you to
your very own original content

25. 3. Share Content

26. 12:00
PM
6:00
AM
9:00
PM
Members are fully engaged
Throughout the day, across platforms

27. Post frequency

28. Edge rankings

29. 4. Amplify

30. Amplify your message through your employees

31. Amplify your message through your employees

32. Company
Updates
Employee
Shares
Employee ‘Long-
Form’ Posts
Employee push
company posts to
their networks
Company promotes long-form content
from execs and thought leaders
1 2 3

33. New Office Announcement
The power of Employee Amplification

34. Organic: Your Followers and
connections will see your content.
Earned: They may spread this further
through social amplification if the
content is relevant and engaging.
Paid: To reach a wider audience, or to
push your message out at scale
quickly consider advertising
How far do you reach?
Organic
Earned
Paid

35. Click-through rates for content on
LinkedIn desktop are 10x as high as
traditional display ads.
Content generates 6x more
engagement than jobs.
Expand your reach with Sponsored Updates

36. Utilize deep targeting
Targeting Sponsored Updates Company Updates
Location ✔ ✔
Industry ✔ ✔
Company Size ✔ ✔
Function ✔ ✔
Seniority ✔ ✔
Skills ✔
Job Title ✔
Company Name ✔
School ✔
Group Membership ✔
Age ✔
Gender ✔
Negative targeting
(i.e. exclude a certain Title)
✔

37. 5. Measure & Adjust

38. Impressions: number of times this
update was seen
Clicks: number of times a member
clicked on the update
Interactions: number of likes, shares
or comments received on this update
Engagement: interactions divided by
impressions
How to know if your content is working

39. Look at your historic Engagement and Reach

40. Experiment & Get Creative
156%
CTR
lift

41. 1. Plan
2. Develop content
3. Share content
4. Amplify content
5. Measure and Adjust
Framework Summary
​5 Steps to Content Marketing Success on Linkedin

42. Golden Rules – essential
considerations for every post on
LinkedIn

43. Aspirational Mindset

44. LinkedIn
Members now
consume
content
6x
more
​Rethinking the myths…
than they do
jobs

45. One aspirational mindset
347 million minds
Spend Time
Personal Networks
Invest Time
Professional Networks
Info on friends
Info on personal interests
Entertainment
Career info
Updates on brands
Current affairs

46. We see this aspirational mindset reflected in the types
of content consumed on LinkedIn
Source: LinkedIN Trending Content; Twitter trending; Facebook trending – Dec 2013
Billy Ray Cyrus
National Corvette Museum
Josh Homme
Kim Kardashian
Shaun White
Katy Perry
#OneOfMyFavoriteMoviesIs
#MtSWISHMore
#SelenaNeoLaunch
You Got Served
#iHeart1D
Czechs
#thankswingman
Leadership
iPad
Cloud Computing
Employee Engagement
Online Advertising
Self-esteem
Web marketing
Internal Communication
Business
Real Estate

47. Headline

48. 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.
​- David Ogilvy

49. Multimedia

50. Posts with images generate 147%
higher engagement rate than posts
without.
A picture’s worth a thousand words

51. 100%
In April 2015 100% of the top 50 most
engaging updates included either
images or videos.

52. Be creative with Images

53. There’s nothing better than video to tell
a story about your company and / or
showcase your expertise.
Links to YouTube videos can play
directly in your LinkedIn feed and
generate 75% higher share rate.
Post Video to encourage sharing

54. Good sites for creating Infographics:
• infogr.am
• easel.ly
• canva.com
Showcase interesting data visually through Infographics

55. Easily create presentations and upload
to Slideshare.
Slideshare presentations play directly
in the LinkedIn feed.
Slideshare

56. Call to action

57. When compared to updates without
links, including a link will on average
increase engagement by 84%.
Always include a clear call to action

58. Active vs Passive

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

60. Create content for both active and passive people
Job related content
Interview tips
Jobs!
PassiveActive
Industry content
News
Projects
Events
Market mapping
Salary surveys
Career advice
Entertainment

61. Target for Relevance

62. Target for Relevance

63. Mobile

64. 0%
10%
20%
30%
40%
50%
60%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
51%
<2%
LinkedIn Mobile Traffic

65. Keep in mind candidates are
increasingly accessing your content on
mobile devices.
Use images, short-form video and
short text updates to get the most
traction.
Content is up to 5x more engaging on mobile

66. Ensure your landing page is mobile responsive

67. Winning Content – content that works
on LinkedIn

68. People buy from people

69. Great way to introduce the team with a strong image

70. Introduce new team members

71. Celebrate success

72. Innovative job marketing

73. Innovative Job Posts

74. Showcase events

75. Showcase events

76. Humour

77. Humour, images and an understanding of the market

78. Key messages via leadership

79. Key messages via leadership

80. Consider your audience and have a plan.
It’s ok to start small.
Remember you don’t have to go it alone.
Have fun!
A few key concepts I want to leave with you

81. Build your brand with your audience over time

82. Q&A