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The C* Word - Content Marketing Explained

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The C* Word - Content Marketing Explained

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My deck from my Content Marketing workshop for LinkedIn 100 summit in San Francisco, June 2015.

How content marketing can help you connect with people to help you become digitally famous.

Whats you content marketing 'Why'?
How it impacts your Brand?
Design content for happiness - across business process
Customer journey mapping and experience
Persona 'pain and pleasure'
Build and audience using social media
Tools to help you build an audience and give you ideas
Content ideas, themes and techniques
How to build a strategic and tactical plan

My deck from my Content Marketing workshop for LinkedIn 100 summit in San Francisco, June 2015.

How content marketing can help you connect with people to help you become digitally famous.

Whats you content marketing 'Why'?
How it impacts your Brand?
Design content for happiness - across business process
Customer journey mapping and experience
Persona 'pain and pleasure'
Build and audience using social media
Tools to help you build an audience and give you ideas
Content ideas, themes and techniques
How to build a strategic and tactical plan

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The C* Word - Content Marketing Explained

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Editor's Notes

  • Intro….

    What its all about…. Go through a process and some task to get you thinking - bit fun

    Mention book

    Traditional marketing talks about people

    Content marketing talks with them

    Its not advertising – that’s selling

    Content marketing is tailored to your audience and their persona’s…

    It involves them….
  • By show of hands who’s in the audience. B2B or B2C. agency, brand? SME or Corporate. 2 things I’m afraid of. 1. Our audience is getting harder to reach. prove it with what’s happened over last 10 years. Email, Groupon, 2. Our competition is going to be horribly harder to beat. me / FACE + 14 year old kids & their ROI (boobs and hearts). I grew up changing the VHS digital clock for my dad, these kids are growing up ready to put us out of business.
  • By understanding the personas and people we want to connect
    join and influence the conversation going on in your audiences hearts and minds

    Identify the emotional drivers you candidates feel and experience; and put them into your stories,
    helping you connect through the power of personality

    humanise and bring emotion into you marketing and your people propositions....
    Share genuine, real stories - bring authenticity into your brand be genuine, be sincere, be authentic….

    People love what you do and how you make them feel; you benefit from the greatest marketing channel of them all ...
    Word of mouth…

    People may forget what you said or did… But the won’t forget how you made them feel….
  • Content is an experience… not just words, fonts, code, design,

    Content is what gives visibility online – if you think about it; its why search was invented

    Your content marketing and the strategy behind it (if done well) will increase your visibility of your brand in front of those you want to connect with and help you build a community to help you connect with Talent

    Content is not just about the web – you need to think past the web, it what your audience consumes on an device

    Its the entire experience… But here is the thing…

    Everyone is talking about content marketing… and what do they need to do to engage their audience…

    When we talk about producing content… what are thinking? What do we see when we talk about content marketing




  • Are we creating great content

    Are we really thinking about what we are producing….

    Or….
  • Or are we just satisfied with what we are producing?

    Being satisfied just isn’t anywhere near good enough. Less than 2% has 100 shares or more You need to think differently.

    Content goes much, much deeper than that… it’s a commitment, not a campaign

    It doesn't mean everyone has to write but it requires an interest and collaboration.

    This is because content isn't just marketing it also culture.

    Create a content culture in your teams. Its not a content strategy, it’s a people strategy a culture

    Great content can attract great people and help you become digitally famous
     
    We don't need more content. We need content that does more.
  • Content marketing isn’t a buzzword…

    Its an ethos….if done properly it will help you differentiate you form your competition

    It will help you….

  • This isn’t about fire and forget….

    Its about having a strategy and tactics that’s is going to help you

    Win the war for talent…

  • Space shuttle analogy…..

    Its not about the 60 seconds to get to space

    It’s the planning and preparations that’s gone in in the build up….

    Have a clear mission


  • Story of family walked into a restaurant and nobody even noticed them

    Candidates are spending up to 2 hours research your as a potential employer

    Think about the content marketing journey – attribution model

    What are they looking for? What questions are on their mind? What objections may they have?

    What information are you providing? What and how are you providing it? where? When they want it?

    Candidates want to get to know you before the apply – how do you help them??

    Content will help you tell your story…

    Its help you create ‘feelings’ and thoughts towards your brands and its people





  • Stories can help you build you brand proposition

    MRI scans show that when we evaluate brands, we primary use emotions and how we ‘feel’ rather than logic and facts and figures

    It not what you think or say it is… it is what they say it is…

    You can’t control your brand, you can only influence it…Its what people say about you, when you have left the room…

    Your employer brand doesn’t stop with pass or fail. It isn’t just about recruitment.

    Its retention, experience and communication from them moment they touch your brand – for their life time.

    Makes sure that your telling the stories that resonate to what matters to you audience
     
    Helping you to get on their wave length and becoming a contagious and magnetic brand
  • Explain concept and nuroscience study behind it

    Separate areas of the brain lighting up….

    Why do you think it was….??
  • Coke works really harder through various content and different channels

    The coke Christmas lorry

    The Diet coke break…

    You don’t ask for a Pepsi and coke – its JD and Coke!

    Creating moments of positive experiences and forging memories in our minds…

    Creating subconscious feelings towards how we feel and then think towards its brand (95% of our brains, decisions are done before we even thoughts about it!)

    The MRI scans proves that feelings made the people in the second test choose coke – not taste first
  • Design for Happiness…

    Embrace this and look for pioneering ways to bring your employer brand and experience together.

    After all the link between the experiences, memories and feelings you help to generate towards as a place to work;

    At every stage of the journey is a clear sign of how much this genuinely matters to you, your team and most importantly the passion you have for helping candidates ‘see’ and feel’ it for themselves.

    This overtime brings the community towards you, passive and active – and in my world this is what branding, CX and marketing is all about – making friends for tomorrow so we can speak to them today and create a desire for them to want our products, services and in this case Jobs!

    Design for happiness,

  • Explaining CX mapping

    If you think about it – most of your candidates start their journey toward you digitally

    Hint at Virgin work and empathy mapping

  • Simon Sinek Start with why….

    Based on human biology and chemistry

    Why – emotion – limbic part of the brain

    What – rational – neo cortex

    Apple v the Competition, other computer companies

    Uncover your why….

    Ask you people… why do you work here… simple question

    Look out for answers that include ‘feel’ … I feel you help me….
  • The why game….
  • So what do we have to do…

    We have to get to know those that we want to connect with…

    Its not B2B or B2C its about People to people…

    By getting to know the we can then create world class digital experiences

    To help us to become digitally famous… and connect with people
  • But its not about identifying the masses

    Behind every digital experience is a human being…. The keyboard is the biggest conversation killer….

    Its about focusing and understanding the individuals…

    This is about connecting with people


  • CX

    Customer Journey
    Touch points in you process – visualize or use other examples… whats our version

    What are they feeling, thinking?
    How easy was it to do business at that point – how effortless
    What was my memory of that stage of the process

    NPS scores – have you finger on the pulse

    Make it matter, make it meaningful





  • So to lead with empathy – we need to understand those we want to connect with

    And in a digital world – you can never underestimate the power of the sticky note!

    In the world of increasing technology, our ability to empathise is becoming more important

    And be the difference between a one night stand, or relationship that matter and make a difference to you

    You do that… by become the candidate you want to be – stand in their shoes

    We have to understand who they are, their characteristics, their routines, what the like and dislike, the question they ask, the objection they have? Why do they want to change their jobs, why wouldn’t they?

    Empathy mapping, as humans we are hard wired to avoid Pain and seek Pleasure

    We want to avoid pain more than seek pleasure

    Bride story… feel good…click into…
  • Talk about customer service at NW …

    Talk about BAE Hiring manager story…

    Talk about NW story and customer service – change mind set…

    Learning point… bring the teams and hiring managers together….

    Shape how we think and approach the challenges and shaped the culture we leave behind…
  • EXERCISE 2

    Focus on the pain and pleasure sections

    This will help identify things and areas that you can help you persona targets with

    Will help you formulate ideas on how to connect with them…


  • Go back in time… who are really successful Content marketers….

    Publishers…. They are obssessd about what their readership wants…

    What do they do….
  • They build an audience...

    Explains channel…

    Be in the channels your persona’s are
  • But they are obsessed with building subscriptions…

    They work REALLY hard on building lists…..

    96% people use email
    67% use social

    Email is a professional social channel

    And MUST be part of your content strategy

    Marketing automation

    As marketer's we are obsessed with building lists!




  • ACCELERATED AUDIENCES

    What would a ,marketer do….

    BUY THEM IN! and there ahs never been a better time….. Its only get to get more expensive

    Email data
    LinkedIn followers on company page
    Twitter – consider buying handles (footy accumlator story)
    Facebook darkposts
  • Make friends with people who are already influencing your target persona’s

    Pub analogy – you walk into a pub and these are the people who everyone is listening to and buying a drink!

    Your mission it to make friends with them…

    It takes time… marketing is about making friends for tomorrow

  • Find the promoters within the community

    Influence the influencer / Influencer marketing

    A marriage, not a one night stand… don’t go for the quickie!!

    Listen and learn to what you target influencers are interested in –

    Good conversationalist, listen most of the time – then we know what to say

    Humans are at the other end… be nice, interested in them,

    Make friends before you need them

    When we are married to someone – we demonstrate loyalty (its hard to break) –

    Booster rockets either side of the shuttle – internal and external

    but like all marriages you have to work at it –it take time and we have to put effort into it
  • ARM cyber man story

    Number 1 cyber security guy in europe…

    No series of blogs, webinars, speaking engagements

    And it all started with a RT and a twitter friendship…
  • Create a list of suspects…

    Your top 50 influencers

    People you want to digitally network with…

    Influencer marketing
    Webinars, podcast, transcription
    Podcast interviews (use interviews to get close to hot topics and briefs for content
    Top list of social influence in recruitment
    Top list of social influence companies
    Top list of people on LinkedIn
    Top list on Tw
    Top….
    How to build you network of…
    Thought leadership model


  • A brilliant way of engaging you audience with content is thought the power of

    Telling a good (authentic) Story

    Tell stories to engage your audience that resonate with them

    Seth Godin - marketeers don’t need to create more stuff, we need to create better stories

    If history lessons where taught in stories format – we’d remember them!

    Who have been some of the greatest story tellers over the years….


  • Hollywood….

    If we learn from those that have been telling stories for decades…

    Hollywood film has 6, themes, formula's they follow to build emotional drivers in their audience

    And they do it very well

    The make the hero’s and the characters reflect those they want to connect with… click
  • Their customers….

    In the films, they have characters that will mirror or resonate with the customer of the films they want to attract

    Its why avengers had the female character

    Aliens – sci-fi (typically a male dominant genre) – female lead – my wife loves Aliens (especially for hangover) days!

    So, put the spotlight on your customers and you benefit by attracting those you want to engage with
  • This is backed up in science and neurology …we can get people on our same same wavelength

    MRI scan from research by D Hassan – midn sync

    When we tell stories both the storyteller and the listeners brains respond.

    Our minds actually ‘synch together’… its know as neurocoupling We are hard wired to try and understand each other (scouser)

    Stories activate parts of our brains that allows the listeners to connect and form their own ideas and experiences around the story being told

    This is marketing’s very own ‘vulcan mind meld’

    But we have to be very careful not to hit…..
  • In the NLP we have something called the critical faculty – it’s the human bullshit monitor

    As marketers, we are the greatest bullshit trainers in the world

    People see on average 10000 links a day... The average human attention span is 7 seconds – a gold fish has 8!!

    Who remembers the billboard / xfactors / sky +
     
    How many of you have the ‘good old staged corporate videos’ how often do you see videos about companies – who really watches !

    Do you ever see a bad job advert – someone should write a crap advert and I reckon it would go viral!

    Tell the truth… part of the human brain seeks the truth – this is how we are hard wired
  • Stories should just end – the end is a catalyst for the next story

    The great things about a story is that they live on, and keep getting told
    Create anticipation. Keep your EVP alive showing candidates the experiences that resonate with them

    Don’t get to caught up in your brand history and heritage (by all means honor it), but look to now and the future as well – people will want to be part of shaping the next chapters in your stories, which is a new chapter for them

    Stories will be the foundations for trust and loyalty with people. encourage your audience to tell stories for and about you

  • What are your companies legends?

    The greatest stories you want to tell?

    The people stories that resonate with the feelings and thoughts of those you want ot connect with.
    Your employees will have stories they tell about ‘why’ it is they work with you – set them free – become a brand that love to tell stories

    People are x10 more likely to connect with people in the brand than the brand itself – what's you plan to leverage this?
    The same for you suppliers – how do the agencies you engage – how much to they take time out to ‘get you’ so they can tell stories to help engage the talent and connect them with you?

    Tell story of BAE persona workshop – magic happened



  • What are the people tales that must be told from your business

    Vodafone work been doing recently on how to ‘Pitch the brand’ in the recruitment process – they gave me a load of numbers!

    Virgin ‘Heart felt service
    Virgin ‘Acts of random kindness’ part of virgin magic – stories of engineers
    Remote control
    They guy who though his virgin media wasn’t working

    Breed , cultivate stories… but these are….Real-life stories

    Marketing starts with HR…… Hows to say marketing should sit within HR

    Need have a process to find and cultivate these real life stories, demonstrating….



  • EXERCISE 1
    What’s you why? (why are you doing it? overarching or next piece of content?)
    How will it help your audience, persona;
    How will it be delivered OR what will be the outcome?

    Why should I come and work for you?
    Why?

    I don’t care game….

    What’s you Content marketing wht ‘Why’?
    What’s your the ‘mission’ for your content?

    Target audience
    What you will be delivered
    What the outcome will be?

    Target Audience (Persona’s)
    Why and How you will help them?

    (need to give example write one for Ph, or show others….)
    Example company

    NEED EXAMPLE

    This can be an exercise – how do we show (your turn) visually?
    We need to provide an example verssion – lets create one for Ph

    EXERCISE 1
    What’s you why? (why are you doing it? overarching or next piece of content?)
    How will it help your audience, persona;
    How will it be delivered OR what will be the outcome?






  • EXERCISE 1
    What’s you why? (why are you doing it? overarching or next piece of content?)
    How will it help your audience, persona;
    How will it be delivered OR what will be the outcome?

    Why should I come and work for you?
    Why?

    I don’t care game….

    What’s you Content marketing wht ‘Why’?
    What’s your the ‘mission’ for your content?

    Target audience
    What you will be delivered
    What the outcome will be?

    Target Audience (Persona’s)
    Why and How you will help them?

    (need to give example write one for Ph, or show others….)
    Example company

    NEED EXAMPLE

    This can be an exercise – how do we show (your turn) visually?
    We need to provide an example verssion – lets create one for Ph

    EXERCISE 1
    What’s you why? (why are you doing it? overarching or next piece of content?)
    How will it help your audience, persona;
    How will it be delivered OR what will be the outcome?





  • Show ARM – we want to tell the world about ARM Visual

    Talk about key finding talent board (cande awards) 2 way connections….

    Talk about why
    Business process
    First 7 days
    Sharability of content –
    becomes a linkable assets and evergreen content
    Create awareness and culture internally
    Show the outside world through the power of people teales what it ‘really feels like’ to work for ARM

    (maybe think of some other examples - something from zappos? Maybe??)
    Nationwide Tree? Pledges – UGC content
  • The currency of real networking is Generosity and Value – give your best stuff away

    Its not the source of the content, its how valuable it is to the customer,

    Help candidates, people with their day to day life's…

    Graduate campaign, its not about the opportunity, it about helping them out with pain and pleasure

    Create more value, for more people, more often…

    So, when it comes to choosing…

    They choose you….
  • Aristotle stated…

    That human persuasion occurs with 3 ingredients

    Ethos – persuasion through credibility and trust

    Logos – persuasion through logic, facts and figures

    Pathos – Art of appealing to emotions
  • Big content and visual or interactive assets can speak a 1000 words and

    Entertain, inspire; educate and convince your candidates ….

    Edutainment – those ‘types that get shared the most.

    Convince people to ‘do’ what we want – case studies

    Power of social proof – get customers / candidates to tell the story

    Selling – social proof


  • In marketing with have buying funnels or

    This a funnel shows the ‘considerations stages’ people go through

    Passive candidates are at the see stage and the delight stage – delight is your twilight zone

    A shelf full of ken and barbies just dying to be taken of the shelf!

    See: Persona has problem they don’t know about yet, future challenge, Content that is of interest to a wide audience - Awareness

    Think: Aware of problem, looking for answers and consideration - Content that is more targeted for a specific persona and addresses their needs with a product/service of yours

    Do: Considering you solution. Content that is informative and direct. Usually with calls-to-actions that help personas take the next step

    Delight: Already a customer, get them to buy more and amplify, interviews etc. Creating brand advocates - high amount of referrals, positive word of mouth both online and offline
  • Use better version
  • We need to focus on the emotional drivers that create ‘emotionally charged events’ in our brains

    MRI scans show that with emotion we literally lighting up our brains

    Think about it – when we share funny images, videos – it not the image we are sharing – its how it makes us feel (refer to shipped pants)

    Various studies show the top 5 emotions we need to bring into our marketing and communications

    Happy – joy, humour, affection – makes us want to share (cats, funny videos)

    Sad – helps us to empathise – we feel the need to talk about it and share - think charity videos

    Fear – Surprise, flight or fight response. When scared chemicals urge us to bond / tell people– get closer to people in the cinema)

    Anger – create controversy, illicit a response, dare we say create an argument –

    Anticipation – as humans we want to know the outcome – Hollywood does this to us all the time
    We want to see the ending!!!! – think Breaking bad or 24 – we’ll just watch one more!!!

    You need to build these emotions into your marketing and communications to candidates, you content, videos, people propositions

    Sharing is how we pass on our ‘personality’

    Create emotionally charge connections = people will care and share you content, amplify your brand and turn candidates into fans
  • BIG WARNING…..
    Symptom of synthetic marketing / fabricated culture.

    VIDEO

    WestJet master stroke

    They cared about their audience, they did a lovely thing for some passengers.
    They made a promise to do a good deed based on the number of shares.

    Who came up with the idea?
    The customer service department?
    The HR department?

    THE MARKETING DEPARTMENT

    STUNT – not the feel good department


    They made damn sure they caught every second of the experience on camera and even filmed the ‘making of it’ too.

    I’m not being cynical, I’m demonstrating the corporate value of understanding how to manipulate human emotion.
    I’m highlighting the value of building this into a plan, a process and an outcome that adds value to a business – otherwise what’s the point.
  • BIG WARNING…..
    Symptom of synthetic marketing / fabricated culture.

    WestJet master stroke

    They cared about their audience, they did a lovely thing for some passengers.
    They made a promise to do a good deed based on the number of shares.

    Who came up with the idea?
    The customer service department?
    The HR department?

    THE MARKETING DEPARTMENT

    STUNT – not the feel good department


    They made damn sure they caught every second of the experience on camera and even filmed the ‘making of it’ too.

    I’m not being cynical, I’m demonstrating the corporate value of understanding how to manipulate human emotion.
    I’m highlighting the value of building this into a plan, a process and an outcome that adds value to a business – otherwise what’s the point.
  • Content is the currency of influence

    Through research here is he ‘Magnificent seven’ themes of content proven to help you connect with your audience

    Research and Analysis – data is where ideas and opinions grow –

    Salary survey, the future of you world
  • Insurance company in OZ…

    Obama is coming to town!
  • Newsjacking – show graph of this working
    Insurance story – add slide
  • HOT TOPICS

    Team almost like investigative journalists (Clark Kent?!)
    Spotting trends
    Ask your audiences
    Nationwide resourcing team get a daily brief form corporate PR


    Create a whatsapp group for submitting hot of the press as and when your teams uncover something – then decide how to prioritise… categorise it

    (MAYBE a big image of whats app!)

  • People want a tailored,
    Personalised experience.



    By show of hands who’s in the audience. B2B or B2C. agency, brand? SME or Corporate. 2 things I’m afraid of. 1. Our audience is getting harder to reach. prove it with what’s happened over last 10 years. Email, Groupon, 2. Our competition is going to be horribly harder to beat. me / FACE + 14 year old kids & their ROI (boobs and hearts). I grew up changing the VHS digital clock for my dad, these kids are growing up ready to put us out of business.
  • People want a tailored,
    Personalised experience.



    By show of hands who’s in the audience. B2B or B2C. agency, brand? SME or Corporate. 2 things I’m afraid of. 1. Our audience is getting harder to reach. prove it with what’s happened over last 10 years. Email, Groupon, 2. Our competition is going to be horribly harder to beat. me / FACE + 14 year old kids & their ROI (boobs and hearts). I grew up changing the VHS digital clock for my dad, these kids are growing up ready to put us out of business.
  • Creative outreach

    IPOD IN BOX

    Earn attention – create transmedia stroytelling

    Our graze box

    Apple Designer attraction campaign

    Made bespke ipod for the top 50 designers in the world and recruited 4
    (shold liink design world and come up withan idea of how designers could solve 3rd world problems - wikinomics)



  • Evergreen content is a pieces of content that is high quality and relevant to your persona’s over a long period of time

    Why Evergreens?
    Google loves it
    Will improve engagement, conversions, brand awareness, social shares

    Ask your self… will people read this one year from now?
    What’s does you persona want? Think about the pain and pleasure section from your persona mapping
    What way can you create this?
    Create multiple versions and create content cascade
    Webinars, podcasts, blogs (make sure you link internally)

    How to posts
    How to write a cv (in sector) that gets you noticed?
    How to create a LinkedIn profile that….

    Historic posts
    The history of Talent Management and what the future holds
    (this could be an infographic, series of blogs, engage influencers for their opinion etc)

    Future of post
    How the….

    Educational post
    The complete guide to….
    Everything you need to know…
    Beginners Guides…
    Advanced guides…
    A series of these post can become a Main topic download / playbook

    Create a ‘hub’ for this (can become a linkable assets and digital feeder – show example




  • Tools – show some images of tools with links on – portent.com / ub spot blog post gen / quora screenshot on a topic /

    Other techniques:
    Ask the audience
    Team – hot topic spoters – create internal whats app group to share fast and then qualify, grade the opportunity
    Live chat
    Google analytics ‘in site search’
    Review old content
    Use google suggestion tool (show screen shot)
    Google insights – new trend on subjects
    Google alerts
    Quora
    Keyword research
    Google insights
  • Tools – show some images of tools with links on – portent.com / ub spot blog post gen / quora screenshot on a topic /

    Other techniques:
    Ask the audience
    Team – hot topic spoters – create internal whats app group to share fast and then qualify, grade the opportunity
    Live chat
    Google analytics ‘in site search’
    Review old content
    Use google suggestion tool (show screen shot)
    Google insights – new trend on subjects
    Google alerts
    Quora
    Keyword research
    Google insights
  • Creative outreach

    IPOD IN BOX

    Earn attention – create transmedia stroytelling

    Our graze box

    Apple Designer attraction campaign

    Made bespke ipod for the top 50 designers in the world and recruited 4
    (shold liink design world and come up withan idea of how designers could solve 3rd world problems - wikinomics)




  • EXERCISE 1
    What’s you why? (why are you doing it? overarching or next piece of content?)
    How will it help your audience, persona;
    How will it be delivered OR what will be the outcome?

    Why should I come and work for you?
    Why?

    I don’t care game….

    What’s you Content marketing wht ‘Why’?
    What’s your the ‘mission’ for your content?

    Target audience
    What you will be delivered
    What the outcome will be?

    Target Audience (Persona’s)
    Why and How you will help them?

    (need to give example write one for Ph, or show others….)
    Example company

    NEED EXAMPLE

    This can be an exercise – how do we show (your turn) visually?
    We need to provide an example verssion – lets create one for Ph

    EXERCISE 1
    What’s you why? (why are you doing it? overarching or next piece of content?)
    How will it help your audience, persona;
    How will it be delivered OR what will be the outcome?





  • After I’ve gone through the different content tactics, examples, ideas etc. We then ask the team to consider what content ideas, assets etc. they can come up with that would attract and engage their HRD persona
     
    Again place on wall, flip etc
  • Its been emotional….!
  • Its been emotional….!
  • Disappointment by design

    Engineering disaffection…


    Picture of balloon that’s popping kids balloon,


  • Silver and broze medallists
  • NUTURE THEM……

    Think like a marketer….

    If these candidates where prospects – we’d work really hard in getting them to buy just once – then a second time!

    Another way to look at it…

    Under Armaour example - Getting them ready for the assessment..
  • Love this quote….

    So you’ve got your brand, you think about your candidate experience…

    We’ve looked at our mission for content, we’ve forging a strategic and looked at tactics and ideas on who to create a content strategy to connect with talent…

    But… more than anything Content is a commitment, it’s a culture…

    You need to build a team, that live and breath it – (mentioned Declan and RBS – he’s build his own marketing team – that’s exactly what I would do)

    And I truly believe you need people with passion for connecting with talent see content as a supporting voice that will help you build relationship and create conversations….
  • MISSING A WORD – YOU!!!!
  • MISSING A WORD – YOU!!!!

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