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Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim

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Nathan Phaneuf, Talent Brand Consultant, LinkedIn
Tom Ventimiglia, Sr. Account Manager, LinkedIn

Do people know what it's like to work for your company? More than 50% of LinkedIn members surveyed said a company's reputation as a great place to work as the most important factor when considering a job. Join us to learn strategies that companies large and small are using to succeed with content. We'll also discuss how crafting the right story with engaging content can directly impact your business results!

Check out the best of Talent Connect: http://bit.ly/1MBqz6m

Published in: Recruiting & HR
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Content marketing: how to tell your company's story (and get results!) | Talent Connect Anaheim

  1. 1. How to tell your company's story (and get results!) Content Marketing
  2. 2. Nathan Phaneuf Talent Brand Consultant Tom Ventimiglia Team Lead, Talent Brand
  3. 3. We’re going to cover a few things today What is content marketing? Amplifying your talent brand with content Measuring success
  4. 4. If you remember three things from this session… Content marketing is powerful Every company can do it Measure what matters
  5. 5. What is Content Marketing?
  6. 6. First thing to remember… Content marketing is powerful Every company can do it Measure what matters
  7. 7. Let’s break down the semantics Content /noun/ The substance or material dealt with in a speech, video, publication, etc. Marketing /noun/ The action or business of promoting and selling products or services, including market research and advertising. A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. Content Marketing
  8. 8. It’s easy to distinguish content from advertising… right? Content Marketing An episode of Seinfeld A 30 second video promoting a product within a commercial break during Seinfeld An article on the New York Times’ website A 300x250 “display” banner ad next to an NYT article A music video An industry whitepaper published by company operating within said industry A presentation at Talent Connect given by two LinkedIn employees
  9. 9. Distinct from content Can leverage “rich media” Easy to ignore Doesn’t really work on mobile Traditionally, much of digital advertising has come in the form of “display” (aka banner ads)
  10. 10. The advertising industry is beginning to trend away from traditional display ad units
  11. 11. % Average clickthrough rate for display advertising Source: Google Display Benchmarks https://www.thinkwithgoogle.com/intl/en-gb/planning-tool/display-benchmarks/
  12. 12. Same format as organic content Unobtrusive, fast to load More engaging; content-focused Works even better on mobile The explosion of mobile and feed-based social networks has given rise to new “native” ad formats
  13. 13. Publishers and marketers are rapidly adopting these native ad formats
  14. 14. % Average clickthrough rate for in-feed native ads Source: Google Display Benchmarks https://www.thinkwithgoogle.com/intl/en-gb/planning-tool/display-benchmarks/
  15. 15. What’s really different, though? Isn't it all just ads?
  16. 16. The value exchange between marketer and viewer can be fundamentally improved with content marketing Native, unobtrusive formats Authentic tone Two way conversation Content is valuable
  17. 17. Facilitate. Influence. Participate. Amplify your Talent Brand with Content
  18. 18. Second thing to remember… Content marketing is powerful Every company can do it Measure what matters
  19. 19. % lower turnover rate in companies with a strong talent brand Source: 2011 Lou Adler/LinkedIn survey of 2250 corporate recruiters in the US
  20. 20. % average cost-per-hire savings of companies with a strong talent brand Source: 2011 Lou Adler/LinkedIn survey of 2250 corporate recruiters in the US
  21. 21. % of talent acquisition leaders say talent brand significantly impacts their ability to hire great talent Source: 2011 Lou Adler/LinkedIn survey of 2250 corporate recruiters in the US
  22. 22. Content is the ultimate tool for scalable engagement Reach key talent pools with content from your company. Generate engagement with that content, which moves people through mid-funnel
  23. 23. Know your Goal Attract Engage Pipeline
  24. 24. Great Content tells a Story A relevant, transparent story of what it’s like to work at your company
  25. 25. Video - Zendesk
  26. 26. Video – CloudLock
  27. 27. % higher share rate on company status updates that contain video
  28. 28. Go in depth on topics important to your company, employees or customers • C-Suite Thought Leadership • Function Specific • Employee Generated Blogs
  29. 29. Share images that capture your company spirit and values Images
  30. 30. % higher comment rate on company status updates that contain images
  31. 31. Targeted Content: Engineers
  32. 32. Engaged candidates are more likely to respond to your recruiters Effective Engagement improves Outreach Engaged with your brand No engagement with your brand
  33. 33. Get Started! Quick Tips: Consider your audience It’s ok to start small – strive for consistency Be brief, authentic and visual Remember your goal – this will determine your call-to-action
  34. 34. Measuring Success
  35. 35. Last thing to remember… Content marketing is powerful Every company can do it Measure what matters
  36. 36. If you can’t measure it, you can’t manage it
  37. 37. Likes Shares Comments Follows Clicks Clickthrough Rate Engagement Rate Leads Hires Conversions Cost-per-click Cost-per-impression Landing page traffic Click demographics Job Views Applications Talent Brand Index
  38. 38. First, figure out what you’re trying to accomplish
  39. 39. Awareness of your brand? Engagement with your content? Lead generation? First, figure out what you’re trying to accomplish
  40. 40. Determine which metrics map to your goals and what good performance looks like Awareness of your brand? Engagement with your content? Lead generation? Reach (Impressions/Views) amongst target audience Clickthrough Rate Engagement Rate Traffic to your landing page Conversions
  41. 41. Measure which of your company status updates are most engaging to your followers
  42. 42. Reach a wider audience with Sponsored Updates to learn more and optimize even further
  43. 43. Remember, your talent brand strategy, including content, is focused on the top half of the funnel Reach members of your target audience with content from your company. Generate engagement with that content, which moves people through mid-funnel But focus on hires, too!
  44. 44. Remember… Content marketing is powerful Every company can do it Measure what matters
  45. 45. Questions?
  46. 46. ©2015 LinkedIn Corporation. All Rights Reserved.

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