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Content Marketing Made Easy
Webinar, APAC Staffing
26 May 2015
Daniel Sanders
Brand Consultant
LinkedIn APAC
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
Why? - The benefits of Content
Marketing
at scale
6
So why does this matter for
Recruitment agencies?
Because content is proven to drive
bottom line hiring results
Companies who post at least one
status update per week on LinkedIn…
%
more views to their LinkedIn job postings
get
%
more apply clicks
Framework – 5 steps to Content
Marketing Success on LinkedIn
1. Plan
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
Make sense of the mass
Candidates Clients
Australia
New Zealand
Singapore
Australia
Consultants
So who is your target and what are they
on LinkedIn to learn about?
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
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?
2. Develop Content
Curated Content
Where can you find great content?
LinkedIn Pulse Google Alerts
Where can you find great content?
Twitter #tags Buzzsumofollowerwonk
At some point, it’ll be time for you to
your very own original content
3. Share Content
12:00
PM
6:00
AM
9:00
PM
Members are fully engaged
Throughout the day, across platforms
Post frequency
Edge rankings
4. Amplify
Amplify your message through your employees
Amplify your message through your employees
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
New Office Announcement
The power of Employee Amplification
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
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
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)
✔
5. Measure & Adjust
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
Look at your historic Engagement and Reach
Experiment & Get Creative
156%
CTR
lift
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
Golden Rules – essential
considerations for every post on
LinkedIn
Aspirational Mindset
LinkedIn
Members now
consume
content
6x
more
​Rethinking the myths…
than they do
jobs
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
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
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.
​- David Ogilvy
Multimedia
Posts with images generate 147%
higher engagement rate than posts
without.
A picture’s worth a thousand words
100%
In April 2015 100% of the top 50 most
engaging updates included either
images or videos.
Be creative with Images
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
Good sites for creating Infographics:
• infogr.am
• easel.ly
• canva.com
Showcase interesting data visually through Infographics
Easily create presentations and upload
to Slideshare.
Slideshare presentations play directly
in the LinkedIn feed.
Slideshare
Call to action
When compared to updates without
links, including a link will on average
increase engagement by 84%.
Always include a clear call to action
Active vs Passive
Talent Landscape
0% 20% 40% 60% 80% 100%
Active Passive
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
Target for Relevance
Target for Relevance
Mobile
0%
10%
20%
30%
40%
50%
60%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
51%
<2%
LinkedIn Mobile Traffic
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
Ensure your landing page is mobile responsive
Winning Content – content that works
on LinkedIn
People buy from people
Great way to introduce the team with a strong image
Introduce new team members
Celebrate success
Innovative job marketing
Innovative Job Posts
Showcase events
Showcase events
Humour
Humour, images and an understanding of the market
Key messages via leadership
Key messages via leadership
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
Build your brand with your audience over time
Q&A

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