Creating a Best-In-Class Content Marketing Strategy

Alex CharraudeauMedia Solutions Manager #StaffingLinkedIn

Helping recruitment agencies to get the best from LinkedIn.

8 years in recruitment marketing working on brand, search engine marketing, content and social strategies.

Connect on LinkedIn and TwitterAlex CharraudeauMedia Solutions Manager #StaffingLinkedIn

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Agenda Creating a Best-In-Class Content Marketing Strategy

1. Steps to plan a content marketing strategy

2. How to use images in content marketing

3. What a best-in-class content marketing strategy looks like

The Best Recruiters Act Like Marketers

Recruiting on LinkedIn in Three Steps

Build Engage Recruit

Your Followers& Your Brand

Nurture your target audiences

Do what youdo best

Engage:Importance of Content

Return on investment from Inbound Marketing is increasing year on year.

Why?1. Marketers are better

equipped and educated. 2. Audiences expect to be

marketed to in this way.

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ROI from Inbound Marketing Increases

HubSpot – State of Inbound 2014

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Marketers who have prioritized blogging are 13x more likely to enjoy

a positive ROI

HubSpot – State of Inbound 2014

Three Steps to Content Marketing

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Three Steps to Marketing

Fish wherethe Fish are

Give them what they want

Bring them in

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88% of Content Pioneers use LinkedIn as their primary source of professional content

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Create content that Engages & Educates members

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Inbound marketing has become one of the cheapest sources of leads.

LinkedIn is often referenced as the best channel to drive placements and new business.

http://blog.newscred.com/the-roi-of-linkedin-sponsored-updates-case-study/HubSpot – State of Inbound 2014

How to Structure Your Content

 Today’s exampleContent Creation Framework

Problem Solution

Recruitment companies

struggle with Content Marketing

Alex hosts a webinar called “Best-In-Class

Content Marketing Strategy” with tips

and a snazzy framework

“Best-in-class” examples empower

recruitment marketers to use LinkedIn to share

their content

Resolution

 ABC IT Recruitment exampleContent Creation Framework

IT talent in banking is worried that London is no

longer a global hub

ABC Recruitment writes about the

booming Singapore market

Examples of candidates moving helps IT talent feel confident to move to Singapore via ABC Recruitment

Problem Solution Resolution

Problem SolutionResolutionCalls to action…

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Click icon to add picture

Content Creation Framework

Writing for the Web

Headline says it all!

Images drive up engagementby about 30% and reduce bounce rates

Rich media help to increase conversions on landing pages by up to 80%

Clear social sharing icons

Conversion point

Links in content to drive traffic to other areas of

site

Conversion point

Conversion point

Content Distribution

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Distribute your message via Channels.Direct people to Platforms.

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Direct members from the home page of LinkedIn straight to your website in order to convert them into Candidates, Clients and Consultants

From LinkedIn to your website

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Direct members from the home page of LinkedIn straight to your website in order to convert them into Candidates, Clients and Consultants

From LinkedIn to your website

LinkedIn is the most effective

social channel for generating

B2B and business leads

according to HubSpot

Good Status Updates

Status Updates

Using the right status updates on social media is key to the success of your content marketing efforts

Examples of High Engagement Aim for 1% and above engagement

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Examples of High Engagement Aim for 1% and above engagement

Click icon to add picture

Ask questionsUsing images

Lead with statistics Keep it short“Benefits of” and “How To”

Personal development“Meet the…”

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100% of the top status updates on LinkedIn in the last year have included images or video

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Measuring Content Marketing

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Measuring Content Marketing

Views Actions Outcomes

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Extend Your Reach

Organic Earned Paid

1. Fish where the fish are, Give them what they want, Bring them in.

2. Structure your content around Problem, Solution, Resolution.

3. Analyze your updates - what works?

4. Measure your reach today.5. Sponsor your best updates.

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5 Take Aways