creating a best in-class content marketing strategy
TRANSCRIPT
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Creating a Best-In-Class
Content Marketing Strategy
Alex Charraudeau Media Solutions Manager #Staffing
Webinar starts at 11:00 UK
19th August 2015
Tweet: @alexCharraudeau #HireToWin
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Housekeeping notes:
Everyone on the line is muted by default.
Please type questions into the chat box on the right-hand side of the
screen.
Use #HireToWin to share learnings from today’s webinar!
The recording will be sent via email after the webinar.
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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 Twitter
Alex Charraudeau Media Solutions Manager #Staffing
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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
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The Best Recruiters
Act Like Marketers
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Recruiting on LinkedIn in Three Steps
Build Engage Recruit
Your Followers
& Your Brand
Nurture your
target audiences
Do what you
do best
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Engage:
Importance of Content
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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.
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
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Three Steps to Content
Marketing
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Three Steps to Marketing
Fish where
the 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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Click for full guide…
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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
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How to Structure Your Content
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Today’s example
Content 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
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ABC IT Recruitment example
Content 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
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Problem
Solution
Resolution
Calls to action…
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Content Creation Framework
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Writing for the Web
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Headline says it all!
Images drive up engagement
by 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
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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
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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
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From LinkedIn to your website
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Good Status Updates
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Status Updates
Using the right status updates on
social media is key to the
success of your content
marketing efforts
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Examples of High Engagement Aim for 1% and above engagement
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Examples of High Engagement Aim for 1% and above engagement
Ask questions
Using 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
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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
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https://lnkd.in/socialrecruitin2015
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