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Content marketing made easy

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Content marketing made easy

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In this 45 min webcast, suitable for any size Recruitment Agency, you will learn -
• How, with just 15 mins effort per week, you can increase job views on LinkedIn by 40%.
• Five tangible steps to content marketing success on LinkedIn for time poor recruiters without a big budget.
• Golden Rules – essential considerations for every post on LinkedIn
• What content works and what doesn't – packed with ideas to implement now!

In this 45 min webcast, suitable for any size Recruitment Agency, you will learn -
• How, with just 15 mins effort per week, you can increase job views on LinkedIn by 40%.
• Five tangible steps to content marketing success on LinkedIn for time poor recruiters without a big budget.
• Golden Rules – essential considerations for every post on LinkedIn
• What content works and what doesn't – packed with ideas to implement now!

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Content marketing made easy

  1. 1. Content Marketing Made Easy Webinar, APAC Staffing 26 May 2015
  2. 2. Daniel Sanders Brand Consultant LinkedIn APAC
  3. 3. 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
  4. 4. Why? - The benefits of Content Marketing
  5. 5. at scale
  6. 6. 6
  7. 7. So why does this matter for Recruitment agencies? Because content is proven to drive bottom line hiring results
  8. 8. Companies who post at least one status update per week on LinkedIn…
  9. 9. % more views to their LinkedIn job postings get
  10. 10. % more apply clicks
  11. 11. Framework – 5 steps to Content Marketing Success on LinkedIn
  12. 12. 1. Plan
  13. 13. 1. Set goals 2. Define your priority audiences 3. Know your audiences 4. Plan content around your prioritised audiences You need to get organised
  14. 14. 15 Make sense of the mass Candidates Clients Australia New Zealand Singapore Australia Consultants
  15. 15. So who is your target and what are they on LinkedIn to learn about?
  16. 16. 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
  17. 17. 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?
  18. 18. 2. Develop Content
  19. 19. Curated Content
  20. 20. Where can you find great content? LinkedIn Pulse Google Alerts
  21. 21. Where can you find great content? Twitter #tags Buzzsumofollowerwonk
  22. 22. At some point, it’ll be time for you to your very own original content
  23. 23. 3. Share Content
  24. 24. 12:00 PM 6:00 AM 9:00 PM Members are fully engaged Throughout the day, across platforms
  25. 25. Post frequency
  26. 26. Edge rankings
  27. 27. 4. Amplify
  28. 28. Amplify your message through your employees
  29. 29. Amplify your message through your employees
  30. 30. 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
  31. 31. New Office Announcement The power of Employee Amplification
  32. 32. 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
  33. 33. 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
  34. 34. 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) ✔
  35. 35. 5. Measure & Adjust
  36. 36. 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
  37. 37. Look at your historic Engagement and Reach
  38. 38. Experiment & Get Creative 156% CTR lift
  39. 39. 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
  40. 40. Golden Rules – essential considerations for every post on LinkedIn
  41. 41. Aspirational Mindset
  42. 42. LinkedIn Members now consume content 6x more ​Rethinking the myths… than they do jobs
  43. 43. 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
  44. 44. 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
  45. 45. Headline
  46. 46. 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
  47. 47. Multimedia
  48. 48. Posts with images generate 147% higher engagement rate than posts without. A picture’s worth a thousand words
  49. 49. 100% In April 2015 100% of the top 50 most engaging updates included either images or videos.
  50. 50. Be creative with Images
  51. 51. 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
  52. 52. Good sites for creating Infographics: • infogr.am • easel.ly • canva.com Showcase interesting data visually through Infographics
  53. 53. Easily create presentations and upload to Slideshare. Slideshare presentations play directly in the LinkedIn feed. Slideshare
  54. 54. Call to action
  55. 55. When compared to updates without links, including a link will on average increase engagement by 84%. Always include a clear call to action
  56. 56. Active vs Passive
  57. 57. Talent Landscape 0% 20% 40% 60% 80% 100% Active Passive
  58. 58. 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
  59. 59. Target for Relevance
  60. 60. Target for Relevance
  61. 61. Mobile
  62. 62. 0% 10% 20% 30% 40% 50% 60% 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 51% <2% LinkedIn Mobile Traffic
  63. 63. 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
  64. 64. Ensure your landing page is mobile responsive
  65. 65. Winning Content – content that works on LinkedIn
  66. 66. People buy from people
  67. 67. Great way to introduce the team with a strong image
  68. 68. Introduce new team members
  69. 69. Celebrate success
  70. 70. Innovative job marketing
  71. 71. Innovative Job Posts
  72. 72. Showcase events
  73. 73. Showcase events
  74. 74. Humour
  75. 75. Humour, images and an understanding of the market
  76. 76. Key messages via leadership
  77. 77. Key messages via leadership
  78. 78. 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
  79. 79. Build your brand with your audience over time
  80. 80. Q&A

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