1. Cristina Arbini
Media Solutions Consultant
carbini@linkedin.com - @cristinaarbini
I segreti del content marketing per le società di ricerca e selezione

2. Agenda
 The Importance of Content Marketing
 Building Your Content Strategy
 Engage Professionals with Best in Class Content
 Useful Tips

3. The Importance of
Content Marketing

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70% of professionals spend 20% of their time
online for professional content consumption
Professionals are
Content Addicts…
Source: « The Mindset divide: Spotlight on content », LinkedIn in association with Millward Brown

13. The LinkedIn members on the forefront of content revolution are leading the way by consuming and sharing
professional content in record amounts. We call these folks “Content Revolutionaries.” They are the audience you
want to tailor your content for.
Source: « The 2014 Professional Content consumption Report », LinkedIn
61% Of content revolutionaries* consider
professional content necessary for success
…they Consume Content to
Get Better at Their Jobs

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How is Content Helping Professionals?
Source: « The 2014 Professional Content consumption Report », LinkedIn

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LinkedIn is THE best source for professional content
Source: « The 2014 Professional Content consumption Report », LinkedIn

16. Building Your Content Strategy

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You need to get organised!
STEP 1: Plan
Define your audience and build a
content calendar
STEP 2: Develop your content
Curating and creating
STEP 3: Share your content
Where, when and how to publish
STEP 4: Amplify
How to increase engagement with
your content
STEP 5: Measure and Adjust
Get better at what you’re doing

18. Set Goals
Some questions to help you getting started:
1. Who are you?
What makes your company unique? What is your Employee Value Proposition (EVP)?
2. Who do you want to speak to?
Who is your target audience? What are their interests / problems your can solve?
3. What do you want to achieve?
What is your main focus? Drive Awareness / engagement? Clicks / external Traffic?
4. What do you have?
Do you have existing sources of content? Is there a need for content creation /
curation?

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Tailor your content strategy to your audience
What your
audience
wants to hear
What your
brand
has to say
Audience #1
Audience #2
Audience #3 Editorial pillar #3
Editorial pillar #2
Editorial pillar #1

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Content: where to find it?
1. Discover: define 3 to 4 editorial pillars that best
illustrate your company DNA / values / mission
2. Curate/Create: fuel your strategy by creating / curating
content

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Developing a content plan / calendar

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Stats to keep in mind for irresistible updates

23. Best time to post
To maximize your chances to make it to your followers’ newsfeed, try to post your update
when members are usually browsing LinkedIn.

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25. Sponsor your best updates
to drive awareness and generate leads!
• Engage talent through relevant and tailored content on
desktop & mobile
• Build brand and relationships with targeted members outside
of your Follower base
• Publish content at scale
• Establish thought-leadership
• Generate awareness of your company and job opportunities
• Promote news or upcoming events
440M
LinkedIn Members
Company
Followers

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How do I know if my content marketing is working?
FOLLOWERS GROWTH
IMPRESSIONS
ENGAGEMENT (Likes, Comments,
Shares)
CONTENT MARKETING SCORE
CLICK-THROUGH RATE
# OF LEADS GENERATED

28. Engage professionals with
Best in Class Content

29. For the first time in the history of media you can
engage with the world’s professionals in one place

30. 61M
senior-level
influencers
40M
decision makers
10M
opinion leaders
6M
C-level execs
22M
Mass Affluent
4M
IT decision makers
450Mprofessionals are on LinkedIn
The largest global community of professionals

31. 9 billion content impressions / week
15X content vs job postings in the feed
57% mobile
Professionals engage with purpose
– and with content

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35. Decison Makers ITALY*: 31.688
*data has been pulled from a research in recruiter: Geo: Italy– Function: Business Dev, Sales, MKTG, Finance - Seniority: CXO, Partner, Owner, VP, director –
Industry: all in Information Technology and Electronic Manufacturing
Where they work:
Which content they Engage with:
Years of Experience

36. Market to Who Matters: Decision Makers

37. Help Decision Makers to solve their problems
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How Staffing companies use content to generate leads
• Leadership guide
• Employee Engagement book
• HR mistakes to avoid
• Recruiting Middle Management
• How to Hire Customer Success
Rep
• Leadership advices

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Lead Capture Landing Page to collect leads
Targeted Ads
Sponsored Updates
Lead Capture Page Recruiter Folder
Our systems put your ads and
content in front of a targeted
audience of candidates and/or
customers
A simple landing page invites
the candidate or customer to
get in touch with one click
Leads are filtered
directly into a Recruiter
folder

39. Useful Tips

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Post updates according to Talent Landscape

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The content you share should match your audience

43. Valuable
to
Share
Snackable
Easy to
Consume
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The Content Marketing Sweet Spot

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You don’t need to

45. More visuals, please.
The brain processes images faster than text, so the image used in your update will be your first
impression. GE has long been known for their visual branding. A powerful image, can make scrolling
through a news feed a more interesting and rewarding experience.
Visuals

46. Be more impactful with videos
What are you trying to convey? If your story has a strong visual component, video may be the best
way to get your message across. However, business videos don’t have to be stiff. People watch video
to learn, to be inspired, and to be entertained.
Rich Media

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48. (Better) Insights Through Infographics
Okay, so infographics have been around for years. Their use is not new, but marketers are getting
better at effectively using them to convey stories and deliver meaningful insights.
Use infographics as a way to enticing your audience to learn more by providing up-front value with a
call-to-action.
Infographics

49. Life at [your company]
Give Sneak Peeks what your offices look like & what is happening “backstage”. Break the
fourth wall and give an authentic look at your company’s values proposition.
Authenticity

50. Your employees are your best ambassadors
The LinkedIn Publishing Platform is only accessible to individuals, not companies. However, that does
not mean a company cannot leverage it for branding. Employee activation is a rising trend, and could
way for the company to showcase its expertise. The use of the native platform adds authenticity, since
a member’s identity and background are validated through their LinkedIn profile.
Find a Voice

51. Why so serious ?
Don’t forget that professionals are human, and that a light and fun tone can stand out easily
in a news feed full of serious advice and industry articles.
Humor

52. Innovative Job Marketing
Don’t forget that LinkedIn is a social network… and not a job board. That doesn’t mean that you can’t
leverage your followers to spread a opening through the network. But add a bit of editorial thinking to it.
Creativity in updates, usually leads to much more social interactions… and more virality.
Creativity

53. #CasualFriday
Even when you think you have nothing interresting to say… there might be something you
can say. Don’t hesitate to create a weekly rendez-vous where you will share inspirational
quotes, self developpement advices, productivity hacks,…
Be conversational

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Questions?

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