Creating a Best-In-Class

Content Marketing Strategy

Alex Charraudeau Media Solutions Manager #Staffing

LinkedIn

Webinar starts at 11:00 UK

19th August 2015

Tweet: @alexCharraudeau #HireToWin

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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

LinkedIn

4

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 you

do 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.

ROI from Inbound Marketing Increases

HubSpot – State of Inbound 2014

9

Marketers who have prioritized blogging

are 13x more likely to enjoy

a positive ROI

HubSpot – State of Inbound 2014

Three Steps to Content

Marketing

10

11

Three Steps to Marketing

Fish where

the Fish are

Give them what

they want Bring them in

12

88% of Content Pioneers use LinkedIn

as their primary source of professional content

13

Create content that

Engages & Educates members

14

Click for full guide…

15

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 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

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

Problem

Solution

Resolution

Calls to action…

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Content Creation Framework

Writing for the Web

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

Content Distribution

23

Distribute your message via Channels.

Direct people to Platforms.

Direct members from the

home page of LinkedIn

straight to your website in

order to convert them into

Candidates, Clients and

Consultants

24

From LinkedIn to your website

Direct members from the

home page of LinkedIn

straight to your website in

order to convert them into

Candidates, Clients and

Consultants

25

From LinkedIn to your website

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

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…”

30

100% of the top status updates on LinkedIn

in the last year have included images or video

31

31

Measuring Content Marketing

32

33

Measuring Content Marketing

Views Actions Outcomes

34

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.

35

5 Take Aways

36

https://lnkd.in/socialrecruitin2015