際際滷

際際滷Share a Scribd company logo

Content Marketing

Download as PPTX, PDF
Amy Smith
Amy Smith

Developing a Content Marketing Strategy The document outlines a 5-phase content marketing strategy: 1) Create profiles of target personas, 2) Solve problems relevant to the personas, 3) Develop a content calendar, 4) Determine whether to create or curate content, and 5) Push audiences through the sales funnel with content. It emphasizes the importance of understanding audiences, creating engaging visual content, analyzing performance, and sharing a mix of created and curated content to build awareness, engagement, and conversions at scale.

1 of 38
Download to read offline
Developing a Content Marketing Strategy
Agenda: Reintroduction of Content Marketing 5 Phases of Content Marketing Status Updates Key Learnings
Content Marketing: Producing information that engages your target audience to educate & convert Success in marketing today is not based solely on quantity; quality of engagement is essential Edgerank
Attract Client/Candidates/Consultants Stay top of mind with a relevant message Build a strong brand presence over time Engage, Educate, Convert
Posting once a week on your company page: Increases job views by 40% Gets 25% more apply clicks Is it really worth posting?
5 Phases of Planning
Phase 1- Persona Profiling
Where to Focus: Relevancy Scale How to Spilt Time/Efforts FISH WHERE THE FISH ARE
Who are we Delivering our Message to?
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
Task 2- Build a Profile
Task 1- Prioritize your content focus Who are you looking to target? 1. Hiring Managers 2. Consultants- 3. Candidates 70% passive market, 30% active
Phase 2- Start Solving Problems
Build Awareness & Educate Call To Actions
Content Marketing
Phase 3- Create a Content Calendar
Creating your Own Content Sharing Other Peoples Content Responsibilities Relevant Topics Who Follows Up? Steps to Creating a Content Calendar:
Who to Target: 30% Active & 70% Passive Add an Opinion, Comment or Question
Active Content Passive Content Job Related Interview Tips Jobs Industry Content News Projects Events Market Mapping Salary Surveys Career Advice Entertainment I do not regard advertising as entertainment or an art form, but as a medium of information.
Active Content- Share Your LinkedIn Jobs
Phase 4- Creating Vs. Curating
Where to Find Content Marketing week Followerwonk Buzzsumo Input a companies website in to get their best trending content from them
Content Pyramid 1 White Paper 3 News Articles 7 Blog Posts 25 Group Discussions 150 Updates Top Down Good to know: Interaction with your content increases your SEO Content Split: 20% Created & 80% Curated
Example of Easily Created Content
Phase 5- Create Content Based on the Sales Funnel
Piktochart.com
5 Phases of Planning Review: 1. Persona Profiling 2. Problem Solving 3. Content Calendar 4. Creating Vs. Curating Content 5. Push your Audience Down the Sales Funnel
Posting Updates
Awareness comes first Images are important! 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text
Where is the Traffic Coming From? 50% of Traffic comes from Mobile Does yours Stand out on Mobile? Is it Eye Catching, Engaging? THINK MOBILE.
Do I Just Post on LinkedIn?
What Works? 1. 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. 2. Short & Sweet- 50 characters of less drives 28% more engagement 3. Links- 45% more engagement 4. Best of & Top 10 lists are all the rage- increasing amplification by about 40% 5. Should I ask questions? YES and you shall receive 50% more comments 6. Video Content- 100% more engagement 7. Share photos of your people, candidates and clients 8. Leading market stats will help drive up clicks 9. Infographics are getting sooooo much LOVE! In the last month 100% of the top 50 most engaging updates included an image/video
But I dont have Time
Build the Right Calls to Action Think Jab, Jab, Jab, RIGHT HOOK
How to Analyse Impressions: How many people have seen your message. This will be: in their news feed because they are a follower, because one of their connections has Liked, Shared, Commented on the your update, because they have visited your Company Page NOTE: 33% of impression should come from outside your follower base The percentage engagement per post. NOTE: LinkedIn Average: 0.4% Target: 1.0+% Interactions: the number of social actions performed. This will include Likes, Comments and Shares. NOTE: The more you get, the more your followers will compound and your SEO will increase Shows if the update has been targeted or sent out to all followers. NOTE: You can segment a message using different parameters
Key Learnings
Develop a Social Media Strategy- Serious recruiting agencies with a strong social media presence are rapidly gaining market share, and those without, are missing out. Axel Koster, General Manager, Manhattan Group Understand your Followers. Do you need to Reach Further? Analyse, Analyse, Analyse Share & Post Build Awareness at Scale, Engage at Scale & Convert at Scale!
息2014 LinkedIn Corporation. All Rights Reserved.

More Related Content

Content Marketing

  • 1. Developing a Content Marketing Strategy
  • 2. Agenda: Reintroduction of Content Marketing 5 Phases of Content Marketing Status Updates Key Learnings
  • 3. Content Marketing: Producing information that engages your target audience to educate & convert Success in marketing today is not based solely on quantity; quality of engagement is essential Edgerank
  • 4. Attract Client/Candidates/Consultants Stay top of mind with a relevant message Build a strong brand presence over time Engage, Educate, Convert
  • 5. Posting once a week on your company page: Increases job views by 40% Gets 25% more apply clicks Is it really worth posting?
  • 6. 5 Phases of Planning
  • 7. Phase 1- Persona Profiling
  • 8. Where to Focus: Relevancy Scale How to Spilt Time/Efforts FISH WHERE THE FISH ARE
  • 9. Who are we Delivering our Message to?
  • 10. 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
  • 11. Task 2- Build a Profile
  • 12. Task 1- Prioritize your content focus Who are you looking to target? 1. Hiring Managers 2. Consultants- 3. Candidates 70% passive market, 30% active
  • 13. Phase 2- Start Solving Problems
  • 14. Build Awareness & Educate Call To Actions
  • 16. Phase 3- Create a Content Calendar
  • 17. Creating your Own Content Sharing Other Peoples Content Responsibilities Relevant Topics Who Follows Up? Steps to Creating a Content Calendar:
  • 18. Who to Target: 30% Active & 70% Passive Add an Opinion, Comment or Question
  • 19. Active Content Passive Content Job Related Interview Tips Jobs Industry Content News Projects Events Market Mapping Salary Surveys Career Advice Entertainment I do not regard advertising as entertainment or an art form, but as a medium of information.
  • 20. Active Content- Share Your LinkedIn Jobs
  • 21. Phase 4- Creating Vs. Curating
  • 22. Where to Find Content Marketing week Followerwonk Buzzsumo Input a companies website in to get their best trending content from them
  • 23. Content Pyramid 1 White Paper 3 News Articles 7 Blog Posts 25 Group Discussions 150 Updates Top Down Good to know: Interaction with your content increases your SEO Content Split: 20% Created & 80% Curated
  • 24. Example of Easily Created Content
  • 25. Phase 5- Create Content Based on the Sales Funnel
  • 27. 5 Phases of Planning Review: 1. Persona Profiling 2. Problem Solving 3. Content Calendar 4. Creating Vs. Curating Content 5. Push your Audience Down the Sales Funnel
  • 29. Awareness comes first Images are important! 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text
  • 30. Where is the Traffic Coming From? 50% of Traffic comes from Mobile Does yours Stand out on Mobile? Is it Eye Catching, Engaging? THINK MOBILE.
  • 31. Do I Just Post on LinkedIn?
  • 32. What Works? 1. 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. 2. Short & Sweet- 50 characters of less drives 28% more engagement 3. Links- 45% more engagement 4. Best of & Top 10 lists are all the rage- increasing amplification by about 40% 5. Should I ask questions? YES and you shall receive 50% more comments 6. Video Content- 100% more engagement 7. Share photos of your people, candidates and clients 8. Leading market stats will help drive up clicks 9. Infographics are getting sooooo much LOVE! In the last month 100% of the top 50 most engaging updates included an image/video
  • 33. But I dont have Time
  • 34. Build the Right Calls to Action Think Jab, Jab, Jab, RIGHT HOOK
  • 35. How to Analyse Impressions: How many people have seen your message. This will be: in their news feed because they are a follower, because one of their connections has Liked, Shared, Commented on the your update, because they have visited your Company Page NOTE: 33% of impression should come from outside your follower base The percentage engagement per post. NOTE: LinkedIn Average: 0.4% Target: 1.0+% Interactions: the number of social actions performed. This will include Likes, Comments and Shares. NOTE: The more you get, the more your followers will compound and your SEO will increase Shows if the update has been targeted or sent out to all followers. NOTE: You can segment a message using different parameters
  • 37. Develop a Social Media Strategy- Serious recruiting agencies with a strong social media presence are rapidly gaining market share, and those without, are missing out. Axel Koster, General Manager, Manhattan Group Understand your Followers. Do you need to Reach Further? Analyse, Analyse, Analyse Share & Post Build Awareness at Scale, Engage at Scale & Convert at Scale!
  • 38. 息2014 LinkedIn Corporation. All Rights Reserved.

Editor's Notes

  • #12: Front End Developer John 26-35 Wants quick wins Short projects Mobile Variety, different experience Expats Looking for cultural guidance and community European, UK, APAC Work holiday visa Potentially need sponsorship