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Creating a Best-In-Class Content Marketing Strategy

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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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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. ​Alex Charraudeau Media Solutions Manager #Staffing LinkedIn Connect on LinkedIn and Twitter


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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 4


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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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ROI from Inbound Marketing Increases 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. 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 9


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Three Steps to Content Marketing 10


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Three Steps to Marketing Fish where the Fish are Give them what they want Bring them in 11


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88% of Content Pioneers use LinkedIn as their primary source of professional content 12


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Create content that Engages & Educates members 13


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Click for full guide… 14


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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 15


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How to Structure Your Content


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Content Creation Framework Today’s example Problem Solution Resolution 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


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Content Creation Framework ABC IT Recruitment example Problem Solution Resolution 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


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Content Creation Framework Problem Solution Resolution Calls to action… 19


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Writing for the Web


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Conversion point Headline says it all! Clear social sharing icons Images drive up engagement by about 30% and reduce bounce rates Conversion point Links in content to drive traffic to other areas of site Conversion point Rich media help to increase conversions on landing pages by up to 80%


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Content Distribution


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Distribute your message via Channels. Direct people to Platforms. 23


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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 24


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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


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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 “Meet the…” Ask questions Using images Personal development “Benefits of” and “How To” Lead with statistics Keep it short


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100% of the top status updates on LinkedIn in the last year have included images or video 30


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Measuring Content Marketing 32


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Measuring Content Marketing Views Actions Outcomes 33


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Extend Your Reach Organic Earned Paid 34


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5 Take Aways 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


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https://lnkd.in/socialrecruitin2015 36


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