Content Marketing event from the LinkedIn offices in Singapore. 1. Introduction to Content Marketing 2. How to Plan your Content Marketing 3. Best Practice Posting Updates on LinkedIn

1. Content Marketing Session
Singapore – 7th May 2015
Alex Charraudeau, LinkedIn Media Solutions

2. Media Solutions Manager #Staffing EMEA
Alex Charraudeau
Ex-recruiter
8 years as a recruitment marketing guy
Web design, development, brand strategy, search marketing, email marketing, social
media strategy
At LinkedIn I help recruiters get the most out of LinkedIn
LinkedIn
@alexCharraudeau
Google+

3. Agenda
1. Introduction to Content Marketing
2. Planning
3. Posting Updates

4. Introduction to Content Marketing
4

5. 5
Content Marketing:
​ Producing information that engages your
target audience to educate and convert
Success in marketing today is not based
solely on quantity; quality of engagement is
essential.

6. 6
“We thought to ourselves what a
dream it would be if our ideal
audience would just call us instead…”

7. 7

8. 71% of members in Singapore saw a
Status Update from a company in the
last month.
19% of members in Singapore visited
a Company Page.
8
Singaporean’s are engaging with content

9. 9
Some top updates…

10. 10
Engage, Educate, Convert.

11. Companies who post at least
1 status update / week on LinkedIn…

12. Get 40%
more views to
their LinkedIn
job postings.

13. and 25%
more apply
clicks

14. Recruiters are becoming marketers.
Marketers are becoming sales people.
"Like it or not, we are all in sales now"
Daniel Pink. To Sell Is Human
14

15. 15
Social media, social selling and content
marketing is not just your job…
Everyone in your business needs to be involved.

16. 77% of buyers say they are more likely
to buy from a company whose CEO
uses social media
Alistair Cox was the 614,018 person to
join LinkedIn (27m before me!) and is
one of the 250 influencers on LinkedIn
16
Make Social part of your business

17. 17
What do you report on?

18. 18
Views Actions
Business
outcomes
1 2 3

19. E
19
You need to be seen before you can expect a
business action.
No kissing in the dark.
But… you also need to be interesting.

20. 20
“You cannot bore people into buying”
Ogilvy
Welcome to world of Edgerank

21. 21
Good content? Think TED Talks.
Sees 1.5m views a day – which is 17 new
views every second every day…

22. 22
Hong Kong Example…

23. 23
Hong Kong Example…

24. 5 Phases of Planning

25. 25
1. Segment + profile your audience
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.

26. 26
2. Start solving problems

27. 27
3. 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?

28. 4. Post Updates According to Talent Landscape
28
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Active Passive

29. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Active
29
The content you produce should match the market
Passive

30. Job related content
Interview tips
Jobs!
30
Create content for both active and passive people
Active Content Passive Content
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.”

31. 31
5. Creating vs. Curating
0% 20% 40% 60% 80% 100%

32. 32
Where to find content…

33. 33
Buzzsumo

34. 34
One white paper
3 news articles
7 blog posts
25 group
discussions
150 Tweets
Content Marketing Pyramid

35. Posting Updates

36. 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
36

37. Think mobile
37

38. 38

39. “How To” on LinkedIn
39

40. 40
The number one choice for professional content

41. Test your updates!
41

42. The importance of a good headline
“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.”
42
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

43. Test your updates!
43

44. Test your updates!
44

45. 45
In the last month 100% of the top 50 most
engaging updates included either images or
videos.

46. Select your images
46

47. Test your updates!
47

48. What works
48

49. Perfect content for active / semi-active candidates
49

50. Humour, images and an understanding of the market – a winner
50

51. Great way to introduce the team with a strong image
51

52. Link to articles – this gets 45% more engagement
52

53. Leading with statistics can help drive up clicks.
Images with numbers stick out.
53

54. Extend your reach

55. Extend your reach
55
Your followers, fans, members,
connections will see your content.
They may spread this further through
social amplification if the content is
relevant and engaging.
To reach a wider audience, or to push
your message out at scale quickly
consider advertising. Organic
Earned
Paid

56. Sponsored Updates
56
Click-through rates on
desktop LinkedIn are 10x
as high as traditional
display ads.
Content generates 6x
more engagement than
jobs.

57. Sponsored Updates
57
HR professionals
HR professionals in
Oil and Gas
Senior HR
professionals in Oil
and Gas
Senior HR
professionals in Oil
and Gas at ENI
One of the most targeted
ad products on LinkedIn
Target on:
– Seniority, Function,
Industry, Job title,
Geography, Current
Company, School,
Skills, Groups

58. Back to measurements
58

59. 59
Views Actions
Business
outcomes
1 2 3

60. 5 Things to do on LinkedIn tomorrow!
1. Book a meeting with the directors to talk about getting social.
2. Understand your Followers. Do you need to reach further?
3. See what content works and analyse your Analytics.
4. Start creating more content!
5. Build awareness at scale, engage at scale and convert at scale.

61. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.