Date post: | 14-Apr-2017 |
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Recruiting & HR |
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How to tell your company's story (and get results!)
Content Marketing
Nathan PhaneufTalent Brand Consultant
Tom VentimigliaTeam Lead, Talent Brand
We’re going to cover a few things today
What is content marketing?
Amplifying your talent brand with content
Measuring success
If you remember three things from this session…
Content marketing is powerful
Every company can do it
Measure what matters
What is Content Marketing?
First thing to remember…
Content marketing is powerful
Every company can do it
Measure what matters
Let’s break down the semantics
Content /noun/The substance or material dealt with in a
speech, video, publication, etc.
Marketing /noun/The action or business of promoting and
selling products or services, including market research and advertising.
A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to
attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Content Marketing
It’s easy to distinguish content from advertising… right?
Content Marketing
An episode of Seinfeld
A 30 second video promoting a product within a commercial break during Seinfeld
An article on the New York Times’ website
A 300x250 “display” banner ad next to an NYT article
A music video
An industry whitepaper published by company operating within said industry
A presentation at Talent Connect given by two LinkedIn employees
Distinct from content
Can leverage “rich media”
Easy to ignore
Doesn’t really work on mobile
Traditionally, much of digital advertising has come in the form of “display” (aka banner ads)
The advertising industry is beginning to trend away from traditional display ad units
0.07%Average clickthrough rate for display advertising
Source: Google Display Benchmarks https://www.thinkwithgoogle.com/intl/en-gb/planning-tool/display-benchmarks/
Same format as organic content
Unobtrusive, fast to load
More engaging; content-focused
Works even better on mobile
The explosion of mobile and feed-based social networks has given rise to new “native” ad formats
Publishers and marketers are rapidly adopting these native ad formats
0.91%Average clickthrough rate for in-feed native ads
Source: Google Display Benchmarks https://www.thinkwithgoogle.com/intl/en-gb/planning-tool/display-benchmarks/
What’s really different, though? Isn't it all just ads?
The value exchange between marketer and viewer can be fundamentally improved with content marketing
Native, unobtrusive formats
Authentic tone
Two way conversation
Content is valuable
Facilitate. Influence. Participate.
Amplify your Talent Brand with Content
Second thing to remember…
Content marketing is powerful
Every company can do it
Measure what matters
28%lower turnover rate in companies
with a strong talent brand
Source: 2011 Lou Adler/LinkedIn survey of 2250 corporate recruiters in the US
50%average cost-per-hire savings of
companies with a strong talent brand
Source: 2011 Lou Adler/LinkedIn survey of 2250 corporate recruiters in the US
83%of talent acquisition leaders say talent brand
significantly impacts their ability to hire great talent
Source: 2011 Lou Adler/LinkedIn survey of 2250 corporate recruiters in the US
Content is the ultimate tool for scalable engagement
Reach key talent pools with content from your company.
Generate engagement with that content, which moves people through mid-funnel
Know your Goal
Attract Engage
Pipeline
Great Content tells a Story A relevant, transparent story of what it’s like to work at your company
Video - Zendesk
Video – CloudLock
75%higher share rate on company status
updates that contain video
Go in depth on topics important to your company, employees or customers• C-Suite Thought Leadership• Function Specific• Employee Generated
Blogs
Share images that capture your company spirit and valuesImages
95%higher comment rate on company status
updates that contain images
Targeted Content: Engineers
Engaged candidates are more likely to respond to your recruitersEffective Engagement improves Outreach
Engaged with your brand
No engagement with your brand
Get Started! Quick Tips:
Consider your audience
It’s ok to start small – strive for consistency
Be brief, authentic and visual
Remember your goal – this will determine your call-to-action
Measuring Success
Last thing to remember…
Content marketing is powerful
Every company can do it
Measure what matters
If you can’t measure it, you can’t manage it
LikesShares
Comments
FollowsClicks
ClickthroughRate
EngagementRate
Leads
Hires
Conversions
Cost-per-click
Cost-per-impression
LandingpagetrafficClickdemographics
JobViews
Applications
TalentBrandIndex
First, figure out what you’re trying to accomplish
Awareness of your brand?
Engagement with your content?
Lead generation?
First, figure out what you’re trying to accomplish
Determine which metrics map to your goals and what good performance looks like
Awareness of your brand?
Engagement with your content?
Lead generation?
Reach (Impressions/Views) amongst target audience
Clickthrough RateEngagement Rate
Traffic to your landing pageConversions
Measure which of your company status updates are most engaging to your followers
Reach a wider audience with Sponsored Updates to learn more and optimize even further
Remember, your talent brand strategy, including content, is focused on the top half of the funnel
Reachmembersofyourtargetaudiencewithcontentfromyourcompany.Generateengagementwiththatcontent,whichmovespeoplethroughmid-funnel
Butfocusonhires,too!
Remember…
Content marketing is powerful
Every company can do it
Measure what matters
Questions?
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