1.
Content Marketing Made Easy
Webinar, APAC Staffing
26 May 2015

2.
Daniel Sanders
Brand Consultant
LinkedIn APAC

3.
Agenda
Why? – the benefits of Content Marketing
Framework – 5 steps to Content Marketing
Success on LinkedIn
Golden Rules – essential considerations
for every post on LinkedIn
Winning Content – content that works on
LinkedIn

4.
Why? - The benefits of Content
Marketing

5.
at scale

6.
6

7.
So why does this matter for
Recruitment agencies?
Because content is proven to drive
bottom line hiring results

8.
Companies who post at least one
status update per week on LinkedIn…

9.
%
more views to their LinkedIn job postings
get

10.
%
more apply clicks

11.
Framework – 5 steps to Content
Marketing Success on LinkedIn

12.
1. Plan

13.
1. Set goals
2. Define your priority audiences
3. Know your audiences
4. Plan content around your
prioritised audiences
You need to get organised

14.
15
Make sense of the mass
Candidates Clients
Australia
New Zealand
Singapore
Australia
Consultants

15.
So who is your target and what are they
on LinkedIn to learn about?

16.
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

17.
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?

18.
2. Develop Content

19.
Curated Content

20.
Where can you find great content?
LinkedIn Pulse Google Alerts

21.
Where can you find great content?
Twitter #tags Buzzsumofollowerwonk

22.
At some point, it’ll be time for you to
your very own original content

23.
3. Share Content

24.
12:00
PM
6:00
AM
9:00
PM
Members are fully engaged
Throughout the day, across platforms

25.
Post frequency

26.
Edge rankings

27.
4. Amplify

28.
Amplify your message through your employees

29.
Amplify your message through your employees

30.
Company
Updates
Employee
Shares
Employee ‘Long-
Form’ Posts
Employee push
company posts to
their networks
Company promotes long-form content
from execs and thought leaders
1 2 3

31.
New Office Announcement
The power of Employee Amplification

32.
Organic: Your Followers and
connections will see your content.
Earned: They may spread this further
through social amplification if the
content is relevant and engaging.
Paid: To reach a wider audience, or to
push your message out at scale
quickly consider advertising
How far do you reach?
Organic
Earned
Paid

33.
Click-through rates for content on
LinkedIn desktop are 10x as high as
traditional display ads.
Content generates 6x more
engagement than jobs.
Expand your reach with Sponsored Updates

34.
Utilize deep targeting
Targeting Sponsored Updates Company Updates
Location ✔ ✔
Industry ✔ ✔
Company Size ✔ ✔
Function ✔ ✔
Seniority ✔ ✔
Skills ✔
Job Title ✔
Company Name ✔
School ✔
Group Membership ✔
Age ✔
Gender ✔
Negative targeting
(i.e. exclude a certain Title)
✔

35.
5. Measure & Adjust

36.
Impressions: number of times this
update was seen
Clicks: number of times a member
clicked on the update
Interactions: number of likes, shares
or comments received on this update
Engagement: interactions divided by
impressions
How to know if your content is working

37.
Look at your historic Engagement and Reach

38.
Experiment & Get Creative
156%
CTR
lift

39.
1. Plan
2. Develop content
3. Share content
4. Amplify content
5. Measure and Adjust
Framework Summary
​5 Steps to Content Marketing Success on Linkedin

40.
Golden Rules – essential
considerations for every post on
LinkedIn

41.
Aspirational Mindset

42.
LinkedIn
Members now
consume
content
6x
more
​Rethinking the myths…
than they do
jobs

43.
One aspirational mindset
347 million minds
Spend Time
Personal Networks
Invest Time
Professional Networks
Info on friends
Info on personal interests
Entertainment
Career info
Updates on brands
Current affairs

44.
We see this aspirational mindset reflected in the types
of content consumed on LinkedIn
Source: LinkedIN Trending Content; Twitter trending; Facebook trending – Dec 2013
Billy Ray Cyrus
National Corvette Museum
Josh Homme
Kim Kardashian
Shaun White
Katy Perry
#OneOfMyFavoriteMoviesIs
#MtSWISHMore
#SelenaNeoLaunch
You Got Served
#iHeart1D
Czechs
#thankswingman
Leadership
iPad
Cloud Computing
Employee Engagement
Online Advertising
Self-esteem
Web marketing
Internal Communication
Business
Real Estate

45.
Headline

46.
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.
​- David Ogilvy

47.
Multimedia

48.
Posts with images generate 147%
higher engagement rate than posts
without.
A picture’s worth a thousand words

49.
100%
In April 2015 100% of the top 50 most
engaging updates included either
images or videos.

50.
Be creative with Images

51.
There’s nothing better than video to tell
a story about your company and / or
showcase your expertise.
Links to YouTube videos can play
directly in your LinkedIn feed and
generate 75% higher share rate.
Post Video to encourage sharing

52.
Good sites for creating Infographics:
• infogr.am
• easel.ly
• canva.com
Showcase interesting data visually through Infographics

53.
Easily create presentations and upload
to Slideshare.
Slideshare presentations play directly
in the LinkedIn feed.
Slideshare

54.
Call to action

55.
When compared to updates without
links, including a link will on average
increase engagement by 84%.
Always include a clear call to action

56.
Active vs Passive

57.
Talent Landscape
0% 20% 40% 60% 80% 100%
Active Passive

58.
Create content for both active and passive people
Job related content
Interview tips
Jobs!
PassiveActive
Industry content
News
Projects
Events
Market mapping
Salary surveys
Career advice
Entertainment

59.
Target for Relevance

60.
Target for Relevance

61.
Mobile

62.
0%
10%
20%
30%
40%
50%
60%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
51%
<2%
LinkedIn Mobile Traffic

63.
Keep in mind candidates are
increasingly accessing your content on
mobile devices.
Use images, short-form video and
short text updates to get the most
traction.
Content is up to 5x more engaging on mobile

64.
Ensure your landing page is mobile responsive

65.
Winning Content – content that works
on LinkedIn

66.
People buy from people

67.
Great way to introduce the team with a strong image

68.
Introduce new team members

69.
Celebrate success

70.
Innovative job marketing

71.
Innovative Job Posts

72.
Showcase events

73.
Showcase events

74.
Humour

75.
Humour, images and an understanding of the market

76.
Key messages via leadership

77.
Key messages via leadership

78.
Consider your audience and have a plan.
It’s ok to start small.
Remember you don’t have to go it alone.
Have fun!
A few key concepts I want to leave with you

79.
Build your brand with your audience over time

80.
Q&A