Engage top talent with content marketing in 3 simple steps
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Trasforma il tuo approccio alla Talent Acquisition in 3 semplici passi: Parte 2, Ingaggia i migliori talenti con il Content Marketing Presentazione del webcast erogato da Beatrice Guasti e Tomaso Giusti il 18 giugno 2015
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Engage top talent with content marketing in 3 simple steps
- 1. Giovedì 18 giugno 2015 Trasforma il tuo approccio alla Talent Acquisition in 3 semplici passi: Passo 2, ENGAGE © 2015 LinkedIn Corporation. All Rights Reserved. Come ingaggiare i migliori talenti con il Content Marketing
- 2. 2 Media Solutions Consultant Tomaso Giusti Media Account Manager Beatrice Guasti
- 3. What we will cover today 3 Agenda 1. Recap on Build, Engage and Recruit 2. Boost your Talent Brand through content 3. Step 1: Plan 4. Step 2: Develop your content 5. Step 3: Share your content 6. Step 4: Amplify 7. Step 5: Measure and adjust 8. Conclusion
- 4. 4 An effective and efficient strategy to get the most from Social Media Build, Engage, Recruit
- 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. Companies who post at least 1 status update / week on LinkedIn…
- 7. Get 40% more views to their LinkedIn job postings.
- 9. Say the right thing at the right time to the right people
- 10. 11 Good content? Think TED Talks. Sees 1.5m views a day – which is 17 new views every second every day…
- 11. Step 1: Plan Define your Audience and build your content Calendar
- 12. Define your Audience Before you create content it’s important to know who is your target audience
- 13. 14
- 14. 15 Creating a content calendar Who is responsible for what types of content? When are certain topics more relevant? Who will be responsible for following up?
- 15. Step 2: Develop your content Curating and creating
- 16. 17 Keep in mind
- 17. Content There are 2 ways to source content: 1. Curate 2. Create
- 18. Curate Content Companies can pull content from a wide rage of outlets: News organizations (Sole 24 ore, Corriere della Sera...), industry blogs, industry pubblications...
- 19. Create Content 5 Tips to keep in mind
- 24. Types of Content Blog posts:
- 25. Types of Content Employee generated Content
- 26. Step 3: Share your content Where when and how to publish
- 27. 28 When to post
- 28. 29 How to post
- 29. 30 3 Tips
- 30. 31 In the last month 100% of the top 50 most engaging updates included either images or videos.
- 34. Step 4: Amplify How to increase engagement with your content
- 35. “Content is king but distribution is queen, and she wears the pants.” Jonathan Perelman, VP of Agency Strategy and Industry Development at BuzzFeed.
- 36. 37 Everyone in your business needs to be involved. Ask your employees to share!
- 37. 38 Extend your reach 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
- 38. 39 Sponsored Updates Content generates 6x more engagement than jobs.
- 39. 40 Sponsored Updates HR professionals HR professionals in Oil and Gas Senior HR professionals in Oil and Gas Senior HR professionals in Oil and Gas at XYZ One of the most targeted ad products on LinkedIn Target on: – Seniority, Function, Industry, Job title, Geography, Current Company, School, Skills, Groups
- 40. Step 5: Measure and adjust How to know if your content marketing is working
- 41. Views Actions Business outcomes 1 2 3 Key metrics to measure
- 43. 4 Things to do on today! 1. Figure out what you need to say and to whom. 2. Start posting content to those different audiences. 3. Reach outside of your existing Followers. 4. Build awareness at scale, engage at scale and convert at scale.
- 44. Dates for the diary Build, Engage, Recruit webcast series Recruit more effectively July 7th at 11am
- 45. Questions?
Hinweis der Redaktion
- We hear about content marketing all the time – apparently content is King. But really - What is content marketing? Producing information that engages your target audience to educate and convert Content marketing isn’t just about reaching a huge audience – in fact, depending on your target market a huge audience may not even exist! What content can do is start a quality conversation. Like a conversation content will start to make people aware your business, your services, what you can offer and how you can change their current situation. Content and the subsequent engagement can be the first step you candidates take before making an application to one of your positions, or could be the nudge you give a prospective client to start working with you. Content marketing is being used because of the potential for scale. It is easier to create something of value, share it with your relevant audience, get it amplified out wider still instead of cold calling everyone who might be of interest to your business.
- We haven’t finished planning just yet! The next step is putting together a content calendar. A content calendar basically tells you when this content will be distributed and who will be putting it together. This is the part most people ignore in the process. They go from researching their audience to distributing content. The problem with that is no matter how good your intentions – you will start to post less and less content. Worse still, you’ll want to do more, but have no ideas of what to do or when to do it. Look back at your content plan and figure out when you can schedule in time to create some of this content. If you are writing articles or blog posts you will need to book time in to your diary to do it properly. Something I’ve found in the past when blogging or creating article is that the time needed to create content goes down as you get more used to writing, know where to look for certain details and know who to ask for insight. Put dates in the diary for when you want to have the content completed by and when you want to start pushing this content out to the wider world. If you want some quick wins make sure that you are making the most of other people’s content that is already out there. Are you sharing and distributing relevant press articles, thought leaders’ blog posts and industry insight through Facebook, Twitter, LinkedIn and Google+ Content that is available online is there to be shared and distributed! Just because you read Coal Mining Weekly doesn’t that all of the mining engineers in your space do. Share that interesting article as it will demonstrate that you are up to date with what is happening in the industry. The biggest problem marketing people in recruitment companies face is that they are not the subject experts in the areas their business recruits. Often a marketer won’t know anything about JAVA, but have to write an article or whitepaper on the subject. Don’t despair. Book time in with the people in the organisation who know the most about these subjects and interview them. If you have colleagues who are creatively minded and want to write for the business then let them do it! Give them support and guidance though. Help them and be sure to proof read it once its written. From a time frame perspective know that if there is a trend in certain types of content coming out at certain times of year and how that could effect your content calendar. For example I know that when the new budget comes out there are always going to be a lot of articles released by the financial services recruiters. What other topics might be relevant for certain times of year? Are there big industry events coming up? Will things change in your market? If so how are you going to make the most of this? Writing and distributing content is obviously incredibly important – but how you follow up to comments and people engaging with your content is equally as important.
- We haven’t finished planning just yet! The next step is putting together a content calendar. A content calendar basically tells you when this content will be distributed and who will be putting it together. This is the part most people ignore in the process. They go from researching their audience to distributing content. The problem with that is no matter how good your intentions – you will start to post less and less content. Worse still, you’ll want to do more, but have no ideas of what to do or when to do it. Look back at your content plan and figure out when you can schedule in time to create some of this content. If you are writing articles or blog posts you will need to book time in to your diary to do it properly. Something I’ve found in the past when blogging or creating article is that the time needed to create content goes down as you get more used to writing, know where to look for certain details and know who to ask for insight. Put dates in the diary for when you want to have the content completed by and when you want to start pushing this content out to the wider world. If you want some quick wins make sure that you are making the most of other people’s content that is already out there. Are you sharing and distributing relevant press articles, thought leaders’ blog posts and industry insight through Facebook, Twitter, LinkedIn and Google+ Content that is available online is there to be shared and distributed! Just because you read Coal Mining Weekly doesn’t that all of the mining engineers in your space do. Share that interesting article as it will demonstrate that you are up to date with what is happening in the industry. The biggest problem marketing people in recruitment companies face is that they are not the subject experts in the areas their business recruits. Often a marketer won’t know anything about JAVA, but have to write an article or whitepaper on the subject. Don’t despair. Book time in with the people in the organisation who know the most about these subjects and interview them. If you have colleagues who are creatively minded and want to write for the business then let them do it! Give them support and guidance though. Help them and be sure to proof read it once its written. From a time frame perspective know that if there is a trend in certain types of content coming out at certain times of year and how that could effect your content calendar. For example I know that when the new budget comes out there are always going to be a lot of articles released by the financial services recruiters. What other topics might be relevant for certain times of year? Are there big industry events coming up? Will things change in your market? If so how are you going to make the most of this? Writing and distributing content is obviously incredibly important – but how you follow up to comments and people engaging with your content is equally as important.
- We haven’t finished planning just yet! The next step is putting together a content calendar. A content calendar basically tells you when this content will be distributed and who will be putting it together. This is the part most people ignore in the process. They go from researching their audience to distributing content. The problem with that is no matter how good your intentions – you will start to post less and less content. Worse still, you’ll want to do more, but have no ideas of what to do or when to do it. Look back at your content plan and figure out when you can schedule in time to create some of this content. If you are writing articles or blog posts you will need to book time in to your diary to do it properly. Something I’ve found in the past when blogging or creating article is that the time needed to create content goes down as you get more used to writing, know where to look for certain details and know who to ask for insight. Put dates in the diary for when you want to have the content completed by and when you want to start pushing this content out to the wider world. If you want some quick wins make sure that you are making the most of other people’s content that is already out there. Are you sharing and distributing relevant press articles, thought leaders’ blog posts and industry insight through Facebook, Twitter, LinkedIn and Google+ Content that is available online is there to be shared and distributed! Just because you read Coal Mining Weekly doesn’t that all of the mining engineers in your space do. Share that interesting article as it will demonstrate that you are up to date with what is happening in the industry. The biggest problem marketing people in recruitment companies face is that they are not the subject experts in the areas their business recruits. Often a marketer won’t know anything about JAVA, but have to write an article or whitepaper on the subject. Don’t despair. Book time in with the people in the organisation who know the most about these subjects and interview them. If you have colleagues who are creatively minded and want to write for the business then let them do it! Give them support and guidance though. Help them and be sure to proof read it once its written. From a time frame perspective know that if there is a trend in certain types of content coming out at certain times of year and how that could effect your content calendar. For example I know that when the new budget comes out there are always going to be a lot of articles released by the financial services recruiters. What other topics might be relevant for certain times of year? Are there big industry events coming up? Will things change in your market? If so how are you going to make the most of this? Writing and distributing content is obviously incredibly important – but how you follow up to comments and people engaging with your content is equally as important.
- We haven’t finished planning just yet! The next step is putting together a content calendar. A content calendar basically tells you when this content will be distributed and who will be putting it together. This is the part most people ignore in the process. They go from researching their audience to distributing content. The problem with that is no matter how good your intentions – you will start to post less and less content. Worse still, you’ll want to do more, but have no ideas of what to do or when to do it. Look back at your content plan and figure out when you can schedule in time to create some of this content. If you are writing articles or blog posts you will need to book time in to your diary to do it properly. Something I’ve found in the past when blogging or creating article is that the time needed to create content goes down as you get more used to writing, know where to look for certain details and know who to ask for insight. Put dates in the diary for when you want to have the content completed by and when you want to start pushing this content out to the wider world. If you want some quick wins make sure that you are making the most of other people’s content that is already out there. Are you sharing and distributing relevant press articles, thought leaders’ blog posts and industry insight through Facebook, Twitter, LinkedIn and Google+ Content that is available online is there to be shared and distributed! Just because you read Coal Mining Weekly doesn’t that all of the mining engineers in your space do. Share that interesting article as it will demonstrate that you are up to date with what is happening in the industry. The biggest problem marketing people in recruitment companies face is that they are not the subject experts in the areas their business recruits. Often a marketer won’t know anything about JAVA, but have to write an article or whitepaper on the subject. Don’t despair. Book time in with the people in the organisation who know the most about these subjects and interview them. If you have colleagues who are creatively minded and want to write for the business then let them do it! Give them support and guidance though. Help them and be sure to proof read it once its written. From a time frame perspective know that if there is a trend in certain types of content coming out at certain times of year and how that could effect your content calendar. For example I know that when the new budget comes out there are always going to be a lot of articles released by the financial services recruiters. What other topics might be relevant for certain times of year? Are there big industry events coming up? Will things change in your market? If so how are you going to make the most of this? Writing and distributing content is obviously incredibly important – but how you follow up to comments and people engaging with your content is equally as important.
- We haven’t finished planning just yet! The next step is putting together a content calendar. A content calendar basically tells you when this content will be distributed and who will be putting it together. This is the part most people ignore in the process. They go from researching their audience to distributing content. The problem with that is no matter how good your intentions – you will start to post less and less content. Worse still, you’ll want to do more, but have no ideas of what to do or when to do it. Look back at your content plan and figure out when you can schedule in time to create some of this content. If you are writing articles or blog posts you will need to book time in to your diary to do it properly. Something I’ve found in the past when blogging or creating article is that the time needed to create content goes down as you get more used to writing, know where to look for certain details and know who to ask for insight. Put dates in the diary for when you want to have the content completed by and when you want to start pushing this content out to the wider world. If you want some quick wins make sure that you are making the most of other people’s content that is already out there. Are you sharing and distributing relevant press articles, thought leaders’ blog posts and industry insight through Facebook, Twitter, LinkedIn and Google+ Content that is available online is there to be shared and distributed! Just because you read Coal Mining Weekly doesn’t that all of the mining engineers in your space do. Share that interesting article as it will demonstrate that you are up to date with what is happening in the industry. The biggest problem marketing people in recruitment companies face is that they are not the subject experts in the areas their business recruits. Often a marketer won’t know anything about JAVA, but have to write an article or whitepaper on the subject. Don’t despair. Book time in with the people in the organisation who know the most about these subjects and interview them. If you have colleagues who are creatively minded and want to write for the business then let them do it! Give them support and guidance though. Help them and be sure to proof read it once its written. From a time frame perspective know that if there is a trend in certain types of content coming out at certain times of year and how that could effect your content calendar. For example I know that when the new budget comes out there are always going to be a lot of articles released by the financial services recruiters. What other topics might be relevant for certain times of year? Are there big industry events coming up? Will things change in your market? If so how are you going to make the most of this? Writing and distributing content is obviously incredibly important – but how you follow up to comments and people engaging with your content is equally as important.
- We haven’t finished planning just yet! The next step is putting together a content calendar. A content calendar basically tells you when this content will be distributed and who will be putting it together. This is the part most people ignore in the process. They go from researching their audience to distributing content. The problem with that is no matter how good your intentions – you will start to post less and less content. Worse still, you’ll want to do more, but have no ideas of what to do or when to do it. Look back at your content plan and figure out when you can schedule in time to create some of this content. If you are writing articles or blog posts you will need to book time in to your diary to do it properly. Something I’ve found in the past when blogging or creating article is that the time needed to create content goes down as you get more used to writing, know where to look for certain details and know who to ask for insight. Put dates in the diary for when you want to have the content completed by and when you want to start pushing this content out to the wider world. If you want some quick wins make sure that you are making the most of other people’s content that is already out there. Are you sharing and distributing relevant press articles, thought leaders’ blog posts and industry insight through Facebook, Twitter, LinkedIn and Google+ Content that is available online is there to be shared and distributed! Just because you read Coal Mining Weekly doesn’t that all of the mining engineers in your space do. Share that interesting article as it will demonstrate that you are up to date with what is happening in the industry. The biggest problem marketing people in recruitment companies face is that they are not the subject experts in the areas their business recruits. Often a marketer won’t know anything about JAVA, but have to write an article or whitepaper on the subject. Don’t despair. Book time in with the people in the organisation who know the most about these subjects and interview them. If you have colleagues who are creatively minded and want to write for the business then let them do it! Give them support and guidance though. Help them and be sure to proof read it once its written. From a time frame perspective know that if there is a trend in certain types of content coming out at certain times of year and how that could effect your content calendar. For example I know that when the new budget comes out there are always going to be a lot of articles released by the financial services recruiters. What other topics might be relevant for certain times of year? Are there big industry events coming up? Will things change in your market? If so how are you going to make the most of this? Writing and distributing content is obviously incredibly important – but how you follow up to comments and people engaging with your content is equally as important.
- We haven’t finished planning just yet! The next step is putting together a content calendar. A content calendar basically tells you when this content will be distributed and who will be putting it together. This is the part most people ignore in the process. They go from researching their audience to distributing content. The problem with that is no matter how good your intentions – you will start to post less and less content. Worse still, you’ll want to do more, but have no ideas of what to do or when to do it. Look back at your content plan and figure out when you can schedule in time to create some of this content. If you are writing articles or blog posts you will need to book time in to your diary to do it properly. Something I’ve found in the past when blogging or creating article is that the time needed to create content goes down as you get more used to writing, know where to look for certain details and know who to ask for insight. Put dates in the diary for when you want to have the content completed by and when you want to start pushing this content out to the wider world. If you want some quick wins make sure that you are making the most of other people’s content that is already out there. Are you sharing and distributing relevant press articles, thought leaders’ blog posts and industry insight through Facebook, Twitter, LinkedIn and Google+ Content that is available online is there to be shared and distributed! Just because you read Coal Mining Weekly doesn’t that all of the mining engineers in your space do. Share that interesting article as it will demonstrate that you are up to date with what is happening in the industry. The biggest problem marketing people in recruitment companies face is that they are not the subject experts in the areas their business recruits. Often a marketer won’t know anything about JAVA, but have to write an article or whitepaper on the subject. Don’t despair. Book time in with the people in the organisation who know the most about these subjects and interview them. If you have colleagues who are creatively minded and want to write for the business then let them do it! Give them support and guidance though. Help them and be sure to proof read it once its written. From a time frame perspective know that if there is a trend in certain types of content coming out at certain times of year and how that could effect your content calendar. For example I know that when the new budget comes out there are always going to be a lot of articles released by the financial services recruiters. What other topics might be relevant for certain times of year? Are there big industry events coming up? Will things change in your market? If so how are you going to make the most of this? Writing and distributing content is obviously incredibly important – but how you follow up to comments and people engaging with your content is equally as important.
- We haven’t finished planning just yet! The next step is putting together a content calendar. A content calendar basically tells you when this content will be distributed and who will be putting it together. This is the part most people ignore in the process. They go from researching their audience to distributing content. The problem with that is no matter how good your intentions – you will start to post less and less content. Worse still, you’ll want to do more, but have no ideas of what to do or when to do it. Look back at your content plan and figure out when you can schedule in time to create some of this content. If you are writing articles or blog posts you will need to book time in to your diary to do it properly. Something I’ve found in the past when blogging or creating article is that the time needed to create content goes down as you get more used to writing, know where to look for certain details and know who to ask for insight. Put dates in the diary for when you want to have the content completed by and when you want to start pushing this content out to the wider world. If you want some quick wins make sure that you are making the most of other people’s content that is already out there. Are you sharing and distributing relevant press articles, thought leaders’ blog posts and industry insight through Facebook, Twitter, LinkedIn and Google+ Content that is available online is there to be shared and distributed! Just because you read Coal Mining Weekly doesn’t that all of the mining engineers in your space do. Share that interesting article as it will demonstrate that you are up to date with what is happening in the industry. The biggest problem marketing people in recruitment companies face is that they are not the subject experts in the areas their business recruits. Often a marketer won’t know anything about JAVA, but have to write an article or whitepaper on the subject. Don’t despair. Book time in with the people in the organisation who know the most about these subjects and interview them. If you have colleagues who are creatively minded and want to write for the business then let them do it! Give them support and guidance though. Help them and be sure to proof read it once its written. From a time frame perspective know that if there is a trend in certain types of content coming out at certain times of year and how that could effect your content calendar. For example I know that when the new budget comes out there are always going to be a lot of articles released by the financial services recruiters. What other topics might be relevant for certain times of year? Are there big industry events coming up? Will things change in your market? If so how are you going to make the most of this? Writing and distributing content is obviously incredibly important – but how you follow up to comments and people engaging with your content is equally as important.
- We haven’t finished planning just yet! The next step is putting together a content calendar. A content calendar basically tells you when this content will be distributed and who will be putting it together. This is the part most people ignore in the process. They go from researching their audience to distributing content. The problem with that is no matter how good your intentions – you will start to post less and less content. Worse still, you’ll want to do more, but have no ideas of what to do or when to do it. Look back at your content plan and figure out when you can schedule in time to create some of this content. If you are writing articles or blog posts you will need to book time in to your diary to do it properly. Something I’ve found in the past when blogging or creating article is that the time needed to create content goes down as you get more used to writing, know where to look for certain details and know who to ask for insight. Put dates in the diary for when you want to have the content completed by and when you want to start pushing this content out to the wider world. If you want some quick wins make sure that you are making the most of other people’s content that is already out there. Are you sharing and distributing relevant press articles, thought leaders’ blog posts and industry insight through Facebook, Twitter, LinkedIn and Google+ Content that is available online is there to be shared and distributed! Just because you read Coal Mining Weekly doesn’t that all of the mining engineers in your space do. Share that interesting article as it will demonstrate that you are up to date with what is happening in the industry. The biggest problem marketing people in recruitment companies face is that they are not the subject experts in the areas their business recruits. Often a marketer won’t know anything about JAVA, but have to write an article or whitepaper on the subject. Don’t despair. Book time in with the people in the organisation who know the most about these subjects and interview them. If you have colleagues who are creatively minded and want to write for the business then let them do it! Give them support and guidance though. Help them and be sure to proof read it once its written. From a time frame perspective know that if there is a trend in certain types of content coming out at certain times of year and how that could effect your content calendar. For example I know that when the new budget comes out there are always going to be a lot of articles released by the financial services recruiters. What other topics might be relevant for certain times of year? Are there big industry events coming up? Will things change in your market? If so how are you going to make the most of this? Writing and distributing content is obviously incredibly important – but how you follow up to comments and people engaging with your content is equally as important.
- We haven’t finished planning just yet! The next step is putting together a content calendar. A content calendar basically tells you when this content will be distributed and who will be putting it together. This is the part most people ignore in the process. They go from researching their audience to distributing content. The problem with that is no matter how good your intentions – you will start to post less and less content. Worse still, you’ll want to do more, but have no ideas of what to do or when to do it. Look back at your content plan and figure out when you can schedule in time to create some of this content. If you are writing articles or blog posts you will need to book time in to your diary to do it properly. Something I’ve found in the past when blogging or creating article is that the time needed to create content goes down as you get more used to writing, know where to look for certain details and know who to ask for insight. Put dates in the diary for when you want to have the content completed by and when you want to start pushing this content out to the wider world. If you want some quick wins make sure that you are making the most of other people’s content that is already out there. Are you sharing and distributing relevant press articles, thought leaders’ blog posts and industry insight through Facebook, Twitter, LinkedIn and Google+ Content that is available online is there to be shared and distributed! Just because you read Coal Mining Weekly doesn’t that all of the mining engineers in your space do. Share that interesting article as it will demonstrate that you are up to date with what is happening in the industry. The biggest problem marketing people in recruitment companies face is that they are not the subject experts in the areas their business recruits. Often a marketer won’t know anything about JAVA, but have to write an article or whitepaper on the subject. Don’t despair. Book time in with the people in the organisation who know the most about these subjects and interview them. If you have colleagues who are creatively minded and want to write for the business then let them do it! Give them support and guidance though. Help them and be sure to proof read it once its written. From a time frame perspective know that if there is a trend in certain types of content coming out at certain times of year and how that could effect your content calendar. For example I know that when the new budget comes out there are always going to be a lot of articles released by the financial services recruiters. What other topics might be relevant for certain times of year? Are there big industry events coming up? Will things change in your market? If so how are you going to make the most of this? Writing and distributing content is obviously incredibly important – but how you follow up to comments and people engaging with your content is equally as important.
- We haven’t finished planning just yet! The next step is putting together a content calendar. A content calendar basically tells you when this content will be distributed and who will be putting it together. This is the part most people ignore in the process. They go from researching their audience to distributing content. The problem with that is no matter how good your intentions – you will start to post less and less content. Worse still, you’ll want to do more, but have no ideas of what to do or when to do it. Look back at your content plan and figure out when you can schedule in time to create some of this content. If you are writing articles or blog posts you will need to book time in to your diary to do it properly. Something I’ve found in the past when blogging or creating article is that the time needed to create content goes down as you get more used to writing, know where to look for certain details and know who to ask for insight. Put dates in the diary for when you want to have the content completed by and when you want to start pushing this content out to the wider world. If you want some quick wins make sure that you are making the most of other people’s content that is already out there. Are you sharing and distributing relevant press articles, thought leaders’ blog posts and industry insight through Facebook, Twitter, LinkedIn and Google+ Content that is available online is there to be shared and distributed! Just because you read Coal Mining Weekly doesn’t that all of the mining engineers in your space do. Share that interesting article as it will demonstrate that you are up to date with what is happening in the industry. The biggest problem marketing people in recruitment companies face is that they are not the subject experts in the areas their business recruits. Often a marketer won’t know anything about JAVA, but have to write an article or whitepaper on the subject. Don’t despair. Book time in with the people in the organisation who know the most about these subjects and interview them. If you have colleagues who are creatively minded and want to write for the business then let them do it! Give them support and guidance though. Help them and be sure to proof read it once its written. From a time frame perspective know that if there is a trend in certain types of content coming out at certain times of year and how that could effect your content calendar. For example I know that when the new budget comes out there are always going to be a lot of articles released by the financial services recruiters. What other topics might be relevant for certain times of year? Are there big industry events coming up? Will things change in your market? If so how are you going to make the most of this? Writing and distributing content is obviously incredibly important – but how you follow up to comments and people engaging with your content is equally as important.
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