Content Marketing Workshop Benelux August 2014

Welcome
Marlene de Koning
Solutions Consultant
Content Marketing Workshop Amsterdam

Content is being created,
consumed and shared at a speed
and scale never seen before
NewsCred, 2014

5 Steps to Boosting Your Talent Brand Through Content 4
Build Recruit
1 3
Build your brand,
your platform
and talent pools
Generate leads
and hire staff

Build Engage Recruit
1 2 3
Build your brand,
your platform
and talent pools
Demonstrate why
they should do
business with you,
buy from you
or work for you
Pick up leads,
make placement
and hire staff

GREAT CONTENT
TELLS A STORY...
…a ,
transparent story of
what it’s like to work
at your company.
relevant

Step 1: Plan
Step 2: Develop your content
Step 3: Share your content
Step 4: Amplify
Step 5: Measure and adjust

Step 1: Plan
Define your audience and build a content calendar

Defining your content audience(s)
Persona Professional Personal Behavioral
Professional
Value Prop
Marketer
Title
Seniority
Experience
Skill
Education
Age
Gender
Location
Active on mobile
Time online
Professional
development advice;
best practices for
marketing; daily
inspiration
Compensation
Work/Life Balance
Internal Mobility
Challenging Work
Student
Engineer

Developing a content plan
Developing an editorial plan is key.
Monday Tuesday Wednesday Thursday Friday
Status
Update
We couldn’t be more
excited to announce
this... (insert APAC
bit.ly)
HOT JOB: Do you
love to be challenged
by your amazing
peers and clients
every day? Look no
further for the perfect
career move!
Developing apps
without being able to
test changes to your
code in real time is
painful. Check out
these tips on how to
alleviate the pain: link
Calling all Stanford
techies…We will be
on your campus next
week -- let’s talk about
summer internships.
Click this CheckIn link
to pre-register.
Friday fun: insert
image of team lunch
OR any catchy image
found online OR
interesting fun fact.
Content
Type
Press release Job post link Blog post Event registration Image
Target
Audience
Marketers UX designers Engineers Students Everybody
Publish
Where
LinkedIn, Facebook LinkedIn, Twitter LinkedIn, Twitter LinkedIn, Facebook,
Twitter
LinkedIn, Facebook,
Instagram, Pinterest
Content Themes: Thought Leadership Talent Brand Company/product news Event promotion Just for fun

Step 2: Develop your content
Curating and Creating

Corporate
Branding
Content
PR
Awards
Corporate
Blog
Earnings
Community
Efforts
Job
Postings
Powerful
Talent Brand
Content
Thought
Leadership
Humor
Video and
Photos
Employee
Testimonials
Department/
Individual
Blogs
Pop Culture
The NormBest in Class on LinkedIn

Creating the perfect content mix
Thought leadership/industry news40%
Talent brand25%
Just for fun5%
Company/product news20%
Event promotion10%

Where to find great content?

When creating great content keep these tips in mind
Be conversational
Keep it short
Be visual
Offer snackable tips
Include a call to action

Content is up to 3x more engaging on mobile
Tip: 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.

Presentations
No design resources, no problem. Presentations are an easy way to showcase
employee testimonials or your company culture.
Fab.com’s “culture deck”
Fab.com “The Fab Way” outlines Fab.com’s
history and values.

Presentations
No design resources, no problem. Presentations are an easy way to showcase
employee testimonials or your company culture.
ECN Internships
ECN highlights internships and you could do this also
with employee testimonials for example. ECN created a
presentation, posted it on SlideShare and then featured
it on their LinkedIn Career Pages.
Fab.com’s “culture deck”
Fab.com “The Fab Way” outlines Fab.com’s
history and values.

Infographics
Showcase interesting data or stats visually through infographics.
Walmart eCommerce uses an infographic
to draw attention to their tech hires

Infographics
Showcase interesting data or stats visually through infographics.
5 Steps to Boosting your Talent Brand Through Content 20
Salesforce.com
and Atlassian
use infographics
to promote their
company culture
and products

Images
A picture’s worth a thousand words, so sharing images that capture your company spirit
and values is a great way to showcase your talent brand.
Companies use
colorful images
to increase
engagement
with their
content

Images
A picture’s worth a thousand words, so sharing images that capture your company
spirit and values is a great way to showcase your talent brand.
Companies use
colorful images
to increase
engagement with
their content
Tip: Posts with images generate 98% higher comment rate than posts without.

Images
A picture’s worth a thousand words, so sharing images that capture your company
spirit and values is a great way to showcase your talent brand.

Videos
There’s nothing better than video to tell a story about your company and or showcase
“a day in the life” of your employees.
Tip: Links to YouTube videos can play directly in your social media feed and
generate 75% higher share rate.

5 Steps to Boosting Your Talent Brand Through Content 255 Steps to Boosting your Talent Brand Through Content 25
Rapid7
This low-budget drug commercial parody/talent
brand video is a great example. Certainly not a fit for
everyone, but for the kind of people Rapid7 wants to
attract, it hits the mark.
Heineken
Heineken created an engaging video to show how to
filter and select between and discover the quality
within the quantity of applicants. It really shows the
kind of people Heineken is looking for.
Videos
There’s nothing better than video to tell a story about your company and or showcase
“a day in the life” of your employees.

Company Blogs
Blogs enable you to go more in depth around topics important to your company
and employees.

Function Specific Blogs
Blogs enable you to go more in depth around topics important to your company
and employees.
Zendesk
focuses on
Engineering
tips and tricks
to gain
followers and
increase
engagement

Employee-generated content
There are no more impactful brand ambassadors for your company than your
employees. Encourage them to tell their stories through original content posts.
Tip: Share themes and ideas with your employees, make it a contest and honor
the winners.

Step 3: Share your content
Where, when and how to publish

5 tips for sharing content on social sites
Post at peak activity times
Post frequently
Lead with a catchy first line
Be responsive
Reciprocate

When, where and how often to post
Platform Peak activity Suggested frequency
7-9am
5-6pm
Start with 2-3 times/week.
Work up to once per day.
6-8am
1-4pm
Start with 2-3 times/week.
Work up to once per day.
1-3pm 2-5 times per day.
Tue and Wed,
24hrs/day
2-3 a month.

When, where and how often to post
Platform Peak activity Suggested frequency
12-1pm 2 a month or more if you
have the resources.
2-4pm
8pm-1am
A few times a week.
Daytime 2-3 times a week.
9-11am A few times a week to once
a day.

Some useful social sharing stats
Including a link can
drive twice the
engagement compared
to posts without links.
Posts with images
generate 98% higher
comment rate than
posts without.
Links to YouTube videos can
play directly in your social
media feed and generate
75% higher share rate.

Step 4: Amplify
How to increase engagement with your content

Amplify your message through your employees

Inform them about your talent branding efforts and how they play a key role in
helping attract great talent.
Ask your employees to share
Ask them to follow your company pages on LinkedIn, Facebook and other social
networks.
Encourage them to like, share and comment on the content you post. Send them
pre-scripted status updates so it’s easy for them to share.
Promote any relevant content they are already creating themselves.
Identify brand champions – recognize that not everyone will be as enthusiastic
as you.
Get leadership buy-in and get executives to promote your content. Make sure
they lead by example.

Sponsor your best content to extend reach
38
 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

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)
✔
Utilize deep targeting criteria

Challenge:
 Intel wanted to build thought leadership
with Android talent, attract Android
developers to its company page and raise
awareness about their leadership in the
space.
Solution:
 They used Sponsored Updates to target
Android developers on LinkedIn by
function, skills, groups, and location.
 They posted regularly and refined the
content based on how the audience
reacted.
Result:
 195K unique members reached over the
course of 3 months.
 Over 2000 engagement activities came
from members of top Android* groups and
engineers at major tech companies,
excluding Intel.
 Many who engaged with Intel’s updates
chose to follow Intel.
Intel appeals to Android developers on LinkedIn

Step 5: Measure and adjust
How to know if your content marketing is working

Key Metrics
Impressions: number of times this update
was seen
Clicks: number of times a member clicked
on the update
Interactions: of likes, shares or comments
received on this update
Engagement: interactions divided by
impressions
To Know: Average online engagement is between 0.3% - 0.8%.
How to know if your content is working

Experiment & Get Creative
156%
CTR
lift

Experiment & Get Creative
Test call to actions: Always have a clear call to
action
Test thumbnail images: Choose compelling,
attention grabbing images (colorful, includes
recognizable leaders)
Test your tone: Tap into an emotion, use humor.
What resonates with your audience?

In Conclusion
Consider your audience and have a plan
It’s ok to start small
Have fun
Enlist the help of others

What have you learned?
What take-aways do you have?
What will you do differently today?

It is your turn!

Defining your content audience(s)
Persona Professional Personal Behavioral
Professional
Value Prop
Title
Seniority
Experience
Skill
Education
Age
Gender
Location
Active on mobile
Time online
Professional
development advice;
best practices for
marketing; daily
inspiration
Compensation
Work/Life Balance
Internal Mobility
Challenging Work

Lorem Ipsum: Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum Lorem Ipsum
Content calendar

Status
Update
Content
Type
Target
Audience
Marketers UX designers Engineers Students Everybody
Publish
Where
LinkedIn, Facebook LinkedIn, Twitter LinkedIn, Twitter LinkedIn, Facebook,
Twitter
LinkedIn, Facebook,
Instagram, Pinterest
Status
Update
Target
Audience
Content
Type
Status
Update
Content
Type
Target
Audience
Content Themes: Thought Leadership Talent Brand Company/product news Event promotion Just for fun

Connect
Marlene de Koning
Solutions Consultant
nl.linkedin.cominmarlenedekoning
@Marlene_dKoning

Content Marketing Workshop Benelux August 2014

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