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Chris Harwood, Head of Social Media at Havas People, talks about the importance of building a content strategy to engage your passive talent community
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Talent Bites, LondonChris Le’cand-Harwood @ChrisLCH3rd July 2014
TALENT COMMUNITIES AND CONTENT
You have a problem
The best talent have more important things to do than look at your vacancies.
You have a problem
There are only 24 hours in one day! −1,440 minutes. No more.−Never ending TO DO list−Working
−Family
−Friends
−Life admin
−Sleeping
−(Saving The President)
You have a problem
There’s too much content!−1.8 trillion gigabytes (doubling every
18 months)−Every minute there are: −204 million emails
−2 million Google searches−48 hours of video on YouTube−684,000 bits of Facebook
content−100,000 tweets
*International Data Corporation (IDC) 2012
You have a problem
Talent is happier than you think.
−80% of LinkedIn users think they are passive job seekers*
−70% of consumers prefer to get articles, not advertisements*
*LinkedIn 2013 and Northwester University: Coursera MOOC: Content Strategy for Professionals 2014
The solution
Think like an editorial team−All brands are publishers
these days−They need to produce
relevant content−Content with value
The solution
Think about your content strategy.
The solution
Content strategy
https://chrislch.wordpress.com
Content strategy
https://chrislch.wordpress.com
Content strategy
What is “content strategy”?− Credible and transparent content that
enhances the strategic goals of your organisation
− Crafted to help inform a target audience. − Distinct from content marketing (that's about
driving “customer purchase” – e.g. applying for a job)
Content strategy
How do you “do content strategy”?1. Learn strategic goals of your organisation2. Learn about your audience3. Plan and create content4. Make sure people find your content
Content strategy
1. Strategic goals?− Think about your organisation or team goals− If you don’t have goals: − You don’t have a purpose− You don’t know what winning looks like −You have no reason for your content to exist
Content strategy
2. Think about your audience− If you don’t know them you don’t know what
really matters to them in their busy lives− Think about what they value− Create content they want− They will take the time to engage with you
Content strategy
2. Think about your audience− Create personas of your audience− Do you know their needs, motivations, fears?− What excites and inspires them?− What are their values?− How do they consume information?− Where do they consume it?
Content strategy
3. Plan and create content− Have a mission statement to give you purpose
and focus 1. Audience
2. Output
3. Outcome for audience
“Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.”
Content strategy
3. Plan and create content− Play it like the Dutch
Content strategy
3. Plan and create content− Play it like the Dutch− “Total Content” − 5-3-2 formation− 5 about what others say
− 3 about what you know
− 2 about your vacancies
Content strategy
4. Post and promote− Chose one platform first− Pilot 5-3-2 over 4 weeks
Build it and they will come? −No (sorry Kevin).
Make sure people see your content−Your talent mailing lists−Your social media community−Your Pay Per Click advertising− Google, Facebook, LinkedIn, Twitter
Analyse−Does your audience like it? −Are there more visits to your website?
Things to do in July
1. Get out off the office with the team for 2 hours
2. Think about goals and audience3. Create your own mission statement4. Plan 10 pieces of content each fortnight5. Analyse over 4-8 weeks
GOALS AUDIENCE
THANK YOU
Chris Le’cand-HarwoodHead of Social Media
Tel: 020 7022 4205Email: chris.harwood@havaspeople.comTwitter: @ChrisLCHLinkedIn: http://uk.linkedin.com/in/chrislch/
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