Teamwork and content marketing expertise were on display Tuesday night at the Microsoft Nerd Center, as market leader Brafton led a content marketing challenge modeled on a case they did for their client OneWire, a specialized financial services recruiter with minimal name recognition. Seven groups of AMA Boston members and guests worked together, with input from Brafton’s experts, to develop a content marketing plan based on OneWire’s case – with truffles and boasting rights on the line!
After a suspense-filled contest, Team 7, comprised of Johnson and Wales students Herb Clifford and Jimmy Patalan, and businessmen Andrew Calore and Walton Clark (L to R at right) got “into the zone” and emerged with the winning strategy of using keyword targeting in blog posts and social media to gain organic traffic as well as targeting specific schools. Well done, gentlemen! The selection was based on the applause of the audience – marketing democracy in action.
The other teams all contributed excellent content marketing ideas as well:
- Listening (research), attraction (blog), and engagement (contests & videos); use cascading content to solve problems, contests, “worst interview stories,” and thought leader e-book (registration required)
- Generate repeat applicants through emotional and interactive experiences such as videos, chat forums, and testimonials from hiring managers about the great site features.
- Inbound strategies such as blog posts about making a cover letter and conducting a search, and personal stories to drive candidates to OneWire.
- Social media, blogs, infographics and videos to educate candidates who may use OneWire’s platform and resolve pain points.
- Targeting first-time job seekers through email marketing, curating financial news, and working with university career centers.
- Combining success stories and blogging with tactical info to solve OneWire’s challenges.
After the submissions, Brafton’s Wilfred Hirst walked the audience through their content strategy, which helped OneWire gain 119,000 new job applicants on their platform and increase their organic blog traffic with 3,100 sessions per month. Their key actions included:
- Creating new graphics for OneWire to accompany social media posts, especially on LinkedIn
- Producing content for all parts of the funnel with educational content, e.g. blog posts
- Changing the competitive landscape from direct competition with rivals like LinkedIn and Monster to working with indirect competitors like Business Insider and Forbes as a content distributor.
The audience gained valuable experience developing a content marketing strategy for a real-world case, as well as making new friends and working with a group of local marketing professionals. AMA Boston thanks Brafton for their expertise and sponsorship, the Microsoft Nerd Center for hosting, and all the participants, without whom these programs are not possible.
Bonus item: see Brafton’s excellent recap of “9 Steps to Great Content Marketing” as presented in the exciting TweetChat done with AMA Boston members last week!
Check out our Events page – we hope to see you at some of several upcoming programs![Best_Wordpress_Gallery id=”3″ gal_title=”AMA Boston “Nerds” Tackle Tough Content Marketing Case”]