A month after the pandemic raged, a new mini-site from Monster Worldwide is live: Work in the Time of Coronavirus .
“We went out of business in mid-March (2020), and we launched this product in a month,” said Monster's Carl Germann, senior director of marketing, brand communications. “We couldn't even believe we made it, you know? We said, “Wow, that's amazing.”
A month after the world shutdown, @Monster has launched a new website for workers and employers: Work in the Time of Coronavirus, @AnnGynn via @CMIContent said. Click to Tweet 
Julia Gaynor, senior marketing strategist, B2B, agrees: “It's so rewarding – being able to create a lot of content that we know will definitely help both clients (job postings) and applicants our member. It feels very meaningful. ”
The judges at Content Marketing Awards 2021 think so. This was the winner for best content marketing launch and led to the title of Finalist Content Marketer of the Year for Carl and Julia.
But it's not just the quick time it takes to create, execute, and publish a website that leads to recognition. The project solved some challenges and made some new discoveries. Work in The Time of Coronavirus effectively addresses a wide range of audiences and is expanded and adjusted as marketers learn more about what those audiences are looking for. It also brings Monster teams together in new ways, from research to sales.
Created for multiple audiences
“At first glance, we were like, 'Oh, this is going to be really popular with job seekers. And it's become a little more popular with employers. Carl said. Julia agrees that Monster's new content is even more useful to employers, especially in the healthcare industry. . Monster chose to make job postings free to all healthcare companies and eventually opened it up to all companies looking for needed workers for a while.
This snippet of the website illustrates relevant topics covered, from what people need to know about unemployment benefits and legal rights around layoffs to unpaid healthcare jobs. Experience and companies are hiring nurses right now.
Grow content from your proprietary data
Content consisting of a mix of existing and new authorized content with a special ingredient – Monster proprietary data.
@Monster sees its proprietary data as a golden opportunity to pack into the Monster Employment Index and beyond for workers, employers and the media, @AnnGynn via @CMIContent said. Click to Tweet The data and insights section of the site provides a weekly snapshot of the hiring landscape. It pulls together results from Monster members' weekly polls and exclusive job market data, including most searched keywords, most posted jobs. and cities with spikes in recruitment.
They collect data from job seekers as well as job openings posted by companies. (Monster only uses general candidate data, such as the number of resumes uploaded, top occupation categories, etc.)
Using that Monster research, they created a new Monster Work Stat, along with other assets. In this example, they shared how their top keyword searches — administrative assistant, work from home, and part-time — and how they trended each week for the past month:
As the world gets used to the "new normal," Monster tackles topics like work-from-home burnout and how to pay for remote work. They also tracked audiences' growing interest in social inequality with content like how to build a diverse workforce. And they update the Monster data and details.
But they don't stop at their two target audiences (companies and job seekers). They published the Weekly Monster Job Index and introduce it's for commercial and top-level media. Its initial success with all three led them to launch their own website, Monster Intelligence in 2021 is for all things data.
That new intelligence site was an unexpected result of the project. The original goal of Work in the Time of the Coronavirus was to build brand awareness and expand Monster thought leadership. across three areas – candidates, employers and media.
Get positive results
To draw people to the new site, Monster emailed 5 million job seekers and 500,000 employers in its database. They reached out to the media, specifically introducing content in the Monster Jobs Index. Organic social campaigns have been created for individual articles and they have implemented targeted advertising for webinar out of the content of the web page. As the economic recovery drags on, they turn to a paid social campaign of individual articles on relevant articles. trending topics .
It worked.
The Work in the Time of Coronavirus website scored an average of 2,500 B2C visits monthly. More importantly, they earned 52 Click-through Rate as visitors were motivated to see more content on the site. The B2B homepage has 40% CTR, with most clicks to see the exclusive Monster Job Stats.
@Monster's coronavirus site was a success, averaging a 52% CTR from B2C visitors and a 40% CTR from B2B visitors, said @AnnGynn via @CMIContent. Click to Tweet Personal articles advertisement was successful. COVID related posts are 51 % more effective than standard content in driving traffic to the website. COVID-related content accounts for 81% of work views, 84% of new accounts, and 83% of apps started on social.
And the impact continues to extend into the 4th quarter of 2020 and the first quarter of 2021. With a 50 – 50 mix of content of standard career advice and COVID-related articles, COVID content makes up 71% website visits.
As for media coverage, the Monster Jobs Index was responsible for 55% of corporate media coverage in 2020 and its thought leadership resulted in a 175 Increase % when bringing a Monster spokesperson into the media coverage.
Unite the organization
But that's not where the Monster story ends. It is really just the beginning of a new era – a integrated approach to content throughout the organization.
About two years ago, the small content team at Monster went through some changes. Carl led many of the company's PR brand communications efforts, while Julia was in charge of Monster's B2B content marketing team. But the outbreak of the pandemic made them work together in a cohesive way content strategy in response to that incredible moment.
“We can never stop doing it that way. Now it's like second nature to us,” Carl said.
Use Sprout Social's Bambu using this tool, they can easily share content with employees, who can then share it externally. “We have had great success leveraging that for our sales team,” says Carl. “They need to stay in touch with their customers. They need to stay relevant.
“We continue to provide them with content and data points (through Bambu) that they can put on their own LinkedIn (or Twitter),” he said.
Today, marketers deliver fresh content two to three times a week to sales team and others may continue to share relevant digital content.
That's not all. The internal contact team sends out an email notification every Tuesday from marketing talking about the latest pieces of content to check, public relations hits to share, etc. become an integrated aspect of the way we work here,” notes Carl.
All this work also goes unnoticed by the C-suite. As Carl explains: “It became increasingly clear to the executive leadership that this was just part of the way we did it.”
All the tools mentioned in this post come from sources. If you have a tool to rec please add it in the comments.
Are you working on rock star content marketing? Plan to enter the 2022 Content Marketing Awards. Sign up here to be notified when entries are accepted.
Cover photo by Joseph Kalinowski / Content Marketing Institute
إرسال تعليق
إرسال تعليق