In a new episode of the 'All the Social Ladies' podcast, we talk with Margaret Magnarelli, the Managing Editor for Content and Senior Director of Marketing at Monster.com, the leading global platform connecting people to job opportunities. It's a really interesting approach that Monster.com takes - Margaret talks about their three pillar content marketing strategy that's going to blow your mind. I've got three words for you: How, Now and Wow. Take a listen.
The Story of Margaret's Career
The Three Pillar Strategy Approach to Content
Targeting on Social
How does Monster.com approach and distribute content?
"We have a three pillar strategy that we apply to content based around the distribution methods that we use. These pillars are called 'how, now and wow.' 'How' is the basis of our how-to content, and we do this primarily for search optimized content and CRM. Our second category is 'now', which is news-responsive or real-time content. The last category is 'wow,' or content that we create primarily for social engagement. We work closely as a team to identify what the flash-points and trend-points are so that we can create fun and engaging content. Each category is weighted in terms of priority for the amount of traffic that they bring to the site. 'Wow' is so important to us as it keeps us relevant and helps us to engage with younger groups of people who are less familiar with the brand."
What is the biggest challenge facing Monster.com in social today?
"The biggest challenge is the kind of content we're creating and who we are, as this creates a natural barrier that prevents people from wanting to share it. They don't want to seem like they're job-searching because they know their friends, family, colleagues and employees are looking at what they post. This means that people just aren't as willing to hit that share button on the content. Secondly, I think it can be hard to find job-seekers on platforms. Facebook and Instagram are the best platforms for this; our social team is great at reaching people on a group and individual level so that hopefully people will think about our brand when they are looking for their next career change."
- "You can't always quantify the 'wow' in the same way as the 'how', but that doesn't mean you should ignore it. Otherwise, you lose the magic."
- "At Monster.com, we don't use a lot of paid media. Most of our reach is organic, and I really like that because it's amazing to see how something can grow without that paid support behind it."
Company Website: http://www.monster.com/
Company Twitter: @Monster
Personal LinkedIn: https://www.linkedin.com/in/margaretmagnarelli
Company LinkedIn: https://www.linkedin.com/company/monster
Enjoy, and check back here for more episodes of the All the Social Ladies podcast on Social Media Today.
This article was originally published on Apple News: