Using content to build awareness

Our brief was to create a content strategy that helps Barclay Simpson build brand awareness among its target audience of finance and legal professionals.

Barclay simpson logo.png

Barclay Simpson is a global corporate governance recruiter.

Objectives

Use content to position Barclay Simpson as an an authoritative thought leader in the industry.

Raise Barclay Simpson's profile among key professionals in the corporate governance industry.

Our success is measured through social engagement and relevant site traffic increases.

Results

Feb - Oct

9 months of company updates and LinkedIn activity

234%

increase in traffic

503

conversions

Client Testimonial

Axonn have greatly helped us focus our marketing and branding efforts on social media, enabling our consultants to market themselves better as thought leaders in their niche areas and by providing regular relevant and well written content to promote our company brand.

Tim Sandwell

DIRECTOR

A recruitment consultant such as Barclay Simpson is a ‘people’ business, and success relies heavily on the ability of the team to create and nurture personal relationships with clients and candidates. We felt it was important that our content strategy not only positioned the Barclay Simpson brand as a thought leader, but that it helps Barclay Simpson employees grow their own personal reputation as authoritative voices in the corporate governance space. To do this digitally, we have focused on LinkedIn activities:

 

We ran an interactive, tailored training session with key Barclay Simpson team members. The training session was split into three main sections:

  1. Profile optimisation: this section covered how changes to a LinkedIn profile help give off the best possible impression to connections, and through SEO optimisation help your profile be found by more relevant people
  2. Making connections: this section covered etiquette around how to make and interact with connections in a way most conducive to generating leads
  3. Creating content: this section covered the importance of sharing and creating LinkedIn pulse content in order for the team to become more visible, and build their reputation as thought leaders

 

The training session was also accompanied by a detailed, tailored LinkedIn guide.

In addition to this training session, we regularly shadow-write LinkedIn Pulse articles for Barclay Simpson team members to publish via their personal profiles.

Our training and shadow-writing activities perfectly complement our overall content strategy, which includes tactics such as:

  • Creating regular blog content that provides insight and commentary into updates in the corporate governance industry.
  • Twice a year, creating white papers looking at the recruitment market in each core area of Barclay Simpson’s business. These white papers are downloaded and help generate leads.
  • In order to make sure that this content reaches the right audience, we manage Barclay Simpson’s LinkedIn company page, posting regular blog content updates and carefully curated content from other sources.
  • For especially important content, or lead-gen pieces such as the white papers, we use LinkedIn sponsored updates to maximise reach. We have carefully designed LinkedIn audiences for each sector to make sure that leads generated are high quality.