With the ability to display millions of job ads to its own world-largest professional membership base, LinkedIn is a powerfully effective talent recruitment engine. When the software juggernaut needed a consistent stream of high-quality content to fuel growth, they turned to MarketSmiths to write it.
By the time LinkedIn tapped MarketSmiths to write ebooks and other gated lead magnets, we’d been working with their Talent Solutions team for 3+ years—and had a strong handle on both the subject matter and the brand’s unique voice and viewpoints. We worked rapidly to get more copywriting team members up to speed, so that we could scale our team’s knowledge base—and meet the company’s growth acquisition needs.
Our Shared Success
In 2018, we hit the ground running: writing content designed to raise search rankings and improve SEO. In 2019, we began to write ebooks, landing pages, email campaigns, banner ads, and guidebooks for an array of recruiting-related functions.
We focused on adding real value for recruiters—and crisply differentiating LinkedIn’s positioning as the top professional network, not a job board or ATS (applicant tracking system). With qualified visitors clicking through gated pages to download valuable content, we supported the creation of a high-powered lead delivery engine.
As Global Growth Marketing Manager for LinkedIn, it makes my job so much easier when copywriters get it right the first time, and every time after that. So when our team brought in MarketSmiths to write a robust (65-page) ebook, we were thrilled when they simply got it, without handholding or re-alignments (we met just once). That was over a year ago, and since then, they’ve written more eBooks, landing pages, SEO content, video scripts, and TOFU/MOFU/BOFU campaign content. We explain the strategy, get their input, and find the finished deliverable in our inboxes on (and sometimes before) the due date, with few revisions needed. Jean, Sam, and the rest of the team make our lives easier and are an absolute dream to work with! I’m excited to continue partnering with MarketSmiths for all of our ongoing and upcoming campaigns. —Ashlie Tubb, Global Growth Manager, LinkedIn
Check out some of our work: