In June 2015, Margaret Magnarelli took the phone number list helm as editor of Monster, one of the phone number list most visited career websites in the world. She was tasked with restoring the brand's voice and reconnecting with its target audience phone number list of job seekers. To do so, it shifted resources and budget from outsourced agency relationships phone number list to in-house talent, and grew its staff from three to seven. Be focused on your strategy, but leave room for flexibility Covering something like the phone number list ever-changing job market requires your content marketing strategy phone number list to be adaptable. In today's work climate, for example, there's a talent shortage in certain sectors like technology and healthcare, says Margaret. For these industries, “there are more jobs available than people applying phone number list for those jobs, so it's very difficult for employers to find talent. We need to engage with audiences in sectors where the phone number list talent gap is narrowest,” she explains. Of course, this example is only a small segment of the phone number list job seeker audience. Margaret knew that Monster needed content broad enough to appeal to anyone looking for a job, as well as passive job seekers who have a job. At the same time, the phone number list site needed to cater to groups segmented by experience level (i.e. new grads, entry level, executive) and by industry. As such, Margaret developed three pillars phone number list of content (and put an editor to lead each) to simultaneously rebrand Monster as a professional industry thought leader, while attracting qualified job seekers to put them in the phone number list spotlight. relationship with relevant employment opportunities. Here's how she breaks down the phone number list three pillars: How To - simple utility content used for research purposes and to power company newsletters. “It's the phone number list bread and butter of what we do. The phone number list stories come down to 'how to get a job', but we have to do it fresher, newer and different every time,” she says. The phone number list publisher of this pillar also works with an SEO agency (360i) to update and refresh the huge inventory of existing content on the site to improve rankings or qualify for Google's quick replies feature. Now - thought leadership, focusing on stories driven by information and data. Its editor and two writers focus on creating daily content. “The phone number list Now pillar shows that Monster has its finger on the phone number list pulse; that we know what's going on right now in all aspects of the labor market," says Margaret. Editors scour headlines and look at trends to see what they should cover phone number list as it relates to the job market. This team also uses Monster data and research to create stories about the companies, industries and cities where hiring is taking place. Monster's syndication partners, including Fast Company and Fortune.com, also tend phone number list to favor this type of content.