This is how Content Marketing pays off – The Berlin startup salary report by Jobspotting under the magnifying glass!
by Gaurav Gupta
Dear Readers, I would like to present you a successful example of content marketing – the Berlin startup salary report from Jobspotting.com – and show you why user-oriented thinking pays off. There is also an interview with founder & COO Robin Haak with Insiderinfos.
The fact that content marketing is THE medium to take off from its competitors, to strengthen the brand and to attract and retain users is my deepest conviction. There are different approaches.
While a content marketing strategy pursues clearly long-term goals, a campaign is usually rather short-term, medium-term, time-limited and, if it is successful, also shows specific results quickly. However, a campaign can also be part of a content marketing strategy.
In both cases it comes to the target group ( Buyer Personas to address) and to offer added value.
Current example: Salary report of the job platform Jobspotting.com
In the campaign that I would like to present to you here is the big Berlin Startup Salary Report , published in mid-May 2016. The data are based on a survey of more than 3,300 people and has been implemented with a team of six.
You probably also read about it in the social media or in one of the big newspapers Die Zeit and Bild as well as numerous online platforms that took up the report as a source.
Background for the big startup salary in Berlin
Background of the campaign is how Robin Haak, founder & COO of Jobspotting.com says that both Berlin Startup jobs as well as in job spotting of job seekers numerous requests for information about startup salaries are particularly discussed.
As we all know, salaries in Germany are a well-kept secret. Because “money is not talked about” – and this also applies to income. In the case of job searches and salary negotiations, however, such information can be enormously valuable. When the founders of Jobspotting.com saw the need, they decided to provide jobseekers with reliable data on earning opportunities.
We talked to Robin about the project and asked him about drive, planning, work processes and success measurement.
In the interview – 10 questions, 10 answers with Robin Haak
What was your drive to launch such a campaign? And why to the tabuthema content?
We wanted to support job seekers. From our point of view, it is only possible to make wise career decisions if there is sufficient information about the position, the company and the industry. On the subject of salary – especially in the still young digital scene – unfortunately this is not the case so far. With our large startup salary in Berlin, we have now taken a first step towards greater transparency of salaries.
How did you deal with the whole thing?
Hessam Lavi, co-founder of Jobspotting and founder of the job platform Berlin Startup Jobs, started the project at Berlin Startup Jobs. Since 2013, users of its platform have been able to participate in the survey. By 2015 we collected data from more than 3,300 people. Afterwards, we looked at the results, adjusted the data sets and evaluated the results according to previously defined aspects (for example differences in gender differences, gender, work area, work experience, etc.). In collaboration with the Aalen University of Applied Sciences, we finally created and published the study.
How long did it take?
Data collection, reconciliation and evaluation has lasted for approximately two years. The text of the study lasted about three months, and in the PR push we again invested about two weeks.
Could you follow the timetable you had imagined?
It took much more time. This was mainly due to the fact that we had a high scientific claim to the study and wanted to provide a clean evaluation of the data. We are a company with a data-driven product – we do not have to mess with data.
How were the tasks distributed in advance?
All tasks related to the data were with our Chief Data Officer Jan Backes. Prof. Dr. Ingo Scheuermann from Aalen University has ensured that we meet the scientific requirements. Our managing director Hessam Lavi has looked after the graphic preparation. The responsibility for the PR campaign lay with me. I was supported by our editorial team, which also corrected the study and linguistically refined it, as well as the accompanying texts and articles.
Have you set goals in advance? If yes, which?
We had set up a timetable containing specific milestones for data collection, preparation, design, PR, etc.
Was everything from the implementation as you had imagined, or were there any complications in certain places?
Due to the high scientific demand, the publication has been significantly delayed. In addition, we would have wanted an even greater media coverage internationally.
What were the biggest problems / challenges?
We are a small team. Each of us, who was involved in the study, is actually full-time with other topics. As a result of the scientific claim, the work lasted considerably longer. This was already a very intensive, exhausting time, but we are glad that we have approached the topic. And, of course, a bit proud of what we have achieved.
The report has been cited by numerous magazines, both online and in print, including Spiegel.de, Bildzeitung, Blogs and many more:
Spiegel Online, Von wegen fair: Berlin startups pay women up to 25 percent less than men , (11:05 2016th).
t3n, what you really deserve at startups in Berlin , (11:05. 2016).
Gründerszene, The Berlin Startup Salary Report – and what you deserve? , (11.05.2016).
German startups, women earn in the startup scene 25% less , (11:05. 2016).
manager magazin, Berlin startups women pay 25 percent less than men , (05/11/2016).
Business Insider, Startup Salary Report: Is the Berlin startup scene really poor but sexy? , (11.05.2016).
The Next Web, Why it’s better to be a developer at a tech startup if you can not be its founder , (12/05/2016).
Wirtschafts Woche founder, Berlin startups: Wage gap between men and women , (05/12/2016).
Tagesspiegel, women earn 25 percent less than men , (05/13/2016).
Edition F, what you really deserve the Startup? The surprising results of the Berlin content Reports , (10/05/2016).
Are you satisfied with the result?
We are very satisfied. Above all, because we received a lot of positive feedback from our users and other job seekers.
Our success is, first of all, that our job seekers now have something they could wish for and compare. This is wonderful and the most important success. Of course, we can measure success on content clearly. We are a big data company, we measure everything. Google Analytics, Mixpanel, Adjust and many of our own tools are our daily bread.
How do you measure success?
So KPI-driven, of course, whether there was more traffic or signups with us and whether the article ran long-term. I can answer yes. However, our most important KPI is retention (whether the customer or the user is connected) and whether the quality is right. This can be difficult to say after 2 weeks, but outclicks also indicate this.
Content campaign as a sparring partner for content strategy
The salary report alone has managed to stir up a lot of sand within a short time. But not enough. Job spotting is also off the campaign with her Journal on “high-quality content,” on “quality journalism that is important to us to give users real added value”, as Robin explains.
The following contributions, which have appeared on the Journal of Jobspotting after the publication of the report, show that such a campaign can also benefit from the long-term content strategy. After Hands on mentality is the user again shown explicitly how he can use data from the content report in the job search itself . Or are particularly controversial details that have caused talk, focused and explained, such as the gender pay gap and the question of who the most and who least deserves .
Which user would not like to search for jobs on this platform?
From theory to practice
Are you planning a content marketing campaign? Then you should follow the following steps:
- Organized for finding topics to brainstorm with your team: How topics may arise, you had never dreamed of her before.
- Sets in advance already the target person (Persona) determined that should be addressed with your content.
- Developed a concept! So you can sketch the individual steps and make a plan for you. Answer questions such as: Who takes over the team which task and which steps have to be worked out? Do experts need to be involved? What do you need to implement? How much budget is available? and much more
- Defines clear goals! In order to be able to measure in the end whether the campaign is successful, you need to know in advance what you want to achieve with the campaign.
- What content should be addressed and how you will implement it ? Is it a blog contribution, an infographic, a video or even a survey based on user data? Or an e-book?
- Last but not least, think about seeding or PR: The best campaign will remain unread if you do not care about that point.
This example shows once again that the customer is or must be king. “Content is King” is only valid if the customer is seen as a king. Find the needle in the haystack that makes the difference! What do your users want to read, what does it matter and how can you help them? Even though this may take two years and involves a large team, enormous effort and the involvement of experts – nothing makes sexier than to offer solutions to a problem. Your users will thank you!
What is your opinion about this? What are your experiences with Content Marketing campaigns? What are your favorite content campaigns?
December 12, 2016
December 12, 2016
December 12, 2016