To guarantee your content marketing strategy is effective and achieving greater results for your recruitment needs you need a clear strategy, to remain consistent and ensure you aren’t putting all your eggs in one basket.
We all know that content marketing provides an avenue to let you demonstrate your thought leadership, showcase your business services and drive brand awareness. It also helps you stay front of mind with your community, your connections and your potential clients.
But content marketing is only powerful in amplifying your sales and marketing efforts if you have a content marketing strategy, which encompasses all points of communication such as your website, your social media channels and your e-mail marketing. The strategy ensures they are all working together with more consistent branding and messaging.
Likewise, if your content is of quality and of value to your clients or communities you work within, the more likely you are to be discovered for relevant keywords to your business, be shared by influencers in your niche and be linked to by like-minded organisations and collaborators.
So, how can you effectively use content marketing in your business?
The 2017 Sensis social media data shows that an increasing number of businesses have a social media strategy. Large businesses lead the way, with 90 per cent now having a strategy and SMBs lag behind, but are increasing, with 40 per cent small and 43 per cent medium businesses having a social media strategy.
But, content marketing is more than just what you are doing on social media. It is your website content, your LinkedIn articles and your email marketing too!
To be effective, content marketing really needs a clear strategy and consistent focus. Consistency is the biggest challenge and hard to achieve when most recruiters are focused on meeting the day-to-day needs of their clients and candidates.
I recommend dedicating a resource within your business to developing a documented content marketing strategy to improve your online results. Keeping your content marketing targeted and relevant to your ideal clients and candidates will help you generate more enquiries, convert more leads and grow your business.
Key success factors of content marketing
Content marketing encompasses many mediums such as articles, blogs, infographics, podcasts, case studies, white papers, videos, webinars and email newsletters. The focus is on “creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience - and, ultimately to drive profitable customer action”*.
Content marketing requires an investment into copywriting, graphic design, social media management and in-house approval and communication. A documented content strategy should include business goals, success factors and stakeholders. It should also include tracking measures for return on investment. It may even look at the competitive landscape of what your key competitors are doing in this space.
Here are some of the components that will help you achieve greater results with your content marketing.
1. Combine it with a business sales and marketing plan.