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The 3 key rules to achieving greater results for your recruitment company with content marketing

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.

[if !supportLists]1. [endif]Combine it with a business sales and marketing plan.

Before you begin developing a content marketing strategy, you must first have a clear business plan. Please consider:

[if !supportLists]• [endif]Your sales and marketing activities (e.g. events, conferences, etc)

[if !supportLists]• [endif]What are you selling?

[if !supportLists]• [endif]What is your unique selling point?

[if !supportLists]• [endif]What problems do you solve?

[if !supportLists]• [endif]What are the pain points of your target market?

[if !supportLists]• [endif]What are your strategic alliances? (these can be a great source of content)

You will also need to consider your offline marketing activities as content marketing works best when combined with other activities.

2. Decide what your company wants to be known for

You should be very clear about the kind of clients you represent and the types of candidates you want to attract. If you recruit in a specialised area then your content should be relevant to your area of expertise. The clearer you are about this, the more effective your content choices will be at influencing potential clients and candidates. Your goal is for the right types of clients and candidates to engage with your content and to feel like you are ‘for them’. In a competitive marketplace, this is a powerful tool.

3. Consider your content being relevant to three content topics or focus areas

Being clear about three core focus areas (I like to call these storylines or narratives) when sharing content, helps you create content pillars so you can curate and source content from like-minded organisations to share. It will also help narrow your content focus. Some examples might be industry news, career tips and specific issues relevant to your industry specialty. Your content should always be relatable and add value to the reader.

To achieve greater results with your content marketing efforts you need a clear plan, a dedicated resource to consistently implement this plan and to regularly monitor your available analytics (e.g. Google and social media insights) to evaluate your return on investment.

If you’d like to learn more about developing a content marketing strategy for your business, I am running a webinar on August 23 with RCSA. Make sure you secure a spot to my webinar Developing a Content Marketing Strategy For Your Business.

*Content Marketing Institute

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