Content is still king.
It’s what fuels nearly every digital marketing initiative and genuinely has the power to transform opinions, convey targeted messages, and even make someone fall in love with your recruiting style.
While there’s no exact recipe for content marketing success, there are a few core components of content that every staffing and recruiting business should do to help fuel their marketing strategy.
Listed below is some handy information on each of the core content elements and how they specifically help power your marketing initiates.
Component 1: Blog Content
Back in the early 2000s, blogging was insanely popular. And guess what? It still is. In fact, two million blog posts are published every year worldwide.
To stay relevant in your industry, blogging needs to happen. And not just blogging for the sake of blogging – but having a proper blog strategy. Every blog you publish should address the pain points of your buyer persona(s) (client, candidate, etc.) and then write keyword-based blogs around these pain points.
How it Helps
Drives more traffic to your website, positions your business as a thought-leader, and establishes trust within your network.
How Often You Should Do it
Realistically, a blog a week is a fantastic goal to shoot for.
Pro Tip
Make sure every blog has a call-to-action of some kind. Whether it’s encouraging your visitors to sign up for your newsletter, directing them to your job board, or reading another blog post — every blog should have a next step.
Component 2: Website Content
Website content is what organically brings traffic to your website, compels visitors to trust you, and brings in business.
Today’s buyer conducts a lot of research before they deem a vendor worthy of their engagement. That means that they’ll be hopping all-around your website to see if your firm is credible enough to solve their business challenges. Is the content on your site going to demonstrate your firm’s reputation accurately? Or will your content fall flat and send them seeking out another firm?
The content on your website must convince visitors that your firm not only understands their unique pain points but has the ability to solve them.
How it Helps
Attracts job seekers and clients to your website while convincing them that your firm is the best one out there.
How Often You Should Do it
Think of your web content as a houseplant that needs watering occasionally. You should spend a significant amount of time getting your content nearly perfected for your audience, SEO optimized, and converting with the slight tweak here and there for improvement.
Pro Tip
When it comes to website content, think outside the box by incorporating other content like videos, chatbots, and testimonials to help craft your message.
Component 3: Long-Form Content
Long-form content is just a fancy way of saying content that’s large in word count, value, and impact. This can take the form of a whitepaper, salary guide, infographic, case study, and so much more!
Long-form content is a fabulous tool to get a visitor to take action on your website (other than filling out a contact form). While contact forms are amazing, many early visitors are not ready to engage with your brand that way until they build more trust, and they build more trust by reading up on you via the long-form examples above.
How it Helps
Educates your audience while positioning your firm as the expert on whatever material you’re covering.
How Often You Should Do it:
Realistically, once a quarter is a wonderful goal to aim for.
Pro Tip:
Pick a quarterly theme like “Job Hunting” and then create a long-form piece of content that supports the theme. For example, “The Comprehensive Guide to Job Hunting in 2020.” After the guide is done, you should be able to pull content you’ve already completed from the guide to use for blog and social posts. It’s like getting a BOGO for your content strategy.
