Putting the “Strategy” in Staffing Content Marketing Strategy
By Tess Bundt
As you know, we have discussed the importance of your staffing content marketing strategy in past blogs. However, something we have not gone into detail about is that your content strategy goes well beyond your social media and website. Don’t get me wrong, the digital aspect of content marketing is extremely important, especially in today’s environment. But what about your job postings? What about printed marketing materials? Your content marketing strategy needs to be holistic and you must take every marketing tactic into consideration for an effective and successful outcome.
First Step: Be Strategic
As I said a couple of seconds ago, your staffing content marketing strategy needs to be holistic. Take everything into consideration before you dive right into a tactic individually. If you want your content marketing to be effective, you need to lay out a great strategy and plan every aspect. Discuss with your team each concept that goes into every content marketing tactic. Create a list of goals and objectives for each feature in your content strategy. Define your target audience, your mission, and your chosen mediums (whether online or print) and implement your strategy from there.
Your staffing content marketing strategy must go along with what kind of organization you want to be. This should be established before your begin distributing content. How do you want your company to be viewed? What do you want to be known for? What audience do you want to work with? These are all questions you should ask yourself when developing your content marketing strategy. Once your organization’s brand is created, it’s time to implement through your content strategy.
The Digital Era: Social Media and Website
In today’s technology driven world, it’s easy to think that most of your content strategy is implemented online through social media, your website, email, etc. The truth is, it’s not just about the digital era, but we will dive into that more in the next section of this article. Right now, let’s talk tech.
Social media consists of many platforms that allow you to distribute information instantaneously. Before you begin posting on social media, discover who your target audience is. You need to post content that is relevant to your audience. Twitter, for example, allows you to examine demographics through it’s analytics function. It’s possible for your audience to vary on different social platforms, so it’s vital to get a firm understanding of who your followers are on each platform and to generate your content from there. When it comes to content, we recommend daily postings of what we call “repurposed articles”. There are articles posted on reputable sites that are relevant to both your organization and your audience. Posting these articles drive traffic to your social postings and ultimately generates leads on your website. Along with social media, consider starting a blog or a podcast if you have not already. Blogs are a great way to post content that is very relevant to your organization and audience. Create an editorial calendar, have a specific posting day that remains constant, and create a list of topics to stay on track. Posting these blogs on your social media and having members of your organization Like and Share them generates an immense amount of traffic back to your site. Not a fan of writing? Consider starting a podcast! Podcasts are becoming more and more popular in today’s digital environment. It’s a great way to capture relevant and interesting information to share with your audience and future prospects. For more information on starting your own podcast, check out this article or see an example from our own podcast, StaffingREEL.
Your frequent social media postings will begin to generate website traffic, so be sure everything on your site is in order. When creating website content, begin with your unique value proposition (USP). Your USP should address the “why” and the “how” of your staffing firm. Choose messaging that is unique so that you differentiate your staffing firm from other competing firms. Just like social media, the content on your website needs to be specific to your target audience. Your website content marketing strategy should include:
- Unique messaging and differentiation
- Blog and/or podcast
- White papers
- Case studies
- Pages defining services and capabilities and an “About *company name*” page
- Job postings
This is just a start to your website content marketing strategy. All of these things are important and it’s what makes up your staffing firm.
“Throwback” Tactics: It’s STILL Relevant!
Here’s a little #throwbackTUESDAY for you. Print. That’s right, printed materials are still relevant even in today’s technology driven world and from a content marketing perspective, it’s still very effective. If you think about it, print is considered to be a medium of the past, and that’s why it’s an effective marketing strategy. Printed materials grab people’s attention immediately and does not get lost in a sea of emails and social media posts. It’s a great way to get your content directly to your leads. Printed materials are also cost efficient and it’s a great way to be creative and stand out amongst competing staffing firms.
Another important aspect of your staffing content marketing strategy is your job postings. This is not necessarily a “throwback”, but it also may not be the first thing on your radar when you think about content marketing. Your job postings are just as important as the other pages on your staffing firm website. Your job descriptions must include relevant messaging and exclude unneeded details. It must also include information about your organization such as your mission, your office culture, and the benefits employees would receive upon working. Your job postings should provide all of the necessary details, so candidates are able to determine if the job is a good fit for them. In the long run, properly written job postings save you time as you only receive applications from the most qualified candidates.
Your staffing content marketing strategy is incredibly important and should be thoroughly thought out. It’s called a “strategy” for a reason. Consider everything and create a plan before diving into individual tactics. If you have any questions about your content strategy, please reach out. Good luck!
About S.J.Hemley Marketing
S.J.Hemley Marketing is a marketing and sales consulting firm focused on driving tangible results for professional services firms. Brand matters, but not without ROI. With over 20 years of sales and marketing experience within staffing and recruiting, we have helped to drive successful branding, sales training, lead generation activities as well as defining marketing strategy for top organizations. www.sjhemleymarketing.com