How to Create a Simple Recruitment Agency Content Marketing Strategy

It is often said in the digital world that content is king. This is because people online are much more assertive than in the past – and will no longer engage with basic sales pitches or promotions intended only to sell a product or service. 

I hate to break it to you, but your client and candidate prospects have wised up and they expect more than traditional cheap sales tactics. 

Because of this change in which modern customers interact with sellers, most businesses are now beginning to harness the power of marketing through various forms of online content. However, even the best content needs to be part of an overall strategy designed to bring in targeted customers (clients and candidates) who will then be likely to follow your agency buyers journey to lead, then placement. Here are the basic steps your agency can take to develop a rudimentary content marketing strategy.

Identify Your Customers

The first step in creating your strategy is to think carefully about who your target clients and candidates are. If you recruit for the property industry, for example, your target customer would likely be someone who reads articles and watches videos on topics like real estate, development or conveyancing, to learn as much free information as he or she can. The key in this step is figuring out where your target market spends their time online, what social profiles they use most frequently and how you are going to reach them. The answer to this will be slightly different for every niche, so be sure to carefully consider exactly who it is you are looking to target.

Determine Your Content Channels

Next, you will want to decide where you are going to place your content so that your prospects can see it. A proprietary blog or content hub on your business website is the fundamental part of a content marketing strategy, but there are many other platforms that can be used to host your content. Many agencies are now creating YouTube channels or participating in social media conversations in order to bring their message to customers who may not already be specifically looking for their products or services. 

Typically, it is best for beginners to focus on two or three channels for content. Once you have gained some experience with content marketing, you can easily create new channels to increase your opportunities of being found. Create Valuable Content

After having identified your target market and decided on the best channels for reaching out to people who are likely to be interested in what you do, it’s time to get down to the business of creating your content. Depending on the channels you have selected, all of your content could be written word, or perhaps some of it could appear in multimedia formats. Whatever the case may be, always make sure that your content isn’t just a sales pitch. Add value over and above the services you offer by creating insightful pieces that genuinely improves the lives of your prospects.

Also remember to give away as much free information as possible when it comes to the pertinent topics in your niche. You could create an informative list that helps candidates prepare for their interviews, or a how-to-guide for clients that gives an expert opinion in how they should grow their team. Imparting your wisdom by giving away free & relevant information will build you trust and foster engagement from your audience.

Plan for Cross-Promotion

It can often take more than one exposure to your content to convince readers to become subscribers and leads. For this reason, it’s important that your content marketing strategy include a plan for cross-promotion between your various content channels. If you have articles on a blog, for example, you should refer readers to your Facebook page, where they can follow you for future updates. If, a few days later, you then upload a new piece of video content, you can post the video on your page, allowing that reader to see it. In this manner, you can build up a long-term relationship with your audience that will increase the likelihood of sales conversions.

Set Clear Goals for Your Content Marketing

With a plan for what content you will create, where you will host it, who it’s targeted at and how you will keep them engaged, your content marketing strategy is largely finished. The final and most crucial step is to define your goals. Keep your goals realistic, especially if this is your first experience with content marketing. You should also plan to build and grow as you progress. 

Although content marketing can be difficult at first, if you continue to improve your content and follow the strategy you have created for yourself, you will begin to see increased traffic, leads and ultimately placements. Like most digital marketing strategies, pulling clients and candidates in with content can start off very slowly. Don’t be discouraged if you don’t see results overnight. Simply keep posting new content and finding new audiences, and you will be sure to see the results of successful content marketing in time.

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Steffan Gooch

After spending 7 years as a recruiter, Steffan founded The Social Sourcery in 2014 and now works with recruitment agencies on their digital strategies. Passionate about the evolution of the recruitment industry, he is a firm believer that the future lies in inbound recruiting!

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