As more and more businesses adopt content-led marketing, target audiences are becoming increasingly discerning. Salary surveys, which for so long were the signature piece of content for an agency, are becoming passé, especially as new entrants such as glassdoor reshape the market, with real-time, up-to-date, accurate information. So, what should recruiters do to adapt and how should they approach their content strategy to create engagement and ROI?
First, think about what question you are looking to address. How relevant is that question to the audience you are seeking to engage with? How much
Secondly, how are you going to answer that question? What unique data do you have which can be used to create insight? If in the first instance you don’t have unique data, is it possible to create some by conducting market research amongst your client pool? Tools such as Survey Monkey enable free market research to be carried out amongst small data-sets.
Also, who is going to write the analysis and how much writing do they do? Will anyone
Is this content a one-off or to be a part of a campaign? If it is a one-off, why has that decision been made? What would the implications be for the business to look to have a guaranteed frequency, e.g. producing content monthly?
Can you partner with anyone when looking to produce the content? For example, by combining data you have along with a partner, you can not only have a report showcasing more data than you normally would be able to have, but also have the benefit of both businesses marketing the report to a wider audience.
Once the content has been written, what next? Does your business have a newsletter channel it can distribute through? If so, who is responsible for managing your newsletter data? Have they looked to implement new GDPR requirements for data protection? How are you looking to expand your mailing list? Are you doing AB testing to assess how best to improve open and click rates? Are you attending trade shows or going to events? Can you then create printable versions to take with you and give out?
What is your reach on social media? Within your business
With your website, can you create a page to allow people to get the report directly? How well designed is your site for SEO? Is your site integrated with Google analytics, can you see where your traffic is coming from?
Finally, if you feel you have unique insight on a key issue, what about contacting journalists, or a PR agency with the right connections? Whilst the trade press are usually happy to have a look at anything sent to them directly, national broadsheets can be somewhat more discerning, and getting exposure with them by using the right PR firm could catapult your brand exposure and significantly increase the ROI you generate.
For a free consultation on how we can help with your content, please do contact us