Content marketing is one of the biggest trends in recruitment marketing at the moment – and it looks here to stay. A relatively inexpensive way to get your message out to your target market (no printing, no design and no event/sponsorship costs), the key is to make sure that you spend your time and energy in creating content that accurately reflects your brand and ultimately, engages your candidates and clients.
One piece of content can be used many times
If you’ve got a content plan and a list of topics that you know will engage with your candidates and clients, you can then work out ways to use them multiple times. If you film a video for your website, why not transcribe it into a blog post? If you cover a couple of themes within your video, you can cut it in to a short teaser film and post it on social media, driving people to the main video on your website using several different key messages to entice people to view.
Tip: Think carefully about your message and invest time in a high-value piece of content. From there, work out how you can use it in several ways.
Content will help your website perform better
If you are writing about a topic or issue that’s relevant to your industry or sector, there’s no doubt that it will be full of keywords that Google will LOVE. Although the Google algorithms are always changing, one principle remains the same – it rewards websites where the content is updated regularly, which has lots of keywords and where readers have spent time on a page.
Tip: Make sure you have researched your keywords and use them throughout your content. There is a lot of discussion about Content vs. SEO – but SEO will rely on good quality content, so make sure you get it right. Make sure your content is worth reading and your SEO will benefit.
A content strategy will feed your social media
Your website’s blog is the first place to go to for your social media content. For each blog post, create social media posts to drive people back to your website. This could be a quick video to introduce your blog post (make sure you add in subtitles) or you could do an Instagram story or just a series of text-based posts (with an accompanying image) that will help to drive people to your blog post. And don’t just drive people to your blog once – think of different ways to introduce the topic and create eye-catching posts to drive people to your posts.
Tip: Make a plan of content that you want to share – this could be trends and news in your sector, the recruitment perspective on various national awareness days such as Mental Health Awareness Week, or simple techniques such as CV top tips or helping people through the recruitment process and what to expect when they register with an agency.
Reverse Delta now offers content marketing to our recruitment clients because we know it’s a vital way to improve the performance of your recruitment agency website. As we know, many of our clients struggle to find the time to manage this in-house as typically the consultants are too busy to take this on and some clients don’t have their own marketing team available.
We are delighted to welcome Rachel Allen to our team as Social Media & Content Specialist. Rachel has over 15 years’ experience of B2B marketing, with the last five years spent working with a range of recruitment clients. Rachel has been working on the Reverse Delta blog and social media since late 2019 – check out some of her articles here.
If you’d like to find out more about how Rachel can help your recruitment agency write great content to support your recruitment marketing strategy in 2020, get in touch via firstname.lastname@example.org or call her on 07734 886538.