Category: Content Marketing

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Why content marketing makes your sales process more effective

By Rachel Allen   March 9, 2020  

As SEO continues to evolve, it’s clear that content marketing is absolutely critical for any recruitment agency that wants to perform well on Google (which is basically everyone).  Content for your website is something that we talk about a lot at Reverse Delta and we’ve built the FXRecruiter platform to make sure that the “technical side” of SEO is all built in to the system (so that your keywords are optimised to drive your audience to your website). Content marketing is also a brilliant way to engage your ideal client so that they get to know, like and trust your recruitment agency. So, what is content marketing and why should it be a major part of your 2020 marketing strategy?

Reverse Delta has recently appointed Rachel Allen as a content and social media specialist. Rachel now writes the Reverse Delta blog and wants to explain more about content marketing and how it can work for recruiters.

“A content strategy is vital for every business in 2020. The ultimate objective is to drive revenue, but it’s a great way to get people into your sales funnel, so that you are ready to build a relationship with them until they are ready to buy from you.”
What does content marketing look like?

A simple blog post or news item on your website.
A case study or testimonial from one of your clients.
Gated content such as a white paper or ebook that people can access by providing their email address. This is a great way to begin to nurture leads.
Videos and podcasts are brilliant content if you’re feeling confident and can be used to generate lots more content.

You can use social media – both paid for and regular posts – to drive people to your website, where they can view your content.  This is the aim of the game for content marketing - to give people a reason to visit your website. It’s really important that you set up your website for conversion too - you want people to take some action on your site. We cover that later in this blog post.
How do you know what content to put on your recruitment agency website?
Adding value is the single most important element of a content strategy. You want your prospects to get to know, like and trust you.  Content marketing isn’t selling. It’s about showing that you understand the prospect’s problem and demonstrating solutions to that problem. Some of the solutions might not even be something that you offer, but if a prospect implements a piece of your advice, and it works, then they will trust that you are an expert in your field when you start to have a conversation about buying a product or service.
How can you make sure your content marketing strategy is effective?

Plan your approach - or you’ll miss opportunities to engage with your target customer
Listen - check out what goes on in your sector but add your own take on your content
Engage - content marketing is about two-way communication so make sure there’s an opportunity to discuss your content
Deliver - promote your content through social media and other blogs
Review - check your stats in your recruitment agency website CMS, Google Analytics and applicant tracking system (ATS)

Examples of brilliant content marketing
Workforce – a blue collar recruiter in the West Midlands created this video and wrote this blog about a very important issue in their sector

Ascendant Recruitment – a Buckinghamshire based recruiter of sales and admin staff, who regularly engage their candidates on clients through their blog and social media.

Birchbox – these guys (sorry not recruitment) do a brilliant job of sharing great advice and guidance through their blog, all the time driving people to their site from a range of social media content

HelloFresh – a ruthlessly ambitious start-up, these guys create their own content but also focus on creating user-generated content which proves to be very effective in this competitive space.
How can an FXRecruiter website support your content marketing strategy?
There are some brilliant features in your FXRecruiter website - so there’s loads of opportunities to deliver valuable content for your audience just by maximising tools that you’ve already got:

Content Management System (CMS) - you can easily add blog posts, video blogs, insight articles and news posts which will be packed full of relevant, recruitment sector keywords. FXRecruiter will make sure its all "SEO compliant" in terms of URL's, titles, page structures etc
Campaign pages - with the CMS, you can easily build campaign pages to support any campaigns you are running
Video job ads - these make for brilliant content for your website and can be easily shared on your social media
Meet the team and consultant profiles - an excellent part of your FXRecruiter website, these areas help clients and candidates see who they will be dealing with and are really popular on social media too!
Client microsites - this extra feature is very popular if you recruit for a particular client. You can build a microsite to support your client’s recruitment process, providing specific information relating to their company, culture and values.
Talent board - you can share (anonymously) lots of information about the brilliant candidates that you’ve got on your books - again great content for your website which will perform brilliantly on Google.

If you want more information about how content marketing can support your sales process, please get in touch with Rachel Allen on rachel.allen@reversedelta.co.uk or you can speak to Reverse Delta’s Commercial Director, Peter Morrow to discuss how you can add some extra features on to your current recruitment agency website on (0)8000 199 737 or by email - peter.morrow@reversedelta.co.uk

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Great SEO tips for your website content

By Rachel Allen   March 4, 2020  

Today is National Grammar Day - a day that was set up in 2008 to recognise that good grammar is a key part of celebrating languages. We thought we’d use this theme for our blog today to talk about the importance of good grammar in your website content and how it can support Search Engine Optimisation (SEO).

With Google making changes to their Algorithms constantly, it’s hard to keep up, however many articles talk about four key principles to making sure you’re doing your best in the SEO race:

Content & Quality
Expertise
Presentation & Production
Competitive Comparison

Given that top of the list is content and quality, we think it’s only right to feature our best tips for SEO on your recruitment agency website! 
What keywords & key phrases should I use for my recruitment agency website?
Whenever you’re writing content for your website (such as job ads or on your blog), your keywords should be your first priority. Review them regularly, particularly if your business is evolving and you’re moving into new sectors. Here are some top tips:

Make sure your landing page content is 200 words
For a blog article, make sure it’s over 300 words. If you’ve got a detailed article, split it out into themes to get more value from a single piece
Job descriptions can be between 500-2000 words. Make sure they are relevant and concise - this will increase applications by up to a third!

What length should my page titles be?
Only the first 60 characters will count when your pages are being scanned, so keeping to 60 or under will be better for your click through rate!

For example, if you’re a recruitment agency with a job board, don’t use the title ‘Jobs’ for all of your jobs pages. Make all of your jobs in your database have their own page, and make those pages have their own (keyword rich) title.

“Permanent Graphic Designer vacancy in Wandsworth, London” is full to bursting point with keywords, makes good sense and is only 56 characters or 50 not counting the spaces. Don’t necessarily waste this title space using non-keywords such as your company name (unless of course it is a brand name that people are searching for), or common web words like ‘About’. Use things like “About our Design Jobs”.
How can I use headings in my website content? 
Using headings or sub headers above each paragraph (using h1, h2, h3) help to define a  page’s content to a search engine, so they’re of much more search engine value than the body of your text. 
Should I keep my website content simple? 
Going back to the four key principles above, it’s important to make sure that your content is well written, original and will add value when compared to your competitors. So, it’s worth investing the time in this area - here are some top tips to improve the quality of your website content:

Keep your sentences short
Use active verbs – not terms like “two designers were recruited” – just things like “we recruited two designers”
Go easy on the jargon – keep it full of your keywords, but don’t make things too difficult for the reader
Bullet points and using headings are a good way for people to scan read through your article
Write in the first person – use ‘we’ and ‘you’ – not ‘our customers’ or ‘the company’
Google can read hyphens but not underscores
Don’t worry too much about how the search engines read plurals. They don’t. They see “Job” to be pretty much the same as “Jobs”

For more information about writing simple, but effective web copy to help your SEO, check out the free guides from The Plain English campaign.

For more details about writing website content to help your website’s SEO, get in touch with our commercial director Peter Morrow at sales@reversedelta.com or call +44 (0)8000 199 737 for a copy.

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3 Reasons why content marketing is a brilliant strategy for recruiters

By Rachel Allen   January 13, 2020  

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 rachel.allen@reversedelta.com or call her on 07734 886538.

 

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