The concept of content marketing is to provide potential prospects with helpful and relevant information to help solve their problems. You form deep connections with your audience and become their go-to source. As you become an expert in your niche, people are more likely to begin looking toward your business for goods and services.
Content marketing is one of the most effective marketing tools used today by companies all over the world to attract and keep customers. The concept of content marketing is to provide potential prospects with helpful and relevant information to help solve their problems. You form deep connections with your audience and become their go-to source. As you become an expert in your niche, people are more likely to begin looking toward your business for goods and services.
Now, this same technique is now being used to attract a talented new workforce.
How Employers Use Content Marketing
Hiring good employees is a big problem for most businesses in America. The old way of placing ads and hoping you will attract great staff members doesn’t cut it anymore. Now you need to craft and push content specifically to “sell” potential employees on working at your great company.
Posting pictures of your office and your staff having fun at work on social media is one way to show a prospective candidate what it looks like to work there. It is also essential to have a fully fleshed-out About Us page on your website, with complete bios for every top-level staff member and shorter ones for all other employees. People want to work with talented co-workers, and they want to work in an environment that supports personal growth through continuous learning.
Paint a full-blown picture of what your company culture looks like and be transparent. You don’t want to trick great team members into working for you and then have them find out what they thought you were about was all smoke and mirrors. Be upfront about expectations and the rewards of working at your office.
Dig Deep and Use Your Talent to Find Talent
Another great technique is using an “employee advocacy program” where happy staff members post great things about your company on social media and help to attract like-minded people. You should also stretch your posting to outside sources, HR departments and publications beyond just your own controlled assets and social media.
Consult your HR department to identify “influencers” within your organization and let them lead a campaign to find new sources of talent. You can also scout social media and find influencers who mimic your ideal employee and persuade them to help attract employees. This method worked great for Gary Vaynerchuk, CEO of VaynerMedia. Gary saturated the internet with his voice, and so it wasn’t long before everyone wanted to work with this guy who knew everything about social media.
Diversify Your Message
Like with many things, diversification is key. You will want to create content for all types of media so you don’t miss that perfect employee just waiting to find you. Spread your content across various mediums like video, podcasts, social media, live-streaming events, and company websites. Cover all your bases to saturate the market with your message.
GE did just that on their Tumblr account campaign #SpringBreakIt, where they featured images, videos, and infographics on how they smash items to test them. The content was geared toward customers and potential employees and became a big hit on college campuses with engineering students and possible potential employees down the road.
Another great example is how Deloitte NL was able to find fabulous employees in a market where no one was looking for work. They spread their huge campaign across a variety of social media accounts explicitly targeted towards their ideal candidate. They even set up a dedicated website to process inquiries and hiring.
Tips on How to Use Content Marketing in Your Business
We live in a very complex, fast-paced world, and simple is often refreshing. One of the best ways to attract and keep your audience is consistent, blog posts. Your posts don’t need to be long — just have a good message that piques the interest of your readers.
Before you get caught up in design and technical details, think about the goals for your blog. Don’t overthink it. Now consider topics, what do your readers want to know? Consult your sales department and find out what questions are asked the most by typical customers. Use that as your jumping-off point. Think outside the box for other topics like industry-related trends, competitor complaints and alternate uses for your products.
Readers want to hear your company “voice,” an essential part of your brand’s personality. Develop a clear style, tone, and language for your blogs. Use one dedicated writer or a couple who can deliver that voice consistently. Use a style guide to keep things branded, and don’t forget to use tables, images, and infographics to keep things interesting and break up the text.
The final important piece of using your blog for content marketing is consistency. Draft a content calendar and stick to a regular schedule for posting. Post at least once a week and do so on the same day every week. Promote your blog through your social media channels to complete the process.
Internet Marketing Trends and Branding Success Now and for the Future
In this fast-changing world, marketers are keeping up by continually changing the way they advertise goods and services to customers. What is trending today may no longer work tomorrow. The key is being flexible and adjusting your marketing strategy to match where the audience is and what they want today.
Ensuring that your resources are mobile friendly is a big-ticket item. More than half of all web experiences now take place on mobile devices. Optimizing the use of social media and automation is also an essential piece of the puzzle. Content marketing and a well-used blog are still considered “king” in marketing today.
Experts predict that quality content and social media are the future of where all marketing is headed. However, it is also important to keep your pulse on the trends and adjust your branding and message accordingly. You cannot afford to sit back and rely on old information.
Social Media as a Marketing Platform
Social media has become one of the most powerful marketing tools ever. Whether you use it to promote new products, announce content on your blog or connect with your audience, social media is a resource that you cannot overlook.
Facebook offers two different ways to promote your content through their platform. Ads, which are more involved and complicated but reach a wide audience, can expose your message to millions of potential customers. Facebook also offers a new option called “boosts.” When you boost a post, you choose a target audience and a budget. That’s it; Facebook does the rest.
Depending on your goals for the advertisement and your budget, you can choose which method best gets your message out there. Both are effective and target through the Facebook algorithm successfully.
The most important thing to remember with any content marketing program is that you need to be flexible, pay attention to the trends and your audience, and make ongoing changes as necessary to stay successful.