Why Should You Use Content Marketing in Your HR Business?
Content marketing is a strategic form of marketing that is meant to inform and build trust with your audience while showing off your expertise in the field. In fact, the Content Marketing Institute states, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action." Seems pretty great, right?
What kinds of content marketing materials are there?
Blogs
Blogs are my personal favorite type of content marketing. They are an excellent way to show your expertise and experience in the field and build your reputation with potential clients. Blogs typically inform your readers about a specific topic like hybrid work schedules, diversity and inclusion training, compliance, company culture, etc. They provide a perfect opportunity to not only share a wealth of information but to increase your company’s visibility, and brand awareness, and generate new leads.
Check out this testimonial from one of our clients, Corinne Jones, CEO of CJCHR.
“Katy's articles are proving very successful, we have tons of new traffic, and honestly - more business than we can take on at the moment! Many thanks to her."
Newsletters
If you have an email list, newsletters are a great way to stay visible to your audience and keep you top of mind (or inbox). You can keep your readers informed of any events, promotions, or company news while also providing valuable information like current HR trends and how to address them in the workplace. Newsletters are also a great opportunity to give your readers the next steps like booking a call or attending a workshop.
Social Media Posts
Social media. Some people love it. Some people hate it. Regardless of how you feel about it, it’s clear that it is here to stay, so why not use it to your advantage?
Do you know that over 66% of Facebook users follow at least one business page? With almost 2 billion daily users, that’s a pretty large percentage. Not to mention several Americans reported using Facebook to look up a business. Using Facebook for your business doesn’t have to be complicated. Keeping your page updated by posting relevant information is plenty. You don’t have to post every day, three times a day. Decide how often you want to post and be consistent.
LinkedIn is a great place for businesses to be. When people are on LinkedIn, they are typically there to connect with colleagues and find solutions to their business problems. This is the perfect platform for HR pros to show off their expertise and provide value to potential clients. Again, you don’t need to post every day multiple times a day. Just be consistent and make sure your information is relevant.
Other Platforms
While Facebook and LinkedIn aren’t the only social media platforms, they are typically the main ones many HR professionals use. There’s also Instagram, Pinterest, TikTok, Twitter, and more. You can absolutely choose to utilize these other platforms, but keep in mind the content and strategies will be very different. Regardless of the platforms you choose to use, the most important takeaways are to post relevant content for your audience and to be consistent with how frequently you post.
If you’re ready to up your content marketing game for your HR business, don’t forget to head on over to download our FREE e-book, 10 Mistakes to Avoid When Marketing Your HR Business.