What Types of Copywriting Should I Use in My HR Business?

The simple answer is HR and Leadership Development businesses should use different types of copywriting. They each serve a different purpose that's beneficial for growing your business. Over the course of this blog series, I'll go into more detail about the purpose and strategies for using different content for your HR business. For now, let's talk about the basics.

Content Marketing Materials

Blogs, newsletters, and social media posts are all considered content marketing materials. According to the Content Marketing Institute, "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."

Basically, the main purpose of using content marketing materials is to inform your audience and build trust with them. This is your chance to show your potential clients your expertise in the HR and leadership development field. Engage with them and give them relevant, valuable information. On the other hand, you don't want to give all your secrets away for free. It's all about finding the balance between giving just enough information to earn their trust, but not too much to where they won't want to invest in your services.

Lead Magnets

While lead magnets technically fall under the umbrella of content marketing, they are a little bit different than your typical blog or social media post. Lead magnets are free content in exchange for someone's contact information. These can be anything from guides to checklists or even short e-books. You want your lead magnet to be something that grabs your audience's attention. It has to be captivating enough to where they want to give you their email address. Again, you want to give enough information to show your expertise and build trust, but don't give too much away for free.

Emails

Once you've built up your email list, you can now send out emails updating your audience. You can do email sequences or weekly/monthly emails. These help you stay top of mind with your potential clients, so make sure whatever you choose to do, you do it consistently.

Case Studies

If you've been in business long enough, you probably have at least a few testimonials from satisfied clients. Case studies are a great way to expand on those testimonials. You're giving your potential clients proof that your services have worked for other businesses. Case studies can be a big factor in persuading someone to work with you.

If this all seems overwhelming, you aren't alone in feeling that way. Copywriting can be a lot to take on for so many businesses. The best advice I have is to start small and stay consistent. It's so easy to want to do everything all at once, but that's simply not feasible. Do what you can and stay consistent. If you're ready to outsource your writing, book a brief zoom call with me. I can help!