[Please excuse any typing errors as this is a direct transcription.]
Hi, it’s Sharon Newey from Super Fast Recruitment, and this week we’ve been down at the Recruitment Expo in Birmingham. I had the opportunity to present there, in the Business Insights hall, and I was talking about content marketing. I want to share with you a couple of key points that we haven’t really talked about as much before, and that is the two P’s around positioning and pre-framing.
Build Value to Make the Sale Easier
When we start working with a client, naturally they’re super keen and eager, and they want to promote their recruitment company. And they will be asking us to be creating promotional content very early in their content creation process.
Now, the downside of that is, let’s be honest about it, is people don’t want to be pitched to straight away. And what you want to be doing is nurturing and building relationships and connections with people to convert them further down the line.
Content Marketing: The Positioning Tool
The beauty of content marketing is it allows you as a business to position yourself as an authority. As someone who knows everything about your market, about who’s working in your market, and many other things.
However, the beauty of it as well is that it allows you to pre-frame, to pre-sell in a very subtle way your expertise, the value and quality of the recruiting service that you offer, that will help clients and candidates solve the problems that they’re having.
However, the way that you do this is you do it in such a way where you share the fact that there are lots of moving parts to what you do. And it encourages people to say then, “Well, if there are lots of moving parts, to do this well I need the help of an expert.”
And that’s where then you are then positioning yourself as that go to recruitment company. So, there is far more to content marketing than talking about a great day that an ideal candidate in your market has. There’s more to it than about promoting your brand.
That’s important, and we’ll talk about that another time. However, think about positioning and pre-framing, because that’s how you can stand out from the crowd, and become the go to company in your market.
Can We Help?
We have been helping recruitment and staffing organisations across the globe position and pre frame their organisation, and we would love to help you too.
To find out more either call us on +44 (0)1524 784 331 or drop us a line here.
Before You Go
To accelerate your marketing at speed, you need to know your starting point and be clear on what good marketing looks like.
That is why we have designed a complimentary Marketing Audit Checklist that you can download here.