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Here we are in the last week of January; I have always liked January.
It’s my birthday tomorrow, and I’m very excited because we are going to Glasgow in Scotland to watch a musical about Dolly Parton, one of my idols.
Amazing woman.
Anyhow, today, we’re going to talk about why you need to prioritise content marketing as a strategy for your particular organisation.
Before we do that, if you’re new here, welcome; great to have you. Of course, for probably 99% of the podcasts we record, there’s a transcription, and there will be one of this particular podcast over on superfastrecruitment.co.uk/blog. In the meantime, I suspect that many of you listening to this want to have more clients and candidates knocking on your door that you can then serve.
If you haven’t downloaded our latest video series, which is new this year, then head over to www.superfastrecruitment.co.uk/clf. That will take you to a page with a video message from Sharon. Pop your name and email address in, and we will share some of the frameworks that we use with our paid clients that are working like crazy.
It’s full of content and actionable things that you can do in a webinar-style but cut into easily consumed videos.
We’re not taking the page down anytime soon, so you can grab all the content that’s there.
Why You Need Content
I keep repeating this for a reason: it plain and simply works in your market.
Let me explain. We talked to a client of ours last week about his marketing apprentice and their training.
The challenge for this apprentice was that everything was aligned to the world of e-commerce, and you can understand that because e-commerce has gone crazy over the past few years?
However, e-commerce for a recruiter is not where it’s at! The recruitment and staffing sector is a mixture of B2C and B2B because you’ve got candidates that you’re nurturing, and you’ve got clients.
This makes the recruiting sector ideal for content marketing because you are selling a high-value item, which is a person, into an organisation. It’s no secret that content marketing is incredibly powerful, and it is especially true when you’re working in a business context, selling people.
There are multiple reasons why this is the case. From a B2B perspective, it tends to be a more complex sales process. It takes a long time, and the reason for that is because people need to be convinced about why you and your product or service is ideal for them.
This is where content works because it enables you to position yourself and boost sales conversations through content. One of the things to remember is that the recruitment sector is very saturated, and you need to differentiate yourself to stand out to your market.
Self-Education is on the Rise
People are doing more self-education than ever before through the likes of YouTube.
Companies invest in content marketing to reach potential clients and candidates before speaking to a salesperson. Your clients and candidates are pre-sold that you are the recruitment company they need to talk with.
We do it all the time when we’re looking for a supplier, don’t we?
There’s almost zero barrier to entry when it comes to launching your recruitment company. All you need is a phone, the internet and a computer.
However, the market is extremely competitive.
Therefore, you have to stand out, and one of the easiest ways is through using content marketing. I will share some ideas on the specific categories of content you want to consider, and as I mentioned before, go to http://www.superfastrecruitment.co.uk/clf. In one of the videos, Sharon does a deep dive into the types of content to use and what’s working incredibly well at the moment, but let’s think about what you should start using.
Value-Added Content through Reports
The first one is reports or white papers. Now, I am sure you have downloaded reports from us in the past. We have a number of them on our website, including a very useful checklist.
With a report, you can capture somebody’s name and email details so that you can contact them again. You can begin to nurture them and brand yourself as an authority in your sector.
We provide this as a content resource for our Superfast Circle clients because it works.
Leading on from that is your email communication with people. No matter what anyone says, we’re all glued to our phones, and we read emails. It’s still the strategy that stands out as giving the best ROI of anything you’re likely to do.
Blogs Demonstrate Knowledge
Next is blog content. This blog started as a podcast; it’s been transcribed and uploaded to the blog.
In summary, you have content demonstrating that we know and understand marketing in the recruitment space.
If you’re not putting regular blogs onto your website, that is something that you need to do. You will get found by it. Sharing it helps attract people to your website to look at your services.
Increase Awareness through Social Media
Another thing is social media. Social media has gone through the roof recently. LinkedIn had a day where they got an increase of 2500% on the number of hits on their website, and that hasn’t reversed since moving out of the pandemic; it’s still maintained.
There is approaching half of the planet on Facebook.
We often talk about the unawareness phase if you’ve listened to our podcasts before. People need to go from being unaware of you to becoming aware of you. That unaware portion will often come from social media. You share something useful that gets shared by somebody else, who then picks it up and reads it.
The great thing about social media is you can create paid adverts quite inexpensively on Facebook that could get in front of your audience. Once someone has been on your website, by using re-marketing, you can get your advert shown in front of that individual as well.
I post about all different things; I’ve posted about Flo before, and my family, and I get a lot of engagement because people are fascinated. They want to know about you. They want to feel connected to you and your brand, what you do, and what you stand for.
There are many different things you can do. Content, in its many guises, is absolutely king and queen.
We support our clients with content, and the reason we do is because we know it can make a massive difference to how you stand out in your market and how you position yourself.
We’d love for you to join us in the Superfast Circle, and I hope this has given you some reasons why it’s good to invest right now as you start the year.
If you’d like some more support around your marketing, go to our Recruitment Marketing Mastery Facebook group, request to join, and Sharon or I will let you in.
How We Can Help
We have many clients on track for their best year ever because they implement what we teach and utilise the content and campaigns we give them.
Book your call and demonstration here if you want a quick chat to see how Superfast Circle can work for you.
Thanks
Denise
P.S. If you want to join Superfast Circle our 2021, prices will be held until the end of January. To find out more, speak to us here.
