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(Please excuse any typing errors.)
Like many recruitment business owners you may have had advice from a marketing company about having a blog added to your website. You may have attended a speaking event and heard different marketers give you exactly the same piece of advice.
The question? Is the blog that you’ve been using adding value to your business?
If not, what can you do about that? That is what I want to talk to you about today.
There are 4 things that I want to cover today as to why your blog may not be adding the value that you want to your business.
Why are you blogging?
The first thing is what is your reason for blogging? Is it because you want to increase the visitors to your website; which is an obvious one.
The second reason could be that you want to increase brand awareness, the awareness of your business in potentially what might be a competitive sector for you.
The third reason could be that you want to begin to position yourself and your business as leaders, as experts within that niche and the ‘go to’ people for either clients or candidates.
So the first thing is be really clear on why you’re blogging. Is it for visitors, brand awareness or is it for expert status.
Have you got a content plan?
The second reason why your blog might not be adding the value it could is; have you got a content plan? Is the content that you are putting out random?
Do you think about it or the person who is writing it, do they think about it on the day or is the content that you are sending out and sharing part of a planned and organised sequence of content? If you are not planning your content, that would be my recommendation.
How consistent are you?
The third thing I want to talk about is how frequently are you scheduling and sending your blog content. People will be doing this in various ways but the key thing to remember is, you do need to plan and schedule content. What I mean by that is the frequency of when you add content to your website.
Here at SFR we know that every week we will send out an email or an update on LinkedIn to say that there’s new content on the blog.
It normally happens on a Wednesday or Thursday. People are in the habit of receiving that notification to say that new content is out on the Super Fast Recruitment Blog every Wednesday.
The more frequently you send out content the better. So for example it is better to send something out at least weekly rather than once or twice a month.
The second reason why it’s good to have some consistency in frequency is that Google loves fresh content. Google will recognize that you are adding new content to your blog every single week and it can make a difference to how your website is ranking.
What next? A call to action
The final and the fourth reason why your blog might not be adding the value that it could is in the content that you are sharing, are you including a call to action? What you are looking for there is are you directing the person who is reading your content, whether it is a client or whether it is a candidate, are you giving them direction as to what you want them to do having read that article?
It might be that you want to them and sign up for a free report. It might be that you want them to like that content and to share it. Or that you want them to pick up the phone and call you.
Be really clear – what do you want people to do?
When you think about your blog and you are questioning yourself, is my blog adding the value that it could? Think about those 4 key points:
- What’s the reason (outcome) that you are blogging?
- Have you got a content plan? If not, put one in place.
- The frequency of your scheduling
- Remember to add a call to action
Thanks,
Sharon
About Sharon Newey
Sharon Newey is the M.D. of Super Fast Recruitment a company that provides marketing training, coaching, and services to the recruitment and staffing sector.
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.
P.S. Do you need help with your content marketing? This is what we do and we do it really well. To find out how we can help, fill out the contact form here and add the word content in the title and we will get in touch.
