Staffing agencies and recruiting firms are coming to the realization that content marketing needs to play an even more important and visible role in the mix of strategies and tactics used to grow their brand and generate leads from employers.
If you’re not quite sure what content marketing is all about, here’s a nice succinct definition from 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.”
And, according to an article in Entrepreneur, 88 percent of B2B organizations and 76 percent of B2C companies are leveraging content marketing, in some form or another, to grow their business. Roughly 50 percent of businesses plan to expand their content marketing in the future.
Is Your Staffing Agency or Recruiting Firm on the Content Marketing Bandwagon?
In a nutshell, according to the United States Staffing Association and LeadG2 marketing and sales surveys of recruiting and staffing firms, quite a few, but not all firms are on the bandwagon.
For those that are on the bandwagon, respondents cite that their top three content marketing tactics identified as being most effective are:
placing articles on the firm’s website
For example, we found that about 70% of all firms are using articles on their website as part of their content marketing strategy. Of these firms, two-thirds report this tactic as being either extremely effective or effective. Firms in the $5-$10 million and $25-$50 million size categories are more likely to cite articles on websites as being effective than other size categories.
The survey also revealed that out of the 56% of firms that do blogging, 54% say it is either extremely effective or effective.
When it comes to budgeting, the survey reveals that about $1 out of every $5 in the staffing agency marketing budget is devoted to content marketing.
If your firm is looking for ways to increase their reach and awareness and generate more leads, a comprehensive content marketing plan may be a solution worth investigating.