But you know what? Most recruitment agencies (and businesses in general) that utilise content marketing are doing so wrongly. They may be providing their target audience with content but in reality that’s about it. In fact, they’re missing the point entirely.
Blah, blah, blah… We’re brilliant etc etc.
As you’re reading this blog, would you still be reading it if I was telling you about how great we are? If I was continually telling you how much we love what we do? Of course you wouldn’t. That’s because you’re selfish. I’m selfish too and the fact is everybody is selfish. We don’t want to hear about how great a potential client, customer or supplier is, we want to know what WE will get out of it. How are you going to make MY life easier? So if your recruitment agency is blogging about how great you are all the time, I’m sorry to say that nobody really cares. Start giving people useful information, genuinely enlightening content and stuff that’s relevant and useful to them and you’ll have a blog that people will be interested in. It’s not just about content you have created, it’s about sharing relevant content from other places too to show that you really have your finger on the pulse.
Are you writing rubbish?
We touched on this in the last point but now you understand that you need to target your blogs at clients and candidates and not talk about yourselves, then it’s crucial that the content you create is good. Actually, good isn’t good enough. It needs to be great. It needs to be awesome. So for example, if you want to write a blog post for candidates on how to create a winning CV, then don’t just lazily rewrite a blog post you’ve seen on another site (or even worse, copy it word-for-word). Write it yourself (or get an expert like ourselves to do it for you) and make it completely relevant for the candidate in your industry. Explain it in detail, give working examples and inject some personality into it.
Are you sharing content? Or are you spamming?
So now you’ve got some fantastic content, what are you going to do with it? Share it. Great! But sadly, what a lot of people do when sharing content is actually spamming, and nobody likes a spammer do they? Linkedin for example. How many times do you go on groups and see the same blog post lazily posted across a multitude of different groups? It’s not very personal is it? Taking the time out to introduce the post and make it relevant to each particular group will encourage and improve the group’s engagement with it. Yes it takes more time, but it’s something that is definitely worth doing.
We’ll revisit these themes in the future but we’d love to hear your thoughts on this. Do you use content marketing? Are you finding your Linkedin groups filling up with more and more spam? What’s your definition of awesome content?