Content: It is important but difficult to pull off. In fact according to research from Hubspot creating content and measuring the return on invest are two of the biggest challenges faced by marketers today.
Despite statistics demonstrating that posting and sharing content helps build your brand, drives engagement with your target audience and actually leads to more conversions (applications to jobs or clients getting in touch) the vast majority of recruitment businesses haven’t invested in content marketing training or hired content experts. This is huge lost opportunity.
Over the last 12 months my team and I have spent many hours educating our clients on how to make creating content simple. Here I’ll share a couple of tricks which will save you time and effort.
So what can you do today to save time, create more content and have an instant impact?
It starts with the way your structure your content. Since school we’ve heard about building stories with the right Beginning, Middle and Ending. When it comes to content creation and content marketing think of these three steps as chapters titled Problem, Solution and Resolution.
Chapter one. The Beginning – Problem:
Highlight a problem that your target audience of candidates or clients face. This could be a problem that they are very aware of (how do I prepare for an upcoming interview) or something that is news to them (did you know the job of a marketing director will become redundant because of “Growth Hackers”).
Conversations between recruiters and their candidates or clients should raise challenges that these individuals or businesses face. Build a process in your business where marketing and front line recruiters speak regularly to share what the hot topics of the day are.
When highlighting problems that your clients and candidates might not be aware of – such as changing market factors which could impact their career progression, or legislation changes which might mean hiring certain candidates becomes difficult – try to add statistics or data from third party sources to validate the issue.
Chapter two. The Middle – Solution:
Explore what your clients and candidates can do to solve these problems. In the earlier examples this might include a vide tutorial on how to act in an interview and some tips for the most common questions, or training courses and book recommendations for marketers looking to learn about “Growth Hacking”.
The more comprehensive your solution, the better you demonstrate how well you understand your business and the market. For years now recruitment consultancies have been talking about the “value added service” which they offer alongside their standard recruitment offering. Here is the opportunity to deliver on that promise.
Content with a framework or process which is easy to follow will often be more successful and increase the number of social shares you receive.
Chapter three. The End – Resolution:
Having highlighted a problem, explained how it can be fixed you now have an opportunity to share examples of people / businesses who have followed these recommendations to see success.
Showing real life examples instantly builds credibility. This is like a case study on what your business has done and therefore what you can do for other clients or candidates.
Going back to the earlier examples you might show how someone managed to get their dream job as a result of your interview advice, or how “Growth Hacking” has changed your client’s marketing department.
Well does it work?
Heck yes! In fact this process is used across case studies, self-help books, adverts and infomercials.
Take the recent advert on television from AO. They highlight a problem shared by many parents; children get dirty, and occasionally washing machines break down. Then they describe the solution which involved contacting AO. Finally the entire video is a resolution because it is narrated in the first person by the family involved.
In a recent session with clients in the LinkedIn office several recognised this formula from articles they had read or had written themselves unknowingly.
Even this blog post takes the format of Problem, Solution, Resolution.
Problem: “Content: It is important but difficult to pull off.”
Solution: “It starts with the way your structure your content.”
Resolution: “Take the recent advert on television from AO.”
Please let me know if you try this formula and if you have success with it. Any feedback is welcome.
For more information check out this slide deck below…