Content is King: Use Organic and Third Party Content to Attract Clients and Candidates
The majority of businesses that have an online presence are aware that in order to stay relevant they need to be active on their social media accounts and website. They also understand that they need to engage with others online by responding to comments and inquires as well as by advertising their content and services. To some extent, many even know that they need to produce new content regularly.
Problems begin to arise when businesses underestimate just how important it is to produce new, unique content. Over 78 percent of chief marketing officers believe that custom content creation is the future of marketing and most would like to see their companies focus more on it. Furthermore, many new recruits are looking at content to determine if they want to apply for a job with the company. Although many have the right idea in trying to create content, they struggle with developing content that builds lasting interest.
It’s Not All About You
One of the most serious mistakes that many content creation beginners make is thinking that all of the content posted to their website should be promotional pieces about themselves. Sure, that is an important aspect; but as far as initially attracting people to your website is concerned, it should remain on the back-burner. The golden rule of content creation is 30 percent your own created content, 60 percent shared content, and 10 percent promotional ads or calls to action.
They say sharing is caring, which is absolutely true when it comes to how marketing experts want to portray their company. A high percentage of potential employees are willing to shop around longer to find a company that they feel has similar ideals to their own. Sharing content is not only a way to spread business information, but also to display your business ‘personality’ and share the people behind the brand. It attracts customers and new employees, and shows the company isn’t focused solely on promotions.
Less than half of the information posted to your website should be a result of your business. Rather, the information should come from other relevant websites. Hyperlinks to and from your website and other authorities on the topic will connect potential customers and recruits to you as well as send signals to Google web crawlers that your website is important.
Keep it Relevant
When finding content from others to share on your website, it can be extremely tempting to find the most interesting things on the internet to post. But if your website is about restoring old homes, posting or sharing content about monster truck rallies probably isn’t the best idea. For one, it sends the wrong messages to Google about your website, which can hurt your rankings. It also will not inspire confidence in the people you’re trying to recruit because it shows a lack of direction.
Finding relevant things to share isn’t as restrictive as it might initially feel. Searching for leaders and prominent blog owners in your industry and sharing their posts is a great way to start. Use measurement tools to track impact of both articles and potential target blog owners. Another great way to get some mutual shares is to collaborate with companies and blogs that are in closely related fields but not direct competitors; again, this signals to applicants that the company plays well with others and.
Freshen it Up
Continually posting enough new information to keep your visitors interested in your website can be a difficult task. Often times the pitfall that most companies fall into is that they stop posting new information for months at a time. Doing so causes regular visitors and interested applicants to lose interest. They probably won’t come back once they’re gone.
Taking the time to find and post new information daily or at least weekly will continue to send signs that the business is relevant and stable. New posts show that the company is interested in brand dialogue, which can go a long way in recruiting. Additionally, fresh content and topics will continue to reach and attract different people that may be just what the company is looking for.
The benefits of posting content to your company pages are numerous. Fresh, relevant content indicates to Google and other search engines that the site is important and worthy of recognition. It also grabs the attention of potential customers and fresh recruits. Consistent new information builds intrigue and if done correctly sends the message that the business shares common ideals with potential employees and would be a real benefit to work for.
About The Author
Brittni Brown currently works for a startup in Idaho where she provides her clients with tools they need to become successful and adapt to an online world. Her current workplpace has been growing rapidly, hiring new employees nearly every month. Throughout the hiring process, Brittni’s company is constantly being reminded of the key traits that are markers of long-term, productive employees.