Content marketing is the new buzz word in the business world, but how do you know if you are doing it correctly? ROIAre you able to tell whether your staffing firm content marketing efforts are generating ROI? Content marketing involves creating and sharing information such as blog articles, infographics, videos, and transmedia storytelling materials in order to draw the attention of your identified target audience. When done correctly, content marketing efforts serve to market your staffing firm within the industries you choose, build your brand, differentiate your services within your niche and establish your staffing firm as an industry influencer. In order to generate ROI from your staffing firm content marketing efforts, it is imperative that you create a comprehensive staffing firm marketing strategy, build relationships with your audience, select valuable content, and analyze relevant staffing firm metrics.

Make Plans
When looking to market your staffing firm, it is essential that you develop a comprehensive staffing firm marketing strategy that incorporates a content marketing component. An effective content marketing campaign must not be viewed as a short-term project. Content marketing is a long-term commitment to providing materials that intrigue your audience and keep them coming back for more. Develop your staffing firm marketing strategy having in mind your long-term goals and work your way backward to determine the who, what, when, where, why and how of your campaign. Are you trying to increase client and candidate loyalty, build brand awareness, or increase your staffing firm lead generation figures? These objectives all necessitate different approaches and require you to measure different key metrics in order to track ROI.

Build Relationships
The basic principle behind staffing firm content marketing efforts is building and nurturing relationships with your target audience. Select and distribute informative materials in order to establish your staffing firm as an industry leader and a valuable resource for candidates and clients. Keep an eye on critical staffing firm metrics and monitor the individual response rates for your posts. What types of materials do people tend to share or comment on? For busy professionals who are always on the go, are infographics or video posts easier to digest? Learn from this data and adjust your content marketing materials in order to build relationships and achieve your long-term goals.

Don’t Be Afraid to Take Chances
It is important for staffing firms to pay close attention to analytical data when pushing the boundaries of their content marketing materials. Even though shares and feedback went through the roof after posting your first video, don’t assume that all of your videos are going to receive the same response every time. Take chances and experiment with your content marketing format, timing and subject matter. Use staffing firm metrics to gain insight into which posts are leading you toward your desired goals and objectives. Keep in mind that your content marketing must not be viewed as a series of individual posts. You need to look at the collective body of materials to decide whether they flow together and whether they are going to encourage followers to come back to your site and rejoin the conversation. Use predictive analytics to select appropriate content and don’t be afraid to push the limits with your content marketing strategy. Make changes if you determine that you are going in the wrong direction.

If it’s Broken, Fix It
An integral part of your staffing firm content marketing efforts is to constantly assess your analytical data and determine whether you are heading in the right direction. Are you falling short in your efforts? Are fewer people responding to your blog posts? Get to the heart of the problem and figure out a solution to change the trend. Has your writing style recently changed or do you need to inject some new life into your blog article topics? Use Google Analytics to see how visitors are interacting with your site and come up with a satisfactory solution in order to effect positive change.

Analytics Are Your Friend
Content marketing has the potential to be an extremely effective way to market your staffing firm, but unless you measure its impact, don’t expect to see a return to your marketing campaign. It is imperative that you establish and stick to a specific set of benchmarks in order to measure whether your content is doing its job. Make use of analytical data to track social interactions, brand reach, lead generation statistics and overall engagement in order to gauge campaign success and make an assessment on the ROI of your marketing efforts.

Key Takeaways for Content Marketing ROI:S.J.Hemley Marketing

  1. Lay the proper groundwork for your campaign by setting benchmarks and goals
  2. Focus on building relationships with your target audience
  3. Step outside of your comfort zone and take chances with your content marketing materials
  4. Identify areas where you are falling short in your campaign goals and make the required changes
  5. Take full advantage of analytical data in order to gauge the success of your content marketing campaign

About S.J.Hemley Marketing
S.J.Hemley Marketing is a marketing and sales consulting firm focused on driving tangible results for professional services firms. Brand matters, but not without ROI. With over 20 years of sales and marketing experience within staffing and recruiting, we have helped to drive successful branding, sales training, lead generation activities as well as defining marketing strategy for top organizations.