Content Marketing For HR Tech Increases Visibility
Are you afraid you’re running out of content marketing ideas for your HR tech company? Building a powerful online presence means you rank higher in SERPs, and potential clients can locate your business easily. Consequently, you have a better chance of getting page visits and possibly purchases. Keep in mind that only 6% of people visit the second page of Google’s results, meaning that there is no better time to polish your SEO abilities and propel yourself ahead of your competition. Increased brand visibility is necessary for both small and medium-sized businesses and large corporations, as the more you distance yourself from the first page, the more unreliable the results become. This means that customers are unlikely to trust a brand on the third page, thinking that they lack expertise. Also, the higher your rank, the more trust you receive from Google, meaning that they support your efforts. So, how can you transform HR tech companies into trustworthy and high-converting lead magnets that generate more sales?
One Common Mistake HR Tech Companies Make
While building their B2B content marketing strategy for increased online presence, many HR tech companies forget about the four stages of the buyer’s journey. Clients start by recognizing their challenges, researching available solutions, identifying your product, and making their own decisions. You don’t need evolved digital marketing skills to understand that you have to target all stages with appropriate HR content. This means that the keywords and phrases you utilize to attract customers must be carefully catered to each stage. For instance, someone doing product research may not be ready to buy yet. Links that direct them to your e-shop are irrelevant. On the contrary, they need informative content, including blog posts, case studies, and video tutorials.
7 Ideal Content Marketing Ideas For SMB HR Tech
1. Expert Content Writers
SaaS B2B marketing depends on high-quality blog posts that educate audiences and prove why your HR tech company is the best in the market. Who is going to produce all that content, though? Do you have in-house personnel, or do you need to outsource your writing requirements? Asking for expert help may be the best option for small business content marketing, as you can pay for the content you need without having to employ extra people. Ensure the professionals you choose have extensive HR tech knowledge so their material is as informative and thought-provoking as possible.
2. Use Case Studies To Showcase Value
SaaS startups are still new to the game and, therefore, their HR product’s worth and usability are not visible yet. A crucial content marketing tip for HR tech newcomers is to publish case studies, customer testimonials, and reviews. Use your clients’ own words to describe your product’s value and the outcomes it presents. People want to see practical applications of your solution instead of feeling overwhelmed by exaggerated promises.
3. Create Comparisons Between Yourself And Your Competition
Customers typically compare various solutions before deciding which one they’ll purchase. Among the most efficient B2B marketing strategy examples are comparative blog posts or infographics. Show prospects how your HR business excels compared to the competition and what you offer that they don’t. Numbers don’t lie, so stick to official data instead of empty words. Case studies and testimonials will help you strengthen your content marketing for HR tech and build a powerful online presence.
4. Promote Your Content Methodically
How do you spread the word after creating informative content? Utilize your social media platforms and share links with your followers. Make sure you are using platforms where your target audience is active. You should also share new content in your newsletters and add backlinks to various resources, including eBooks, webinars, and podcasts. Additionally, one of the many benefits of AI in marketing is that it can automate many mundane tasks, including SEO content generation, thought leadership content, and data analysis.
5. Establish Thought Leadership
Any successful HR tech content agency will tell you that being perceived as a thought leader in your niche is crucial. That’s especially true when you are trying to build an online presence and create a solid base for your content marketing in the HR tech world. Identify common challenges and pain points your target audience faces and propose solutions your product can offer. Your HR content must be original and highly informative. Don’t add unnecessary details that fill the pages but offer no value. Even if you are not an expert on all matters, you can invite respectable figures and record a podcast episode with them. You can go one step further and ask people in advance what questions they have so you can discuss them with your speaker.
6. Be Active In Online Communities
Conversing your HR-related audiences in forums and online communities is one of the most overlooked tactics that content marketing agencies forget to include in their strategy folder. Do some research and identify spaces that are relevant to your niche, where users are active and the atmosphere feels friendly. Introduce yourself and engage in discussions with like-minded people. Don’t try to make a sales pitch, though. Share your HR content and answer any questions readers may have. Your goal here is to learn and educate. You can offer practical advice to readers who express their challenges and let them visit your website for more information. But you can learn from these spaces, too. That’s especially true if you’re new to the HR tech world and you’re still trying to figure out who your ideal buyer is.
7. Measure And Analyze
So, how do you know what your marketing results look like and whether you need to shift gears? If you find it hard to keep track of keywords and the bounce rate, you may opt for automation, as it is one of the top applications of Αrtificial Ιntelligence. Automate A/B testing so your content never gets out of fashion, striving to rank even higher in SERPs. Ask AI to check various keywords and phrases to see how they rank and whether they have dropped in popularity. Don’t wait until your content starts deflating to do all that. Leverage your advantage and keep pushing until you improve your results even more.
7 Pivotal B2B Content Marketing Ideas
1. Use Keywords For All Funnel Stages
You are probably thinking about how you can increase sales through tech content. Optimizing your material only for those who are ready to purchase is not enough. Your marketing team can help you during all funnel stages by adding relevant keywords and phrases to speak to various customers. For instance, at the top of the funnel, you need to provide educational content to promote brand awareness among HR experts and newcomers. You can discuss matters other than your product to establish thought leadership. In the middle of the funnel, you can focus more on your product and the challenges it tackles. Everyone must have a clear idea of how exactly your service benefits them. After you’ve built an online presence, it’s time to focus your content marketing for B2B on comparative content that shows why your product is better than others in the HR tech market.
2. Invest In Visuals And Videos
Interactivity and visual engagement are two factors deeply integrated into the future of digital marketing, as HR audiences don’t have the patience or interest to read lengthy blog posts. MarTech companies offer various tools that allow you to promote your product using video, audio, screenshots, tutorials, and live demos. Content marketing for HR tech companies should concentrate heavily on producing social media videos and sharing snippets of webinars and podcasts to intrigue audiences. This way, it’s easier to spread your messaging and highlight your product’s unique functions while keeping your clients engaged.
3. Utilize Lead Magnets
High-performing marketing teams typically create valuable magnets that make lead generation easier during all funnel stages. Content marketing for HR tech products can utilize eBooks, webinars, demos, and free trials to sweeten the pot for potential buyers and grab their attention. When magnets are useful, prospects will undoubtedly offer their contact details. Avoid adding exaggerated claims and fake offers in your magnets, as they may initially generate leads, but conversion rates and your reputation will take a massive hit. However, when your free HR eBook is of high quality and gives customers a glimpse of your expertise, they are more likely to come back and make a purchase.
4. Use Shareable Assets
If you are now creating your marketing plan outline, make sure you include shareable assets among your tactics. They refer to the content aiming to be shared by people, including videos, infographics, blog posts, eBooks, and templates. Creating engaging and comprehensive material makes it almost too easy for people to share with their peers and helps you increase your online presence. Choose trustworthy data, statistics, and the latest industry news to promote. Therefore, your content marketing efforts for HR tech become easier while you build brand awareness.
5. Repurpose And Optimize Your Content
Publishing content daily can be a difficult marketing tactic for many HR tech businesses, no matter how big they are. Instead of creating brand-new material all the time, you can repurpose already existing content. For instance, you may combine various blog posts into a single eBook. Or you may break down the main points of a video and craft an informative infographic. Additionally, you should keep updating old content so it looks fresh and aligned with industry news. For example, if you have created an article about how to measure marketing performance, review the content every year and make changes based on new tools that frequently break the market. Adding timely information is crucial so your content doesn’t look irrelevant.
6. Create Content Based On Buyer Personas
The first step to creating personas is gathering detailed customer insights to understand each profile’s behavior, goals, challenges, and interests. Based on the similarities you recognize, you can segment your audience into various personas. This process is essential for HR content marketing, as it helps you create targeted messaging and build a powerful online presence. Creating maps of each persona’s buyer journey helps you see at which stage of your sales funnel they are and how they discovered you. Then, you must speak to them in their preferred language and stay consistent.
7. Identify Where Your Audience Is Active
Your marketing leader knows that audience research is an integral part of HR marketing, as it helps you identify the platforms on which your potential clients are active. You can’t waste time publishing content everywhere, wishing to reach large audiences. Instead, you should run LinkedIn and X polls asking customers which platforms they utilize for B2B-related activities. Therefore, your HR marketing resources don’t go to waste, and your promotions are highly targeted. Even if your audience is active on most of your platforms, try to focus on 1–2 of them to increase visibility and generate leads.
Key Takeaway
Now that you know a few of the most engaging and successful content marketing tactics for HR tech companies, do you feel confident that you can create a compelling promotional campaign? Your content machine must produce high-quality and informative material no one can doubt, meaning your credibility skyrockets. Are you wondering what other smart tactics you can use? How about gated content? It helps you hook potential clients and gives them no other option but to hand over their contact information. However, none of that matters if you don’t invest in customer profiling so you know who your target audience is and what their needs and pain points are.
