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One of the best ways to boost your agency brand is to use content marketing. This guide will walk you through:

  • What is content marketing and why it would be useful for your agency brand
  • How to develop a content marketing strategy
  • Low-effort and low-cost ways of finding content to share
  • What types of content work best (blog posts, presentations, infographics, photos, and others)
  • What social media channels are most appropriate for your content
  • What are the best times of the day/week to share content with your audience
  • How to amplify the reach of your content by creating brand ambassadors
  • How to measure the impact of your content strategy

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In the meantime, here is a brief preview:

For marketers, content is king. In the age of social media, marketers have become more like publishers, generating content that entertains or educates customers, rather than solely promoting products.

Today content marketing is a hot topic and has become a central marketing approach for many recruitment agencies, both large and small. Good content can establish relationships with not only candidates but also customers, and enhance their perception of your agency brand. Providing information that helps candidates professionally, builds trust and positive feelings toward your company. Companies who post at least one status update per week on LinkedIn get 40% more views to their LinkedIn job postings and 25% more clicks.

Good talent acquisition content marketing is:

Native: it doesn’t stand out the way a glossy brochure or sleek commercial does. It’s a subtle way to warm up candidates, blending in with their daily information streams.

Candidate-focused: what you share should add value to your audience and give them useful information. It should not be a one-way conversation about your brand.

Authentic: it matches the tone and spirit of your culture. Off-brand content is worse than no content at all.

Think educate, not sell.

This eBook will show you how to create, share, and optimize content to support your talent brand. Ready? Let’s go!






Step 1: Plan

Define your audience

Before you start creating content, it’s important to know who your target audience is. Are you trying to attract engineers or marketers? Talent acquisition leaders or HR directors? Or experienced recruiting consultants? Depending on your goals and target audience, you’ll want to tailor your content to reachthe right audience for maximum impact.

A great way to understand what would appeal to your audience is to invest time into building their hypothetical personas. On the right, you can seean example of the personas an average talent acquisition organization could target.



Develop a content plan

Next, it’s important to develop a content plan to help you stay organized and assure that you willpost frequently enough to stay top of mind for your audience. The most powerful tool here for youis the content calendar.

Developing a good calendar will not only help you visualize the amount and type of content youpost, it will also make it easy to assign team members and pick outlets for publishing your posts.Here is an example of one way to organize your content in a calendar: