NEWS AND ARTICLES

The Real Secret to Content Marketing Success: Clicking Publish Is Just the Beginning

By Brad Bialy

It's easy to think that simply publishing your content is enough to attract and retain an audience. However, the truth is that the real work begins after hitting "publish." In a recent episode of InSights, the leading podcast for staffing leaders and recruiters, Matt Lozar and I discussed the importance of repurposing content, reusing it, and getting it in front of more people to help businesses grow (in fact, I’m applying many of the principles in this article).

Here's a recap of key takeaways from this episode:

Reuse, Repurpose, Redistribute

Great content can't just be released once and forgotten about. We need to reuse it. We need to repurpose it. We need to redistribute it. We need to get it in front of more people. That's because if you create 50 pieces of content in a year, a few will stand out. So, the goal is to take the best-performing content and reuse it in different ways, on different platforms.

What Is Your Goal?

Matt Lozar weighed in on the importance of tracking the right metrics to determine success.

"What is the ROI of our initiative? What are we trying to achieve by these social posts, by this email campaign, by this direct mail campaign? What are we trying to achieve? Is it likes on Facebook? No, maybe it's applications; it's actual job orders. It's contact form submissions. We need to understand what the number is that we're going to look at to dictate success," he said.

A Lesson in Content Marketing From Country Music

One of the most significant examples of repurposed content in recent memory comes from Warren Zeiders, who put out 15 videos through TikTok, all using the same sound. The goal being to expose a massive TikTok audience to his new single, "Pretty Little Poison."

The number one video had 1.4 million views, while the lowest had 177,000. However, Zeiders and his team were not afraid to press "Publish" despite the disparity.

Whether you’re in the music or the staffing industry, we as marketers don't know what our audience is going to love. We can look at research, we can look at data, we can factor in some other things, but at the end of the day, we don't know what's going to resonate.

Bearing this in mind, how can your staffing or recruiting firm make the most of your content?

Five Content Marketing Lessons for Staffing Firms

1.       Reuse the best-performing content in different ways and on different platforms.

2.       Understand the metrics that matter and use them to dictate success.

3.       Don't be afraid to press "Publish." You never know what will resonate with your audience.

4.       Look at research and data, but also trust your instincts.

5.       Reframe successful content in new ways to keep it fresh and relevant.

Matt and I want to stress that creating content is only half the battle. Repurposing, redistributing, and reframing that content differently are the keys to success. Clicking “Publish” isn't the end. It's really just the beginning.

Ensure everyone in your organization views content creation as an ongoing process rather than a one-and-done deal. By repurposing content, tracking the right metrics, and trusting your instincts, your staffing or recruiting firm can attract and retain a loyal audience.

Need a world-class content and digital marketing system?

Our solutions make it easy to drive staffing sales and recruiting. Check out our Digital Marketing Bundles or contact a marketing educator today.

News from our Partner and Silver Sponsor, UHY LLP

UHY Releases 2023 Middle Market Survey Trends Report

The 2023 UHY Middle Market Survey Trends Report polled over 250 executives across the public and private middle market to identify key performance successes, challenges and priorities businesses may experience throughout 2023.

Key findings include:

• Companies are experiencing more post-pandemic growth than expected, with most returning to pre-pandemic growth trajectories and higher in some cases. While it is a positive sign to see that companies have rebounded from the shock of the pandemic, business owners will not have much time to rest on their laurels as new challenges are rapidly approaching and existing threats continue to impact operations.

• Heavy focus on growth, process improvement, and becoming more efficient. The advent of automated business processes supplemented by artificial intelligence is not fully realized, but companies are recognizing the importance of embracing technology and considering its role in helping business owners improve efficiency.

• The importance of environmental, social, and governance (ESG) strategy implementation should not be understated. Strategic deployment of ESG initiatives is still in its infancy. The adoption of ESG criteria is not currently a major component of overall business strategy. As we move forward, companies may find themselves scrambling to put a strategy in place as uniform reporting standards are established or required.

•  Companies must improve their recruiting strategies to remain competitive for top job candidates. Existing employees should not be overlooked and are key players when looking to improve retention. The Great Resignation has completely reshaped the way potential employees approach the process of finding a job. More value has been placed on diverse workplaces, flexibility, feeling valued, expanded benefits, and more, beyond better compensation. Businesses will have to adjust to stay relevant.

• Significant barriers to digital transformation still exist, but companies are more interested in exploring it as a part of their strategy. There are countless benefits to adopting digital transformation, but companies are having trouble assessing their own needs and, in turn, having trouble selecting a partner for implementation. Companies must look deep within their processes and current technology capabilities to confidently identify those needs so they can select the right partner. Resisting change may only leave them further behind.

• Most companies turn to a combination of internal IT resources and third-party vendors to manage cyber risk. With increased connectivity comes vulnerability. Having a cyber assessment conducted by a third-party vendor can expose vulnerabilities never imagined and can also help you manage other cybersecurity components beyond the scope of your internal IT function. Tightening up cyber policies will be a key component of risk management. Cyber breaches could be lethal for any company, and the attacks are only becoming more sophisticated.

• COVID-19 and hyperinflation cause the most angst for business owners, but there are countless other concerns on their radars. COVID-19 and hyperinflation were at the top of the list, but there are important lessons to be learned from both of these issues. In addition, the risk of recession, rising interest rates, climate change, the Russia-Ukraine conflict, and increased hawkishness by the Fed are also areas of major concern.

• Businesses are plagued by a multitude of supply chain issues. Looking beyond the first tier to the second or third may reveal some weak points in a business’s supply chain. A comprehensive evaluation of the supply chain may allow a business to identify those weaknesses and make improvements to prepare for future issues.

UHY is one of the nation’s largest professional services firms providing audit, tax, consulting and advisory services to clients primarily in the dynamic middle market. We are trailblazers who bring our experience from working within numerous industries to our clients so that we can provide them a 360-degree view of their businesses. Together with our clients, UHY works collaboratively to develop flexible, innovative solutions that meet our clients’ business challenges.  Visit us at https://uhy-us.com/.

To download the full report, please click here: 

https://uhy-us.com/insights/2023/february/2023-middle-market-survey-trends-report