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.