How to stay competitive in the changing HR Market
Not so long ago, brand advertising, direct mail and trade shows, backed up with sales calls and PR constituted the total of marketing in the HR marketplace. But there are major changes happening in this as in most other markets. These changes relate to changes in buyer behaviour because of the immediacy and directness of the new media afforded by the Internet.
The HR market is said to be worth over USD 1 trillion and growing. The size and attractiveness of this market have attracted hordes of new players in all segments of the industry.
To stay competitive, HR vendors need to take note of the changes in techniques that are sweeping the marketing world. On the one hand, communications can be more targeted, precise and measurable; on the other, customers are no longer passive recipients of promotional messages and brand advertising. They seek information and tools to make their roles easier and more effective.
To respond to these changes, we need to change strategy and tactics. The discipline of content marketing is ideal for this new environment.
5 ways to keep ahead of your HR competitors
Buyer behaviour and preferences are changing fast. In this scenario, if you remain behind the times, you're probably not meeting your prospects' needs. Unless you get in tune with market requirements, your prospects and customers may drift toward your competition.
Here are some insights to help you stay abreast:
Effective Content Maximizes Results: Almost 90% percent of B2B content consumers testify that online content has a moderate to major impact on their vendor selection, according to a 2013 report by the Chief Marketing OfficerCouncil.
Your website is the focal point: Buyers rate vendor websites as their main information source-higher than conventional sources like peers, analysts, trade media and conferences.
Information first: Buyers are thirsty for information before they buy. An automated series of emails can provide customers who sign up with free education and information, priming them for the sales call.
Tailor your product: Ultimately, the product must stand the test of use. Buyers want products and services that make their jobs easier. Your client interaction will provide the data you need to provide exactly the product/service your client needs.
After the sale: It doesn't end with the sale. To retain your customer, you must keep up the conversation and nurture the relationship. Continue providing education, training and support.
Content HQ: your content partner for HR
High quality content—lots of it—is an important component of your content strategy. Content HQ excels in this.
Some types of content we produce:
- Blog posts
- Newsletters (online/print)
- Research reports
- Presentations (online/offline)
- Mobile content
- Mobile apps
- Ebooks/print books
- Magazines (digital/print)
- Podcast scripts
- Video scripts
- Social media posts
- Syndicated content
- Materials for in-person/virtual events
- White papers
- Case studies
- Annual reports
Contact us to produce exactly the kind of content your customers are looking for.
How We Can Help Your Company?
|What?||The Value||Our Scope of Work|
Content strategy, audit and planning
|Complete audit of client’s existing content inventory across website, social channels, marketing collateral - ensuring its consistent, high quality and compliant.||Order Now|
|We will set up a content marketing repository (digital hub) for content creation, assets, work-flow, resources, roles-wise, and partners with calendar, alerts& milestones for use across client’s departments, agencies, product managers.|
Say goodbye to emailing Word files, attachments, versions and other time wasters.
|Installation, customization, integration, testing & training at no extra charge.||Order Now|
Whitepapers: The white paper topic, goal, length, sections, material, tone will be client’s preference across the below categories
Evaluator’s guide: to explain the features and benefits to a prospect. Usually a backgrounder.
Executive briefing: Short, high-level summary for C-Level executive. Usually a problem or solution flavor.
Overview: An overview of a certain market, or to redefine a market niche favorable to a certain vendor. Usually a problem/solution flavor.
Position paper: to argue for a certain approach to solving a problem, rather like an opinion piece. Usually a problem/solution.
Product briefing: high-level features, for journalists and analysts at launch.
Special report: Any type of hybrid white paper.
|Persuasive essays that use facts and logic to promote a product or service. Used by 2 out of 3 B2B firms.||Each whitepaper will have up to 2,000 words.|
Work includes research, writing, editing, email/phone interviews with the concerned customer, proof-reading & expert review.
Infographics & Charts
|Visual presentations, charts of key ideas about a topicto grab viewers' attention and get your point across in style in print, mobile and web. Used by more than half of B2B companies to prove a point with hard data.||We will create the script, Design – including icons, images, flow-charts, illustrations and ensure.||Order Now|
Case Studies/Customer Success Stories
|The strongest marketing evidence comes from how the company is helping customers in the real world.Also, known as success or customer stories, they are used by 3 out of 4 B2B companies.||Either vertical (government, SMB, corporate, retail etc), role based (marketing, IT, HR,), need and challenge-based mapped against client’s products or service.||Order Now|
Newsletters & Corporate Magazine
|Regular informative emails or magazines (print) with company updates, to stay in touch with prospects, partners, employees and clients. Used by 4 out of 5 B2B companies.||Design of newsletter, HTML, text & mobile version for any device, or email client with detailed tracking and analytics.|
We will create, translate the & provide the ‘ready to send’ format to client’s marketing team.
Videos & Animation
|Ideal for training, help desk, users, sales, HR, explainer, demos, and marketing a complex product or servicefor the website, social media, presentations, events to grab the audience's attention in minutes.||Script, design, translation and voice over in any major language, subtitles with ready to use web & mobile friendly videos.||Order Now|
Social Media Optimization
|Stream of fresh blog and social content with daily tweets, sharing news, updates, trends optimized Twitter, LinkedIn, Instagram, Pinterest and Facebook.||Content creation and curation, scheduling, distribution, translation &tracking.||Order Now|
Kits (Press, Sales, Customer & Partner, Distributors)
|The branded kit will consist of a folder with card holder and slots for the various brochures, CD, USB etc with vertical specific brochure and case study.||Product demo-scripting, video recording, voice over - design, animation, building vertical specific presentation.||Order Now|
Translation & Localization:
|Customers do not necessarily speak or read English on consumer facing content like websites, apps, collateral. By providing localized content in their native language make a bigger, wider impact.||We can translate, proof-read, edit into/from any major language in a few hours. Guaranteed quality and response.||Order Now|
Social & Media Content Monitoring:
|-12 months of monitoring (print, web, social) from our proprietary database of 2 million news sources, across 75 languages from 100 countries with real-time keyword, brand, competitor tracking, coverage and trends.|
-The content can be circulated via website, blog, social media, newsletters for SEO.