We’ve been preaching for a while now that developing great content, coupled with search engine optimization and social media marketing is the key to increasing online visibility and driving more qualified leads.  The Infographic below (from Brafton.com), breaks down some of the key reasons why content is so important. 

Here are some of the highlights and how they relate to staffing and recruiting:

  1. Search Engines Are Always Changing
    Google & Bing continually update their search ranking algorithms.  The goal is to provide users with the most relevant search results.  For staffing firms, this means in order to rank well in search results–and maintain those rankings–you need a content strategy in place to stay relevant.  Adding fresh, relevant, and valuable content to your site will help boost rankings and in turn drive more traffic to your site. 
  2. Google Has Given You the Recipe to Their Secret Sauce!
    Matt Cutts, the head of Google’s web spam team, frequently tells people exactly how to rank well.  As quoted in the infographic below:
    “Try to make a site so fantastic, you become an authority in your niche.” 
    How do you do that?  Through publishing great content that adds value, attracts visitors, and get’s people engaged. 
  3. Social Media is Now a Cost of Doing Business
    It used to amaze me when I found a company that didn’t have a website.  Now, not only is a great website essential to your business, so is social media.  Consumers have turned to social media to gather feedback, read reviews and make more informed buying decisions.  But it doesn’t stop there.  Bing uses Facebook Likes as ranking factor for logged in users.  Google is leaning on +1’s in search results.  And Twitter is being used as a real-time search engine and news source.  So, if you want to be seen, you need a strong social media presence and of course good content to share there. 
  4. This Isn’t Just Theory–It’s Based on Hard Data
    The best thing about online marketing is that it can be tracked.  We know exactly the impact that generating good content has on traffic.  At Haley, we have seen an average increase in search traffic of over 250% for staffing firms that develop content consistently.  Beyond that, consider these stats:

    – 52% of consumers say blogs have impacted purchase decisions
    – 60% of decision makers report content helps make better buying decisions
    – 61% of consumers are more likely to purchase from companies that create custom content

So what’s the secret to driving more leads?
It’s pretty simple really.  Create good content. Make sure it’s SEO optimized.  Distribute that content through social media.  Be consistent.   Then cash in on the leads!


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