The following transcript was taken from InSights, a staffing and recruiting podcast from Haley Marketing Group dedicated to providing quick-hitting takeaways on Social Recruiting, Content Marketing and Employer Branding. To listen to the episode, click play on the player above or visit the episode page [InSights] Stealing Your Competitor’s Facebook Playbook
Brad Bialy: There’s no marketing silver bullet. You know that, Matt, and content marketing is no different. So, how long does it take before you start to see results from blogging?
Matt Lozar: Well, Brad, we could see results tomorrow. We start today, we could definitely see results tomorrow.
Brad Bialy: How so?
Matt Lozar: Let’s say we post an article on our site, resume tips, client leader generation, pick your topic, what you think would be great for your audience, and share it on your blog. Could people find your blog that way? That’s not the answer I was really looking for. It was more maybe you or another recruiter, another internal employee, share on social media, and that’s a piece of content that drives traffic right back to your blog.
Brad Bialy: I think that’s one of the best parts about creating content, is that as soon as you publish it, you have the opportunity to drive inbound traffic back to your website. You create this great piece of content, whether that’s an article, you publish that on the blog, long form, short form, you publish that and then you distribute it over to LinkedIn, Twitter, Facebook. You have an immediate opportunity to drive new visitors back to your website.
Matt Lozar: Maybe you could send an email to a client or another candidate and say, “We just published this great piece of content. Thought you’d really find it helpful.” There’s another way to deliver that content and not just rely on social.
Brad Bialy: With email, too, think about an email signature and how many emails you send on a given day. If your email signature is, “Check out our latest blog article,” or “Check out our blog for X resources, X number of resources,” immediately driving traffic back to that article, immediately driving value to that end-reader.
Matt Lozar: And it’s free. It’s free distribution. I mean, it takes time, obviously, but that’s a great way to instantly deliver that content that you have put time and resources into to deliver to your audience, which is a lot of the thought and the talking points we have really mentioned throughout past episodes of InSights.
Brad Bialy: I think it’s a great question. How long does it take to see results from blogging? Really, on a short-term basis, you could see results as soon as you click publish.
Matt Lozar: We could, but I think, a little bit in jest, that not really the long-term goal…
Brad Bialy: Sure.
Matt Lozar: … of a blogging program.
Brad Bialy: What is?
Matt Lozar: The long-term goal, I mean, in dollars and cents, it’s to drive more traffic back to your site. It’s to get your audience back to your website through organic traffic. What we mean by organic traffic are people, candidates, anyone, really, that went to Google, could be Yahoo and Bing, as well, entered a search term into Google and then they come across your content.
Brad Bialy: Yeah, and as you’re adding fresh content on your website, Google starts to favor your site above others. Fresh content, unique content, is still a very important ranking factor in the eyes of Google, so if you think about local competitors who might not be blogging, you immediately have a leg up in terms of search engine authority if you’re creating that unique content on a consistent basis.
Matt Lozar: And to put a timeframe on it, I mean, maybe we can talk about this later with our SEO expert, Dan, when he’s… Well, he’s on in a couple weeks, but in the past, I feel like when I first started here at Haley Marketing in 2015, the talking points were three to six months. That’s when you can really start to see impact. I mean, now, I would almost say 6 to 12 months just because there’s so much content out there. With a lot of websites and companies creating blogs and fresh content, it takes more time to get your company’s website to receive more authority in the eyes of Google.
Brad Bialy: Matt, I actually saw a great post on Twitter over the weekend. If you ranked number one in 2013 on Google, you were 330 pixels from the top. Ranking number one in 2019 puts you at 1,050 pixels from the top.
Matt Lozar: I saw that, and explain that.
Brad Bialy: Yeah. What it’s saying is that now, if you want to rank one on Google, you still have 1,000 pixels above you, meaning you have advertisements. You have, potentially, the Google Map. You have featured snippets. You have the knowledge graph, which shows those answers immediately on Google. So, ranking one in Google isn’t really the solution anymore because there’s still so much space above you.
Matt Lozar: And Google for jobs.
Brad Bialy: Absolutely.
Matt Lozar: Somebody in 2013 may have typed in, marketing jobs in Buffalo, New York. A job posting may show up or a really great blog may be at the top of that list, but today, the top three entries on that search result are going to be Google for jobs, the jobs Google index for marketing jobs in the Buffalo area.
Brad Bialy: So, Matt, if we want to bring this full circle, if we think about how long it takes to have value and have an impact from blogging, the short-term is, you can see success today. You click publish on a blog. Maybe it hits a couple auto feeds. Your team shares it. You put it in an email. You can drive traffic and start to see results from candidates in your local market immediately after publishing, but the long-term value, it might take some time. You’re thinking about sharing great content, putting out great resources that ultimately answer a question better than anybody else can answer a question. That’s what Google wants to do, right? They want to serve the answer to a question, and they want to serve the best answer. Otherwise, people won’t come to Google for that answer.
Matt Lozar: And it takes time for…
Brad Bialy: Sure does.
Matt Lozar: … Google to see your website as authority. You can’t just start a website tomorrow and expect to compete with a website that’s been producing content for weeks, and months, and years. It’s, as Brad said really well, it’s answering the question an internet user types into the Google search console. Is your content the right answer for that search term?
Brad Bialy: You know I’m a Gary V. fan. He has a quote that I love. It says, “You win when you fall in love with patience,” and I’m convinced that that’s the content marketing play there. You need to be patient with the impact that your content is going to have. If you’re creating a blog just because of the SEO value, that’s great, but it does take time for that blog to be indexed, as we’ve mentioned. To see immediate success, though, you have to start sharing that content, distributing that content, getting more eyeballs on that resource quickly.