We've talked about it before, how mining your own data produces great marketing content. In fact, our latest article in our marketing series titled Using Original Content to Generate Online Visibility, Web Site Traffic and Sales Leads focuses on just that and more and is available for download.
Our HR Directory - a popular destination for HR professionals - contains a White Paper+ section with thousands of white papers, articles, videos, blogs, podcasts, webcasts and research.
Taking a look at May 2009, the directory indicated its top five most requested topics from its White Papers+ section that included the flu and unemployment compensation.
Our HR Directory gives us a lens into what's on the minds of HR decision makers during any given month and the top items continue to be employee wellness, unemployment and talent management. HR decision makers are looking for sources of information they can trust to help them do their job better and more efficiently.
May's full list of popular resources includes:
- 2009 Unemployment Compensation Tax Briefing (TALX webcast)
- Summit Health Flu Center (Online flu resources from Summit Health)
- Best Practices in Talent Management: Factors in ATS Selection (nowHIRE.com white paper)
- The Trouble with Personality Tests (HR Chally Group white paper)
- 17 Rules of the Road for CRM (Sage white paper)
What's motivating HR professionals to seek out these resources? The economy and Swine Flu crisis are clearly driving demand. Companies are also using the down economy to improve internal recruitment, hiring and sales efficiencies and that means purchasing an ATS or CRM for the first time or looking for a new software provider because they're unhappy with their current one.
Pretty cool indicator. Our HR Directory gives us timely and topical insight into what's on the minds of HR decision makers during any given month and the top items continue to be employee wellness, unemployment and talent management. It also underscores the importance of objective, high-quality content marketing in building brand visibility for HR vendors.
The fact is HR decision makers are looking for sources of information they can trust to help them do their job better and more efficiently. To find these, they turn to the Internet, and our previous buyer research validates that.
Having great content increases the likelihood of your company showing up on search results - and prospects finding you first.
The first rule of the content marketing club: always talk about the content marketing club.
The HRmarketer.com HR Directory helps HR suppliers showcase their companies and share their expertise with professionals and decision makers. The site is visited by thousands of HR decision makers monthly and includes five major sections:
- HR Buyers Guide
- HR White Papers+
- HR Forms and Templates
- HR News
- HR Discussion Boards
The Directory allows human resource and employee benefit vendors to build interactive company profiles and syndicate their content. Since a vendor's content is hyperlinked to their Web site, it helps HR suppliers improve their own company's search engine optimization (SEO) and generate sales leads.
Check it out. Take a look at your own data as well. What can you turn into valuable content marketing?
Post by Kevin Grossman (join me on Twitter, Facebook and LinkedIn)Labels: content marketing, HR Directory, HR marketing and PR reports, online marketing
