Originally published July 25, 2023 , updated on July 8, 2024

Human resources (HR) has come a long way in recent years. From being seen as just a support function, it is now integral to achieving sustained competitive advantage. The reasons are many, from the growing complexity of employee regulations to talent shortages to remote work. 

However, this boom has led to the birth of many new HR businesses, resulting in fierce competition. So, how can your businesses differentiate from the competition? How can it attract new clients and maintain the existing ones? How can it have an edge? 

A human resources content marketing strategy is just the solution you’re looking for. 

In this article, we’ll discuss how human resources content writing can help your business stand apart from the competition. We will also discuss a few tips and tricks that go a long way in content writing for HR. Let’s dive in, shall we?

Why Human Resources Content Writing Is an Absolute Must for Your Business

A human resources content marketing strategy can be effective for many objectives. Content marketing has been shown to generate over 3x as many leads as outbound marketing with less expenditure. This is why more and more organisations are using the services of human resources content writing agencies to unleash the full potential of their marketing efforts. 

Your potential clients are turning to search engines and social media platforms to resolve their pain points. A robust human resources content strategy will allow you to grab their attention and generate promising leads. What’s more, it can also help strengthen your brand and create a solid reputation for long-term advantage. 

So how exactly can human resources content writing achieve these benefits? Let’s find out. 

1. Educating Clients 

With changes in labour laws and the introduction of remote work, the field of HR has become increasingly complex. Naturally, your clients use search engines to find answers and educate themselves. By creating search engine optimised (SEO) enriched blogs on topics such as compliance, employee engagement, and benefits administration, you can solve their information needs. 

This will allow you to build your brand awareness and recall. Not only do you get to showcase your expertise and services through such blogs, but you’ll also be able to drive organic traffic to your website. Using the services of HR copywriters can help you create optimised content that ranks high in search engine results pages (SERPs). 

2. Establishing Thought Leadership 

Credibility and trust go a long way in differentiating yourself from the competition. Establishing thought leadership through human resources content writing can position your business as a voice to reckon with in the industry. You can achieve this by publishing thought leadership pieces such as industry reports, whitepapers, and research studies. 

When potential clients (or even existing ones) trust you as their go-to advisor and information source, they’re more likely to use your services. In fact, 54% of decision-makers – and 48% of the C-Suite – say they spend more than one hour per week reading and reviewing thought leadership, according to a study by LinkedIn-Edelman. Using HR copywriters to produce high-quality thought leadership content can help you attract the attention of these decision-makers. 

3. Generating Leads

As a result of educating your target audience and creating thought leadership, you’ll likely notice a spike in traffic. Be it your website or your social media pages, robust human resources content writing helps you get noticed by your target audience. Once they’re on your pages, you can capture their contact details and attempt to convert the lead. 

However, you need a solid SEO strategy to reap this benefit. HR copywriters can help determine the right keywords, links, captions, and channels that help generate high-quality leads. Consistent commitment towards content writing for HR can be the key to ensuring a steady flow of promising leads over a long period of time. 

4. Sharing Success Stories 

Sharing testimonials serves two important purposes. First, they create word-of-mouth credibility regarding your business and services. By reading such success stories, your target audience can trust your business to solve their needs, as you have done so successfully for your existing clientele. 

Second, as you work with your clients to create these testimonials, you can deepen your connection with them. Feedback or reviews from satisfied clients highlight their positive experiences with your business. This can reinforce your clients’ decision to work with you. It can also foster brand loyalty by showcasing the tangible benefits they have received from your services.

5. Strengthening Bonds With Existing Clientele

As we talk about maintaining your existing clientele, delivering continuous value to them is very important. You can do this through your services but also human resources content marketing. It is quite important to ensure that your clients feel engaged and do not switch to your competitor. 

Your strategy for content writing for HR can include frequent newsletters and mailers to your clients. These can act as a great way to educate them consistently and create a sense of community. As a result, you can strengthen your bond with them and pave the way for brand loyalty. 

Why Should You Use the Services of HR Copywriters?

Human resources content marketing can result in solid and tangible benefits for your HR business. However, you can only achieve these benefits by using the right content marketing techniques, which might require the expertise of HR copywriters. 

Choosing the right keywords, topics, media channels, content formats, and the like can make or break the success of an HR content writing strategy. At Goodman Lantern, we have a team of expert marketers and writers who can create and implement the right human resources content writing strategy for your business. You can trust us to achieve your desired results and more through the power of content writing for HR. 
Book a call or send us an email right away.

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