One of the keys to modern digital marketing is establishing yourself as a thought leader. Your organization undoubtedly has something unique and special to say in the marketplace; creating and marketing content that conveys that viewpoint is one of the best ways you can promote your business in today’s search engine-driven world. Done properly, content marketing promotes your brand over and over again over a long period of time by enabling others to find and share the compelling stories that you tell. As the number of people linking to and sharing your content rises, your website’s search engine ranking will increase as well. Today, I wanted to share a content marketing case study from Young Marketing Consulting client Wanted Analytics.
Wanted Analytics provides human resources departments with talent marketplace data – what companies are hiring for what positions, how much they’re paying, how hard certain skills are to find, etc. One thing we’ve learned over the years is that nothing catches a visitor’s eye more than data that helps them make decisions or provides an interesting insight. And as you can imagine, Wanted’s data set is a content marketing goldmine. So, we worked with them to build a blog-centered digital marketing and lead generation strategy that provides excerpts from Wanted’s data in areas such as bilingual staffing, in-demand IT skills, and more. So far, the results have been generating leads and driving site traffic, and the momentum keeps building.
Our biggest content marketing success so far came when Wanted ran a blog post on the recent meteoric rise in hiring for the “Internet of Things”. A reporter from Forbes came across the post and ran a story on where to find a job doing Internet-of-Things work based on our content. That’s fantastic exposure without paying for a public relations firm, and it’s all thanks to content marketing.