Blog > Employers

Using Content Marketing to Attract and Retain Talent

con·tent mar·ket·ing

If you are wondering what exactly, is content marketing, read on.

Google dictionary defines it like this:

noun
 
  1. a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
    "social media is an integral part of content marketing"

 

The Content Marketing Institute defined it this way:

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Wow, so you mean you should provide truly relevant and useful content to prospective job applicants to enable them to make an informed decision as to whether they really want to apply for an open position?  You should provide in-depth articles profiling the company culture, core values, and overall opinions on the way a business and/or team should operate? Hmmmm. Interesting...

So how does one go about implementing a content marketing campaign?