Mid-funnel marketers are what they need to become effective and I highly recommend you focus on this area today. How marketing content can significantly increase your ROI in the mid-funnel

The “pros” for content marketing in the mid-funnel

In some of the most recent recruiting reports, marketers highlighted their investment in content marketing as being the most critical differentiator between themselves and the competition. The human resources capabilities of LinkedIn highlighted a trend in marketing as a competitive differentiator where marketers can exert influence in the human resources decision-making processes, influencing their product strategy. Marketers also expressed the importance of social media in the mid-funnel marketing effort as it can bring a touchpoint with candidates to the recruitment team or even opening a direct job to candidates on their channels. In our initial surveys, we found marketers to be heavily focused on taking advantage of the power of their videos to effectively re-engage with C-level talent. Traffic

In Q1 2017, B2B content marketing budgets were growing at an average rate of 35% year over year, reports the LinkedIn Marketing Solutions 2019 trends report. The use of videos as a means of content engagement continues to be the primary way of using marketing content.

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Cost effective

Revenues for B2B content marketing are on the rise thanks to the ability to generate greater qualified traffic and revenue, and the tight budget constraints of a traditional marketing budget. Successful content marketing is reaching qualified leads, especially with professional and technical expertise, while also reaching those candidates on the higher funnel recruitment level. Image Source: Shutterstock

Video reach

There’s no denying it. Video is an increasingly powerful way to reach candidates. The use of video for recruitment is primarily with professional roles with a history of work in the industry, where candidates are looking for opportunities where they see value. Video content attracts a higher proportion of both recruiter and employer traffic than blogs or infographics.

In the B2B Recruiting Industry report from LinkedIn, 39% of HR decision-makers prioritise video as a means of pushing their marketing messages, whilst 21% and 13% are more focused on writing blog posts and infographics respectively. Video is also the most popular way to share careers and job openings (25% for recruitment and recruitment opportunities, and 19% for jobs). And with recruitment continues to be a cost-efficient tool, video can provide real benefits for your organisation. Video has twice the reach of blog posts (69%) and in fact, is even found to be more effective than open calls on leads and candidates as:

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Interactive and informative

Last but not least, video provides solutions for candidates and recruiters. Employers who produce video content demonstrate a tendency to encourage candidates to explore more details, and create value for both sides by strengthening the candidate-employer bond. Video engages prospects across all touchpoints and is 100% interactive which also means candidates are more likely to engage with a video’s visual as well as verbal response.

In our final point, video is informative. Video content invites candidates to dive deeper and get more information about their role, skills and career path. Video can demonstrate a person’s value to the organisation, and equip candidates with accurate information about what position they are currently and want to be in their future job. That said, you need to be very clear with candidates about what your organisation stands for as a whole. If you don’t highlight that, you’re delivering poor search results for candidates as video enables candidates to pick away at the content. As all businesses are going to continue focusing on video for recruitment, if you’re thinking of engaging in this growing adoption rate, make sure you provide some depth and information around your organisation’s content.

Why you need to focus on marketing content in the mid-funnel:

Video is the ideal medium of sharing information to a large audience at a close to real-time time. Content marketing in the mid-funnel gives you the ability to create meaningful and engaging content that results in solid human and talent acquisition opportunities for your organisation. A well-developed and engaged range of content can help your organisation increase the value and outcome of recruitment. What content marketing is worth as your organisations growing journey continues to take off and continue to dominate

Content marketing in the mid-funnel is important for more than just getting to this point

Businesses that harness an integrated approach to marketing , from understanding their products and services, to creating engaging and relevant content are starting to seize a better place in the recruiter ecosystem. When the recruitment process is fluid, enabling candidates to complete the recruitment journey in full is more important than ever. Video content is a full-year enabler.

There’s no separating the wheat from the chaff in recruiting, giving the best candidates the most information, opportunities and opportunity to compete. How to easily ensure video campaign success

Visibility is one of the best ways of ensuring that prospective candidates receive your messages. When visibility decreases, so does the chance of rising to the top of a candidate’s engagement funnel. Video for recruitment is one of the most powerful content types out there, and it’s less likely to be ignored by prospective recruiters. This allows you to ensure your content is seen, and then is viewed by all the potential candidates. The gap between the most and least engaged job seekers is very small.

55% of the most and least engaged candidates have similar levels of interest in your job roles. Your job as a recruiter is to increase that engagement rate. How your candidates will interact with your video content:

As you’re an eCommerce based organisation, it’s essential to be engaging and useful with your video content. You need to use the video marketing to both reposition your employer brand and encourage your audience to use your Content Engineing pages in search of your recruitment solutions. Using live video (55%+) is also a great way to attract candidates. Video posts work much better as they are viewed in real time and are often available up to 48 hours after the post was published.

This improves the experience for potential candidates and their potential hires. Video search is a leading signal of new opportunities for recruiters. The content type was named ‘most searched by customers online in 2015’ by Content Engine, demonstrating the popularity of video among today’s candidates. Visual is prioritised over text and images within content marketing campaigns. On average over 61% of post-writing content on a CMO blog is images. This means this content will get as much love as visuals as text.

Video increases your chances of delivering a high quality experience to your potential candidates. Video is a major and driving force in today’s recruitment landscape, and I’m confident you should include it in your SEO efforts. You’ve already got a good guide to creating, and marketing video in your business, this is an excellent time to discover how your brand can grow to meet the changing recruitment landscape.

Content Engine is a State-of-the-Art Content Automation Platform