2015 HR marketing survey: How should you respond to content congestion? (3/7)

This article is part of a series of posts on the 2015 HR marketing survey. We surveyed 60 HR-focused businesses to find out how they’re planning on marketing in 2015.

Content congestion is coming in 2015

The 2015 HR marketing survey has found that HR-focused companies are significantly increasing their investment in content and email marketing this year. In fact, nearly 60% of respondents told us that they’re placing increased importance on content and email marketing in 2015.

The reason behind this investment is significant growth expectations across the HR market in 2015. The average HR-focused company is expecting client growth over 2015 of 27%.

So how can you cut through the noise? What follows is a deeper dive into the key content marketing trends across the market. And some ways you can avoid your customers reaching for the dreaded unsubscribe button.

57% of the HR market are already using content marketing for lead generation

Content marketing to human resources professionals has very much hit the mainstream market, with nearly 60% of respondents currently using content marketing to reach and engage prospects and clients.

Content lead gen


There’s a lot of emphasis being placed on content this year

We know that content and email are being heavily prioritised by the HR-focused market in 2015. In terms of priorities for 2015, content marketing is the #2 online strategy (following only social media). 58% of respondents are planning to increase their investment in content in 2015. Taken together with email marketing (the #3 strategy) this means a significant increase in the volume of content generation across the space.

Online increased importance

Both content marketing and email marketing are seeing mass-market investment

The graphs below look at content and email prioritisation across the market. This is very clearly a mass market pattern, where investments are increasing across the bulk of the market (To see how this compares to an early adopter pattern, have a look at our analysis on the growth of video marketing in part 6 of this series).

Content investment

Email investment 2015

Clearly it’s going to be a congested space. Given people are already complaining about just how much they’re receiving in their inboxes, this ‘congestion’ is only going to get worse.

How to achieve cut-through in such a busy marketplace

Produce genuinely useful or enlightening content

There must be an emphasis on quality with every piece of content you publish. Your readers won’t tolerate heavily promotional content or old, tired insights. Part of this is about expertise, but a larger differentiator is engagement (as we discuss in part 5 of this series).

Producing better, more engaging resources does take time. But technology can also be a big enabler here.

Move fast with a content management system

74% of respondents are currently using a content management system on their website to manage blogging and news. If you’re not already using a content management system, we strongly advocate WordPress. It’s free and will allow you move fast with content generation and publishing.

Blogging CMS


See more about why we strongly suggest you use WordPress in our digital marketing 101.

Optimise content with A/B testing

A/B testing is simply how you get the best results with content marketing. Gut feel is fine for a starting point, but you have to relentlessly test and optimise if you’re going to see the best results. Only 17% of survey respondents told us that they were actively A/B testing at the moment.

AB testing

Up next: The state of social media

Up next in our discussion on the results of the HR marketing survey we’re going to look at the state of social media – Social media is the #1 priority for HR focused digital marketing in 2015. I’m going to dive into the what, how and where of HR-focused marketing via social media in 2015.

About the survey:

  • The 2015 TLP marketing to HR survey presents a comprehensive picture of HR focused marketing in Australia in 2015
  • The survey was completed by 60 total respondents, serving over 5000 HR clients in Australia. Average organisation size was 11.3 staff with 130 clients
  • Strong representation from Strategic HR Consulting, Organisational Development, L&D and Recruitment and Staffing

One final thought…

  • IF you’d like to understand more about what we do at TLP (blog writing, social media, video marketing)… and how we use content to make prospects pick up the phone to you – there’s oodles of information here on our website (or call/tweet/email)
  • OR if you want to discuss what content congestion means for your marketing – please don’t hesitate to reply to this email or call me (Steve) on +61 434 560 616. We love a chat… especially about all things marketing 🙂

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