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There’s nothing like the sound of hitting the period key on your keyboard for the final time. After hours spent hovering over your computer, your article on new HR technologies to adopt this year and how to implement them is finally complete. You schedule it to run on your blog the following morning and call it a night.
Fast-forward a few days. Despite featuring some of the latest and greatest HR technologies, the article you spent hours researching and drafting has garnered a total of… 7 shares.
The HR tech content game is tough. It seems like every time you turn around, there’s a new groundbreaking technology revitalizing the workplace. And with all the buzz surrounding the topic, it can be difficult for your content to stand out.
But have no fear, as with most things in the HR world, numbers and analysis can shed light on ways to refine your HR tech content marketing strategy.
That’s why the Come Recommended team decided to dive into the data (courtesy of BuzzSumo) to determine exactly how to produce HR tech content that will resonate with your current and potential customers.
We analyzed a total of 2,984 articles, which combined received approximately 160,521 shares. This means HR tech content, on average, garnered 54 shares per piece. However, yours could perform even better. The following guide is full of takeaways to optimize your content in 2017.
However, yours could perform even better. The following guide is full of takeaways to optimize your content in 2017.
HR tech content grows in popularity in November, perhaps because that’s when most HR pros are getting their holiday wish lists together. As companies revise their HR strategies for the new year, it’s logical there’d be a peaked interest in the HR tech available to help them meet their goals.
Then, as the new year rolls around, there’s a solid three months of HR tech content receiving a high number of shares. This is most likely due to companies looking for information about how to use their new HR tech in better and more effective ways.
Marketing takeaway: When considering new HR technologies, many business leaders are concerned about additional costs they’ll bring to the company. Understandably, that’s why there’s a slow, general decrease — as the year goes on, budgets run low.
That doesn’t mean you should release new content during that time. During the summer and fall, focus on content that gets you on potential customers’ radars. Provide helpful how-to pieces or infographics so they become familiar with your brand. Then, during the peak months, hit them with content that will seal the deal, like videos featuring your product.
Best Day of the Week
Aside from the weekend, HR tech content does consistently well throughout the week. The absolute best day is Monday, but if you’re looking to focus on Twitter or LinkedIn, consider sharing new content on Tuesday. Content gets more engagement on Facebook, however, on Monday and Friday.
Marketing takeaway: Having such consistency with HR tech content’s performance, there’s a huge opportunity to recycle content and fill out your social media calendar. If you publish a piece on Monday, you can retweet about it on Thursday and get double the amounts of shares and exposure.
Best Content Type
Infographics are by far the most popular type of HR tech content. They received three times more total shares than videos, which were the least share type of content. This implies that HR pros are interested in information presented in a way that’s easy to understand.
Grouped closely together for the next most popular types of content are what and why posts. It’s clear readers want an in-depth look at what is trending in HR tech and why it’s important for their organization.
Marketing takeaway: There’s a lot you can do with infographics. While they might take more work on your part, they’re very valuable to your target audience. Take advantage of that by creating infographics that intrigue HR pros. Present the information and statistics it provides in a way that relates to them. That will make them want to share your content with more people.
You can also break longer infographics into smaller images for your blog posts and other content. That allows your design budget to get more bang for its buck.
On both LinkedIn and Twitter, longer pieces — between 2,000 and 3,000 words — get more shares. This is especially interesting for Twitter, considering the short nature of tweets. But that just shows that you shouldn’t ignore the power of a few words drawing the reader’s interest into a more in-depth piece.
On Facebook, on the other hand, a length of 1,000-2,000 words does better.
Marketing takeaway: Don’t expect all of your content to perform equally on every platform. However, by understanding which platforms favor what length of content, you can spend your time sharing content more efficiently. Focus your efforts spreading longer content on LinkedIn or Twitter and pieces in the 1,000-2,000 range on Facebook.
HR tech content gets the most shares on LinkedIn, and that’s typical of most HR-themed content. What stands out here is the popularity of the topic on Twitter. When researching other types of content, Twitter is almost always a distant third in total number of shares. So, if you’re in the HR tech game, be sure you don’t neglect your Twitter presence.
Marketing takeaway: Keep an eye on trending hashtags related to HR tech. That will help you craft tweets that are easy to find through a search on Twitter. But remember not to use hashtags on the other platforms. They can actually hurt the popularity of your content.
Versions of “startups” are powerful keywords for HR tech content. This implies people are using LinkedIn to share information about different companies in the industry and what they have to offer HR professionals. When you combine that with how popular “why” pieces are on LinkedIn, you can bet content that delves into the benefits of different HR technologies will do extremely well.
On the other hand, keywords surrounding the word “trends” receive fewer shares, so avoid those topics on the platform.
Marketing takeaway: Make sure your efforts on LinkedIn address your audience’s specific issues. They’re not interesting in learning about HR tech that everyone else is using. They want to know why their company can’t go on without a new tool or software. When you draft your LinkedIn shares, frame them in a way that’s clear on how the reader can benefit from the content to draw them in.
With Facebook, the importance of keywords like “startups” or “tech startups” is even more pronounced. Note, however, it was the plural form of startup that was popular. When you compare “tech startups” to “tech startup” the former received five times more shares.
Marketing takeaway: HR pros turn to Facebook that compares or gives them information on multiple tech companies. Consider producing content like “Best SaaS Startups” so they can read about all of their options in one place.
At first, the list of the top keywords on Twitter for HR tech content might seem a bit random, but there’s one thing that connects them: HR tech Twitter king, Steve Boese. In case you don’t know, Steve (the top Twitter keyword), has his own blog, which he calls his journal (keyword #2). He also hosts the HR Happy Hour (keyword #3) podcast (keyword #4) and is the co-chair of the HR tech conference (keyword #5).
Well done, Steve. Well done.
Marketing takeaway: We’d never condone Twitter stalking, but it’s definitely a good idea to follow Steve on Twitter. See what topics he tweets about and use that as inspiration for your own content. Who knows? You might even be able to create a piece he shares with his 42.3k Twitter followers.
Plan the majority of your HR tech content for the first part of the year. The longer in the year you wait, the more likely HR pros’ budgets will be dwindling, making it less likely your content marketing will lead to sales. Also, publish and promote your content toward the beginning of the week to get the most shares.
Infographics are always a big HR tech content hit. But to keep those labor-intensive forms of content from getting overwhelming, plan out ways to reuse them in blog posts or in your newsletters. And don’t forget that HR pros prefer content that gets to the why of the subject over how-to posts.
Aim to have most of your content be on the longer side, around 2,000 to 3,000 words. Anything shorter, promote mostly on Facebook.
Overall, LinkedIn is the best place for HR tech content. But don’t neglect Twitter; it’s a popular topic on that platform.
On Facebook and LinkedIn, focus on content about HR tech startups (plural). For example, lists of great tools and companies are a good idea. As for Twitter, go check out what topics Steve Boese is talking about.
Like all best practices, it’s important to experiment and analyze what works best for your specific customer.
When Devoting One Month to HR Tech Content
Focus on November. That’s when many organizations are reconsidering their HR strategies so they’ll be interested in new tech available to them.
Organize your month’s marketing content around one fabulous infographic. You can then promote it through smaller graphics on social media.
Accompany that infographic with longer blog posts that dig into the topic. Reach for 3,000 words so they can get the most out of the content.
Share on LinkedIn daily. On Twitter, you can share more frequently since there’s a higher volume of tweets that go out each day. But remember to mix up the images and copy of the shares so your feed doesn’t look spammy.
Make the most out of keywords related to HR tech startups. Either make that the heart of your content or use those phrases frequently in your social media shares so they ride the wave of those keywords.
When Devoting Once or More a Week to HR Tech
The top two days are Monday and Tuesday. And now that I think about, HR Tech Tuesday has a nice ring to it.
Since it’s unlikely you can produce a new infographic every week, focus on a new why piece. Then, about once a month, spice things up with another form of content.
Try to avoid content shorter than 1,000 words. If you’re only focusing on this content once a week, you want to get as much exposure as possible, and longer pieces tend to get more shares across platforms.
If you’re only going to be sharing content once a week on social media, stick to Facebook or LinkedIn. An HR Twitter account that only tweets once a week is going to have little impact.
Why not feature a different HR tech startup each week? You can title the series something with one of the startups keywords to plug into your audience’s interest in those topics.
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