I recently stumbled across a very interesting approaching to blog-writing by an HR consultant. I think it could help you get more HR sales leads from your blog articles.
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If you work as a Human Resources consultant or in an HR tech startup in recruitment, training & development, employee engagement, HR consulting, employment law, employee outplacement – my HR marketing update will help.
When most HR consultants write a blog post for their company, they choose a topic and an angle and then inform the reader.
The topic might be staff retention, employee engagement, managing poor performance, or whatever it may be.
The angle will be something like: Top 10 Tips, The Comprehensive Guide, Things To Consider, and so on.
There’s absolutely nothing wrong with this approach.
It gets the job done. It teaches your target audience. It shows off some of your knowledge. It feeds the Google search engine machine.
All good.
Today I stumbled across something a little different.
It was an excellent blog post by HR consultant, Paul Mooney. The article was the same as any other – it had a topic (
However, the difference was in the way he started the article:
“In a recent project, we worked with an executive team to develop a range of ‘future options’ for their manufacturing business. There were a number of constraints…”
The article then goes on with useful information about the constraints and options a company has when trying to bring about
With that one opening sentence, the reader (a potential new client) takes in all the insights, suggestions, and consulting expertise, and can
The reader (a potential new client) can visualise the consultant actually in there with the client fixing the problem.
With that one sentence, Paul has created an interesting piece of educational content that is actually a client case study in disguise – and we all know how powerful case studies can be in convincing potential new clients to sign up.
The blog post has become a client case study in disguise.
Case studies are great for winning new clients.
I’m curious – can you do this in your company blog articles?
Can you take you standard opinion piece and turn it into more of a case study that reveals how you carefully considered the options and selected the best one to solve your client’s problem?
Then, add a Call-To-Action at the end of the article suggesting the reader contact you for information on how you might be able to help them too.
It would be interesting to see what happens to your Blog Traffic > Enquiry Rate over time.
You won’t know if you don’t give it a go.
Let me know how you get on. 🙂
PS. If you know of someone who is going out on their own, send them this article on how to start an HR consulting business.
Before you go, be sure to join my private HR marketing newsletter for consultants and tech companies in the Human Resources industry.
If you work as a Human Resources consultant or in an HR tech startup in recruitment, training & development, employee engagement, HR consulting, employment law, employee outplacement – my HR marketing update will help.
