What results from an insatiable hunger for streamlined HR processes and some serious digital wizardry? A boom in HR tech brands ready to revolutionize the industry. 

Since organizations strive to optimize their HR operations, the B2B HR tech market is flooded with various HR tech tools. From all-in-one integrated platforms to best-of-breed solutions, we’re seeing it all.

Forget conversions, even gaining visibility may pose a significant challenge for these growing companies. Consider these projections:

• Statista projects the global B2B HR tech market will reach $91.8 billion by 2026, from $62.6 billion in 2022.
• While North American companies generate the highest revenue, APAC will be one of the fast-growing regions by 2025 at an annual rate of 13.5%.

In this highly competitive niche, content marketing for HR tech businesses becomes a potent source of inbound marketing. So in this blog post, we will explore the pivotal role of content marketing in the HR tech industry and uncover strategies to drive success in this dynamic market.

What is content marketing for HR Tech companies?

Content marketing for HR Tech companies is an inbound marketing strategy that entails creating and distributing valuable and relevant content to attract, engage, and retain companies looking for HR tools. The goal is to establish the company as a trusted resource and industry thought leader, ultimately driving brand awareness, lead generation, and customer acquisition. 

The importance of content marketing in HR Tech

Since the HR Tech industry is highly cutthroat, having a well-crafted SaaS content marketing strategy is the key to unlocking success and standing out from your competitors. 

Here’s why it is crucial to devise a well-thought-out HR tech content marketing strategy:

1. Differentiating your brand: Content marketing lets HR tech startups and scale-ups stand out from enterprise competitors by showcasing their expertise, unique solutions, and thought leadership.
2. Establishing niche authority: Creating thought-provoking and innovative content establishes your business as a leader in the field, letting you shape industry conversations and trends.
3. Building trust: By providing valuable information, addressing pain points, and offering solutions, content marketing helps build trust with HR professionals and leadership roles, increasing the likelihood of them engaging with the company.
4. Educating the audience: With content marketing, you can educate HR professionals about the latest trends, best practices, and advancements in HR technology, positioning yourselves as valuable resources.

So, to make the most of it, either hire in-house specialists or a B2B SaaS content marketing agency.

5 ways to leverage HR Tech content marketing

A brilliant way for B2B SaaS for HR companies to gain more eyeballs is to create authoritative content. Here’s how you can do it too:

1. Build a library of long-form content

Building a library of in-depth resources such as blogs, whitepapers, glossaries, ebooks, and more brings immense value to your brand and propels your visibility to new heights. 

Such content formats are also vital in moving potential leads down the conversion funnel. How? By delving deep into complex topics and providing actionable solutions (i.e., your product), you position your company as a go-to resource within the industry. 

For example, brands like LeenaAI have realized incorporating long-form content into their content marketing strategy is a powerful way to captivate and convert their audience. They have built an intricate resource library that caters to the requirements of HR professionals through each stage of an employee’s lifecycle.

Right from guides on employee engagement to ebooks on employee retention and updated research reports, LeenaAI leaves no stone unturned in educating their audience.

2. Create engaging video content 

Platforms like TikTok and Instagram have brought video content to the forefront of marketing. Then, why should HR tech brands be left behind?

From informative tutorials to interactive webinars and social media snippets, videos offer a dynamic and impactful way to deliver your message. Plus. by showcasing the features of your software or providing expert tips and advice, you can educate your target audience.

For example, Zoho hosts monthly webinars for its product Zoho People. They segregate it under topics like ‘Overview of Zoho People’ or ‘What’s New in Zoho People’ where their users can benefit from understanding the latest product features and get product walkthroughs. 

Also, as a first-hand user of Zoho Recruit and Zoho People, I can testify to their timely email campaigns consisting of helpful links and resources, like webinars and demos, for quick resolutions.

3. Leverage social media platforms

With millions of active users on platforms like LinkedIn, Twitter, and Instagram, leveraging social media is a strategic move to amplify your HR tech content marketing efforts. 

Here’s how you can make the most of social media platforms to boost your presence:

• Identify the social media platforms that align with your target audience and industry. LinkedIn is a goldmine for HR professionals and industry leaders, while Twitter offers a fast-paced environment perfect for sharing bite-sized HR news and engaging in industry conversations. 
• Create a memorable social media presence by regularly posting engaging and relevant content, including blog articles, videos, infographics, and curated industry news. Encourage discussions, respond to comments, and foster a sense of community by engaging with your audience.
• Use each platform’s targeting options to reach HR professionals based on job titles, industries, or interests. Invest in sponsored posts, targeted ads, and promoted content to increase brand visibility and attract new leads.
• Track metrics (such as engagement rates and follower growth) to gain insights into your audience’s preferences and optimize your social media strategy accordingly.

For example, Zavvy gives their existing content like blogs more mileage by resharing it on LinkedIn.

4. Get social proof with case studies

Social proof builds credibility and trust with your target audience. But sharing this without appearing boastful is important.

One effective way to showcase social proof is through compelling case studies and client testimonials. These powerful tools provide real-life examples of how your HR tech product has positively impacted organizations, giving potential customers an impetus to choose your brand.

Case studies highlight specific challenges your clients face and demonstrate how your product provided quantifiable results and drove success. When you show the before-and-after scenarios, you show the value your product brings. This evidence-based approach is ideal for non-physical products since it helps potential customers envision how the solution can address their unique pain points to achieve desired outcomes.

Also, client testimonials can be powerful endorsements that add credibility to your brand. Potential customers are more likely to trust the opinions of their peers who have already benefited from your product. It’s social proof that your SaaS delivers on promises, instilling confidence in your potential customers.

Consider incorporating trust badges or certifications on your website or marketing collateral to build trust further. These industry awards serve as visual symbols of trust and reliability. They reassure website visitors that your company meets industry standards and is recognized for its excellence.

For example, InFeedo capitalizes on social proof by sharing case studies from top brands like Puma, Go MMT, and Lenovo. They also share trust badges and brand logos to draw attention to the brands they serve.

5. Collaborate with influencers and thought leaders

Collaborating with influencers and thought leaders in the HR industry can be a game-changer for your content marketing strategy. Since they possess a substantial following and a reputation for their expertise, you can draw serious attention to your business and boost conversions.

Influencers and thought leaders can contribute to your content strategy by creating guest blogs as AttendanceBot does or by participating in webinars and panel discussions. This participation lends authenticity and authority to your brand, pulling in a larger audience and boosting engagement.

Here’s what to can do to maximize the results of a collaboration:

• Choose experts whose values and expertise align with your brand. 
• Look for professionals with a genuine interest in HR and community and an evident connection to your target audience. 

For example, Keka HR regularly collaborates with known personalities from various companies to host events on pressing topics. This has garnered them a whopping 42,000+ followers on LinkedIn and a loyal customer base for their product.

Important content marketing tips for HR tech brands

Here are the 2 most important content marketing tips for HR tech brands to build a funnel of qualified leads:

1. Distribute your content on the right platforms

Impactful content distribution ensures your brand reaches the right audience. Instead of blindly sharing content across all platforms, focus on identifying the channels where your target audience is most active. 

To maximize results, tailor your content to the specific platform and leverage its unique features to maximize engagement. For example, share bite-sized tips in a thread on Twitter or run a poll on LinkedIn to see what features your audience is looking for.

By strategically distributing your content on the platforms most frequented by your target audience, you can increase visibility, attract relevant leads, and build a strong online presence.

2. Repurpose your content

Instead of simply creating new content from scratch, repurpose existing content into different formats and distribute it across various channels. For instance, you can repurpose video content into a blog, create an infographic summarizing key points, or extract quotes for social media posts. 

Content repurposing saves time and effort and extends the lifespan of your content, reaching new audiences and reinforcing your brand message. It is also a great way to stay top-of-mind.

3. Optimize your existing content 

Optimizing your existing content is a non-negotiable practice in content marketing.

To do this well, you can:

• Refresh your dated content like annual reports, case study numbers, and blogs with old statistics. Plus, review its structure, language, and design to ensure it remains engaging and relevant. 
• Update your blogs and other resources with new sections to add more value and timely information. Also, share current trends to enhance its accuracy and credibility. 
• Optimize all content to adhere to SEO best practices and more relevant keywords to pull in the target audience. This includes optimizing keywords, meta tags, and formatting to improve search engine visibility and attract organic traffic. 

This approach helps breathe new life into old material while also maximizing its potential. 

To see how Contensify helped an HR tech brand optimize their content marketing strategy, check this case study.

Ready to get started with content marketing?

Content marketing for HR tech companies is no easy feat. 

As the HR tech niche continues to evolve, you will need a mix of inbound and outbound strategies to gain customers. From careful planning to creating a blend of authoritative and informational content, you will need to experiment with different techniques to build trust in your potential buyers.

So, to cement your position in the industry, try to embrace the above-discussed strategies and onboard experts to ensure more customers and higher ROI.

About the Author

Sanketee Kher (MA I/O Psychology, ex-HR) is a freelance content writer. 

She specializes in writing for B2B SaaS (HR tech, MarTech, and eComm-tech) companies looking to incorporate personality into their brands. She also writes about HR topics for leading job boards in India and the U.S. You can connect with Sanketee on LinkedIn and Twitter.