"Write Where The People Are"

Note from Bridget: Here's an excerpt from my "Using Content to Capture New Career Clients" teleseminar last week. I'm finishing editing the transcript today, and it will be posted to the Expert Interviews Series page on BeAResumeWriter.com by the end of the day today. (Note: Bronze members have access to all previous teleseminar recordings and transcripts; Free level members have access to the recordings only.)

As you work to develop a content marketing strategy for your resume writing business, I’m going to advise you to start with this important piece of advice: “Write where the people are.” 

So, to start with, that’s probably not your own blog. Probably the number one challenge that I see from resume writers is they say, “I’m putting this stuff out here and I’m not getting the people to visit my blog.” You have a hard time getting momentum or traction when you’re shouting in an empty forest. Go to the city. Go to where the people are. And so from that standpoint, focus on putting content where people already are and driving that traffic to your website then, to build your mailing list.

So where are the people? It depends on the kinds of jobseeker clients that you target, but some ideas can include guest posting on another resume writer’s blog or teaming up with a couple of other resume writers and blogging on a joint site, like Career Thought Leaders does. 

Another idea is pay-per-click advertising—go to the sites that are already getting traffic, like Facebook and LinkedIn and Google and use pay-per-click advertising. You can also sign up for a site like Careerealism which allows you to subscribe to be able to provide content on their site, which is very heavily trafficked by job seekers. You can send out press releases like we talked about. You can post articles on LinkedIn groups that target your jobseeker clients, especially within specific niches. You can post on article directories, although the caveat there is that they require unique content and that they don’t drive as much traffic to websites as they used to. And you can create joint venture partnerships.

The most important thing to remember, though, is to "Write where the people are." Before you can build your own tribe (followers, members, subscribers), start building a following.