From Pet Insurance to Happy Hours: What Makes a Great Headline?

Our marketing services team developed a social advertising strategy for EmPower HR to drive additional traffic to the website. The cornerstone of this strategy is original content, which is pushed out through social ads to bring readers back to the site.

EmPower HR’s digital marketing strategy was initially focused on AdWords and Bing but expanded to include social media. In order for Facebook boosted posts to be effective, we needed original content that positioned EmPower HR as thought leaders. While quantity of content was important (the more often you post, the more often you show up in feeds), we also wanted to make sure that the content was valuable for readers. Using geotargeting and other profile details, we are able to get these ads into the feeds of people who work at EmPower HR’s target companies. These ads keep EmPower top of mind when it comes time for outsourced HR. 

Over the past quarter, we’ve experimented with different content types: 

• An employee profile to highlight EmPower HR’s Illinois office
• A client case study to demonstrate expertise and results
• Informational articles about interesting aspects of human resources, such as unconventional benefits and hosting company happy hours 

These articles have brought more eyes to the site, and reinforced the idea that finding a “hook” to entice readers is key. The EmPower HR employee interview was particularly effective due to the use of creative headlines. Our strategy pulled out an interesting point that came up during the interview – whether pet insurance is a standard benefit – rather than promoting the article as an employee profile. This drove over 2,500 visitors to the site and the boosted post had tons of comments discussing pet insurance. 

Content marketing is critical for success in social advertising. The more content you have on your site, the more options you have to attract new visitors.