Content Marketing for HR Tech That Isn’t Boring: How to Generate Quality Leads from Quality Content

When it comes to B2B marketing for HR tech companies, content is your most powerful asset.

But most HR tech companies get content marketing completely wrong.

They focus on vanity metrics like traffic and rankings instead of what actually drives revenue.

They create generic content that fails to address their audience’s specific pain points.

They rely too heavily on AI to scale content without considering quality or expertise.

This guide will show you exactly how to build a B2B content marketing strategy that generates qualified leads for your HR tech company.

One that positions your brand as a thought leader in the HR space.

One that converts readers into paying customers.

Let’s talk about what actually works in HR tech content marketing.

Helpful Content Marketing Tips for HR Tech Brands

Have a Set Content Strategy With Goals and KPIs

You need a solid content strategy if you want your HR tech company to grow its inbound channels.

You also need ways to consistently and reliably measure your content performance.

Before you start revamping your company blog or planning out your content calendar, make sure you set clear benchmarks and key performance indicators (KPIs).

Here are a few to consider:

• Marketing-Qualified Leads (MQLs): Prospects who your marketing team believes are likely to become customers
• Sales-Qualified Leads (SQLs): Prospects who are ready to be passed off to your sales team
• Customer Acquisition Cost (CAC): Your marketing costs divided by new customers over a set period of time
• Traffic: Incoming traffic to your website
• Organic Revenue: The money you make from selling your product or service that can be attributed to organic channels

Your HR tech marketing strategy should also outline in detail how you plan to meet your content marketing goals and KPIs.

Once you’ve done that, you have the scaffolding you need to build your winning content strategy.

Hire Qualified HR Writers to Help With Content Creation

You can’t hire just anyone to write your HR content.

If your writers don’t know HR, it’ll show.

And it’ll make you look bad to candidates and employees.

Yes, an HR specialist might cost more.

But it’s 100% worth it.

For your brand AND your SEO.

To find rockstar HR writers:

• Post the job on Upwork
• Tap into your LinkedIn network
• Try a job board
• Even post on Reddit in r/humanresources

The best HR content comes straight from the experts.

Understand Who You’re Targeting and Always Start With Audience Research

Writing for Gen Z is completely different than writing for boomers.

The references, tone, even the medium is different.

TikTok vs Facebook.

Memes vs emojis.

You get the point.

When you nail your target audience, you can give them exactly what they want.

Every. Single. Time.

So how do you do audience research?

Here are a few ways:

• Interview current clients
• Analyze your best performing content
• Conduct surveys
• Check Reddit, Quora, and other forums

The better you understand your audience, the easier it is to create content they can’t ignore.

Find Out How Your Audience Will Discover Your Content

Knowing your audience is just step one.

Next, you gotta know where they hang out online.

Do they scroll Instagram or prefer industry pubs?

Watch YouTube tutorials or rely on Google searches?

Audience research should reveal their main channels.

Then go all in on 1-2 of them.

Trying to master every channel at once = content that falls flat everywhere.

Instead, focus your efforts.

Build a presence. Provide value. Earn trust.

You can always branch out to other channels later.

But start narrow and deep.

Run a Competitive Analysis to See Where Your Brand Sits Against the Competition

A competitive content analysis is KEY.

You need to know what content is already out there.

And how you can do it better.

Here’s how to run a competitive analysis:

1. List out your top 5-10 competitors
2. Review their content – blogs, videos, social posts, everything
3. Look for gaps – what topics aren’t they covering?
4. Identify weaknesses – thin content, outdated info, poor design
5. Determine how you can improve on what exists – go deeper, be more actionable, refresh regularly

Yes, your competitors have a head start.

They’ve been building content longer.

But that doesn’t mean you can’t catch up and surpass them.

Use your analysis to prioritize content that:

• Fills topic gaps your competitors missed
• Goes more in-depth than existing shallow content
• Provides a fresh, updated take on outdated info
• Packaged in a more engaging, better designed way

Don’t just match competitors – aim to outdo them.

It won’t happen overnight.

Building quality content takes time.

But when you know exactly how to position your content against the competition?

You’ll be miles ahead of brands winging it.

Optimize for Bottom-of-the-Funnel Keywords

A well-organized content strategy includes pieces of content for every part of the marketing funnel. Bottom-of-the-funnel keywords are critically important for drawing in site visitors who are ready to make a purchase.

Comparison Content

When a customer is just about ready to purchase HR software, they’re likely to search for keywords like “[your software] vs. [competitor software].”

In-depth comparison articles (that aren’t just poorly disguised sales pitches) are likely to get you a high SERP ranking and hold your audience’s attention.

Category Content

You also want to create content optimized for so-called “category keywords.”

These are the terms that potential customers might search for when they want to purchase a product within a general category.

For example, they might search “time tracking software” or “best time tracking software.”

Often, companies create list-style pieces to optimize for category keywords.

You might consider creating a list like “10 Best Time Tracking Software Companies.”

These lists are a bit like comparison pieces — you’re just comparing your software to several competitors instead of just one.

You’ll also want to include your tech solution at the top of the list. 

Alternative Content

Potential customers who are ready to buy will also often search for “[competitor] alternatives” to see what other options they have.

Don’t miss out on this opportunity to draw in new buyers!

It’s especially important to create content pieces offering your software as an alternative for a major company.

Lots of people will probably be looking for options similar to Workday, Oracle, and other massive companies, so great alternative content that mentions these companies is likely to bring in more organic traffic and drive conversions.

Touch on Audience Pain Points With Middle-of-the-Funnel Keywords

In the middle of the marketing funnel, your audience isn’t quite ready to make a purchase. They likely already have a general awareness of HR software, and they’re focused on solving specific issues.

Problem-Solution Focused Content

What do you do when you have a problem you’re struggling to solve?

If you’re like most people, you do a Google search.

Your future customers are likely doing the same.

Thanks to your audience research, you should already know many of the problems and pain points your audience faces.

For example, if your software makes the onboarding process fast and easy, you might want to create content around:

• Efficient onboarding strategies
• How to onboard new employees
• How to improve the employee onboarding process

Product-Focused Content

If you run an HVAC company, your website would have “service pages” for each of the major services your company offers (diagnostics, installation, AC repair, etc.).

If you sell HR software, you can create similar pages.

Each “service page” centers around a key facet or benefit and is optimized for a relevant keyword.

How-To Content

How-to content is a bit like problem-solution content.

But most how-to content is written in the form of a step-by-step guide.

When it’s done well, how-to content can be a great way to build trust and credibility with your audience.

If your readers learn something from one of your content pieces, they might be more likely to purchase software in the future.

So keywords like:

• How to calculate employee retention rate
• How to increase employee retention
• How to keep employees satisfied

Cover Brand Awareness With Top-of-the-Funnel Keywords

Designing pieces of content that have the potential to drive immediate conversions is exciting.

Top-of-the-funnel content that helps build brand awareness might seem dull by comparison, but it’s an integral part of a balanced content strategy.

Informational Topics

HR-related content optimized for top-of-the-funnel keywords creates an opportunity for you to educate your audience.

Even very general pieces like “What Is HR Software?” can be helpful.

You can even include mentions of your own software here — just take care to make sure the focus isn’t only on your product.

Include Visuals to Help Your Content Stand Out and Highlight Product Features

Here’s a more fleshed out, actionable version following your writing style:

Include Visuals to Help Your Content Stand Out and Highlight Product Features

Top SaaS companies know the secret.

Let the product do the talking.

It’s called product-led marketing.

And it’s insanely effective.

Think about it:

If your product is a 10/10, you don’t need to convince anyone to buy.

They’ll see the value themselves.

And they’ll be eager to sign up.

But here’s the thing:

No one wants to read a wall of text about your features.

That’s where visuals come in.

Visuals are engaging.

They make your content pop.

And they showcase your product better than words alone ever could.

Here are some visual ideas:

• Demo videos walking through your key features
• Infographics simplifying complex concepts
• Screenshots showing your interface in action
• Interactive tours letting users “try before they buy”

The options are endless.

And the benefits are huge:

• Grab attention in a crowded feed
• Break down dense topics
• Highlight your product’s unique value
• Give a tangible preview of the user experience

Don’t tell your audience about your amazing product.

Show them.

Visuals bridge the gap between “this looks cool” and “I need this now.”

So sprinkle them throughout your content.

Even better?

Repurpose them for social posts, ads, emails and more.

Get max mileage from every asset.

Product-led visuals sell themselves.

Make them a core part of your content strategy.

Leverage Lead Magnets Within Your Content to Capture Leads Across All Funnel Stages

The marketing funnel is a classic for a reason.

It maps out the typical buyer journey.

But not every buyer’s journey is typical.

Some leads are ready to convert way faster.

That’s where lead magnets come in.

Lead magnets are irresistible offers.

Freebies your audience can’t help but snap up.

In exchange for a little info, of course.

Usually an email address.

For SaaS, common lead magnets include:

• In-depth ebooks
• Value-packed webinars
• Hands-on product demos
• Risk-free trials
• Handy tools and calculators

Sprinkle these throughout your funnel.

Top of funnel, middle, bottom – doesn’t matter.

Lead magnets work wonders at every stage.

But here’s the key:

Quality over quantity.

One stellar ebook beats 10 sloppy ones any day.

Remember, your lead magnet is a first impression.

Make it count.

Deliver massive value from the get-go.

Prove you’re worth handing over that precious email address.

Do that?

And your leads will look forward to hearing from you again.

Skip it?

And watch those unsubscribe rates soar.

Include Options to Sign Up for Your Product

Your content has one job:

Get sign-ups.

So make signing up a no-brainer.

Tuck CTAs everywhere.

Top of the page, bottom, mid-scroll.

Inline, in the margins, in a pop-up.

Give readers every opportunity to convert.

Can’t find your sign-up?

Can’t be bothered.

But there’s a catch.

Too few CTAs and you’ll miss out on leads.

Too many and you’ll annoy the heck out of everyone.

It’s a balancing act.

You’ve got to find the sweet spot.

Enough CTAs to capture eager leads.

But not so many that you look desperate or spammy.

Get it right and you’ll have a steady stream of sign-ups.

Get it wrong and you’ll send promising leads running for the hills.

Other Types of Content to Leverage Outside of Articles

Articles and blogs are the bread and butter of content strategy.

But they’re not the whole meal.

To really crush it, you need a smorgasbord of content types.

Here are some other content MVPs to add to your roster:

Webinars

Webinars are engagement gold.

You get to show off your expertise, build trust, and generate leads.

All while putting a friendly face to your brand.

To run a next-level webinar:

• Pick a pain point your product solves
• Outline key teachings and live demo talking points
• Promote like crazy to your target audience
• Provide value, then pitch your solution
• Follow up with a special offer for attendees

Podcasts

Podcasts build authority like webinars.

But without the real-time pressure.

Record on your schedule, then broadcast to the world.

Podcasts are also networking magic.

Land an expert guest and tap into their audience.

Instant credibility boost.

For a top-notch podcast:

• Invest in quality mics and recording software
• Craft compelling episode titles and descriptions
• Book guests your audience would love to learn from
• Promote each episode on social and to your email list
• Include CTAs to your product in the show notes

Case Studies

Case studies are testimonials on steroids.

They dive deep into how you helped a specific customer triumph.

Showing your product’s value in action.

To create persuasive case studies:

• Identify customers with impressive results
• Get their permission to feature their story
• Use storytelling to guide readers through their journey
• Highlight specific metrics and outcomes achieved
• Include direct quotes for added authenticity

Video Content

Video is a surefire attention-grabber.

From quick product demos to animated explainers.

The key is tailoring your video style to your brand.

To produce share-worthy videos:

• Hire a professional videographer or animator
• Keep videos snappy – under 2 minutes is ideal
• Focus each video on one core message
• Include captions for silent autoplay
• Drive viewers to a relevant landing page

Social Media Content

Organic search brings in leads.

But don’t sleep on social.

Craft content that’s native to each platform.

Memes, Reels, threads – mix it up.

To stand out on social:

• Post conversation-starting questions
• Jump on trending audio and hashtags
• Design eye-catching graphics
• Engage with your audience in the comments
• Run contests and giveaways

White Papers/E-Books

White papers and ebooks are info-packed lead magnets.

They educate readers and showcase your product’s potential.

To create ones people actually want to read:

• Focus on a relevant, high-value topic
• Break content into skimmable sections
• Use graphics and examples to illustrate points
• Include CTAs to related product pages
• Gate them behind a lead capture form

Product Tutorials

Every new software has a learning curve.

Flatten it with step-by-step tutorials.

Show users how to get max value from your product.

It builds trust and reduces churn.

To make tutorials that actually get used:

• Break processes down into digestible chunks
• Use annotated screenshots and screen recordings
• Provide written instructions to complement videos
• Make them easily searchable in your knowledge base
• Link to them in-app for contextual support

Content strategy isn’t one-size-fits-all.

It’s a custom buffet.

So pile that plate high with content for every palate.

Your audience (and your ROI) will thank you.

Ways to Find Relevant HR Tech Content Marketing Ideas

Your ICP (ideal customer profile) is everything.

It’s the secret sauce to content that converts.

When you know your perfect customer inside out?

You can read their mind.

Anticipate their every need.

And serve up content they can’t resist.

But how do you conjure up this customer avatar?

Interview Your Audience

Go straight to the source.

Your best customers are content idea gold mines.

But you don’t need a full-on interview to strike it rich.

There are treasure troves of insights all around you:

• Fire off a quick feedback survey
• Dig through customer support chats
• Mine your CRM for demographic data

Every nugget of info helps paint a clearer picture.

Leverage Your Sales and Product Demo Teams

Your sales and demo teams?

They’re on the front lines.

Talking to customers all day, every day.

They know the pain points.

The hesitations.

The light bulb moments.

Everything you need for content that hits home.

So tap into that knowledge:

• Shadow sales calls to hear customer concerns firsthand
• Have reps jot down FAQs and objections
• Sit in on demo debriefs to uncover “aha!” insights

Your customers’ words = your content marketing gold.

But you can’t stop there.

Use Google Search Console Data

Your content strategy isn’t set in stone.

It’s a living, breathing thing.

Always evolving.

Always improving.

And Google Search Console?

It’s the ultimate fitness tracker.

This free tool is a gold mine of data.

Showing you exactly how your site’s performing.

Use it to uncover long-tail keyword gems.

Hyper-relevant to your HR tech solution.

Then optimize like crazy.

Use Google’s Free Tools for Keyword Research

Search Console isn’t the only free tool Google offers.

Don’t forget to gain valuable insights from these other tools, too:

People Also Ask

This is a feature that helps users continue their search journey. But it can also give you an idea of keywords you might want to optimize content for. See which “People Also Ask” questions have the highest search volume and optimize accordingly.

AutoSuggest

AutoSuggest is another tool that’s great for searchers and website owners alike, and it’s a fast, easy way to get ideas for long-tail keywords with a high search volume. Spending even a few minutes with AutoSuggest can give you a list of promising content topics.

Related Terms

If you scroll to the bottom of the SERP after running a query, you’ll see a list of related search terms. This simple tool can be a gold mine when it comes to finding new keywords to optimize for.

Google Trends

Before you pour hours into a piece of content…

Make sure people are actually searching for it.

Google Trends is your crystal ball.

Showing search volume over time.

Start with the keywords that are trending up and to the right.

Keyword Planner

Running out of keyword ideas? You won’t run out ever again if you use Keyword Planner! This tool helps you discover new keywords. Even better, it gives you an estimate of the cost of targeting each one.

Use Keyword Research Tools Like Ahrefs and/or SEMrush

Google’s tools are clutch.

But they’ve got tunnel vision.

Fixated on your site alone.

Tools like Ahrefs and SEMrush?

They broaden your horizons.

Serving up intel on your competitors too.

Peek at their backlink profiles.

Analyze their content strategies.

See what’s working.

What’s not.

And how you can do it better.

It’s not just about finding new keywords.

It’s about finding new opportunities.

To outsmart.

Outrank.

And outperform.

Your content strategy is your secret weapon.

But it’s only as sharp as the insights that fuel it.

So don’t just rely on gut instinct.

Dig into the data.

Let the tools be your guide.

And watch your HR tech content (and conversions) soar.

Work With Other Marketing Teams to Distribute Content Across Different Channels

Content creation doesn’t require starting fresh.

Teamwork expands your reach.

I’ve found success in repurposing content across channels.

Here’s how I do it:

Start with your best content.

Take that viral podcast series.

Turn each episode into a blog post.

Break down complex topics into digestible articles.

Extract key statistics.

Create striking infographics.

Share them on Instagram.

Post them on Facebook.

Adapt video content into LinkedIn posts.

Transform webinars into email courses.

Convert customer testimonials into social proof.

Use case studies for sales presentations.

Every piece of content can serve multiple purposes.

Track what performs best.

Rinse and repeat with your winners.

The goal? Work smarter, not harder.

Reach more people with less effort.

Build a content ecosystem that feeds itself.

Examples of HR Tech Companies Getting Content Marketing Right

Feeling low on inspiration? It might help to take a look at some HR tech companies that are winning the content marketing game.

Gusto

Gusto has a domain rating (DR) of 82. A site’s DR is an assessment of its backlink profile (the quantity and quality of websites that link back to it). It also has 908.1K monthly site traffic.

What’s behind Gusto’s success?

Its content marketing campaign is incredibly helpful for business owners.

Between detailed small business guides, timely and helpful blog content, high-quality webinars, and useful tools and calculators, Gusto’s site provides invaluable guidance whether you’re a customer or not.

Paycor

Paycor has a DR of 77 and 846.9K monthly traffic.

Like Gusto, it offers a whole palette of resources for HR professionals: white papers, case studies, webinars, guides, articles, and more. Paycor also includes a robust HR glossary — a great tool for building topical authority.

BambooHR

With a DR of 90 and 843.6K monthly traffic, BambooHR is a great example of a site with a strong content strategy. It has an array of content types:

• Podcasts
• An HR glossary
• A collection of HR software calculators
• An active blog
• Ungated HR 101 (a course for business owners and other professionals)
• A large content library
• HR Crisis Recovery (a collection of articles to help HR professionals navigate crises)

There’s nothing wrong with publishing many different types of content as this company does, but make sure you aren’t emphasizing quantity at the expense of quality.

Closing Thoughts

HR tech content marketing demands strategic thinking and consistent execution.

The most successful brands have proven that quality content across channels drives business growth.

Your content strategy must deliver value at every stage of the buyer’s journey.

Success requires clear metrics, expert writers, and deep market understanding.

Quality matters more than quantity in establishing your brand as an HR tech authority.

Focus on creating content that not only attracts leads but converts them into customers.