Blue Pelican has significantly increased their website traffic
A leading recruiter in the Legal, Marketing, Pharma and Technology sectors has significantly increased their website traffic through the implementation of a content marketing strategy managed by MESO Marketing.
Direct visitors to the Blue Pelican site have increased by 450%, and “goals” (the number of candidate registrations and job applications received via the site) have doubled over the six months since the content marketing programme was implemented. Some content has received spectacular results – a recent opinion piece on recruiting Microsoft SharePoint staff received over 1,500 views and has sparked a healthy discussion on LinkedIn.
The programme involves the weekly publication of a piece of website content – be it Blue Pelican news, an opinion piece on the market, a technology review or advice on a particular skill required during the recruitment process.
Blue Pelican Director Gemma Skillett comments “We are delighted by the results of the content marketing programme and in particular the popularity of the SharePoint article. Some weeks it has been a challenge to source content which is both interesting and relevant but, with four specialist divisions and MESO helping to write the articles for us, we have managed to ensure the content is of a high standard.”
Mike Ellingham from MESO expands “Blue Pelican employs experienced consultants who focus on professional level recruitment and have an excellent insight into the dynamics within their specialist sectors and are able to suggest content themes that their clients and candidates will be interested in. We then work with them to turn the theme into full content which we publish and syndicate for them.”
Emma Mills from MESO gives more detail on the process “I talk to the consultant, agree the overall theme of the content piece and get the consultant’s views, then write an initial draft which the consultant will add to. Once the piece is finalised, we publish on the website, create links on social media, syndicate to news websites and distribute to relevant editors and media contacts.”
The content has not just driven traffic to the Blue Pelican website, some articles, such as the “Recruitment Trinity” have featured in leading industry publications, helping to raise off-line awareness of the Blue Pelican brand.