Recruiting firm uses content marketing to boost profile

Content marketing and brand journalism are trends that are growing rapidly as the media landscape emerges.

Many organizations—among them the talent and outsourcing company Yoh—are building content that boosts their profile and leads to prospects and sales opportunities.

Yoh and its partner, Gregory FCA, win top honors in the Best Content Marketing/Brand Journalism category of the 2013 PR Daily Awards.

Through its Seamless Workforce blog, Yoh is engaging with consumers in the industries it serves: aerospace and defense, engineering, federal services, health care, life sciences, information technology, and telecommunications. 

Gregory FCA and Yoh launched a campaign to establish an online publication that encourages prospects to seek direct engagement. Specifically, the campaign promoted Yoh’s new practice placing agile developers (a kind of software developer) and sought to establish Yoh as a thought leader in this space.

Yoh offered articles such as “10 Crucial Questions Agile Developers Should Ask Employers,” and produced a cartoon series called “Agile Valley.”

Gregory FCA’s content syndication yielded top placements on Visual.ly, Information Week, GigaOM, VentureBeat, and eWeek. Total readership amassed by content placement was over 5.1 million. In addition, Yoh broke into the top 10 Google search results for the terms “agile development” and “agile hiring.”

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