10 Human Resource Software Businesses Getting Content Marketing Right

Over the past couple of years, content marketing has evolved from an exciting new marketing concept to a high-ROI marketing powerhouse for pretty much every industry — including the human resource software industry.

In fact, content marketing is now at the heart of almost every successful human resource software company.

For the uninitiated, content marketing is a strategic approach that helps to drive relevant traffic, build trust, generate sales, and cultivate customer loyalty.

It involves creating and distributing high-value, relevant content consistently to attract & retain potential customers and drive profitable customer action.

In this post, we’ll talk about how 10 human resource software companies are successfully leveraging SaaS content marketing & generating incredible results for themselves.

1. Gusto 

Launched in 2012, Gusto is a cloud-based, all-in-one HR platform that helps companies to simplify & automate employee benefits, payroll, and other HR-related operations with ease. 

On top of standard HR management tools, Gusto also handles electronic paperwork for its clients to help them comply with tax, labor, and immigration laws. 

Since its inception, Gusto has been strategically leveraging content marketing to create helpful content that its target audience is searching for, and nurture leads & generate more business.

Site Stats:

• Domain Rating – 81
• Traffic – 921.9k
• Organic Keywords – 159.1k

What They are Doing Right

• Talk Shop Blog – Articles on the Talk Shop Blog cover a variety of topics from starting a new business, team management, hiring, finance & taxes, and more to educate business owners & empower them with actionable information.
• Small business Guides – Apart from its regular blog, Gusto has a dedicated resource center comprising small business guides that teach new & innovative ways to run payroll, add employee benefits, and more for small business owners.
• Calculators and Tools – Gusto has developed a wide range of free tax calculators, checklists, and compensation tools that plays a significant role in catching prospective clients’ attention.

• Help Center – Gusto has created a gigantic help center with hundreds of how-to guides for new customers (and prospective ones) to learn all ins and outs of using the platform efficiently.
• Accountants Training – Gusto has developed two comprehensive training programs for accountants of every level to learn the fundamental skills required to start profitable people advisory practice on their own.
• Customer Stories – The customer stories on Gusto’s website acts as proof, sharing experience from its current customers on how using Gusto has benefitted their businesses.
• Customer Reviews – They play an equally crucial role in helping Gusto’s prospects gauge the helpfulness of the said tool by reading feedback from its current customers.
• Compare – It is a dedicated comparison page that compares Gusto with its direct competitors to help its potential customers realize why Gusto is better than the rest of the similar tools in the market.

2. Paycor 

Paycor is a leading HR software suite that helps business owners of all sizes manage every aspect of their HR and payroll processes in the most efficient manner. 

The platform helps businesses modernize people management from scratch, starting with recruiting and onboarding to payroll, career development, and employee retention.

However, the secret ingredient behind Paycor’s success is not just the software itself. While it did play a major role, the reason why it attained popularity is because of its content marketing strategy.

Site Stats:

• Domain Rating – 76
• Traffic – 974.9k
• Organic Keywords – 95.4k

What They are Doing Right

• HR Center of Excellence – The blog is known as ‘HR Center of Excellence’ and it has all sorts of information on the topics like talent management, workforce management, employee experience, and administration benefits in different formats such as articles, whitepapers, guides, and infographics.
• Webinars – Paycor regularly hosts live as well as on-demand webinars and invites HR industry leaders to share their expert insights on the latest HR trends and best practices to help businesses excel at all things HR.
• Case Studies – This page lists all the case studies of Paycor’s customers highlighting how the platform has helped different companies simplify their HR operations in different ways.

• Coronavirus Support Center – This section focuses specifically on helping businesses learn the latest news and expert advice on how to navigate their business post Coronavirus pandemic.
• HR Glossary – The HR Glossary page helps new team members of budding businesses learn all industry jargon. But more importantly, this page encourages countless people from the industry to link to it because of the way the PayCor content team explains all the jargon in amazing detail.

3. BambooHR 

BambooHR provides human resources software for growing companies to manage crucial employee data in a personalized human resource information system (HRIS).

Over the years, BambooHR has helped a plethora of companies collect & analyze employee information to strengthen the overall company culture. 

Today, the software is leveraged by businesses of all sizes, including some top brands such as Reddit, SoundCloud, Stance, and others.

Let’s take a look at how BambooHR is leveraging content marketing that helped the company to attract top brands to use its software.

Site Stats:

• Domain Rating – 89
• Traffic – 880.9k
• Organic Keywords – 138.1k

What They are Doing Right

• Blog – BambooHR regularly publishes comprehensive articles on HR tech, best practices, and the latest trends in the industry. The articles are arranged categorically to help readers easily find whatever they’re looking for.
• The Era Podcast – The Era is a one of its kind podcast where successful business leaders from the HR industry talk about the value of putting employees first, and how it leads to generating better business outcomes.

• Content Library – This section contains a huge library of ebooks, infographics, how-to guides, and unique research papers related to the HR industry. 
• Webinar Library – Here you can watch the recordings of previous webinars and sign up for upcoming ones. BambooHR regularly conducts webinars on different HR topics and shares expert insights that business leaders can learn from and apply to streamline their HR processes. 
• HR 101 Guide – BambooHR’s content team has put together a massive HR guide where they’ve covered everything there is to learn about HR in an easy-to-digest manner.
• HR Glossary – This is another great resource that works as a link magnet. BambooHR has created a list of all common HR terms and buzzwords and explained them in an easy-to-understand language.
• HR Software Calculator – This tool helps business owners find out how much they’re spending and how much they can save with the right HRIS. From the business point of view, this has been a game changer for BambooHR in terms of generating quality leads.

• HR Crisis Recovery – This page is a central hub for business owners who can learn to arm themselves with leadership lessons, support employees with mental health issues, and recover from a crisis in their HR operations.

4. Rippling 

Rippling is an all-in-one employee management software that helps businesses connect human resources with IT management.

Much of the credit for Ripplings’ success goes to the company’s content team for executing a truly incredible content marketing strategy that has been generating significant results.

Site Stats:

• Domain Rating – 72
• Traffic – 66k
• Organic Keywords – 13.7k

What They are Doing Right

• Blog – Rippling’s blog is a one-stop destination where businesses can learn about a variety of topics related to HR, IT, Engineering, and Finance. All of the articles are written by industry leaders & experts, sharing their insights from years of experience. 
• Customer Stories – The content team at Rippling regularly publishes customer success stories, outlining all details about how the Rippling HR software helped businesses grow their workforce faster.

• Help Center – The Help Center is a massive collection of articles on how to use Rippling. From Applicant Tracking to Workflow Automation, businesses can learn everything they need to leverage Rippling to their advantage.
• Recipe Templates – Over the years, Rippling’s content team has created hundreds of ready-to-use reports, workflows, and formula field templates designed specifically to help its clients save time and effort.

5. Paychex 

Paychex is an innovative HR and payroll software solution designed to fulfill the needs of businesses of all sizes, from startups to enterprises. They’re mainly popular for helping businesses turn complex HR, payroll, and employee benefits operations simple. 

Since its inception, Paychex has helped over 73K businesses worldwide to manage HR, payroll, and benefits seamlessly in one place. 

Let’s find out how their content marketing strategy has helped Paychex to encourage thousands of businesses to use their software.

Site Stats:

• Domain Rating – 80
• Traffic – 1.7 M
• Organic Keywords – 174.8k

What They are Doing Right

• Knowledge Center – Paychex has renamed its blog into Knowledge Center. It is a dedicated content page that hosts a huge collection of featured articles on various topics including HR, business, compliance, payroll, benefits, and more.
• Calculators – On this page, you’ll find several calculators built for different purposes to help businesses and their employees experiment with multiple options, weigh each option, and make an informed decision.
• Webinars – The webinars on the Paychex website focus on sharing insights Paychex has accumulated by helping over half a million businesses worldwide with HR, payroll, and more. 
• Podcasts – Paychex’s HR podcast is called ‘PULSE’ on which they share insightful strategies to improve your HR leadership. The second podcast is called ‘THRIVE’ in which they discuss critical issues that business leaders face and share their expert advice on how to steer a business towards the success path.

• Customer Testimonials – This page is dedicated to demonstrating how Paychex has helped businesses win by sharing testimonials of their previous customers in video and other formats.
• Small Business Employment Watch – A powerful tool that focuses exclusively on helping small businesses gauge upcoming wage & employment trends based on real-time insights based on the health of the economy.

6. Homebase  

Homebase is a suite of HR tools that helps small businesses manage their HR, payroll, time clocks, work schedules, and more.

Founded in 2014, Homebase quickly became a success with over 100K small businesses using the software.

Attaining such rapid growth in a span of just a few years is truly impressive and content played a huge part in it.

Site Stats:

• Domain Rating – 77
• Traffic – 333.7k
• Organic Keywords – 44.8k

What They are Doing Right

• Coronavirus Impact Data – During the COVID-19 pandemic, Homebase prepared a gigantic resource showing real-time data on its impact on small businesses. Along with it, they published numerous guides to help small businesses navigate the crisis.
• State Labor Law Guides – This page comprises state-by-state guides on employment law to help new, small business owners learn how to comply with it. 

• #Realtalk Blog – Homebase has been very consistent in blogging. On their blog, you’ll find educational articles on a variety of topics such as managing a team, managing a small business, employment compliance, and much more.
• Coronavirus Resources – The Homebase has created a dedicated Coronavirus resource page where they focus on helping small businesses make a comeback from the Pandemic hit through COVID-related articles for small businesses.
• Time Card Calculator – This is a free tool that Homebase developed for small business owners so that they can easily keep track of and calculate the number of hours their employees have worked in a week. 
• Work Schedule Template – On top of the time card calculator, Homebase has also designed a work schedule template to help spot issues that come with managing a small business.

• Timesheet Template – It’s a free online timesheet that makes it easy for small businesses to execute their payroll from anywhere. 
• Industry Use Case Pages – Just like many HR software companies, Homebase has created a separate page that highlights how its software has helped businesses from different industries to schedule, track, and run their team efficiently.

7. Zenefits  

Zenefits is an award-winning human resource software solution that helps businesses manage their HR operations with expertise in payroll & health insurance coverage.

If you look at Zenefits’ website, you’ll notice that they do things in a slightly different way and they’ve applied the same to their content marketing strategy as well. 

Site Stats:

• Domain Rating – 78
• Traffic – 336.6k
• Organic Keywords – 110.9k

What They are Doing Right

• Workest – Here small business owners can get the latest insights, news, tips, and resources on HR, workplace, and people ops. 
• People Ops Resources:

1. People Ops Interactive Guide – Learn how to manage your workforce as a small business owner and offer the greatest employee experience possible.
2. People Ops Book – Written for business leaders, the People Ops book teaches different ways to use technology to keep employees engaged, connected, and productive.
3. People Ops Podcast – Through POPS! Podcast, Zenefits regularly shares fresh thinking, answers frequently asked questions, and gives examples of how to empower your employees in the new world of work.
4. People Ops Academy – The Academy offers various certification courses to level-up people’s operation skills and get the most out of your team. 
5. People Ops Maturity Assessment – This three-minute quiz helps small businesses quickly assess the strengths and weaknesses of their HR department and get valuable feedback on how to improve it. 

• Comparison Page – The comparison page is neatly designed to help Zenefits’ prospective customers to compare it with other human resource software in the market based on a wide range of criteria to demonstrate how Zenefits is a better option.

8. Paycom  

Paycom is an online payroll and human resource software that helps businesses, both big and small, manage the entire employment lifecycle in one place. 

Like every other HR software company mentioned in this post, Paycom has leveraged content marketing perfectly and has been witnessing rewarding results ever since.

Site Stats:

• Domain Rating – 72
• Traffic – 790.8k
• Organic Keywords – 41.6k

What They are Doing Right

• Blog – The Paycom blog has close to 1K articles on HR, payroll, workplace culture, and a few other topics that help business owners learn the latest strategies to unleash the full potential of their workforce.
• Webinars – This page is a hub of all webinars hosted by Paycom in the past. You can listen to them or sign up for the upcoming webinars as well.

• Podcasts – Paycom runs a weekly podcast where they choose different challenges businesses face and talk about different ideas, strategies, and solutions to help overcome them.
• COVID-19 Resources – This section is dedicated to helping businesses comply with the new COVID-19 laws. They’ve even updated their software to comply with the new laws and stay connected with your workforce.

• Other Resources – One junction where you can access calculators, case studies, checklists, data sheets, Ebooks, guides, infographics, podcasts, webinars, and white papers all in one place.

9. Paylocity  

Paylocity is a payroll and HR management software that has been in the business since 1997. 

Paylocity does not have a wide range of content resources on its website. Their overall content marketing strategy, however, is well-thought-out and has been generating impressive results for the company.

Site Stats:

• Domain Rating – 86
• Traffic – 1.2 M
• Organic Keywords – 26.3k

What They are Doing Right

• Resource Library – This page contains content in different formats including alerts, blogs, case studies, eBooks, podcasts, press releases, webinars, and tax season resources to help businesses be up-to-date with everything in the industry.

• Product Training Courses – There are free training courses exclusively for Paylocity clients to learn how to succeed and get the most value out of its software. These training courses range from on-demand video to instructor-led courses, and more.
• Events – Paylocity hosts virtual events for its future clients, current clients, and partners separately where they educate how to increase productivity & drive desired results.

10. Namely  

Namely is a modern HR platform that helps mid-sized businesses save time, avoid making costly mistakes, and build a positive workplace culture. 

Since 2012, Namely has been working consistently to solve the biggest HR challenges and sharing everything they learn via content. And in doing so, they’ve successfully grabbed the attention of countless potential clients.

Site Stats:

• Domain Rating – 73
• Traffic – 25.4k
• Organic Keywords – 5.1k

What They are Doing Right

• Blog – On this page, you can find all articles published by Namely in a neatly categorized manner. They write about HR, payroll, compliance, talent, employee benefits, and how to build a better workplace culture.
• Library – The library section on Namely’s website is a collection of eBooks, webinars, and more that teach business owners how to build an incredible employee experience & workplace culture.

• Events – Namely regularly host live events to give unique insights on how to adapt to the new demands of modern employees.

Concluding Remarks

As you have just learned, a good, consistent, and SEO-driven content strategy has helped generate tremendous results for these 10 human resource software companies. 

From spreading brand awareness to boosting visibility and organic traffic, content marketing is a failsafe way to succeed in today’s fiercely competitive market. 

If you’ve been struggling to generate such results for your SaaS company, we can help to devise a winning content marketing strategy, generate demand for your product & grow your business. 

Author

Kushal Desai

Kushal Desai is a Content Marketing Specialist at Growfusely. He holds a Bachelor’s degree in Computer Engineering as well as MBA in Information Technology and has over 7 years of experience in digital marketing. His core expertise lies in organic search, content marketing, and performance analytics. Connect with him on Linkedin and Twitter: @kushaljdesai.

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