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Content Marketing for HR Tech Companies
Content built on original buyer-behavior research rather than an interview with your own product team — and distributed on our channels as well as yours. Co-branded with us, or white-labeled for your exclusive use.
How we build it
It starts from data we already own
Every piece can draw on Insights@Work, our ongoing buyer-behavior research. The point of view arrives with evidence already attached to it.
Distribution is included
Content runs on our channels as well as yours — the research hub, LinkedIn, and the podcast. You are not just buying words, you are buying an audience.
Analyst byline, when co-branded
A point of view signed by an analyst reads differently from one signed by a vendor. That difference is the whole product.
Licensing sorted up front
Licensing and distribution rights are included rather than negotiated after the fact.
One distinction worth naming: an analyst is not an influencer. We are not producing content to promote your product to an audience. We are producing content that helps buyers understand a problem, and that shares our point of view on where your solution fits within it. Influencer work has a real place in a marketing mix — this is simply the educational one.
Two programs
Basic
One central topic, built out across four formats. Recommended on a quarterly cadence so it compounds instead of arriving all at once.
- An ebook or insights report
- A blog post or article
- A webinar
- An infographic
Premium
Two to three topics across a bigger deliverable set, for teams running content as a real channel rather than an experiment.
- Two ebooks or insights reports
- Two blog posts or articles
- Two webinars
- An infographic
Co-branded or white-labeled
Co-branded
Our name and yours. Carries analyst authorship, runs on our channels, and gets read as a point of view rather than a pitch. This is the version that opens doors for a sales team.
White-labeled
Your brand only, for your exclusive use. Useful when you need volume and control, or when the asset lives somewhere our name would be odd.
Where this sits relative to our research
Content marketing is commissioned work. It is not the same thing as sponsored research, where the findings are ours and you cannot change them.
Both are legitimate and both are disclosed. We keep the distinction sharp because the moment they blur, the sponsored research stops being worth buying.
Questions marketers ask
How is this different from a content agency?
Three things: we start from original buyer-behavior data we already own, distribution on our channels is part of the deal, and co-branded work carries an analyst byline. If you mainly need volume and SEO execution, an agency will serve you better and cost less. If you need credibility, that is what we have.
Should we co-brand or white-label?
Co-brand if the goal is trust — opening cold conversations, arming sales with something that is not a pitch, being taken seriously in a new category. White-label if the goal is volume and control. Plenty of clients do both, for different assets.
Do you write in our voice?
For white-labeled work, yes. For co-branded work we write in ours, because that is the point of the byline. We will always match your terminology and get your product right.
Does this include SEO?
We write for humans first and structure sensibly for search. If your primary objective is ranking for a keyword set, say so up front and we will tell you honestly whether this is the right spend.
Can content marketing include original research?
Yes, and it usually should. It can draw on existing Insights@Work data, or you can commission a custom survey alongside it. That combination tends to outperform either one alone.
Do we get the webinar recording and the assets afterwards?
Yes. Recordings, clips, and source assets are yours to use under the license in the statement of work, gated or ungated as you prefer.
Will you promote it even if it is white-labeled?
No. White-labeled content carries no analyst attribution, so it runs on your channels only. Distribution on our channels is a feature of co-branded work.
Is this influencer marketing?
No, and the distinction is worth drawing. An influencer is engaged to promote a product to an audience. An analyst produces content to educate buyers about a problem and to share a considered point of view on where a solution fits within it. Influencer work has a real place in a marketing mix — it is simply a different job with a different measure of success. Ours is whether a buyer understands the decision in front of them better than they did before.
What do you want to bring to life?
Tell us the idea your buyers need to understand, and we will tell you what it would take to build the thing that teaches it.
Let’s build it →
Curious about the research side? See sponsored research.
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