Creating Valuable, Engaging Content for Your Clients

In a world of fast scrolling and information overload, content that resonates is more important than ever. For Employment Hero partners — whether you're an outsourced payroll provider, HR consultant, ERP reseller, or technology advisor — content plays a key role in building trust, demonstrating expertise, and driving new business.

But content marketing isn’t about just having a blog or posting once a month on LinkedIn. It’s about creating helpful, relevant, and credible content that positions your business as a go-to expert in the employment space — from payroll and HR to recruitment, onboarding, and retention.

The below will walk you through how to approach content creation effectively that will engage your ideal audience and grow your brand.

1. Know Your Audience — and Speak to Their Challenges

The first step in creating effective content is understanding who you’re speaking to and what they care about.

Think about your ideal clients — are they HR managers trying to streamline onboarding? Small business owners overwhelmed by compliance? CFOs wanting more control over workforce costs?

Go beyond demographics and get specific about:

• Pain points: What problems are they trying to solve?
  
  
• Decision drivers: What motivates them to act?
  
  
• Language: What terminology or tone resonates with them?
  
  

Once you clearly understand your audience, you can develop content that feels personalised, relevant and valuable. This helps you stand out from the noise and creates stronger connections with the people you’re trying to reach.

Example: Instead of writing “Why you need payroll automation,” write “How small businesses can save 10+ hours a week by streamlining payroll with automation.”

2. Shift from Features to Value-Driven Messaging

Too often, service providers focus on listing product features rather than clearly explaining the benefit to the client. While it’s tempting to highlight everything your solution does, clients want to know how it will solve their problem or make their life easier.

When crafting your messaging, focus on outcomes. Ask yourself:

• What challenge does this feature help solve?
  
  
• What change or improvement does it deliver?
  
  
• How can I explain this in simple, relatable terms?
  
  

For example:

• Instead of “Online employee self-service portal,” say “Reduce admin time and empower your team with an online portal for payslips, leave, and onboarding.”
  
  
• Instead of “All-in-one platform,” expand with “Manage hiring, onboarding, payroll and retention in one easy-to-use system — no more jumping between tools.”
  
  

Your goal is to help your audience imagine the transformation — not just understand the technology.

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3. Deliver Educational Content That Builds Authority

Whether someone is just starting their search or comparing options, most prospects aren’t ready to be sold to. What they are looking for is helpful guidance — and that’s where content marketing shines.

Educational content positions you as a credible expert and builds trust over time. It shows that you understand your audience’s challenges and can help them navigate solutions — even before they become a customer.

Try creating:

• How-to guides that solve common problems (“How to onboard remote employees with confidence”)
  
  
• Explainer videos that break down complex topics (“Understanding changes in local payroll compliance”)
  
  
• Checklists and templates that provide immediate value (“HR documentation checklist for new employers”)
  
  
• Webinars that dig into trends and advice with guest speakers or client stories
  
  

These assets can be repurposed across your website, email campaigns, LinkedIn posts, and proposals — delivering long-term value and lead generation. Don’t forget you have access to our Employment Hero partner marketing library, a marketing development fund to create content, and co-marketing opportunities.

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4. Showcase Real Client Outcomes with Case Studies

When it comes to building trust, nothing beats real-world examples. Case studies, testimonials, and success stories give prospects a clear picture of the outcomes you deliver — and how you’ve helped businesses like theirs.

A good client story should:

• Outline the problem the client was facing
  
  
• Describe how you implemented a solution (e.g., introducing Employment Hero)
  
  
• Share measurable results (e.g., “reduced manual payroll processing time by 80%”)
  
  
• Include a quote or reflection from the client themselves
  
  

These stories are more than just marketing — they’re proof that your services work. They help potential clients see the possibilities and reduce the perceived risk of choosing your business.

Tip: Don’t just publish them as static PDFs. Break them into bite-sized pieces for social media, slide decks, proposals, and webinars.

5. Repurpose Content to Maximise Your Effort

Creating great content takes effort — so make sure you’re getting the most out of it. A single piece of content can (and should) be repurposed in multiple ways to reach different audiences across multiple platforms.

For example:

• A blog post can become a video script
  
  
• A checklist can become a lead magnet for email capture
  
  
• A client story can be shared in a webinar
  
  
• A webinar recording can be edited into short clips for LinkedIn
  
  

You don’t need to start from scratch each time. Instead, build a content library and adapt your best-performing content to suit different formats, campaigns, and client conversations.

Tip: Store your evergreen content in folders (like “Onboarding,” “Payroll Compliance,” “Retention”) so you can quickly grab the right resources when needed.

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6. Maintain a Consistent Brand Voice and Style

Whether you're publishing a blog, creating a social post, or sending an email, consistency is key. Your content should sound like you — and help build recognition and trust across every touchpoint.

To ensure your content feels cohesive:

• Use consistent terminology, tone, and formatting
  
  
• Avoid jargon and overly technical language — keep it clear and conversational
  
  
• Stick to your brand's visual and writing style guidelines
  
  
• Proofread carefully to maintain professionalism
  
  

A consistent tone helps reinforce your position as a reliable, knowledgeable provider — and ensures that your message lands effectively, regardless of the platform or format.

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7. End Every Piece of Content With a Clear CTA

Good content is helpful. Great content prompts action. Make sure every piece of content includes a relevant and well-placed call to action (CTA) that encourages the next step.

Your CTA will depend on the content and the stage of the buyer journey, but might include:

• “Download our free onboarding checklist”
  
  
• “Watch our 3-minute demo of Employment Hero”
  
  
• “Book a consultation with our team”
  
  
• “Read our latest HR compliance insights”
  
  

Even a soft CTA like “Learn more about our partnership with Employment Hero” gives readers a path forward. Without a CTA, your content risks being informative — but not impactful.