Whitepaper

01 — Strategy details

I was an in-house content writer for a Canadian HR tech company called VidCruiter. One of my first tasks was researching and writing a pillar page and whitepaper on structured interviewing. These pieces of content were crucial components of their content marketing strategy.

Audience

American recruiters, HR practitioners and talent acquisition professionals.

Goal

Improve VidCruiter's SEO rankings for the terms 'structured interview' and structured interviewing', and establish VidCruiter as The Expert in structured interviewing. To do this, I had to create better content than the competition.

02 — Process

My director provided the keyword research from Semrush. Once I knew what topics I had to cover to beat the competition and what keywords I was trying to rank for, it came down to creating a solid outline as a roadmap and doing research.

I worked with VidCruiter's in-house experts to add insights and additional value for the audience outside of the information I could find online. Once the writing was ready, I worked with a graphic designer to incorporate visual elements and make each page flow.

03 — Deliverables

I wrote this pillar page to go with the whitepaper (see below). The pillar page has been updated since I first wrote it in 2023, but 99% of it is still my writing.

04 — Results

I don't know how many people downloaded this whitepaper, but I do know VidCruiter still ranks on the first page of Google for the terms structured interview and structured interviewing.