If you’re trying to grow an audience for your content, salary data can be a big difference-maker that generates interest. As individuals navigate an ever-changing job market, they want to know how to maximize their potential and earn the biggest income. A software engineer may need to know how much they can expect to make in Seattle versus Tampa, for instance. And especially for job seekers interested in redirecting their career path, salary data can help them pinpoint the best options that fit their requirements.
When you can gather salary data in a centralized hub and pair it with stories, regional comparisons, strong visuals, and info on career trajectories, you’ll have a captive audience. Curious to learn how you can elevate your content marketing strategy with salary data? Read on to discover the steps for turning data into actionable insights that can earn you leads.
Find Reputable Salary Information
Where you source your salary data should be your first concern. If there is any doubt as to the legitimacy of your salary data, you’ll risk tarnishing your reputation quickly. In short, data that can’t be reliably backed up will lead people away from your site. Individuals hoping to make a job change will depend on accurate stats to make informed decisions.
Your best bet is to turn to reputable sources, such as professional organizations associated with different fields, like accounting or estate planning. Some of these organizations will provide annual salary data. Similarly, the U.S. Bureau of Labor Statistics is a good source of current and comprehensive salary data across a wide range of fields. Other options, like job platforms, can offer salary information, as well.
Just be aware that some of these platforms, like Glassdoor, will source their interview, satisfaction, and salary insights from user input. In other words, a project manager at a given company may post their salary on the platform. But this salary information has not been vetted, and it may be limited based on how many users have contributed to the platforms. It’s always best to refresh salary data each year. And to earn the trust of those looking at your data, be sure to indicate the date associated with the data.
Contextualize the Data
Remember that users want to find information that’s as easy to understand as possible, especially when numbers are involved. That means you’ll need to shape your data and present it in a way that’s logically organized. Simply stating that an attorney makes $150,000 doesn’t offer the level of nuance the users expect from a site with salary data. You’ll gain more respect and visibility if you take the time to break down the numbers and give them some context.
Make sure you’re using the same formatting for salary data consistently. Users won’t want the hassle of trying to determine how a nurse’s hourly rate converts into a yearly income, for instance. Further, break down jobs according to experience. An early-career nurse may earn significantly less than one with five years of experience. Sometimes, additional credentials can boost income, as well. Teachers with a Master’s degree, for example, will make more than those without one.
You’ll also want to spotlight regional differences. In places with a high cost of living, like San Francisco, software engineers can anticipate making a lot more than those working in less expensive cities, like Omaha or Cincinnati. Similarly, CPA earnings could vary significantly by state or city. Users trying to understand whether a geographic move is doable given their current job title could find this information helpful.
Understand What Your Users Want
Who are you hoping to attract with your salary-focused data? While some individuals may expect longer narratives explaining what the career trajectory for a cybersecurity expert may look like, others will want more succinct answers for their queries. You’ll need to tailor your content to meet the needs of the users you are hoping to attract.
In some situations, comparative guides may make sense. For instance, you can show how the salaries change at different experience levels between a customer success manager and a product manager. In other situations, for individuals looking for the best educational pathways into a career field, highlighting the best online nursing programs or MPA programs could make more sense. Some users may want more information on a region’s workforce needs, for instance, if they are hoping to open a small business.
Your content may resemble that of a blog-focused site, with in-depth explorations of different career paths. You can use narratives to connect with users, explaining how higher salaries reflect a need for qualified talent in a specific area. Stories can make stats more relatable. But if you’re trying to appeal to individuals eager for a quick snapshot of salaries, charts or infographics will hold more weight. Be sure to cite your sources and, as always, include dates to give your users confidence in the information you present.
Don’t Overlook the Power of Visuals
While lengthy paragraphs can be very informative, they might not captivate users for very long. That’s why it’s so important to include visuals as a central piece of your content. Best of all, visuals are eye-catching and easier to share on social media sites. You can get a lot of mileage from them when you’re trying to grow your audience.
Infographics are particularly effective, as they can take complex information and make it easier to digest through diagrams, colors, and simple text. Charts are another trusted go-to option when it comes to visuals. Plus, they’re a familiar way of reading and comparing information for most people. You can use charts to compare salaries across different industries or regions. Heat maps use color as the potent visual feature.
A more saturated color could highlight a particular region with higher salaries, for example. Ultimately, when you take the time to interpret raw data as visuals, you’ll appeal to anyone from casual viewers to journalists, and you might just see your content cited on another website.
Plan Your Long-Term Strategy
How can you drive more traffic to your salary content hub? You’ll need to plan a hub that is evergreen and you’ll need to market it effectively. And, of course, you’ll need to constantly update it to win user loyalty. Use your site to track ongoing shifts in salary ranges and workplace needs across different cities and regions.
Consider setting up pages for in-demand industries, too, to attract users interested in career prospects or transitions in that field. Talk about salaries, too. Job applicants don’t want to waste time applying for jobs with salaries below their desired minimum. Join the conversation about the need for pay transparency, which is starting to gain traction with job postings requirements in Colorado and New York. Job seekers will appreciate your willingness to broach the topic and give it more visibility.
From a technical standpoint, don’t forget about the value of optimization. Use the current year in your titles. And focus on long-tail queries and weave common search words into your copy. Refresh your content and audit your SEO regularly so you’re always a sought-after spot for salary information. Making this effort to build a sense of authority will give your site more credibility and earn links.
Maximizing Your Salary Data
Always remember that salary data can be an attractive part of your content marketing strategy—but you’ll need to frame and support the numbers. Use narrative to create context and offer users a more robust understanding of what salaries look like across cities and industries. Embed visuals that can crystallize those details and provide shareable content for users.
Maintain accurate numbers and use labels to help users see that you’re offering the most up-to-date picture of salary information. When you’re clear, transparent, and current with your information, you’ll build trust and establish yourself as an authority.
