Content Marketing for HR Tech Companies

HR Tech is one of the most competitive software categories in existence. There are thousands of tools competing for attention from HR leaders, people ops teams, and CHROs who are simultaneously overwhelmed with vendor outreach and skeptical of solutions that promise to transform their people strategy.

Getting cut through in this market requires content that goes deeper than surface-level HR advice, speaks directly to the real operational and strategic challenges HR leaders face, and builds genuine trust over time. Here's how to do it.

Understanding the HR Tech Buyer Journey

Before you can create content that converts, you need to understand how HR leaders actually buy.

The HR tech buying process typically involves:

• HR managers and directors who identify the need and research solutions
• CHROs or VP of People who approve and often champion the purchase
• Finance and legal who review contracts and data compliance
• IT who assess security and integration requirements

Your content needs to work at multiple levels of this buying team. A post about HRIS integration headaches might resonate with the HR analyst doing the evaluation. A piece about how people data drives strategic business decisions appeals to the CHRO who needs to make the business case.

The HR tech buyer also tends to be:

• Relationship-oriented: They buy from vendors they trust over time, not from the highest-ranked ad
• Community-influenced: SHRM, People Ops communities, HR slack groups — peers influence purchasing more than marketing
• Compliance-conscious: Any content touching sensitive topics (DEI, compensation, termination) needs to be accurate and careful
• Data-hungry: HR leaders respond well to benchmarks and research

The Content That Actually Works in HR Tech

Research and Benchmark Reports

HR leaders need data to make decisions and justify investments to their CFO. If you can produce original research — even from a survey of your customer base — you have something nobody else has.

Annual benchmark reports on topics like:

• Employee engagement trends
• Time-to-hire benchmarks by industry
• Compensation benchmarks
• HR team structure and staffing ratios
• HR tech adoption rates

These reports get shared in HR communities, cited in presentations, and downloaded by the exact buyers you want to reach. They're also link magnets for SEO.

Compliance and Regulatory Content

HR is compliance-heavy. Employment law changes, new pay transparency requirements, DEI regulations, I-9 updates — HR leaders are constantly trying to stay current on regulatory changes that affect their work.

Companies that help HR leaders navigate compliance (even when it's not their core product) build enormous trust. "What the new pay transparency laws mean for your hiring process" or "How to prepare your HR team for [regulatory change]" are the kinds of content that get saved, shared, and referenced repeatedly.

Important: this content needs to be accurate. Get it reviewed by an employment attorney if you're making specific legal claims. Compliance content that's wrong is worse than no compliance content.

Practical How-To Content for HR Operations

HR leaders are practitioners. They need to know how to do their job better, not just what the trends are. Content that gives them actionable frameworks, templates, or processes is the content they bookmark and share.

Topics that work:

• "How to structure your first people analytics function"
• "A guide to running effective performance review cycles"
• "How to build an employee onboarding process that actually retains people"
• Interview guides, job description templates, HR policy templates

This content builds a massive long-tail SEO footprint because it's the actual vocabulary of HR work.

Case Studies From HR Leaders, Not Product Features

HR tech companies write case studies that lead with their product's features. What HR buyers actually want is to hear from their peers: how an HR leader at a similar company dealt with a similar challenge.

The case study format that converts:

1. The situation: What was the company dealing with? What had they tried?
2. The decision: How and why did they evaluate and choose a solution?
3. The implementation: What was harder than expected?
4. The results: Specific, ideally with numbers
5. The reflection: What would they do differently?

That's a story an HR leader can use. Not "we saved 40% on HR admin costs" with no context.

Thought Leadership on the Future of Work

CHROs and VPs of People are navigating genuinely hard strategic questions: How does hybrid work affect culture? What's the right approach to AI in recruiting? How do you build a high-performance culture without burning people out?

Genuine perspectives on these questions — not wishy-washy "it depends" content, but actual opinions — attract the senior buyers who have signing authority.

Content Channels That Work for HR Tech

LinkedIn: HR leaders are extremely active on LinkedIn. Thought leadership posts, data snippets from your research, and strong opinions perform well here. Build the personal brands of your CEO and key leaders, not just your company page.

Email newsletters: HR leaders subscribe to and read industry newsletters. Building your own newsletter positions you as a media company in your category, not just a vendor.

Podcasts and webinars: HR leaders attend webinars and listen to podcasts. Showing up on existing HR-focused shows is a faster path to credibility than building your own from scratch.

SHRM and industry conferences: The content you produce doubles as speaker deck material. Conference talks reinforce your authority and your brand.

Community participation: Actively contributing to HR Slack groups, LinkedIn communities, and industry forums with genuine help (not promotional links) builds brand equity in the places buyers talk to each other.

SEO Strategy for HR Tech

The HR tech SEO opportunity is significant but competitive. Framework for prioritizing:

Win category-defining terms: "[Category] software," "[category] platform," "best [category] tools" — these are competitive but essential for credibility.

Own the problems your product solves: Not the features — the problems. "How to reduce employee turnover," "how to improve time to hire," "how to build an equitable compensation structure" — these are searched by buyers in the problem-aware stage.

Capture comparison traffic: HR buyers compare heavily. "Workday vs. BambooHR," "[your product] alternative," "best [your category] for small business" — this traffic converts at a higher rate than informational content.

Build compliance content franchises: Every major regulatory update is a content opportunity. Create a standing content format you can execute quickly when regulations change.

Common Mistakes in HR Tech Content Marketing

Mistake 1: Writing for HR managers when your buyer is the CHRO Or vice versa. Know who has budget authority and who has internal influence, and create content for both — but know they need different content.

Mistake 2: Avoiding controversial topics DEI, political dynamics in the workplace, AI's impact on jobs — these are the topics HR leaders are actually wrestling with. Being anodyne in your content makes you invisible. Having a genuine point of view makes you memorable.

Mistake 3: Treating HR compliance content as a risk Some HR tech companies avoid compliance content because they're worried about liability. The ones who don't own this territory as a trust-builder. Review it carefully; don't avoid it.

Mistake 4: Not tailoring content to company size An HR leader at a 50-person company and an HR leader at a 5,000-person company have entirely different problems. Content that speaks to one often alienates the other. Know your ICP's size and structure your content accordingly.

30-Day Action Plan for HR Tech Companies

Week 1: ICP clarity and content audit

• Define your primary ICP precisely: company size, HR team structure, biggest pain points
• Audit existing content: what's ranking, what's converting, what's outdated
• Identify 3 key themes your ICP cares most about this quarter
• Set up Averi with your Brand Core and ICP definition

Week 2: Research and anchor content

• Design a quick customer survey to get benchmark data you can publish
• Write or brief your first pillar post on your core category topic
• Create one compliance or regulatory update piece relevant to your ICP's world right now
• Draft a case study with one of your most successful customers

Week 3: Distribution infrastructure

• Set up or refresh your email newsletter
• Plan a LinkedIn publishing schedule for your CEO or key leaders
• Identify 3 HR podcasts or webinars where you could pitch guest content
• Join 2-3 HR Slack communities or LinkedIn groups and start contributing genuinely

Week 4: Measurement and iteration

• Set up tracking for content-attributed demo requests and trials
• Review what's getting engagement and what isn't
• Plan your research report — topic, survey design, Q2 or Q3 publication target
• Define your content calendar for the next 60 days

Further Reading

• AI content marketing strategy for HR tech startups
• how to build a B2B marketing strategy that converts
• build your ICPs for HR tech buyers
• Averi's Strategy Map to orchestrate your HR tech content and demand gen strategy

Frequently Asked Questions

How do HR tech companies navigate DEI topics in content without alienating buyers?

Carefully, but don't avoid them. HR leaders are actively working on DEI programs and need good content on the topic. Approach it with specificity (avoid vague platitudes), focus on practical implementation over ideology, and be accurate about data. The companies that produce the most useful DEI implementation content — regardless of political environment — tend to earn the most trust from progressive HR buyers.

Should HR tech content come from HR experts or marketing writers?

Ideally both. HR expertise is essential for credibility — your content should involve people who deeply understand HR operations. Marketing writers make that expertise readable and structured for your ICP. A strong editor who has worked in HR (or closely with HR leaders) is worth their weight in gold for HR tech content teams.

How do we create content for multiple segments (SMB, mid-market, enterprise)?

Create distinct content tracks, not one-size-fits-all content. A cluster of content for SMB HR teams (typically one or two person ops teams wearing many hats) and a separate cluster for enterprise HR (strategic, systems-level, compliance-intensive) can both work well if they're clearly differentiated. Use landing pages, filters, and email segmentation to serve the right content to the right audience.

What's the best way to use HR conference content for ongoing content marketing?

Repurpose voraciously. Every conference talk becomes a blog post, a LinkedIn article, an email newsletter section, and a set of social posts. The research behind a conference presentation often supports 5-10 pieces of content. Webinar recordings become embedded YouTube videos in blog posts. Your thought leadership investment should have a long tail.

How do we handle content around sensitive HR topics like terminations, compensation, or discrimination claims?

These are exactly the topics HR leaders are searching for help on — and most vendors avoid them. Approach them with legal review and appropriate caveats ("This is for informational purposes; consult an employment attorney for your specific situation"), but don't avoid them. The company that helps an HR manager navigate a difficult termination process becomes deeply trusted. That trust converts to pipeline.