Empowering employees to help create content for your marketing might seem like a big risk, but it can also create one of the biggest rewards for your business. That is why I encourage businesses that their marketing department should own organizational culture. Marketers that understand the power of employee advocacy can empower them to create content that improves brand awareness, educates buyers, increases search engine visibility, and creates more meaningful connections with potential customers.
How to Empower Employees to Create Content for Your Marketing
Here are four specific ways you can begin to empower employees outside of marketing to help you create content to attract the attention of your potential customers:
Invite employees to contribute to podcasts or webinars as subject matter experts.
Your employees likely have a deep level of experience that could be beneficial for potential customers. Empowering them to become thought leaders in your industry by inviting them to create content is one of the simplest, yet most effective ways to maximize their knowledge for business development. It could be something as simple as hosting monthly webinars that put your employees in the spotlight or creating a podcast where you interview employees about how to overcome specific challenges your audience is facing.
Make it easy for employees to share content they care about.
Having your employees share your content—whether it’s emailing it to a prospect or promoting it on social media—is the perfect way to increase your reach.
But just because you create the content (and even ask them to help promote it), doesn’t mean they will share it.
That’s why it’s important to create marketing content employees actually want to share. It could be a story about your employee or one of your clients or a tutorial related to your product.
Equip and reward employee advocates.
According to recent research, 31% of fast-growing companies have set up an employee advocacy program. These businesses recognize that employee advocacy encourages their workforce to expand their role from “employee” to “brand ambassador.” And, this type of approach can create tremendous dividends for the overall health and success of your company.
Let employees take over your social media for a day.
Instead of paying thousands to influencers and brand ambassadors, let your employees leverage their social media influence to increase awareness of your products and services. Give them the resources, tools, and leeway to develop their expertise in the niche. While you might have one person who owns the responsibility of improving your brand’s social media presence, making sure he or she isn’t doing it alone is critical to success.
Leveraging employees to help create content for marketing is an incredibly valuable way to humanize your brand. Employees might be your most effective content creators because they know the challenges your customers face every day and have a deep knowledge of your product, service, and industry.
Contact Green Apple Strategy to discuss how you can leverage content marketing to improve SEO, develop your brand story, and generate leads.