One of the best, but most overlooked channels for content marketing is your own staff.
Content marketing is all about providing useful, relevant information to your customers or clients. We tend to think of that information as transmitted digitally via a website, blog or social media. Delivering it personally can be even more powerful.
Turning your entire staff into a team of content marketers could be your most cost-effective marketing strategy.
Savvy companies view their staffs as brand ambassadors. Converting brand ambassadorships into content marketers only requires taking the time to share the content you want customers or clients to receive.
Staff meetings can become more meaningful if they contain time for content sharing. Make staff aware of an upcoming thought leadership blog, new website features or a social media campaign. Make it easy for your staff to share your content, and encourage staff members to share the content.
Alyssa Patzius, vice president for Influence&Co., says content sharing can be a way to stand out from competition by offering something of value, not just your business card. Sharing useful information and associating the source of that information to your enterprise is nearly the same as third-party validation, Patzius suggest.
She says content-sharing strategy can work at trade shows, professional conferences or even cold calls.
Of course, sharing blah content could have the opposite result. Avoid self-aggrandizing pitches and stick with solid how-to content or meaningful storytelling that relates to your brand or business. Don’t tell would-be clients about your successes; share with them how you go about achieving successful outcomes for your clients.
Some content is evergreen and never goes out of date. However, fresh content can be more impactful. There is nothing like the rush of recent success to spark content sharing.
Don’t limit your content to something in print. Video and audio content can extend the personalization of content sharing by including visuals and voices from your colleagues.
The next time you are charged with creating an energizing agenda for a staff meeting or retreat, plug in a segment about content sharing. And make sure you are generating content worthy of sharing to inform and impress customers and clients.