Content marketing is the new law of the land in terms of how businesses engage customers, drive sales and generate leads. Every piece of content your business produces should help drive traffic and further your company goals. The best way to make sure every piece of content is stellar is to make sure your company culture encourages and drives excellent content marketing. Creating a content marketing culture for your business begins with leadership from the top. Once your employees understand and accept the benefits of content marketing, you can engage them in the process of developing content and building the culture.
Leading from the Top
Any investment in creating and sustaining a content marketing culture for your business starts with you. If you want your employees to help you in the creation of a content marketing campaign, you must serve as the cheerleader and chief advocate for this initiative. If you simply tell your employees to begin incorporating content marketing pieces in their blog and website postings, you are likely to receive a less than enthusiastic response. You should be the model for the expectations you set for a change in your marketing culture; this “do as I do” approach will help bring on the sense of enthusiasm and zeal needed in order to be successful.
Explaining the Benefits of Content Marketing
Once you have set a solid example of content marketing for your company, you need to take the time to sit down with your team and explain the benefits of your efforts. Those benefits you communicate with your team should be explained both in terms of how the company will grow and prosper as well as the personal benefits team members will derive from their efforts. These benefits include everything from an increase in web traffic based on relevancy to a more engaged readership who is more inclined to become long-term customers. The benefits that employees can derive from their active involvement in your company’s content marketing efforts might include flexible work schedules, vacation incentives or other less tangible rewards like recognition from their superiors.
Educate and Train Your Team on Your Content Marketing Strategy
Your employees will be even more supportive of your content marketing efforts when they feel personally connected to the campaign. Provide training workshops for your team in order for them to gain a better understanding of content marketing. This training should include tips on writing blogs, how changes to Google’s search algorithm drive content marketing for optimized, relevant search engine results and how to create a social network profile that attracts attention. These sessions should be specific for the needs of your business and designed to help your team become more active with content marketing.
Your team can use the ideas and inspiration from their training to develop topics for blogs and other postings. This can be as simple as taking the most frequently asked questions and providing an answer to each, with relevant supporting information to give relevancy to the content when searched for online. Encourage your team to be creative and focus on creating content that they’d be interested in reading—this might mean drawing inspiration from current pop culture and topical news.
Think Big, Start Simple
You want your content marketing to reflect a professional but informal company culture. It should be written in a style that is not overly technical or jargon-y, but which is conversational and to the point. The content should reflect the culture of your company and come across to the reader as informative and entertaining. Take a look at your team and separate them into roles for creating and promoting your content marketing culture based on their natural abilities and strengths. Those with strong writing skills should create posts and those with important insight and a conversational style should provide audio or visual interviews for your website blogs. Be sure to sustain what you have created, starting out small and growing as interest picks up and your content gains traction.