When it comes to your content production strategy, does the marketing team do all the work? If your answer to that question is yes, you may think that’s how it should be. But is it?
While it’s the job of the marketing department to plan, execute and adapt content marketing activity, that doesn’t mean other departments can’t create great content of their own for internal and/or external use. In fact, involving employees from all areas of the company in content production is an incredibly beneficial move. Here are five reasons why it’s in your best interests to get all employees’ creative juices flowing.
1 – Opening up Internal Communication with Content
One of the immediate benefits of encouraging content production across all departments is internal. By encouraging employees to produce content (be it blogs, photos or videos) about their activity, you better enable individual business units to communicate with each other about what they’re up to. This in turn increases employees’ awareness about what is taking place throughout the organization and drives collaboration across departments.
2 – Think!
Another advantage, and one that concerns blogs in particular, is the fact that encouraging employees to write also gets them to think. In order to produce written content, teams must first analyze problems, develop ideas and articulate processes. Writing is therefore an incredibly effective way of reflecting on projects past, present and future – a method of self-evaluation that should not be overlooked.
The next three points all concern employee advocacy – how encouraging employees to produce original content that is shared on social media benefits your organization by boosting brand image and trust among customers, prospects and job candidates.
3 – Closer Customers
The most relatable insights customers can obtain are those that come from employees within your company. Think about it – clients are more likely to stick with you if they feel informed about what is going on at the heart of the business.
4 – Keener Prospects
Online prospects are receptive to the transparency that comes of communicating directly through employees – especially in a social selling context. Though content must be chosen according to the context, prospects value that which comes directly from sales teams, as it is original and sets the company apart from others.
5 – More Personal Recruitment
Job candidates are far more likely to apply for a position with a company that involves current employees in online communication. This is because promoting employee testimonials provides a window into how the company ticks. But it’s also beneficial on an internal level, as it allows you to invest in employees’ skills by encouraging them to share their experiences through content creation.
Whether you do so for internal communication, external initiatives or both, getting employees across the board involved in content production demands time and effort. But with so much to be gained, it’s an investment worth making.