Create Craveable Content Employees Want to Share

Lauren Durfy

Are you writing great content that isn’t performing? Is the engagement rate for your employee advocacy program declining? While it’s a bit of a “chicken and egg” situation, there’s no doubt that content marketing and employee advocacy need each other to succeed.

For content to generate ROI, you need to get eyeballs on it. Running ads will help to secure some traffic, but at what cost?

On the other side of the coin, without fresh and engaging content, an employee advocacy program isn’t sustainable either. If employees are going to promote your branded messages, they need high-quality content they are proud to share.

This is why content and employee advocacy need each other in order to succeed. But sourcing and creating content employees actually want to share can be challenging — as can balancing the content requests of SEO experts, sales managers, and employees. So, how do you do it? Here’s your guide.

Content marketing is one of the best lead gen tools for marketers. Here are a few statistics to demonstrate the point.

1. Compared to Paid Search, Content Marketing Earns Three Times the Leads per Dollar Spent

While many teams rely on paid search to build momentum, it can be a costly and maintenance-dense approach to marketing. Content marketing, however, is much different. It offers more long-term benefits vs just a quick hit (or click in this instance). It maintains momentum as time goes on — without needing continuous investment.

2. Content Marketing Generates Three Times the Leads of Outbound, but Costs 62 Percent Less

When compared to outbound marketing, content marketing is cheaper and generates more leads. Many customers ignore traditional outbound marketing by screening calls, setting email filters, and using ad blockers (people saw about 2,000 ads a day in 1984, and as many as 5,000 today. In response, 615 million devices now use ad blockers). Content marketing, however, has a more personalized approach. Instead of going for the hard sell, it provides the customer with value. This makes it an in-demand approach in today’s over-saturated advertising world.

3. About 50 Percent of People Ages 18–49 Get Their News Online

A 2016 Pew Research Center Study showed that people were abandoning television as their primary news source and turning to social media, blogs and search engines. This indicates a fondness for content marketing and a huge opportunity for companies who share valuable content.

4. Content Creation is an Effective SEO Technique

If you’re looking for a way to drive more search engine-indexed pages, content marketing is a great place to start. Websites with blogs earn 434 percent more indexed pages than websites without blogs. In addition, Google loves fresh content and this will help to steadily improve search engine rankings.

How to Create Content That Employees Will Consume and Share

The value of creating high-quality content is clear, but if no one is paying attention, it’s a money pit instead of an inbound lead source. Luckily, your employees can drive your content forward. When employees share company content on their personal social networks, they increase reach and engagement. The catch, however, is that they must want to share it. Here’s how to make sure they do.

1. Personalize It

Know your personas and cater to them. The more relevant the content is to the industry the more potential customers will see themselves in it and the more it will resonate. The same goes for employees who are trying to build up their thought leadership presence. This means showcasing real case studies, addressing customers pain points, and industry-relevant news.

2. Provide Value

Empty content will not continue to generate engagement. Employees do not want to continually promote sales pieces. Content needs to not only address a pain point but also provide a way for readers to solve their challenge.

3. Highlight Your Team

Highlight the real people who work within your organization. This fosters belonging and pride within the organization and gives your employees a massive reason to share.

4. Train Employees

Encourage employees to participate in content creation. Teach them to use social media and engage with customers online. This will improve content engagement and help develop fresh, customer-centric content ideas.

The Cost of Unused Content

We’ve covered why and how to create quality content, but organizations that are already doing this may struggle with generating ROI.

Right now, professionals estimate that somewhere between 60 and 90 percent of content created through content marketing goes unused. This is a massive amount of time, energy and money wasted and can have a negative impact on a company’s bottom line.

Reasons for this unused content vary, but in many cases, it’s a lack of visibility. Departments can be siloed or even split between continents making sharing difficult.

Another common issue is ease-of-use. Employees are busy! Most are happy to share content, but marketing must make the process as painless as possible for them. Having them cut and paste a link and social text from an email to their feed isn’t going to promote a culture of social sharing.

In today’s marketing environment, MarTech is helping to improve processes. Employee advocacy platforms, like PostBeyond, allow marketers to filter content based on categories, such as location, department, seniority, etc. This provides employees with a filtered view of resonant content. In addition to making it easier for employees to share, software solutions also allow marketers to track attribution metrics so content (and MarTech) spend can be justified.

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