{"id":77297,"date":"2020-07-31T13:00:00","date_gmt":"2020-07-31T17:00:00","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/why-employee-engagement-is-the-new-content-marketing-strategy\/"},"modified":"2023-10-27T07:22:49","modified_gmt":"2023-10-27T11:22:49","slug":"why-employee-engagement-is-the-new-content-marketing-strategy","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/employee-activation\/why-employee-engagement-is-the-new-content-marketing-strategy\/","title":{"rendered":"Why Employee Engagement is the New Content Marketing Strategy"},"content":{"rendered":"<p>When developing a <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing-workshop\/\">content marketing strategy<\/a> for your business, you probably put a lot of thought into your goals, audience, content channels, and the types of content you will produce. But many businesses overlook one of the most effective strategies: engaging their employees and turning them into employee advocates.<\/p>\n<p><strong><em>Quick Takeaways:<\/em><\/strong><\/p>\n<ul>\n<li><em>Employees can be the source of high-quality content that is also the most effective in connecting with your audience.<\/em><\/li>\n<li><em>Some employees can double up as &#8220;influencers&#8221; for your brand if you groom them right.<\/em><\/li>\n<li><em>Encourage employees to create content to voice their opinions as well as engage customers.<\/em><\/li>\n<\/ul>\n<h2>Employee Engagement and Content Marketing<\/h2>\n<p>Most managers and business owners understand how important employee engagement is to the success of their business.<\/p>\n<p>Employees who are actively engaged at work are\u00a0over 20% more profitable due to reduced absenteeism and staff turnover, as per a Gallup report. The more you can engage your employees, the more productive they are, and engaged employees make <a href=\"https:\/\/www.businessnewsdaily.com\/6084-employee-happiness-without-raise.html\">happier teams<\/a>\u00a0that work better together.<\/p>\n<p>All this is great stuff but what exactly does it have to do with content marketing?<\/p>\n<p>The answer is that <a href=\"https:\/\/marketinginsidergroup.com\/employee-activation\/how-employee-activation-delivers-higher-awareness-and-better-talent\/\">engaged employees<\/a> can be the source of some of your\u00a0most effective content for marketing purposes. Empowering and encouraging your employees to produce content is a way to turn every member of your team, at any level, into an effective salesperson.<\/p>\n<h2>Employee Advocates are the New Influencers<\/h2>\n<p>This is not sharing press releases people! Influencer marketing has already reached its peak and may be on a downward spiral. Using influencers with a large and dedicated following to share information and productions has been a highly effective marketing technique for several years. But consumers are starting to realize that influencers aren\u2019t always as trustworthy as they may seem, and influencer marketing is suffering as a result.<\/p>\n<p>Influencer marketing can produce a strong ROI, but only when done carefully.\u00a0<a href=\"https:\/\/www.convinceandconvert.com\/digital-marketing\/influencer-marketing-for-businesses\/\" rel=\" noopener\">Research by influencer marketplace Tomoson<\/a>\u00a0shows that 70% of companies earn $2 or more for every dollar spent. However, 18% of businesses see no return on investment at all.<\/p>\n<p>The main reason for this failure is choosing influencers that are a poor fit for the business. Getting a celebrity with 5 million followers to advertise your business or product might seem like a great idea at first. But if that individual has earned a reputation of taking every brand collaboration that comes their way, and promoting random products and services in every post, the trust and effectiveness of their message is greatly reduced.<\/p>\n<p>Some brands are getting around this issue by investing in \u201cmicro-influencers\u201d with a smaller following and selecting only those who are a great fit for the brand. But there is another type of influencer marketing that can be even more effective, especially in a B2B context.<\/p>\n<p>Employee advocacy means using your own employees as spokespeople to\u00a0promote your brand\u2019s message\u00a0to the outside world.<\/p>\n<figure id=\"attachment_653629\" aria-describedby=\"caption-attachment-653629\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-653629\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Employee-advocacy-pyramid.png\" alt=\"employee advocates influencers\" width=\"500\" height=\"442\" \/><figcaption id=\"caption-attachment-653629\" class=\"wp-caption-text\">Source: https:\/\/www.the-gma.com\/employee-advocacy-1-why-employees-are-the-new-influencers<\/figcaption><\/figure>\n<p>There\u2019s nobody that knows your business and your brand better than the people who work within it every day. That\u2019s why employee-produced content can be some of the most authentic and engaging you\u2019ll ever publish.<\/p>\n<p>Using your employees to create and share content puts a human face on your brand that is so much more likable and compelling than a generic, faceless corporation. Brand messages are\u00a0shared 24x more when they\u2019re distributed by the company\u2019s employees rather than the brand itself, as per a GMA report.<\/p>\n<p>Distributing content via your employees\u2019 social media channels also means you\u2019ll benefit from a much wider reach than your official brand channels only. And as individuals only share content they\u2019re personally interested in and agree with on their personal channels, you\u2019ll achieve better engagement and a more authentic voice.<\/p>\n<h2>Implementing an Employee Advocacy Program<\/h2>\n<p>So how should you get your employees involved in your content marketing efforts in a practical sense?<\/p>\n<p>Start with employee engagement. There\u2019s simply no way that <a href=\"https:\/\/marketinginsidergroup.com\/employee-activation\/employee-advocacy-for-marketing\/\">employee advocacy<\/a> will be successful if your workforce isn\u2019t engaged. Your employees must truly believe in the mission and value of your organization and want to contribute to the success of your business.<\/p>\n<p>Make it easy for employees to share brand content on their own social media channels, and actively encourage this process. You can do this by highlighting content in your company newsletter and intranet, providing instant share links, and suggesting possible hashtags to be included alongside the content itself.<\/p>\n<p>As well as encouraging employees to share content, actively involve them in its production. Rather than just using dedicated content producers, invite your employees to share their successes and write about their projects and areas of interest.<\/p>\n<p>This employee-generated content not only aids your content marketing efforts, but it also makes your team feel that their opinions are valued. This, in turn, leads to better employee engagement in a positive feedback loop.<\/p>\n<p>For example, Starbucks refers to its employees as \u201cpartners\u201d in its\u00a0brand social media guidelines, encouraging every employee to \u201cShare your passion. We\u2019re called partners, because this isn\u2019t just a job, it\u2019s our passion. So, go ahead and share it!&#8221;<\/p>\n<h2>Use Content Marketing to Engage Your Employees<\/h2>\n<p>This principle works in the opposite direction too. Your internal communication can be an\u00a0effective way to engage your employees\u00a0and make them feel like a valued part of your company.<\/p>\n<p>When considering internal content marketing, focus on producing informational, educational content that will empower your employees to be more effective in their roles and assist in career progression.<\/p>\n<p>Internal content should also be easy to access and digest. Make sure there\u2019s time built into the working day to actually explore the information available on your company intranet and split the content into bite-size pieces so your employees can dip in and out between other work tasks.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-653632\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/employee-comm.jpg\"  alt=\"Employee Comm\" width=\"700\" height=\"496\" \/><\/p>\n<p>Experiment with different formats too \u2013 videos and interactive content can work particularly well with educational content.<\/p>\n<p>As well as educating your employees, you want to use content as an opportunity to remind them of your company mission and values. Share news about your goals and achievements as an organization, and include details of any charitable initiatives and how you\u2019re working with the community in your internal newsletters.<\/p>\n<p>Inspire and engage each individual with interviews and life stories of successful people within your organization. This not only helps your employees to learn more about the people they work with, but it also shows how each person has the opportunity to progress his or her career within the company.<\/p>\n<p>These are just some ideas on how you can use internal content marketing to engage your employees. Make sure you\u2019re not investing so much effort in marketing externally that you forget about the value of marketing to your own employees.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When developing a content marketing strategy for your business, you probably put a lot of thought into your goals, audience, content channels, and the types of content you will produce. But many businesses overlook one of the most effective strategies: engaging their employees and turning them into employee advocates. Quick Takeaways: Employees can be the [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":77301,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[26],"tags":[],"class_list":["post-77297","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-employee-activation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Employee Engagement is the New Content Marketing Strategy<\/title>\n<meta name=\"description\" content=\"Employees can prove to be your best brand advocates and storytellers! Here&#039;s how to give them a platform to do so via your content strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marketinginsidergroup.com\/employee-activation\/why-employee-engagement-is-the-new-content-marketing-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Employee Engagement is the New Content Marketing Strategy\" \/>\n<meta property=\"og:description\" content=\"Employees can prove to be your best brand advocates and storytellers! 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