Beyond Buzz: Content Marketing That Drives Results
Building a Content Marketing Strategy that Drives Results (with Your Employees)
We all know the power of employee influencers. Ogilvy found that a whopping 89% of C-suite B2B marketers see immense value in leveraging their employees as brand advocates. So, it feels like a no-brainer to empower everyone to create content, right?
Hold on a second. While this enthusiasm is great, simply throwing more writers, designers, and podcasters into the mix doesn't guarantee content marketing success. In fact, it can create chaos.
A Content Marketing Dream Team, Not a Content Chaos Crew
Think of your ideal content marketing team as a well-oiled machine, not a cacophony of voices. While diverse perspectives are valuable, cohesion is key. Your content creators need to work together to enable every other part of your business to tell a powerful and consistent story.
Building a Foundation for Success:
So, what are the pillars of a successful employee-powered content strategy?
Consistency: Content that looks and feels haphazard confuses your audience. A consistent tone, voice, and visual style make your brand recognizable and trustworthy.
Compelling Storytelling: Dry facts rarely convert leads. Weave engaging narratives into your content to capture attention and build relationships with your audience.
Quality Counts: Grammatical errors and sloppy design undermine your credibility. Invest in editing and design to ensure your content looks professional.
That’s all well and good, but remember the goal: Revenue Generation
Ultimately, content marketing aims to generate revenue by attracting and converting inbound leads. Your content team should be the driving force behind this.
Here's what your content team should do:
Set the Standard: Establish clear guidelines for content creation, ensuring consistency and quality across all employee-generated content.
Prioritize Content: Don't let content become a free-for-all. Your team should prioritize content that aligns with your overall marketing goals and drives revenue.
Storytelling Champions: Equip your organization to tell a consistent story. Provide training, resources, and guidance to help other departments integrate their messages into your broader narrative.
Shifting the Focus:
Your content marketing strategy shouldn't be about churning out content on demand. It's about enabling the entire organization to develop and communicate in a unified way. By fostering collaboration and providing clear direction, your empowered employees can transform from a content chaos crew into a content marketing dream team.
The Bottom Line:
A well-defined content marketing strategy starts with defining your business and revenue goals. And let's be honest, one of the most important goals is driving revenue. By empowering your employees to create content that aligns with this goal, you'll be well on your way to content marketing success.
If you’re interested in how to generate inbound leads with content, we can help! Contact us today.