Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

The Importance of Building a Culture of Content at Your Company [Infographic]

The Importance of Building a Culture of Content at Your Company [Infographic] Blog Feature

Carolyn Edgecomb

Talent & Office Manager, 7+ Years of Logistics and New Hire Management

November 9th, 2016 min read

Did you know 65% of content created is either hard to find, poorly conceived, or unappealing to its target audience?

But, why?

Unfortunately, many companies and people simply create content for the sake of creating content -- to say they’re blogging or that they’re active on social media.

As you can tell by looking through any spammy newsfeed, it seems like most content created today tends to be irrelevant and not targeted to a specific audience.That may be because according to Joe Pulizzi, about 70% of marketers lack a consistent or integrated content strategy.

In order to create a more powerful content marketing strategy, you first must create a culture of content -- an environment where everyone knows its value and has completely bought into it; an organization where everyone contributes in some way or another.

For most companies, according to the infographic below, content is traditionally the responsibility of an agency or consultant, corporate marketing, PR/communications, or subject matter experts. Those are all great options, but the people who know your product or service the best is your employees, which is why creating a culture of content creation is so important.

How to Implement a Culture of Content

1. Get Buy in From Everyone

In order for a culture of content to work and help your company increase traffic and leads, there needs to be buy in from everyone. It shouldn’t just be the marketing team’s objective to “generate X amount of visitors each month,” but, an objective for everyone in the company.

Getting everyone excited about “blogging” can be a challenge, but it is possible. Two big advocates of this are Marcus Sheridan and Ann Handley.

If you’ve ever listened to Marcus you’ve probably heard the follow, “Nobody cares about ‘blogging.’ Everyone wants to be a better teacher.”

When you’re trying to get buy in from your organization, the conversation shouldn’t be about everyone blogging, but rather using blogging as a tool to teach and communication with your audience.

Plus, don’t forget to celebrate the results that are driven by everyone creating content!

Team members love to know when an article they wrote generated 8,000 leads or that it’s the most viewed blog post of the month. It gives them incentive to keep writing!

2. Build an Organization of Teachers

Do your employees want to be considered thought leaders?

If so, the best way is for them to start publishing relevant content that’s engaging and triggers your readers to do something.

DemandGen established that 51% of B2B buyers rely on content to research and make buying decisions. They also want shorter, interactive content that educates rather than sells, and, 47% of buyers view three to five pieces of content before engaging with a sales rep.

By creating high-quality content that meets your audience’s needs, you’ll find that your sales cycle will become a fraction of the length it used to be.

Over 70% of buying decisions are made prior to ever contacting a company or filling out a form on their website.

3. You Don’t Need to Be the Best Writer to Create Content

No matter your position, everyone in the company can and should be creating valuable content.

For those of you that are hesitant to start writing, simply because you see yourself as a “bad” writer, Ann Handley says, “Just barf up what you want to say and then reshape it into something that benefits your reader.

In other words, write your ideas down and then edit the content with your target audience in mind. Getting something down on paper (or screen) is the first step.

Also, to ensure your content doesn’t have grammatical errors and you’re effectively targeting your audience, consider having a single person such as a content manager spearhead the effort.

4. Create a Collaborative and Supportive Writing Environment

Content creation shouldn’t feel like a burden, and unfortunately, one reason many individuals struggle with creating content is a lack of time.

To ensure that your culture of content is long-lasting and doesn’t die out in a month, it’s important to explain the benefits of having everyone publish content.

Some of those benefits consist of them being seen as a thought leader in their industry which in turn can build credibility for your leads and customers.

Marcus Sheridan has a great article where he talks about ways to generate content from employees. It breaks employees down into the following categories:

  • The Writers: Those employees you can give topics and have create the content by a deadline. Once that content is created, you can hand it off to a content editor to clean up the post and ensure that the article flows.
  • The Actors (AKA Sales): Due to their busy schedules the best way to gather the knowledge of these employees is through a video interview. Don’t just stick your sales person in front of camera and have them talk. The best approach is to have one person asking the questions and your sales person answering them. Another method, would be for your sales team to create a detailed outline of their thoughts and have a writer or your content manager turn the thoughts on the paper into an article.
  • The “Questioners”: If you do come across individuals who struggle with writing and creating video content, you can involve them in the process by having them help brainstorm ideas and topics for content that should be created for the company.

Still not sure if a culture of content marketing is the secret your team needs, check out the infographic below from Bloomfire.

the-importance-of-building-a-culture-of-content-at-your-company-infographic.jpg

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE