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.
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.