How to Create Shareable Employee Content
We’re just coming out of the time of year that I’ve dubbed “June-uary” in Seattle. It’s the time of year when you have both your sunglasses and sweaters handy. It’s when you always have a short sleeved shirt underneath a warm layer just in case it rises to 90 degrees… but you know that it’s more likely to be 50. When dealing with unpredictable weather and inconsistency is constant, it’s a safer bet to celebrate those things that you can rely on. Happily, one thing I can rely on is content contributions from Point It staffers.
I want to take this opportunity to recognize our amazing employees, as they have created truly outstanding content that drives the majority of our website traffic. They cover everything from newsworthy shifts in the industry (impacts Brexit has on ad conversions, for example) to relevant, evergreen market tips (international PPC best practices) and tactics (how to track button clicks as conversions) for everyday use, which in turn drives traffic to other lead gen pages. And since the website is one of our biggest marketing-generated revenue sources, we take that content pretty seriously.
Brand Building Lessons from Pinterest
As marketers, it’s our job to amplify employee expertise and build out their personal brand for the purpose of generating trust among our sometimes skeptical audience (I say that with love). This is especially important in an industry like ours (digital marketing account management).
Fortunately, everything I needed to know about this kind of trust-building exposure I learned from Pinterest. They have mastered the art of poignant quotes that get you… *choke*… right there. You know the ones – inspiring messages juxtaposed on beautiful backgrounds that you just can’t help but enjoy.
I think we marketers can learn a thing or two from those inspirational pins.
The first step to connecting with your audience is making them aware of your existence. Why not make that a trust-building connection with shareable bits of wisdom that connects your brand to great advice? Take some notes from those beautiful pins and provide content that’s both concise and inspiring.
People who are looking to build their personal brands are taking this concept and adapting it for other, more business-oriented networks. I have outstanding staff-generated content, relevant social media platforms to connect with my audience, and a visual cue to help bring the audience to the expertise. I’m in a prime position to turn those gems of information into the type of content people love: crisp bites of great advice.
Choosing Gems from Employee Content
I’m in the process of using myself as a guinea pig. I combed through my personal Twitter account and had a designer turn especially poignant Twitter moments into shareable twitter-sized quotes. My plan is to schedule them in one of our social media automation platforms so that they rotate for increased retweets. If this proves to be fruitful, I’ll be digging through oodles of great content on the Point It blog. I’ll be looking for a few gems in our content that will resonate with our audience:
- Statistics: Who doesn’t love a statistic? Not only are the incredibly re-tweetable, but they also give people outside validation about initiatives and changes they’ve been trying to make.
- Sage Advice: Dig in and find single sentences that give the sort of evergreen advice that someone would want to tack onto their wall.
- Expert Quotes: Is there an expert or organizational quote? Grab it! Give proper credit to the author and for all that is good and right in the world, notify them so that they’ll be inclined to retweet or reshare with their market.
- Predictions: Did your employee predict the future of the industry? Or maybe they made a prediction about a service or trend? Grab it! It will help establish them as a thought leader.
The Lean Marketer’s Best Friend
When your marketing department runs lean, consistent employee content is gold. At Point It, we do a few things to keep that key content rolling in. Content contribution is part of everyone’s job, so we have a content calendar that offers blog themes based on frequently searched terms or timely topics. Mandatory content is kind of a buzzkill, so we sweeten up the deal with a blog contest. Those blogs that are posted on time and using best practices accumulate to levels of prizes and celebrations. If employees want to dig deeper into their personal branding, we offer 1:1 coaching. Essentially, we’ve found that if you combine high-quality content with best practice reuse strategies on social media, you can build trust for your brand, build personal brands for your employees and drive traffic to key pieces of content.
No matter what the weather for your industry, this is smart employer brand building and content marketing I can get behind (or under, if I happen to need an umbrella that day).