If your organization is like most, you conceive, draft, publish, and refine your content with one group in mind: your target audience. However, as one of the leading marketing firms in Denver, we remind our clients of another group of consumers they should keep in mind: their own staff. Why? Read on…
Benefits of Sharing Your Content Internally
As you’re working to get that excellent content you’ve created in front of the right people, don’t forget that your own staff can take advantage of it. Here are some of the many benefits of having them check out what you’ve created:
- Get everyone on the same page. If you want your prospects and customers to trust you, you have to be sure that they are hearing the same message from all areas of your organization—sales, support, the C suite, etc. Your marketing content can help with that. Although it isn’t created for the purpose of standardizing how your staff talks about your products and services, it can have that unintended benefit if people are encouraged to read it.
- Smash your silos. Not only can consuming your own content ensure that your employees communicate accurately and effectively with your prospects, it can help them communicate more clearly with one another. It’s easy to believe that everyone in your organization has the same understanding of your products and services, but often that’s not the case, as each department sees things a little differently. Promoting your content internally can help break down those walls.
- Ensure clarity and consistency. While your content surely goes through review and approval steps, that quality assurance process is probably performed by a few people at best. Encouraging your employees to consume your content puts many more well-trained eyes on your material and can help you catch inaccuracies.
- Generate new content ideas. As you’ll hear from any of the leading marketing firms in Denver, more often than not if you ask someone in your company for ideas for new content, they’ll struggle to come up with any. However, when they start paying attention to the material you’re producing and can come to you with ideas as they arise, you’ll likely get many more suggestions.
- Get more help. As people start to understand how good, and important, the content you’re producing is, it becomes easier to get assistance from subject matter experts. Not only do they understand that they are making a significant contribution to the company’s marketing efforts, they know that people around the company will see what they’ve helped produce, and take a sense of pride in that.
It’s Time for Some Home Cookin’!
You’ve worked hard to create killer content. So, be sure that you’re getting all the value you can out of it. This includes “feeding” it to your own coworkers. If you’ve got questions about how best to leverage your marketing content, give us a call. As one of the top marketing firms in Denver for nearly two decades, we’ve got answers.
Content curation involves finding, organizing, and displaying information on a particular topic or area of interest. Companies that use a content marketing strategy can take advantage of curated content to augment their own content creation efforts. As all of the leading Denver marketing agencies will tell you, a mix of original and curated content will help you build a loyal audience.
7 Content Curation Considerations
Follow these guidelines to get the most out of your content curation efforts:
- Always give proper credit. Let’s be clear: content curation is not stealing or plagiarism. Rather, it should be seen as the helpful sharing of content created by others. That said, you must clearly indicate the author of any material that you share with your audience. And, if an author requests that their material not be shared, you must respect that request.
- Curate from a variety of content types. Your audience will take the greatest interest in your curated content if you give them variety. Companies new to curation may think it always involves the sharing of written materials, but you can use any type of material — video, infographics, audio recordings, you name it!
- Add your perspective. When you select a piece of content to share, it should be something you find interesting or informative. Telling your audience what you like about it provides them with helpful context and also brings the attention back to your company.
- Provide a sample only. When you curate content, give your audience a sample of another’s work, not the entire piece. Ideally, the curated material should highlight some aspect of your own original work.
- Look to others in your ecosystem first. One of the best places from which to curate material is your business partners, vendors, etc. For example, a printer might look to the Denver marketing agencies with which it does business. Not only can you be sure you’re providing information your audience will find relevant, you’ll also be doing a favor for the author who will, hopefully, do the same for you one day.
- Track a piece’s performance. You should monitor how your audience receives any piece of content you put out, whether it includes curated material or not.
- Be a taker, and a giver. If others approach you about using content that you’ve created — or simply use it and indicate you are the author — you should give them your blessing unless you have a compelling reason not to. What goes around comes around!
Making Use of the Amazing Content Out There
With so much great content available in the world, you’d be foolish not to take advantage of some of it periodically. And, your audience will thank you for it. Have questions about how to integrate content curation into your outreach efforts? As one of the leading Denver marketing agencies, we can answer them. Contact us today!
Storytelling… It was the first form of “marketing” centuries ago, and it’s still the most powerful form today. Organizations that do it well find that they quickly build an engaged and loyal audience. However, many companies don’t use storytelling simply because they don’t feel they have a story to tell. As one of the leading Denver marketing agencies, we know that’s just not true.
5 Excellent Places to Find Inspiration
Where does the material for interesting and compelling stories come from? The fact is, it’s all around you:
- Your clients or customers. Your prospects want to know who these people/organizations are, why they use your products and services, etc. And, they want that information to be in story form. “Jim uses our software to streamline processes and increase ROI” may be true, but it’s not interesting. “Jim is an avid sports fan who coaches not one, not two, but three youth soccer teams! Completing his work quickly and accurately means he can leave the office in time to be a leader and mentor to a group of kids who are discovering their passion for the game.” Now readers can make a human connection. If you’ve got customers, you’ve got stories.
- Your staff. Here again, a high-level intro is fine (“Mary is our client satisfaction manager, and her role is to…”), but, the more detail you provide, the better. “Mary developed her desire to ensure client satisfaction after having a number of frustrating interactions with customer service organizations herself…” Our team at A-Train includes people who are among the best at Denver marketing agencies, so you’ll see we like to share their stories.
- Your organization. You can get great mileage out of telling stories about your company that go deeper than when it was founded and what its focus is. So, why was the company started? Has its focus shifted over time? What does the company do to make its community a better place? How has the organization failed at times and how does it recover from missteps?
- Your products and services. And you want to steer clear of “features and benefits” here. Instead, tell readers how and why your offerings have evolved. Or share some tidbits on how your product development process works. Explain what it’s like at the company in the sometimes stressful weeks before a new offering is announced.
- Your take on current events. Stories related to what’s currently in the news can give you a nice short-term SEO boost, but they also help your audience understand who you are and what you’re about based on your perspective.
Helping You Write Your Next Chapter
As one of the leading Denver marketing agencies, we’ve got years of experience helping our clients uncover, fine-tune, and promote the stories that make them unique. What engaging tales can be told about your organization? Let’s get together to talk about it! Contact us today.