Why employees are the best source for inbound marketing content

 

Creating content for inbound marketing is everyone's responsibility

Creating content for inbound marketing is everyone’s responsibility

Having a process and the right skill set to capture content is half the battle.

Speak with almost any CEO of a small to mid-sized brand, and they will tell you that inbound marketing is an important communication component in creating and maintaining brand preference. However, ask them what resources or processes are in place dedicated to inbound marketing content, and the answer will tell you that this is usually more wishful thinking than reality.

Why is this? Small and mid-sized brands are resource-challenged. Their employees have a wealth of knowledge to share but usually there is no process in place to capture content.

Content mining: content that adds value to the brand

Authentic content has a point of view and provides thought leadership or hands-on practical information.

Every department in the company has something to share. It is vital that content development is viewed as everyone’s responsibility, not just the function of the marketing or PR department.

When the CEO leads the way, resources are sure to follow.

Many times the most authoritative content originates from the CEO. The CEO provides leadership and the high altitude point-of-view about the brand, such as:

  • Its current direction
  • Challenges to be faced
  • Opportunities on the horizon
  • Industry disruption from new technologies
  • How the brand can contribute to the betterment of the industry

Creating content is everyone’s responsibility

The engineering staff also contributes to developing content. This group has a unique perspective on innovation, new technologies, and production processes that contribute to solving customer problems.

The production department contributes by providing content on best practices, achieving optimal product performance, or tips on prolonging product life cycle.

Customer Service also contributes; they are the first to field customer concerns, complaints, and frequently asked questions. This group can be the conduit between engineering and production in identifying product flaws, delivery shortcomings, and inefficient interaction between departments.

Marketing’s job is to determine the most efficient process to capture the content and optimize it for different uses. Usually an employee is identified as an expert in their field and is asked to create a rough draft on a particular topic. From there, working in collaboration with either an internal or external journalistic resource, the content is edited and polished so it is suitable for publication and optimized for web use.

In addition, once the content is formalized, it becomes part of an e-library. This e-library can serve as a quick reference to customer requests.

Inbound marketing requires a commitment of time and resources to be successful. The pay-off is a stream of authoritative content that can be used across social media platforms, publications and customer service that supports brand leadership.

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Copyright: alphaspirit / 123RF Stock Photo

What’s your brand’s point-of-view?

Brand recognition for thought leadership takes stepping into the spot light.

Brand recognition for thought leadership takes stepping into the spot light.

Point-of-view marketing involves communicating your brand story through thoughts, deeds, and actions on how the industry should be served.  One avenue to achieve this is through social engagement marketing tactics. When your brand provides authoritative content, supported by experience or scientific facts, it is demonstrating thought leadership.

Sometimes it calls for taking a calculated risk and commenting on or providing content for a hot button topic. Controversial topics breed readership. The more the readership, the more the brand can play a role in educating and shaping public opinion.

Participating with organizations, associations, and publications

Depending on where your brand is connected with the industry, there are a myriad of associations and publications devoted to producing content for every industry segment.

Unfortunately, a lot of the content is opinion based on faulty thinking drawn from incomplete facts. Any hot button topic has its share of detractors and advocates. Wading into the fray takes fortitude and a willingness to listen to the opposition, understand their fears and insecurities, and acknowledge there is a place in the world for conflicting viewpoints.

The opportunity for thought leadership recognition comes from participation and providing a point-of-view substantiated by experience and facts. Brands that take the risk to step into the spotlight are rewarded with recognition for setting the story straight.

Brands that look for safe haven and to avoid controversy become one of many and relinquish their position of thought leadership.

Google, Microsoft, and Yahoo

As an example, take a look the big search, social, and tech companies. When the National Security Agency (NSA) ran amuck over our constitutional right to privacy, they stepped into the spotlight and offered a detailed look at the NSA’s activities based on experience and facts. National security is a hot topic with millions of detractors and advocates. They could have played it safe and said nothing, worrying more about their stock price instead of their social responsibility. Instead, they came forward, injecting themselves into the conversation and offering thought leadership on how to serve both the nation’s security interest and the privacy right of their customers.

Leadership brands understand the value of participating in the conversation that helps form policy.

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Aviation Marketing: How to Achieve brand leadership through content creation

Brand leadership requires that everyone contribute to content creation

Brand leadership requires that everyone contribute to content creation

Brand leadership is about showing and telling the world what the brand stands for.

Brand leadership is achieved by communicating brand values, thoughts and deeds. In the digital world this can be achieved by publishing content via blogs, videos and microsites that are interesting and demonstrate the brands values and commitments to both customers and industry.

Organizations that are considering investing in content creation should first ask  “Why?”

The idea of content creation appeals to many people. They will read an article, see a video or blog post online and feel like they have something valuable to contribute. This is first step in the journey of people-to-people marketing.

When approached by someone in the organization about creating a blog or a video the first question should always be “Why?” This is not a rhetorical question. No doubt there are thousands of blogs and videos dedicated to aviation topics.  This question is asked to determine if the content supports the brand values.

After determining the merit of the “why”, the next questions should be:

  • What are the resources required to support content creation?
  • Does it contribute to the brand leadership effort?

 Resources

Successful content creation informs and inspires the readership. This usually comes from the author’s experience and unique point-of-view with regards to the subject matter. Another important aspect of the undertaking is that successful brand leadership requires a library of content before the first piece is ever published. Visiting a website with an abandoned blog or a single video post indicates a lack of effort and commitment.

Brand leadership requires that every department contribute to content creation

It’s not just the responsibility of marketing or public relations to produce content. People in these departments are trained communicators but may lack the deep knowledge base needed to develop authoritative content. In addition, there are conversations everyday throughout the company that relate to customer satisfaction, product improvement, and user experience that can provide inspiration and valuable input for ongoing content creation.  An additional benefit of company wide content creation can be a library of content that can be accessed online providing a quick reference for solving problems to customer questions.

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