We are willing to bet you already know why Employee Advocacy matters. After all, your employees are your greatest asset. It makes perfect sense that companies would double down on their own talent, empowering them to be the voice of their brand. Smart marketers understand that they have to be more authentic than ever to gain the trust of their audience. Therefore, Employee Advocacy has emerged as a great solution for brands that need to drive more reach, traffic, conversions, and leads from the content they’ve worked so hard to create.
That content (your social posts, white papers, company news, etc.) you’ve created is critical to the success of an advocacy program. We’re here to help you learn how the two work together, and answer the questions we hear the most.
It is our goal for you to walk away from this eBook with an understanding of exactly how you should approach content for your Employee Advocacy program.
And don’t worry, you’re not alone. We’ve answered these questions for hundreds of other marketers, at many of the largest companies in the world. We will help you tackle what has become one of the top marketing objectives in recent years.
There’s a good chance you already have a lot of content — most marketers do. It might be stale to you, but how many of your coworkers saw it, read it, and shared it with their audiences? For that reason, you should take a good look at your current content library, as well as content from relevant blogs, industry sources, analysts, and reporters in your space as the starting point of your curation for your advocacy program.
Before you even begin creating new content it’s smart to look at what you already have, and assess whether or not you’re sitting on a goldmine of content. You might find a ton of useful items that can be tweaked, reshaped, and reformatted to meet your employees and your audience’s needs.
When reviewing your current content, make sure it:
This is frequently referred to as a “content audit”, and “content recycling”, but don’t let those terms scare you. They are simple tactics that only have to be addressed once, when you initially kick off your program. They are great exercises that will uncover pieces of content you forgot even existed, and establish a solid baseline of where you’ve come from, making it that much easier to define where you should go.
Start off by simply choosing an item or two and sending it to your primary group to share. Over time you will want to personalize the content a bit more, sending more relevant content based on the employee’s role, location, or job function.
Start with a 50/50 mix of company specific content and third party stories. It’s important to make a portion of content available that isn’t all about the company. When employees are only sharing branded content it can look unauthentic to their friends and followers. For that reason it’s critical to keep your approach balanced. Over time you will learn what ratio is prefered by based on what your coworkers are engaging with and sharing.