When we hear the words “content marketing” we tend to think of blogs, whitepapers, case studies and social media—ways to transform the customer experience and improve interactions at every touch point. The customer is the biggest focus.
Don’t get me wrong, the customer should always be the biggest focus. But companies should also be broadening the way they think about their content marketing plans. Content doesn’t have to only be customer-facing; businesses can also create custom, original content for internal purposes. There are undeniable benefits of having such an internal-facing content marketing strategy. When leveraged correctly, content can go a long way in motivating, educating and inspiring working teams, as well as strengthening various business areas.
Producing and sharing content internally can enable businesses to become stronger organization-wide. Businesses are constantly adapting, growing and changing; therefore, they can use content to relay new messages of growth, innovation and change to employees, partners and key stakeholders. They can keep the conversation open. They can engage and collaborate. They can encourage employees to adapt alongside the company, to step out and expand their roles and responsibilities. To work together as a cohesive team. To understand one another better. To become one seamless entity that will ensure long-term sustainability and success.
Here are three simple ways you can bring your content marketing strategy internal:
Create sales sheets or training documents for new salespeople to get up to speed on company products and services, messaging, etc. If you don’t have the time or budget to do this, simply email your sales team links to relevant blogs that can be dually used as tools for prospecting, selling and closing deals. Some blogs are company-centric, so maximize the use and impact of that material.
Have members of your C-suite or any other influencer/decision maker write memos that can be sent out to various working teams. Perhaps your CMO can write a memo to marketing or your CEO can write a company-wide memo on the growth of the organization or on industry trends. You can even have these memos ghostwritten if they don’t have the time—simply have a 10-15-minute meeting to discuss a specific topic or message, and a skilled ghostwriter can take it from there. Try also linking to relevant blogs in these memos to keep consistency between internal and external messaging.
Strategic roadmaps/employee proposals
I believe that every employee (yes, every employee) should build a strategic roadmap with his or her direct report. After all, every employee should have a forward-thinking approach to his or her career—and every boss should want to help inspire and motivate their employees to keep reaching, achieving and growing in their roles. A strategic roadmap can outline goals for an employee three, six or 12 months down the road. The majority of the work should be put on the employee; they create the framework for the roadmap, and then the boss comes in to offer input and help finalize.
Challenge yourself to continually look at things from different angles. Having a creative mindset will enable you to come up with the most logical and effective outcomes for your company. Good luck!