10 ways to get employees to create effective content

Maybe your marketing team wields too much power in terms of your online production. Other staffers have insights and stories to share. Here’s how to get them involved.

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Your content must not only attract visitors, but also convert them.

If the content for your website, newsletter, landing pages or email campaigns isn’t producing the results you want, consider shifting some of the marketing team’s power to employees in other departments. The change could boost your ROI.

Here are 10 ways to get employees to create effective content:

1. Ask for and share compelling client or customer stories.

Many people ask family, friends and business associates to refer products and services. If you knew about a Web design firm that created a responsive website with a 47 percent return on investment, wouldn’t you want to work with that company?

Start asking your support teams to get videos and written testimonials from customers, and turn them into great stories. You can create a couple of blog posts from just one testimonial.

You could also feature a customer in your monthly or weekly newsletter. Send out emails showing a customer who did something significant with your product, such as reaching $1 million in sales.

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