A major challenge for business owners and marketers is coming up with relevant content that customers either need or want to engage with.
Taking a collaborative approach to these challenges often produces outstanding results, and you’ve got your best “brand experts” at your fingertips. Employees have the knowledge your customers need, and their seasoned expertise fosters more trust than any ad you’ll ever run.
Employee-generated content is so powerful because there’s a personality layer in each piece. It helps your organization to provide varied, expert information that matters to your customers.
Consider your own experiences as a consumer. If you go to Lowe’s and ask the guy in the red vest how to work on a project, you listen and believe it more than if you just read something on the company website.
Developing an environment to engage employees in content creation is no easy task. There are certain components that must be present in your organization in order to set up a protocol for capturing your employees’ knowledge and expertise.