How to cultivate employee-generated content to boost your brand

Your co-workers know your business inside out, and their personal outreach means more to established and potential customers than a company statement or a quote from the CEO.

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One overlooked and valuable resource for content marketing is a business’s own employees.

With people spending more and more time online and consuming content in all its rich and varying forms, the message is clear: Content marketing is here to stay, and it’s essential to promote and harness employee-generated content.

Employees recognize the needs of your customers, are experts at what they do and understand the company’s goals and challenges. Their human touch can provide a more authentic voice than the official word of the company or even that of the CEO.

Nielsen and Edelman reinforce this perspective with research showing people will trust a brand’s employees more than they will the organization itself.

A large or even mid-size organization must have a social media policy guiding and encouraging its employees to post online. Yet many large organizations have done the opposite, creating heavy-handed policies prohibiting or discouraging their employees from engaging on social media, let alone representing the company.

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