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.
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.