In our Fireside Chat, our CEO Nicolai Kuban publishes weekly practical tips for your content marketing. You can find all the information here.
Those who do not completely outsource their content marketing activities usually have a dedicated department or marketing team that performs this task. However, this does not mean that only marketers and SEOs who are directly involved in marketing processes play a role in content marketing. Other staff can and should also contribute to the successful implementation of content strategies. Employees who are not directly involved in content marketing can broadly fulfill four roles.
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1. Employees as sources of ideas
Cross-departmental consultation can drive forward the development of topics and ideas. To achieve this, the marketing team should not only proactively approach their colleagues in sales, product development, and customer support. They should also be open to employees who bring ideas and creativity to them on their own initiative. This can give rise to completely new and fresh synergies.
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2. Allow staff to share their own knowledge
In this role, employees who are not otherwise involved in content marketing would naturally be somewhat closer to the subject matter. Nevertheless, one should not limit oneself to this potential. It is therefore advisable to draw on the expertise of colleagues who are not involved in marketing. This can take the form of a comment, interview, or guest contribution—content pieces in which they themselves have their say as experts.
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3. Colleagues as content multipliers and distributors
The role of multipliers and distributors is often underestimated. Colleagues from all departments can play this role excellently. For example, by sharing content pieces via their own channels, interacting with commentators there, and thus increasing and multiplying the reach of individual content. This is because every employee has individual contacts and uses different apps and social media—both professionally and privately. Content marketing has a more stable foundation when the entire company is behind it.
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4. The workforce as content consumers
A fourth role for employees can be the very passive function of consumers. In this case, content marketing would fulfill an internal educational role by providing employees from different departments with information about their employer's products or services that they may not be familiar with. Taking this a step further, content that colleagues consume regularly can also be used to promote a specific corporate philosophy and attitude toward the company's products, brands, and so on.
On the one hand, content marketing would promote greater identification of employees with their employer, and on the other hand, it would close the circle. In the best-case scenario, colleagues who consume the content would feel inspired to share their ideas with marketers, thereby assuming the first of the four roles presented here.
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