5 Advantages Of Corporate Involvement In The Content Strategy

In most companies, the marketing team is in charge of content creation. In reality, the most successful content marketing strategies require an effort on the part of the entire company: from managers to analysts, but even technicians and sales teams can make a valuable contribution to company storytelling.

Let’s see why, in today’s article.

Content strategy: because it is important to involve the whole team

The company is made up of people and each of them sees what happens from a different point of view, both because it covers a certain function in the company, and because it has a unique character and a way of seeing and analyzing the facts. It can be complicated to involve all the employees in the creation of the contents but, succeeding in the enterprise, it will be possible to create very interesting dynamics and perspectives.
Here are the 5 main reasons why you should also look outside the marketing team when you decide to start a content strategy.

1. Give a human face to the business

Who, better than the employees themselves, can tell the story of the company? When team members participate in the creation of corporate storytelling, they become the face of the brand themselves, also facilitating the relationship with customers who, normally, prefer to interface with a real person rather than with an abstract entity. The contents created by collaborators are perceived as more authentic than those produced by the company and, for this reason, prospects are more likely to consider them worthy of their attention.
Associating content with a real person helps to create a relationship of trust with the client.

2. Enhance the corporate culture

Employees live and breathe the corporate culture every day: for this reason, the contents created by them are able to convey to users a direct and first-person view of what happens inside the company.

For example, they can give customers an idea of ​​what it means to be a product developer, a sales person or an analyst, always with a view to giving a human face to the company. Instead of asking colleagues for new ideas and ideas to create content, marketing managers can interview them and create articles that highlight their skills and work. The interviews, in fact, are the best way to highlight the results achieved and develop a sense of community in the team, giving a great boost to corporate communication. This type of activity can also be a very good way to attract talent so they have a way of finding out what makes the business unique.

3. Increase marketing efficiency

When they are the only ones in charge of the content strategy, the marketing team members can find themselves overwhelmed and the risk is to lose the focus on the other business areas, because they are too busy with deadlines.
Many b2b marketing experts, in fact, claim to have many difficulties in creating compelling content with a certain consistency and on an ongoing basis. Making all employees participate in this process will help, on the one hand, to find new ideas and interesting ideas and on the other will reduce the risk of holes in the editorial calendar. The more quality content will be produced, the better the results will be: if employees contribute continuously, you will see an increase in site traffic, leads and sales, with positive consequences for the whole business and for a positive increase in ROI.

4. Show different points of view

When companies rely on a small number of people to produce content, the narrated point of view could become rather limited. Engaging also the members of different departments is an effort, certainly, but it also leads to a greater diversification of perspectives and voices that tell the company. Customers will surely appreciate the fact that they are made part of different experiences and knowledge and will more easily trust content produced by more people than by a single individual. A rich team of content creators will more easily establish itself as an industry leader in different aspects of the business.

5. Encourage the whole team to share

Team members participating in content creation will certainly be more likely to become company spokespersons: they will be proud of the content they create and will want to share it also through their social profiles.

The contents shared through the employees’ personal profiles normally generate much more reactions and involvement than those shared by the company entity. In this way, in addition to contributing to the writing of quality content, even the social profiles of collaborators will increase their visibility and that of the company.

The satisfaction will be reciprocal: the employees, in fact, will be proud to see their names signed by an article of the blog and will feel part of a bigger project. This will contribute to creating a sense of satisfaction and sharing of fundamental values ​​and will have a positive effect not only on business objectives, but also on the climate and the working environment.

Conclusion

A successful corporate storytelling strategy cannot disregard the contents created by the members of different company work groups. By making them aware of how fundamental the contribution of each individual is, it will be easier to involve them in the activities. This process is not easy to carry out, but the results obtained will certainly repay the efforts made.