How to Marry Content Marketing with your Employees’ Strengths

Use Content Marketing & Tap into your Employees’ Strengths

Ok, we’ve all heard it before. “I don’t have time…I don’t know what to write about…I don’t want my writing to be judged”. You may hear these excuses from your coworkers if you ask them to contribute to the corporate blog or any other content marketing program. The truth is, blogging isn’t for everyone (and may never be).

While your blog can become wildly successful if employee engagement is high, sometimes it is worth working with less engaged employees on another level. After all, your employees can contribute to the content development efforts in plenty of other ways to help boost customer engagement. How? Tap into their strengths.

Here are 4 common suggestions on how to marry their strengths to your content marketing strategy:

• Professional Network: Utilize your employees’ networks to find excellent freelance talent, experts to contribute guest blog posts, or people to share/promote the firm’s content.
• Writing Ability: Perhaps an employee truly is a good writer, but his/her job has absolutely nothing to do with marketing. Consider allowing the employee to work on other longer term writing assignments rather than submitting a weekly blog post.
• Curiosity/Distractibility: Yes, distractibility can be a strength, at times. Some employees may spend time reading blogs and articles throughout the day. Tap into this desire to learn (or take a break from working) and seek out new ideas and encourage your employees to curate content for you. If the content can provide value to your target audience, publish it in a newsletter or post a summary to your blog.
• Ability to Sell: Some employees possess the natural gift of selling. Utilize this strength and encourage them to sell your content to your prospects and the community.