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The untapped content in an organisation

There is no need for massive budgets to provide value to consumers through content. The knowledge that resides within an organisation is content.

While content marketing’s popularity is evident, most companies are not getting the benefits they want from their content efforts, a sign that maybe they’re producing content for content’s sake.

People read blogs and gated pieces to get answers to their questions, not to be bombarded with buzzwords. If a company’s content doesn’t immediately serve a purpose – for instance, communicating what the company does or why it’s better than the competition – consumers won’t engage with it. To get value out of content, it must be a driving force in every corner of company culture.

People across departments often have most valuable insights to share.

A client, my company, worked with hired writers based on their charges per word – the lesser, the better. This effort rewarded him with little growth and lots of frustration.

On auditing and analysing the content, it became apparent the company was focussing more on keywords and so than producing customer-centric content. It was not pondering the questions that customers asked most or mentioning touchy subjects.

To address those issues, we held meetings across the company’s customer experience chain as well as their knowledge experts who produced results that blew the old content metrics out. Combining the knowledge of their experts with customer feedback of sales teams and the plans of the marketing team created valuable content far greater than the sum of its parts.

The consumer desire for valuable content is not going to disappear anytime soon. Companies must foster cultures that value creating content that transforms internal knowledge into a powerful marketing tool.

Some tips to develop a culture that that builds more engaging, more valuable content

1. Get people involved early by focusing on topics that customers ask upfront. Content-based on these topics will allow teams to create stronger collateral, helping sales teams close more deals and getting them excited to participate and further engage leads via content.

2. Establish content creation goals for individuals and departments and acknowledge contribution.

3. Make content production a part of the job profile for all new hires. Host workshops to hone their content skills and get a feel for the company voice.

4. Encourage employees to listen to consumer needs and practice creative problem-solving to address them. When employees understand consumer struggles, they feel more motivated to create content that discusses those struggles, transforming an entire workforce into an army of educators and thought leaders.

Useful content is king when it begins with a content strategy.