content writing

Why Should your Staff Be Part of Your Content Marketing Strategy

There are some companies, both private or public, who consider their employees as mere workers who are there to accomplish menial, ministerial tasks. The managers think that the decision-making and work-related ideas are best generated through the top to bottom communication. What they fail to realize is the fact that once you empower people with bigger roles and responsibilities, you get to see their creative, responsible, and decisive sides.

In a survey conducted by Gallup which was published by Forbes,  approximately 27 percent of engaged employees reported eliciting excellent and outstanding performances, while 42 percent of these engaged employees population revealed that they highly value their overall quality of lives. With such statistic, you can infer that having engaged employees can bring better outputs and productivity to the organization.

Aside from these, here are a few more reasons why you should make your employees more engaged in your projects, especially in your content marketing strategies.


No one knows your company and your service better than your own staff.

When you have to stimulate the interest of your target market into buying your product or subscribing to your services, the best people who can persuade your prospective clientele are your own employees. First, they know exactly what kind of company you are, they know the quality of product and services you offer, and they have a sense of pride in being part of your organization. All these can enable them to share more detailed and more realistic content about your company.

Second, being part of the project, they have already studied your market so they have substantial information on the likes, interests, and other pertinent information that can lead to sale conversion. These valuable pieces of information can be used to mold and tailor messages in your content marketing strategies that will make it more palatable to your target market.

Taken together, these bits and pieces of knowledge can easily transform into a persuasive content that will surely capture your audiences’ attention and will make them want to buy whatever it is you are selling.

An example of an organization which greatly involves their staff in creating their own content is Mountain Springs Recovery. As part of their best practices, they allow their employees to participate in the ideation and in the execution phases of their content marketing strategies. As a result, they create more persuasive content that resonated well with their target audience.

Involvement spurs creativity

If you want your team to be creative, you have to allow them to take risks and to ideate. It is only when your employees feel that they are in a safe and supportive environment that they can maximize their creativity.  

Margaret Heffernan, a TED speaker, firmly believes in the power of trust and mutual reliance. She said that these are social capitals that organizations must heavily invest in. The good news is that all these can be achieved not with money but by spending more time together.

Heffernan added that if you want excellent ideas to come out from your team, you have to foster that kind of trust that your employees feel that it’s okay to argue and to dissent an idea or concept. It is only after a good argument that best ideas are arrived at.

Leadership styles and intrinsic motivation are both very strong influencers of creative output. At the end of the day, if you want your creative ideas to bear great results, you have to lead by listening intently to the voices of your trusted people within the organization and continue motivating them to participate in ideation and discussion.

Good communication is equal to Productivity

In a recent study conducted by Bain and Company, they found that approximately 60% of the entire employee population are not aware of their own company’s mission, vision, and goals, thus making it difficult for them to support the company’s plans and programs.

Your employees are also your internal stakeholders so it is important to give them an avenue where they can communicate with each other and with the management so that they can align with your company’s vision.

If it’s impossible to be physically together, you can use tools such as Slack, Yammer, or Zoom to touch base and connect for collaboration.

Your Employees are the most important voices of the organization

Aside from being brand representatives, your employees are considered as the most significant voices of the organization. According to Edelman, a PR agency, in their 2017 Trust Barometer, the company’s employees are considered as more persuasive and more trusted by the people.  

In a separate report released by Marketing Advisory Network, it was likewise revealed that if it’s the employees of the company who are sharing their brand message, the reach could go as far as 561 percent compared to brand messages sent via the company’s social media platforms.

More Employee Involvement leads to Ownership and Belongingness

In a LinkedIn article, it was shared that various studies support the fact that an employee’s sense of belongingness can lead to more than just friendships and good vibes in the workplace. Most of the time, this sense of belongingness propels the employee to feel safe and secure with his environment — a feeling that is highly associated with retention and performance.

Though inclusion and diversity are both important to a healthy organization, these won’t matter if you don’t add belongingness into the equation.  An employee’s sense of belongingness is like a decisive puzzle piece that would most likely lead to employee engagement and psychological safety. Also, environments which are supportive can trigger various brain responses, all leading to greater problem solving and collaboration.

In terms of content marketing, if you open the floor for your employees to discuss and collaborate, they can share their different ideas and points of view that can form part of the final output. If they have actively participated in a project, or in the creation of a concept, they are most likely feeling a sense of ownership of the output and a sense of belongingness to the company.

It’s WIN-WIN for both parties.

In most leadership concepts, the principle of Win-Win is often highlighted. The leader, in delegating tasks and projects, must not only consider the benefits he and the company can get out of its completion. Instead, he must also give premium to what the employees can get out of it. If the leader is able to communicate such benefit to the employee, he can easily persuade the former to actively participate towards completion. In the end, the company wins by getting the desired output and the employee also wins by getting what he wants after project completion. If the employee likes what he does, it’s easy to make him feel engaged.

To illustrate this point, think of this example. Lucy is the Project Manager of Mountain Springs Recovery. She was assigned to conceptualize and execute a campaign against substance abuse. As part of the said campaign, her team needs to come up with a video that will be posted on the brand’s social media platforms and articles that will be submitted to various article directories. To work on this project with Lucy are 3 writers and 2 video editors. The challenge is how can Lucy mobilize these people to deliver excellent results.

Using the WIN-WIN principle, Lucy must first figure out how she can motivate the writers and editors to work their best. To do this, Lucy should find an answer to the each of her team member’s “what’s in it for me?” question. For instance, the video editors want to get monetary incentives after an excellent performance and the writers want to be recognized for their excellent efforts. Lucy can strategize to give cash bonuses to those who will have the best output and will hold a recognition ceremony for those who will write the most engaging and best content marketing material. These incentives can fuel these people to work their best. In the end, Lucy can get excellent results while the deserving employees also get what they wanted. It’s win-win for both parties.

Here, you not only encourage your employees to deliver excellent results but you also cultivate in them a sense of ownership of their output and a sense of belongingness towards the team and the company that you all are working for.

People are moved by messages and content which touches the mind and heart.

At the end of the day, people will be moved and persuaded with content which is well-thought, well-prepared, and something that can touch their minds and hearts.

This content and messages can only come to life if the people working behind it are passionate, knowledgeable, and immersed in the message they are trying to convey.

This is the real reason why employees and staff who know more about your company and your service can always be the best voices to speak for your brand.

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