In order to be effective, content marketing requires a significant amount of time and a bulletproof strategy to make sure it’s executed properly. In most companies currently practicing content marketing, the entire process is entrusted to one individual, or perhaps one small team within the organization. This dedicated contact is responsible for everything related to content, from coming up with new ideas to doing the research, writing, and eventually publishing and syndicating the pieces.
In most respects, this practice is advantageous. One person (or team) becomes hyper-specialized in writing and developing content, and can use public responses as a feedback loop to make improvements for the future.
However, there’s a new approach to content marketing that’s quickly gaining steam, and it’s all about getting your whole team involved.
Initially, you may be skeptical of the idea. Multiple people working together on content seems like the end result would be a disjointed mess. Most people within an organization don’t have the education or experience needed to write great content, let alone the interest to get involved with it. But if you look past that initial incredulity, you’ll find the many benefits of team-based content marketing:
There are several ways your team can get involved in content marketing, and you aren’t limited to any one of them.
This strategy is particularly practical because it doesn’t take much time. Gather up your team and sit down for a once-a-month or once-a-week huddle on new ideas for content. Your account managers might be able to point to a new major client you can write a press release about. Your engineers might be proud of their latest accomplishment and want to include a blog post about the occasion. The meeting should bring up matters that your content marketing manager might not otherwise know or be aware of, which can help diversify your upcoming topics.
Your content team should already have error-free posts by the time it’s ready to be published. However, an extra set of eyes never hurts—and it could help your content team write content faster, knowing there’s a safety net ready and willing to catch any mistakes before the content is released. For example, you could have one of your technical writers or people from an underworked department do a final scan for document errors as a last line of proofreading. You can also use your engineering or production departments to fact check and make sure all industry-related terms are being used accurately.
Your company has multiple departments, and all of them have something special to offer. For example, your production manager might know a lot about your production processes while your sales representatives know a lot about typical problems your customers face. Recruit your top writers from each department, and ask them to come up with an idea for a guest post from their respective department. Of course, you can have your content team step in to help during the drafting process as well to ensure a consistent brand voice, but make sure the ideas come from the niche departments.
Your content marketing strategy should only sparingly use internal company facts, personnel, or events as publishing material—instead, your priority should be on things that are valuable for your customer. However, occasional posts about your company can add to the perceived humanity of your brand. Start by giving individual members of your company guest spotlights in the form of new blog posts; for example, you could highlight his/her work history, and a few tidbits about what they’ve done to make your company even better.
Finally, and most importantly, take advantage of your employee’s personal networks. The initial impact of your content is going to depend on the number of people it initially reaches, and all your employees have access to diverse networks of other people. Ask your employees to share at least one piece of content they find interesting from your company every month—that simple, innocuous act could lead to dozens of more likes, hundreds of new content shares, and a profound increase in the total impact of your content marketing campaign. The effect is compounded if any of your employees are building or nurturing their own personal brands, and it works out pretty well for them too.
Instead of relying on only one person or a small team of content marketers, work to get your entire team in on the process. The more diverse topics you uncover, the more new perspectives you include, and the more people you have actively supporting your initiative, the more successful the entire campaign will be.
Want more information on content marketing? Head over to our comprehensive guide on content marketing here: The All-in-One Guide to Planning and Launching a Content Marketing Strategy.