Two Ways to Motivate Employees to Do Content Marketing | Bedford Corners Real Estate

By Definition a Social Business Creates a Lot of Content

In order for most businesses to create a lot of high quality content, employee participation is necessary. I’ve said many times, no marketing department is big enough to produce all the content it needs. Additionally, consider that in most businesses the marketing team is not comprised of domain experts.

Here’s what Forrester Research says on this topic: “Today’s B2B buyer will find three pieces of content about a vendor for every one piece that marketing can publish or sales can deliver. They are finding this content in an ever-expanding number and variety of channels.” 

The way I see it, there are two primary methods to harness employee involvement in a social business. One involves a carrot and one involves a stick.

The Stick

You could mandate employees to contribute content. Revise the company policy to require employees who meet a domain expert criteria to contribute original content. Non-compliance with this policy could be cause for termination. If you’re going to take this approach, my recommendation is to provide employees ample resources to fulfill their obligation. For example, the marketing team should deliver a well planned communication plan explaining the virtues of a content marketing strategy to the business. Ideally, the CEO should have a hand in this plan with an endorsement of the strategy. This communication plan should serve to inspire employees to participate in the content production process by offering them choices of topics and content formats

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