There are many articles on the internet about the roles important to consider for the sake of future of content marketing. The gist is to not only consider the marketers but also as people who drive the business for our companies. It is a reflection of the growing responsibility for the marketers and the need for us to step up the level for our leadership role.
- Have a look inside first
HR and internal marketing are one of the expanding areas of responsibility. But many companies fail to deliver a good job of interacting with their own employees and brand storytelling is simply out of question in this case. If the gist is to own content niches then enable your employee to tell your marque employeur story. You must notice that customers have relationships with people not the brands. Hence, content market is an opportunity to make sure that the staff interacting with the customers understand that what makes their company exceptional. Employees are deemed more than brand ambassadors, they are promise keepers. So we need to hire the right people so that we get to tell the right brand story.
- Create tangible expressions of your story
There are many companies that invest most of their time to integrate the brand promise into the company culture and helping their employees to learn how to convey it to the outside world. It is not uncommon for the company’s story to lack the credibility with employees. If the story depicts your company as it is standing today, then your employees will be readily engaged in telling it. And if you are trying to alter the story you are telling that the employees will also ask for its tangible evidence of that change before they even begin to believe. Marketing requires to make them feel proud to represent its workforce as they will need them to your story as a cohesive and unified team.
- Protect your investments
A customer will never do business with you when its own staff cannot explain why their brand is different. And if that experience doesn’t align with the story you are telling, all your efforts will go in vain. This is why it is an urgent call to the content marketing industry to lead the change on being creative about engaging with the employees to move from satisfied to the brand evangelists.