As an enterprise company, you likely have significant resources to create and promote your brand's content. However, with so much content available online, it can be challenging to break through the noise and reach your target audience. An employee advocacy program is one powerful way to amplify your content and build your brand's credibility.
Employee advocacy is the practice of empowering and encouraging your employees to share your company's content on their personal social media accounts. This can include blog posts, infographics, videos, and more. When employees share your content on their accounts, it increases your brand's reach and visibility and adds a personal touch that can help build trust with potential customers.
Creating a comprehensive employee advocacy content strategy is essential to ensuring your efforts are successful. Here is a complete guide on creating your employee advocacy content strategy.
Step 1: Define Your Goals and Objectives
Before you begin creating your employee advocacy content strategy, you must first define your goals and objectives. What do you hope to achieve through employee advocacy? Some common goals include increasing brand awareness, driving website traffic, and generating leads.
Once you clearly understand your goals, you can then create a strategy that aligns with them. For example, if your goal is to increase brand awareness, you may want to focus on creating shareable content that is likely to go viral. If your goal is to drive website traffic, create content that includes a clear call to action to visit your website.
Step 2: Identify Your Target Audience
The next step in creating your employee advocacy content strategy is identifying your target audience. Who are the people you want to reach with your content? Understanding your target audience will help you create relevant content that resonates with them.
You should consider demographic information such as age, gender, income, and location, as well as psychographic information such as interests, values, and lifestyle. Once you clearly understand your target audience, you can create content that speaks directly to them.
Step 3: Develop a Content Calendar
A content calendar is an essential tool for any employee advocacy program. It allows you to plan and schedule your content in advance, ensuring that it is released in a consistent and organized manner.
When developing your content calendar, consider the types of content you will be creating and when and where it will be released. For example, you may want to publish a blog post on your website every Monday, and a video on your company's YouTube channel every Wednesday. You’ll want to ensure your advocates know this ahead of time, or get notified when these things go live. Additionally, you should consider what holidays, events, or campaigns your organization plans to do to tie your content into that.
Step 4: Create Shareable Content
Creating shareable content is key to a successful employee advocacy content strategy. This means interesting, informative, and valuable content to your target audience. Shareable content can include a variety of formats, such as blog posts, infographics, videos, and more.
When creating shareable content, it's imperative that you keep your target audience in mind. This means creating content that is relevant to their interests and provides value to them. Additionally, ensure the content is visually appealing and easy to read or watch. This will make it more likely to be shared.
Step 5: Empower Your Employees
Empowering your employees to share your company's content is critical to any employee advocacy content strategy. This means providing them with the tools, resources, and training they need to effectively share your content on their social media accounts.
One way to empower your employees is by providing them with access to your company's social media accounts and guidelines and best practices for sharing content. You can also create a company-wide social media policy to ensure that all employees understand what is and isn't appropriate to share online.
Another way to empower your employees is by providing them with the content and resources they need to create their social media posts. For example, you can give them access to a library of images, videos, and infographics that they can use to create their posts.
Step 6: Measure and Analyze Your Results
Finally, measuring and analyzing the results of your employee advocacy content strategy is essential. This will help you to understand what is working and what isn't and make adjustments as necessary.
You can use a variety of metrics to measure the success of your employee advocacy program, such as website traffic, social media engagement, and lead generation. Use tools like Google Analytics and social media management platforms like Hootsuite and Sprout Social to track your results and gain insights about your audience and content.
An employee advocacy content strategy can be a powerful tool for amplifying your brand's content and building your brand's credibility. By following these steps and creating a comprehensive plan, you can empower your employees to help spread the word about your brand and reach a wider audience.
Keep in mind that creating an employee advocacy program is a continuous process. Have an open mind to feedback, and adapt your strategy as needed. By setting goals, identifying target audiences, developing a content calendar, creating shareable content, empowering your employees and analyzing results, you'll be on your way to creating a strategy to help your enterprise company stand out from the crowd. And when all of this seems like a daunting set of tasks, contact us at Ghostit to run your employee advocacy program for you!