Many companies have embraced content marketing and have had degrees of success with it. Every month I talk to a handful of businesses about their social media marketing strategy.
One of the biggest misses I see with almost all the companies that are ineffective on social media is they all lack advocacy from their employees. In fact, some companies still prohibit their employees from engaging online with company posts. Taking this stance shows a complete lack of trust in your employees.
Your employees are you thought leaders and subject area experts. They should be encouraged to engage on the company's posts.
Last year, I was in a client meeting with nine of their top executives and managers present. They had a content marketing program that was failing. The first thing they asked me was about the quality of the content. Was there a problem with their writing styles, titles, images, the times they were posting, etc.?
They had a CEO that was an exceptionally talented writer. They had other employees that were writing good blogs. They had a social media manager that was posting creative content to their company social sites.
The meeting was just after lunch. That morning the CEO had published a blog post on LinkedIn. It was an incredible piece loaded with great insights from the career of the company's top executive. The post was performing miserably. It lacked engagement, and the lack of views was an insult to the high-quality piece of content that had been produced.
During the first 30 minutes of the meeting, I sat there and mostly listened to them tell me about their company's woes with their content marketing and social media strategy. The excuses they gave were all pointed toward external factors. They blamed the lack of engagement on platforms.
Finally, when it was my turn to talk. I asked a simple question: "How many of you liked, commented, or shared the CEO's blog post on LinkedIn this morning?"
What do you think the response was? After shifting uncomfortably in their seats and some visible signs of quick thinking in search of a way to spin their answer so that they weren't guilty. None of them had tweeted it out or even so much put a like on the post.
The CEO, on the other hand, had a big grin. It was an aha moment for all of them and the exact moment the company's culture began to shift toward embracing employee advocacy to boost their content marketing efforts.