Success with Corporate Content
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In this presentation you will find tips and tricks on how to educate your C-Suite on content marketing, getting buy in from employees so they develop content for you as well as best practices with blogging onboarding.
Success with Corporate Content
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- 2. #pubcon Background information • Working in Social Media/SEO/Content Marketing for 10 years • Digital Content Strategist for Florida Blue
- 3. #pubcon Where you can find me • Facebook – Facebook.com/VictoriaEdwards • Twitter - @TallChickVic • LinkedIn - LinkedIn.com/in/VictoriaLEdwards • Instagram - @TallChickVic • Email – Victoria@Victoria-Edwards.com • Website – Victoria-Edwards.com
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- 5. #pubcon Overview • Educate Your C-Suite • Getting Buy In from Employees • Best Practices with Onboarding • How to Get Leadership Involved
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- 7. #pubcon Educate C-Suite On How Content Can: •Drive leads and conversion •Be a more efficient funnel •Be a low-cost avenue for bringing leads
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- 10. #pubcon Getting Buy In from Employees •Educate •Inspire •Empower •Promote •Reward
- 11. #pubcon Educate • Value of content for their own resume benefits • Great way to establish their personal brand • Sell how the content will get promoted • Opportunity for becoming a subject matter expert
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- 16. #pubcon Inspire • Share how they will be the educators • Appeal to their higher values • They can develop content that speaks to them & their passions
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- 20. #pubcon Empower • Give your employees training • Give them the right tools to succeed • Make them feel valued
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- 23. #pubcon Promote • Internal email to departments • Social media • Internal news publications
- 24. #pubcon Reward • Work with HR to develop reward incentives (Guiding Star) • Perks and rewards based on amount of content shared or developed • Reward with gear/gift cards • Helps others see & increases chances of others getting involved
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- 26. #pubcon Best Practices with Onboarding Once the employees are committed a few steps need to be taken: •Develop blogging guidelines •Develop release forms •Develop social media guidelines
- 27. #pubcon Blogging Guidelines • What tone the author should take • Length of content • List of approved resources to reference • How to reference properly • Image requirements • Bio information and headshot • Formatting tips
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- 29. #pubcon Social Media Guidelines • Can associate themselves with the brand • Conduct yourself appropriately in social media • Employees cannot disclose internal news, financial, legal or operational updates in social media
- 30. #pubcon How to Get Leadership Involved • Show them the value for the company • Personal branding for them • Explain how it benefits them as a thought leader/subject matter expert • Helps the company as they share their expertise
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- 32. #pubcon Make It Easy for Them • Repurpose content they have already developed • Phone interviews • Email interviews • Video interviews • Ghostwriting
- 33. #pubcon Ghostwriting Tips • Set up a call to interview the subject matter experts • Develop and send questions ahead of time • Once interview is completed, write up the story and send to your review team (or other people who can edit for you) • Send back to subject matter expert (SME) for final review • Make sure to get bio and headshot of byline
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