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Harnessing employee expertise in content creation

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Do you struggle with content creation? So many businesses do, but it doesn’t have to be that way. You can quickly draw in audiences by harnessing employee expertise in content creation. 

After all, who knows your business better than the people who work there? 

Let’s discuss how to get employee expertise into your content and create informative and engaging pieces. But first, let’s summarize content creation.

Key takeaways:

  • Content creation is the procedure of generating topics, ideas, or articles to provide readers with valuable information.
  • Employee expertise can be a valuable asset in content creation because they have first-hand knowledge of your business, allowing them to create accurate, relevant, and engaging content.
  • One of the best ways to get employee expertise involved in content creation is by brainstorming with them.
  • Consider creating employee profile pages on your website to showcase employee expertise.
  • Having employees blog on other sites allows you to reach new customers and spread the word about your company.

What is content creation?

Content creation is the procedure of generating topics, ideas, or articles to provide readers with valuable information. Content creation aims to attract and retain an audience by providing relevant and engaging information. 

Companies can create many types of content, such as blog posts, infographics, eBooks, white papers, and more. The sky is the limit regarding content creation, which is why involving employee expertise is so important.

Why employee expertise in content creation is helpful

Employee expertise can be valuable in content creation because they have first-hand knowledge of your business. They know the ins and outs, the history, and the mission. This knowledge allows them to create accurate, relevant, and engaging content. 

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In addition, employee expertise can help add a personal touch to your content. When customers read employee-written pieces, they better understand your company culture and what it’s like to work with you. Here is the perfect opportunity to show your company’s personality and what makes you unique.

Finally, employee-generated content builds customer trust. For customers to buy from you, they need to trust you. If they see that other employees are creating content and engaging with customers on your behalf, it goes a long way in earning that trust.

5 tips for leveraging employee expertise in content creation

Now that we’ve discussed the benefits of employee expertise in content creation let’s talk about how you can harness it. 

1. Brainstorm with employees to come up with content ideas

One of the best ways to get employee expertise involved in content creation is by brainstorming with them. Ask them what topics they’re passionate about and what they think would be valuable for customers to know. Brainstorming together is a great way to generate ideas and ensure that your employees feel involved in the process.

When it comes time to make the content, it’s important to assign specific roles. For example, you might have someone in charge of administering a content management system, someone else writing the actual content, and someone else editing and publishing the pieces. Assigning roles will ensure that the process runs smoothly and that everyone knows their responsibilities.

Throughout the content creation process, it’s important to encourage employee input to ensure that the final product is something they’re proud of and accurately represents their expertise. 

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2. Ask employees to contribute to existing pieces of content

Ask your employees if they’d like to contribute if you already have some content created. Their involvement is a great way to get employee expertise without starting from scratch. Plus, it can help breathe new life into existing pieces of content.

For example, ask an employee to write a forward or introduction if you have an eBook about your company history. Or, if you have an infographic about your product line, ask an employee to write a blog post explaining it in more detail.

 

3. Create employee profile pages or blogs on your website

If you want to showcase employee expertise, consider creating employee profile pages on your website. These profile pages are a great way to let customers know your employees and learn more about what they do. Plus, it’s an excellent opportunity for employees to share their knowledge and show their personality.

Harnessing employee expertise in content creation

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4. Have employees guest blog on other sites

In addition to creating content on your site, you can also have employees guest blog on other sites. Guest blogging is a creative way to reach new customers and spread the word about your company. 

For instance, if you have an employee who’s an expert in social media marketing, ask them to write a guest blog post for a site like Social Media Examiner. Or, if you have an employee passionate about sustainability, ask them to guest blog for a site like Inhabitat.

5. Leverage employee social media accounts

At the beginning of 2021, there were 4.2 billion social media users. Your employees are likely among them, so don’t forget to leverage employee social media accounts. 

For example, you can ask workers to share your blog posts on their social media accounts. Or, you can create employee-specific Twitter or Facebook accounts that feature your company’s content. This practice is a form of employee advocacy.

1672880105 552 Harnessing employee expertise in content creation

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All these tips will help you get employee expertise into your content and create informative and engaging pieces. So don’t be afraid to harness employee expertise in content creation. 

Optimizely can help you leverage employee expertise

Ever-evolving digital expectations and a sharp focus on customer and employee experience required greater agility, creativity and robustness across the technology ecosystem. 

Company executives and customers measure the success of a business by how well they enable a future-fit technology strategy, expressly by optimizing customer and employee experiences with integrated solutions, practices and partners.

Our team at Optimizely can help you create a better employee experience (EX) for your business that will increase engagement to deliver customer-centric results.

Contact Optimizely today to discover more about our products and services.


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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

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