Branding in 2012, You’re Doing it Wrong
The use of only one or two people to write your company’s blog posts and control your social media conversations limits the depth and breadth of your brand and potentially makes your company look one-dimensional.
The level of knowledge that your company collectively possesses is extremely important to the existence, success, and operations of your company. Think about it: You have specialists across several disciplines that without them your company would flail, sputter, and sink in most cases.
So, why do you continue to hide or silo this knowledge, and stifle your fellow employees ability to spread their knowledge and become influential in your industry? Your coworkers, of course, are probably your brand’s best asset. At least, they’re the most undervalued brand asset.
Has Your Company’s Blog Evolved in the Past 5 Years?
The most typical approach is that only very good writers are worthy of scripting blog posts. Sometimes that’s a person within the marketing team, sometimes that’s an executive or the CEO. And yes, sometimes it’s multiple people within an organization.
But rarely does it use collaboration across departments, or involve employees who are non-writers, despite them having excellent ideas and experience that could show off the diverse knowledge within a company.
The Importance of Blogging, Social Media and SEO
When “69% of businesses attribute their lead generation success to blogging” you would think companies would be searching for ways to create more, high-level and impactful content. Next, when you consider the Search algorithm changes by Google that stipulate frequently updates site content is critical to showing up in search results, again companies should be looking to build compelling content. Thirdly, when thought-leadership and fresh content are critical to social media success, you once again expect companies to be searching for content creation and content marketing tools.
Release the Hounds
At Relaborate, our goal is to help you unlock this knowledge that already lies within your organization, or that can be quickly referenced from friends and specialists. So, remember to leverage your existing assets, even in small amounts. Don’t ask non-writers to write full posts for you, but do ask for their insights and experience and encourage them to contribute in bits and pieces. Empower them to help out at first, and see how they can grow to become important pieces in your blogging and social media outreach, and by extension your branding, thought leadership, and SEO campaigns.
Image Credit: Hubspot