The importance of content marketing and inbound marketing are widely known.
Basically content is the new SEO. The more fresh content you have on your site, the more Google respects your site, and the higher you’ll rank.
But here’s the question: how do you create the content you need? How do you truly develop a culture of content at your company?
Recently, we’ve been working closely with Hubspot. They’re the marketing automation company that specializes in content marketing (inbound marketing). They produce SEVERAL new blogs everyday.
And they have everyone at their company–pretty much–produce content.
Imagine if everyone at your company produced one short article each week. Or, imagine if they produced one detailed outline that someone else turned into an article. How much would this jumpstart the content engine at your company?
Make it known to new hires–regardless of their department, role, title, or skill–that a small amount of writing is going to be required of them as a condition of employment. You’ll have more content than you know what do to with.
Josh James is, by all accounts, a genius. He founded Omniture and then sold it to Adobe for $1.8 billion. Now he founded the business intelligence platform, Domo. Domo made news recently because they require employees to participate in social media activities. Social media engagement is a condition of employment.
The long story short is this: Josh James requires Domo employees to engage on social media…and the results have been staggering.
Having every employee produce content is great, but you still need someone that will generate the bulk of the content you’ll need. This person needs to be able to produce content quickly. Who should you hire? Well, one idea would be a starving newspaper reporter (those dudes and dudettes make like $15,000 a year at small newspapers.
How can you get developers, technicians, sales reps, customer service, or management to care about content?
The answer: show them it is working.
During company meetings share Google Analytics reports with them. These reports will show increases in organic traffic to the site, increases in organic traffic to the blog, etc. This breeds confidence, which builds enthusiasm.
Depending on your industry, you likely care a great deal about the number of phone calls your website and your online marketing produce. If you’re a local business, specifically, calls should be very important to you. Hopefully you use call tracking.
Show your team–every employee–call tracking data. They’ll be able to see clearly that more content produces more phone calls. The relationship is direct and dramatic.