In an Employee Advocacy platform, the content is the king. While there is no precise formula on what is the right topic mix, frequency, or even amount of content that should be available for users – there are a few good guidelines to follow when you’re planning your own content strategy.
The topic mix
We recommend you include a variety of topics in your content to serve your different users and their diverse interests. Even if your focus is on your brand content, remember to support your employees in becoming industry thought leaders by providing external articles as well.
A simple formula for a topic mix could be:
Branded content refers here to company press releases, news, media hits, blog posts and company events. This is the core content when your aim is to drive more traffic to your own website, generate leads, and educate the audience about your business.
Employer branding content is all about your current and future employees. This category may contain job postings, employee testimonials, culture related social media posts (videos and images are great here), employee and recruiter blogs, awards, and posts about recognition. Your employees will love to share these kind of posts, so make sure your HR is involved in creating and managing the content.
Industry insights and thought leadership content are the blog posts, infographics, articles and, external news pieces that support your message and are of interest to your diverse employees. The great thing about this mostly external content is that you can ask your active social media ambassadors to crowdsource the content for you. Engage your employees in the content creation and ask them to propose content they find meaningful and valuable for their networks. Your job is to then make sure the content is aligned with your vision and mission – and hit approve.
The shareable articles are the back-bone of your content. But don’t’ forget the internal posts either. On Smarp it’s easy to create posts to acknowledge, recognize, educate, and inform your users about just any topic. You can even turn an external post non-shareable, if you consider the information something your users should know about, but not start sharing.
Not sure if a content is suitable for the program? Consider these three questions when making the final decision:
1) Does this content create value for the employee?
Once you have determined that the content is to the benefit of the brand, the next question becomes “why would our employees want to share this?”. This is where some content might be better spread through corporate accounts instead of employee networks.
2) Does this content create value for the people in employee networks?
Last, but not least, consider the value the content brings to the people receiving it. Are there benefits to them as well?
3) Does this content create value for the brand?
Good content creates value for the brand in a way that is engaging and attractive. When evaluating content, the first question should always be: “what’s in it for the brand in this content being spread?
If you can answer “yes” to all the above questions you are much more likely to get employees involved in sharing your content.
An Employee Advocacy platform is just like a news-app – but about your company brand and industry. To keep content fresh and employees checking in, you want new content to be available frequently. We recommend new fresh posts daily, especially during the business days.
If you have a vast number of employees on board, or they are from different regions and business units with different business interest, remember to cater your employees with a good daily variety of content. Not everyone will share everything on the platform, so make sure there is something available for everyone – at least once a week.
Amount of content
The number of posts available for sharing is much dependent on your own content resources. As a rule of thumb, however, we recommend that you add at least one new post each day. If your content resources as vast, you might want to make sure you’re not overwhelming your users either with tens of new daily posts.
Revising the strategy
Your content strategy should always mirror your company goals and communications strategy, and thus be reviewed and revised from time to time.
Don’t be hesitant to try new things and shake your routines a bit. And don’t forget the occasional fun. Cat videos and business memes may not be in the core of your content strategy, but some Friday fun might be just what your employees are waiting for!