4 Reasons Why Team Effort to Create Content Produces the Best Results

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Some companies rely on marketing teams to create content. Yet, without team effort, the largest, most well-funded marketing campaigns are futile.

From quality analysts, manager, tech support and sales, the entire organization play a key role to create the best content.

Each person has a unique and stirring experience to share. And it may be a challenge to have everyone spare some of their time for content creation.

Teams whose line of work are outside marketing may have a fresh or better perspective to what your business wants to achieve.

Here are four reasons why a concerted effort to create content produce the best results.

1. It makes your business more humane.

The best people to share a company’s story are its own employees.

In-house team members have way more knowledge on what’s in and out with the company than any external marketing agency.

When team members generate content, in turn they become the face of the company. And consumers find it easier to interact with a real person than an entity.

An Edelman Trust Barometer study found that only 2 out of 3 consumers trust company technical experts, and only 43 percent trust chief execs.

Employee or user-generated content is more authentic than company-generated content.

Consumers tend to trust what real people have to say over any corporate message.

Adding a face to content helps brand recognition and consumer trust.

2. It adds marketing efficiency.

Marketers sometimes struggle when overwhelmed with the work they have to grapple with, especially when they’re the only team members producing content.

Deadlines may force them to sidetrack and lose focus in some areas.

The Content Marketing Institute found that 50 percent of B2B content marketers struggle to create content regularly.

Distributing the workload across the company helps reduce the risk of burnout among marketers. And it fills gaps in the editorial calendar.

The higher quality content your team produces, the better the results.

Through regular contribution, content marketing spawns more traffic, leads, and sales.

Marketers that convince other team members to create content tend to boost their efficiency and ROI.

3. It highlights company culture.

Team members practice company culture daily. Having them create content gives the target audience a firsthand experience on how your business works.

Employees can show potential customers some behind-the-scenes content, showing them how to be a technical analyst, product researcher, or sales manager at their company.

Rather than ask team members to think of new topics, the marketers can ask colleagues and create posts highlighting them.

Interviews are excellent for highlighting achievements. And it raises a sense of community in the team, improving company culture.

Behind-the-scenes are good tools to recruit potential employees. It shows them if current employees are doing well in the company and what makes the business tick.

4. It highlights different views.

If companies rely on a few persons to create content, their voice and approach is limited.

Having different employees create content promotes diversity in the brand voice.

Each employee brings a different experience to the table. Audiences will value their points of view. And they will trust the content better, knowing that many people contributed to it.

A team full of content creators can be an industry leader in several business aspects.


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Author: Francis Rey

Francis is a voracious reader and prolific writer. He has been writing about social media and technology for more than 10 years. During off hours, he relishes moments with his wife and daughter.

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