Bill Gates said it best, “Content is King.” And in today’s social sphere, content is what is getting the attention and acting as the conduit between customers and brands. However, content marketing is still a concept that many organizations are having a tough time keeping up with.  Brands just can’t seem to generate enough content to fit the needs of the business and the needs of the customer.  Content marketing is by no means a new concept but with the newfound access to social, it’s taking the enterprise by storm.

A couple years ago, companies were solely focused on engaging on social, increasing likes, fans & followers. We have recently seen a shift around engagement. Instead of customers, prospects and partners connecting with the brand channels, they are now wanting to connect & collaborate on content with real people. Not just a brand.  The humans, behind that brand, your workforce now have the capacity, social guidance and interest to create and share content that can drive the business forward.  By introducing employee advocacy to help drive this content marketing effort you can actually, one save money, and two help increase performance and reach. Let’s go a bit deeper, Here are 2 reasons why empowering your employees to share and create content can help solve this constant battle:

Save Some Pennies!

Marketers, on average, spend over a quarter of their marketing budget on content marketing. (B2B Marketing Insider) Quality doesn’t come cheap. We get it.  Solid content takes time and marketing spend.  Companies have spent millions of dollars outsourcing content generation. And to keep up with this growing demand, they will have to pay more? No. By empowering your employees to create and share content you will be able reallocate those marketing dollars to other programs.

People Want to Connect to Humans

Bottom line, Advocate content performs better than branded content.  Branded content can be filled with marketing buzzwords and overly promoted.  It is human nature to want to connect with other individuals. It creates credibility and validation.  Individual-created content is more likely to get noticed and re-shared because it opens to the door for your company story to be told by others.  90% of consumers find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them. (TMG Custom Media). People want to engage with a brand expert not a page. And Advocate marketing helps do just that

When understanding the psyche behind individuals and social media, it all comes down to connections and engagement. To build this loyalty with your customers, it is time to empower your people.

Want to learn more?