Build Your Brand with Employee Generated Content
Getting your audience to notice your content is easier said than done. Your message is one of thousands seen each day. Breaking through the noise is a challenge, even for the most beloved brands. Content is the lifeblood of your SEO strategy and a way to provide information about your brand. Modern customers don’t only face a mountain of promotional content, they’re also cynical. One way to reach an audience is through employee generated content. In fact, you may be already be reaching your customers through EGC without even realizing it. Let’s explore this type of content and its benefits.
Using Employee Generated Content
EGC is almost self-explanatory. Your employees create content that is shared, either internally or externally. It’s estimated that most people already talk about their company on their own personal social media feeds. Your team is already talking about your business. One internal email by a Goldman Sachs employee went viral through the company and led to the company making a significant donation to Black Lives Matter. Goldman Sachs received a lot of advertising power through a well-written email that was never intended to go outside of a few recipients.
EGC content can include many types of content:
- Videos about a day in the office
- Pictures of an internal decorating contest.
- Social media posts using your product in their daily life
- LinkedIn posts about the culture of your company
- Internal emails that discuss departmental efficiency
Employee generated content can be unpolished and may not always be grammatically correct. What it lacks in technical quality, it more than makes up for in authenticity. Neilson’s Global Trust in Advertising report found that 92% of today’s consumers trust content from family and friends more than other types of content. When your employees talk about products and services delivered by your company, it can generate interest in your business through their personal and individual connections.
Why Your Company Should Encourage EGC
Employee generated content has the potential to offer tremendous benefits to your organization:
- Fresh ideas and perspectives to your online content
- Insights into your organization because employees are trusted insiders
- Boosts your brand’s credibility by backing up what your professionally produced content says
- Improve your organic reach and reduce your marketing costs
- Employees take ownership in brand messaging
- Show off your diverse workforce
How to Encourage Employee Generated Content
To keep EGC authentic and real, you can’t completely strategize the process. You can’t force participation because it will come through in the message. What you can do is to encourage employees to get excited about your business on their own channels. You may also want to identify a clear policy about employee content, to make sure that your brand message isn’t compromised. Make it easy to share your message without stifling your team.
Does this mean you should stop your own online marketing efforts? No, we’re not suggesting that at all. When consumers do get interested in your brand, they need the polished website and content that demonstrates your employee’s faith in the business. MintCopy can help you generate SEO friendly content that converts into sales. Use your in-house influencers to drive traffic to your website, then provide content that grabs your customers’ full attention. Contact us for more information.