5 Departments of Your Company That Require a Content Strategy

As many of the nearly 20,000 attendees at HubSpotas annual INBOUND event would probably attest, a major highlight of this yearas event was Michelle Obamaas powerful keynote address. A close second would have to be my breakout conference.( Just kidding .)

Well, Iam just kidding about being a close second to Michelle. I truly did speak at the same event as she did, and I was fortunate enough to interact with a roomful of forward-thinking marketers during my talk about one of my favorite topics in content marketing: use content as a tool.

Content starts with marketing, but it should never be brought to an end. Ideally, your marketing team acts as the hub for your companyas content. Itas the center of the action when it is necessary to making high-quality, engaging, educational material and finding creative ways to distribute that content to external and internal audiences — including( and especially) your various departments.

Marketing-Content-Hub

Content can be used to empower employees in every single region of your company to achieve their departmentas unique goals, in addition to your companyas overall goals. That said, I understand that incorporating content across departments is a big endeavour. Where would you even start?

Iam glad you asked. Hereas a rapid and easy guide to the five main areas of your company that should definitely be using your content on a daily basis — and exactly how they can set it to work.

5 Departments of Your Company That Can Benefit From Content

1) Marketing

As I just said, marketing is obviously links between content. For a lot of companies( Influence& Co. included ), content marketing basicallyisyour marketing strategy a especially as inbound marketing has continued to gain ground.

Content has become central to every objective youare trying to achieve and every tactic you use to reach those goals, so youare most likely putting it to use in a variety of ways. In case you need a quick refresher course, though, here are three key areas where marketing should absolutely be using content 😛 TAGEND Lead generation: My team found that about 18 -2 5 percent of our quarterly revenue comes from new marketing leads that were generated from content we had written and distributed. If youare not using content to attract, fostering, and close results, youare leaving revenue and opportunity on the table. My team found that about 18 -2 5 percent of our quarterly revenue comes from new marketing leads that were generated from content we had written and distributed. If youare not use content to attract, fostering, and close leads, youare leaving revenue and possibility on the table. Audience foster: No matter what stage of the buyeras journey a result or client of ours has reached, we use content to train him a whether he sees that content via social media, receives it in his email inbox, or gets it from a salesperson. No matter what stage of the buyeras journey a leading or client of ours has reached, we use content to educate him a whether he sees that content via social media, receives it in his email inbox, or gets it from a salesperson. Search engine optimization: Pretty much every organization has had to learn about SEO to keep up with audiences and learn how they discover content. Generating your own content helps boost SEO, rankings, and online visibility. Client outreach: Whether youare sending outreach emails, touching base on LinkedIn, or sliding into a clientas DMs on Twitter, your sales team can make sure to use educational content to trigger interest. Whether youare sending outreach emails, touching base on LinkedIn, or sliding into a clientas DMs on Twitter, your marketings squad can make sure to use educational content to trigger interest. Lead nurture: When a lead has a question for a salesperson, and the right answer is highly involved, content is the perfect route to supplement the sales process and avoid wasting 20 minutes of a sales call answering one detailed topic. This applies to email nurture, too; cut to the chase in your communication, and supplement the details with your company content. When a lead has a question for a salesperson, and the right answer is highly involved, content is the perfect route to supplement the sales process and avoid wasting 20 minutes of a sales call answering one detailed topic. This applies to email nurture, too; cut to the chase in your communication, and supplement the details with your company content. Start conversations: Content is a great tool for account-based marketing; use it to attract the attention of that one person whose interest youare hoping to pique. You can also ask for her input on a topic youare writing about. People love being asked for their sentiment, and it can really strengthen your content. Recruiting: If youare hoping to attract candidates who share your values, create content that showcases what your company is all about. For example, my company published an article in Harvard Business Review about our extensive mental health policy. When candidates find that content and other pieces like it, theyall promptly know whether our company is a good fit for them.

( Bonus: Your employees are more likely to share this kind of culture-focused content than they are to share standard job postings, which can help you tap into the networks of your best brand advocates: current employees .) If youare hoping to attract an applicant who share your values, create content that showcases what your company is all about. For instance, my company published an article in Harvard Business Review about our extensive mental health policy. When candidates find that content and other pieces like it, theyall rapidly know whether our company is a good fit for them.

( Bonus: Your employees are more likely to share this kind of culture-focused content than they are to share standard job postings, which can help you tap into the networks of your best brand proponents: current employees .) Vetting: For candidates who have moved past telephone screenings, send select pieces of your content their way before you gratify in person. Whether nominees bother to read those articles before their interviews says a lot about their fit for your company. And when those articles are read, they pave the way for more in-depth, illuminating dialogues between you and your potential hires. For candidates who have moved past telephone screenings, send select pieces of your content their route before you meet in person. Whether nominees bother to read those articles before their interviews says a lot about their fit for your company. And when those articles are read, they pave the way for more in-depth, illuminating conversations between you and your potential hires. Train: Once nominees join your squad, send them more content about your company and industry trends to help them prepare for their first day and hit the ground running during their first months with your company. Audience connects: People reading your content want to know whoas behind it. Of course, itas great for marketing, but it gives your company a face and a voice. Your audience members are much more likely to respond to a voice they find compelling and relatable than a faceless company spitting terms on a page at them. Person reading your content want to know whoas behind it. Of course, itas great for marketing, but it gives your company a face and a voice. Your audience members are much more likely to respond to a voice they find compelling and relatable than a faceless company spitting terms on a page at them. Partnership and co-marketing possibilities: Getting visibility for the person or persons behind the brand can help your brand, too — as my presence at INBOUND demonstrates. Providing consistent content in the form of guest posts to the HubSpot Marketing Blog and co-hosting a webinar at Digital Agency Day opened the door for me to become a speaker at this yearas event. Getting visibility for the person or persons behind the brand can help your brand, too — as my presence at INBOUND demonstrates. consistent content in the form of guest posts to the HubSpot Marketing Blog and co-hosting a webinar at Digital Agency Day opened the door for me to become a speaker at this yearas event. Investor relations: If a company is looking to raise another round of funding, opportunities are good that investors are looking into the people leading that company. Articles showcasing the thought leadership and expertise of your C-suite can give your company a leg up on other companies seeking funding.

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