The Secret to Enterprise-Level Content Marketing

3 minute read

Upland Admin

The world of digital content is cutthroat, and the competition for audience attention is only going to get worse as time progresses. How can enterprise marketers stand out, maintain an edge, and continue to build an audience?

The answer seems simple: distribution and long-term audience engagement. But high-value audiences are scatterbrained, bombarded with resources, and difficult to retain. Not to mention that known distribution channels are saturated with activity from companies looking to reach the same eyeballs.

But there’s a little-known secret that gives enterprise organizations a competitive advantage: a deep repository of cross-functional knowledge. Big companies have thousands of employees scattered all over the world and an arsenal of business knowledge.

That’s right: the secret to enterprise-level content marketing is people-power. The challenge? It’s tough to get everyone aligned around a cohesive content strategy. To do that, you’ll need to create a structured, central knowledge hub. Here are the steps that you need to follow.

Choose Software for Internal Distribution

Want your employees to share your content? Then you need to make it easy for them. Don’t just email your company with a message that says “share our blog post.” Instead, give them a visually engaging gallery of interesting articles.

Make it easy for your team members to discover great content

Ideally, your software should have organization, tracking, and distribution capabilities. Make it easy for your team members to discover the great content that you’re producing, and ensure that you can track results so you can build a feedback loop back to your strategy and create more content that your employees love to share.

Most importantly, your software should be enjoyable to use. Nobody wants to use a platform that is clunky, outdated, or challenging. Choose your software with your team members in mind.

Build Content Into Your Workflows and Technology Stack

From your marketing automation to your social media platform and knowledge hub, your company likely uses many different tools to manage external communications and strengthen relationships with audiences. You’ve probably also integrated these platforms into a cohesive marketing and sales technology stack.

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These systems are more than just efficiency-drivers: you can also use them as untapped content distribution channels. Ask your account managers to leave notes in Salesforce if a customer expresses interest in a particular topic. Add a few of your top blog posts as links in your customer support library.

Your content fits into a number of business contexts. Know your technologies to make distribution and optimization easier.

Create an Internal Set of Instructions

When you create content, don’t expect your employees to know exactly what to do. You need to provide some level of onboarding, training, explaining, and coaching.

One straightforward solution is to create an internal wiki. These should provide a set of instructions, examples of ways to share, and regular reports on content performance. Help your team members understand what actions to take and why their participation in content marketing is important.

The key to success with enterprise content marketing? Structure. Create a system that makes collaboration, sharing, and internal knowledge management easy. By streamlining these operations, you’ll free up time to focus on what you do best: creating more interesting and engaging content that your team members will love to share.

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