Rope employees in to share content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 17, 2021, 12:11 PM UTC

Studies show a company can experience eight times greater engagement when an employee shares content, as opposed to brand channels.

In most cases, content underperforms due to lack of authenticity or context or value. Leveraging employee advocacy can help companies make their content seem authentic and more natural.

Businesses should provide employees with content sharing guidelines to state their expectations. Using examples can help companies better explain to employees how their efforts can influence overall marketing activities. Provide them with a library of content including images and infographics but also allow employees to give it a personal touch.

Use gamification framework with rewards and badges to keep employees motivated throughout the process. Highlighting employee-shared content across the organisation and providing actionable insights can help brands expand their reach and improve audience engagement.

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