Inside Corporate Content Marketing

Content marketing may benefit small businesses, but, its power really shines when viewed from the perspective of a global corporation.

I’m working with a client who is spearheading an internal training program for a large, multinational corporation. The training? Introducing employees to the concept, practice, and benefits of blogging. This training program encourages employees to blog internally, on the company’s intranet.

I consider this a content marketing initiative because the totality of the custom training materials are working in concert to educate and excite employees about blogging. (In addition, blogging itself is the foundation of many content marketing strategies!)

Major blogging benefit: scalable learning

Consider a corporation operating in multiple timezones. There are people in the same roles in multiple locations, and, these employees would benefit from sharing resources, ideas, and approaches with peers. The company gets stronger as the employees enhance their fundamental skills.

Who really benefits?

It’s simplistic, but accurate, to say: everyone.

You might assume that the benefit of blogging is only for the corporation itself in the form of increased worker productivity and reduced training costs.

However, employees benefit too. Not only are they enriched by internal mentors on their way “up the corporate ladder” (who may or may not be available “in person”), these employees also benefit from the social interaction possible with blogging (for example, by sharing comments on a particular post).

Too big to fail!

A glimpse inside a mammoth corporation’s content marketing efforts have yielded the following insights you can use in content marketing efforts of virtually any size:

Think scalability. If the goal is to build an increasingly-useful resource you have to start by thinking big. How will this project be built so that it has room to grow? How will you enroll the necessary stakeholders? Will these results operate independently, or, as a modular part of something else?

Be clear on your project’s mission. Who is involved? What will be accomplished? Who will benefit? What is the time commitment? And… how will you facilitate content that improves with age—by that I mean, content that becomes more useful as people interact with it, comment on it, and share it?

Who owns the content? Companies of all sizes are encouraged to have clear language in place that asserts what, if any, content produced by an employee remains the employee’s intellectual property.

What do you think?

I’d encourage companies to consider a creative commons license for employee-produced content. By freeing the content the company can watch and see if there are any “open source” improvements to it. Do you think that’s too radical an idea for major corporations right now?

photo: mark sebastian, flickr

 

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