Corporate Influencers in Content Strategy: From the Idea to the Finished Article
Posted: Sun Feb 02, 2025 5:10 am
A typology with concrete tips for implementation
Company blogs and magazines, as well as presences on social networks, gain in value for the community when people from the company are visibly involved. Content strategies are now implemented in multimedia format, so they are not just about writing. Video, audio and story formats are all part of it. Technology, tools and platforms are changing quickly. This presents challenges for those involved. On the other hand, it enables people who do not see their own strengths in writing articles to also contribute content. At the same time, those who create content for editorial platforms rely on suggestions from the company to find interesting topics. Therefore, there are graduated ways for brand ambassadors to get involved, which also make the effort scalable for individuals: from idea generator to employee author.
Corporate Influencers in Content Marketing: Valuable Content with Minds
Exciting, interesting, useful or entertaining content ensures visibility and reach. Content marketing is an essential part of overall communication. Content, specialist knowledge, stories: all of this is already available in the company and is directly linked to the people involved. Why is it worth involving employee brand ambassadors in the content strategy and its implementation in content marketing? Read more about this in this article.
supplier of background knowledge
Here, the employee in question is available with his or her specialist knowledge. He or she does not have to come up with any topics himself or take any initiative. The authors of the content know that he or she is available as an expert if there are any questions. In this role, he or she is not necessarily visible as a brand ambassador. This works in the same way as is already established in many companies in press work: when the communications professionals need specialist input, they turn to the relevant specialists in the company. It makes sense for them to have an insight into the content strategy so that they understand what goal they are contributing to and what happens with their input.
idea generator
Here, those concerned are asked to think about topics based on their work experience and specialist knowledge and to actively suggest them. Whether the person who comes up with the idea stays in the background or becomes visible in the media is a question of editorial strategy. However, anyone who wants to use the potential of all brand ambassadors needs ways to convince and activate them to participate.
content provider
This term expands the role of the idea provider to include content input. Whether the participants put their face behind the publication or just provide the content, they are operationally involved in the content strategy. However, there is still an editor between the idea provider and the publication who prepares and implements the content. The details, such as the extent to which editing is necessary, depend on individual circumstances. There are only a few reasons why the content provider forex data should not also put their face on the brand ambassador. But in some companies, employees from specialist departments still have reservations about their visibility in the company media, especially at the beginning. Once they have been actively involved in the content strategy for a while, such concerns often disappear and the willingness to show themselves increases.
Questionnaires can help in finding topics
In many customer projects, I have had very good experiences with questionnaires that are specifically tailored to the participants, both for the role of the idea generator and the role of the content provider. These questionnaires make it easier for employees to describe and submit their suggestions. For example, they ask about the subject area, the specific topic, the target group that the article is aimed at, and other content and formal details. In this way, an idea generator gets help in briefly describing and structuring his idea. In return, it is easier for the editorial team to understand and classify the suggestion. This saves time on both sides. However, such questionnaires must not only be developed to suit the content strategy, but also introduced to everyone involved and practiced together. It is not enough to simply publish them on the intranet and hope that employees can handle them themselves.
Company blogs and magazines, as well as presences on social networks, gain in value for the community when people from the company are visibly involved. Content strategies are now implemented in multimedia format, so they are not just about writing. Video, audio and story formats are all part of it. Technology, tools and platforms are changing quickly. This presents challenges for those involved. On the other hand, it enables people who do not see their own strengths in writing articles to also contribute content. At the same time, those who create content for editorial platforms rely on suggestions from the company to find interesting topics. Therefore, there are graduated ways for brand ambassadors to get involved, which also make the effort scalable for individuals: from idea generator to employee author.
Corporate Influencers in Content Marketing: Valuable Content with Minds
Exciting, interesting, useful or entertaining content ensures visibility and reach. Content marketing is an essential part of overall communication. Content, specialist knowledge, stories: all of this is already available in the company and is directly linked to the people involved. Why is it worth involving employee brand ambassadors in the content strategy and its implementation in content marketing? Read more about this in this article.
supplier of background knowledge
Here, the employee in question is available with his or her specialist knowledge. He or she does not have to come up with any topics himself or take any initiative. The authors of the content know that he or she is available as an expert if there are any questions. In this role, he or she is not necessarily visible as a brand ambassador. This works in the same way as is already established in many companies in press work: when the communications professionals need specialist input, they turn to the relevant specialists in the company. It makes sense for them to have an insight into the content strategy so that they understand what goal they are contributing to and what happens with their input.
idea generator
Here, those concerned are asked to think about topics based on their work experience and specialist knowledge and to actively suggest them. Whether the person who comes up with the idea stays in the background or becomes visible in the media is a question of editorial strategy. However, anyone who wants to use the potential of all brand ambassadors needs ways to convince and activate them to participate.
content provider
This term expands the role of the idea provider to include content input. Whether the participants put their face behind the publication or just provide the content, they are operationally involved in the content strategy. However, there is still an editor between the idea provider and the publication who prepares and implements the content. The details, such as the extent to which editing is necessary, depend on individual circumstances. There are only a few reasons why the content provider forex data should not also put their face on the brand ambassador. But in some companies, employees from specialist departments still have reservations about their visibility in the company media, especially at the beginning. Once they have been actively involved in the content strategy for a while, such concerns often disappear and the willingness to show themselves increases.
Questionnaires can help in finding topics
In many customer projects, I have had very good experiences with questionnaires that are specifically tailored to the participants, both for the role of the idea generator and the role of the content provider. These questionnaires make it easier for employees to describe and submit their suggestions. For example, they ask about the subject area, the specific topic, the target group that the article is aimed at, and other content and formal details. In this way, an idea generator gets help in briefly describing and structuring his idea. In return, it is easier for the editorial team to understand and classify the suggestion. This saves time on both sides. However, such questionnaires must not only be developed to suit the content strategy, but also introduced to everyone involved and practiced together. It is not enough to simply publish them on the intranet and hope that employees can handle them themselves.