The general definition of content is what you find on a website, in a publication or in a database. This definition is somewhat vague for good reason: there isn’t just one type of content you can create, there isn’t one means you can broadcast, there isn’t one type of message you can spread, and there isn’t one type of audience you can reach. There are just endless possibilities. What makes content relevant to your organization is the objective you link to it. What should your content reach and to whom?
During Frankwatchiquite a few speakers revealed their secrets behind successful content. It is not news that you can sell a product or service with good content. That is why I would like to list 5 striking objectives that are slightly different from (direct) sales, but that you can achieve by using content smartly.
1. Increasing employee engagement
An organization stands or falls with its employees. Are they satisfied, loyal and involved? If the answer is ‘no’, then there is work to be done and if the answer is ‘yes’, there is still room for improvement! Increasing the involvement of your employees, employee engagement, can be done with content, among other things.
employees in content and implementing the core values of the organization, Presenter was abl how employee engagement increased by no less than 286% within a year by experimenting with different actions. With content via mail and intranet, they motivated colleagues, among other things, to produce content themselves to achieve various goals. From ticket sales Controlling Directors Email Lists for an event to recruitment of new colleagues. In doing so, they discovered how adding a game element and implementing core values turned out to be the key to success. And that employees motivated each other the most in a team. With these 5 tips you can also involve the employees from your organization more through and before content.
- Know what you are deploying your colleagues for. Determine your goals in advance and communicate them clearly.
- Connect to your core values. Well-formulated and widely shared core values provide employees with guidance and direction.
- Make it fun. Employees did not necessarily hook up with easy promotions, but as soon as the promotion was promoted through internal channels with playful emails and banners and contained a game element, they did catch on. At Presenter, for example, they did this by setting up a challenge to recruit leads, where employees could earn points by performing various actions. From sharing a LinkedIn post to submitting a qualified lead. Everything yielded points to eventually save for prizes.
- Focus on motivated colleagues instead of focusing on the colleagues who are already somewhat reserved.
- Keep experimenting. This is the only way to find out what works for you and your colleagues.
2. Building a strong reputation
The content you share affects your reputation. The Dutch home market and the reputation within it are of great importance to Philips, because it determines 3/4th of its international reputation. Speaker Freek Janssen explains how Philips uses content to let the Dutch know what they do and how the