Convert Your Most Vital (and Most Ignored) Audience Into Brand Ambassadors

By Marcia Riefer Johnston


Hey, marketers! Do you ignore your organization’s most important audience? Probably, says consultant and author Carla Johnson.

Chances are, you and your team put all your brand-building energy into external messages. But who are any company’s biggest brand builders? Who, in fact, turn (or don’t turn) your marketing promises into truth? The people on the inside.

If your co-workers aren’t part of your content marketing strategy, you’re missing an opportunity.

It’s a missed opp if employees aren’t an audience for your #contentmarketing. @CarlaJohnson #employeeadvocacy
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At Content Marketing World, Carla’s talk – My Employee Said What?!?! Creating a Content Strategy for Employees, the Most Vital and Ignored Audience – walked us through a how-to on using inward-focused content to support employees in becoming smarter, stronger brand ambassadors. This post reviews her advice:

  • Make “who we are” clear and simple.
  • Create employee content that inspires.
  • Decide how you want employees to feel about your brand.

All quotations and images in this post come from Carla’s presentation.

How Adidas Creates Moments of Relevance

Make ‘who we are’ clear and simple

Many employees have no sense of their company’s brand identity. Carla cites a 2012 Gallup survey which found that 41% of employees don’t know what their company stands for and don’t know what differentiates their own company from its competitors. How can people represent – or fully support – something they don’t understand?

Many employees have no sense of their company’s brand identity, says @CarlaJohnson. #employeeadvocacy
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“We’re creating a vortex of ignorance” with employees, Carla says.

Businesses need to constantly convey “who we are” – clearly and simply. Vision and mission statements alone don’t cut it. It’s ridiculous to think slogans and posters suffice, Carla says. What employees need is an in-their-bones sense of shared identity.

Kathy Button Bell, chief marketing officer at …read more

Source:: content marketing

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