As with most business ventures a digital marketing strategy is sure to fail unless you have the buy-in and participation of your colleagues and co-workers.  With so much content available online it can be tough to grab the attention of your target audience.  The more people within your company that participate in your efforts the larger and more refined your audience will become.  Key players within your company must support your digital efforts as they likely have contributed greatly to the current success of your company.  Without their buy-in it will be near impossible to get those outside of your organization to take your solutions seriously.

Social Media

Getting your co-workers to help with your content distribution through social channels is vital to the success of your strategy.  Most Americans have accounts through several different platforms and utilizing those channels to distribute your content can pay significant dividends.  Simply having your co-workers like and share your content can provide a boost to your marketing efforts and increase your reach exponentially.  The majority of the shares from your company’s pages are likely to come from within your company and those shares will drive engagement as the reader will be viewing a post from a trusted source.  With the availability of discussion groups an individual colleague can put your content in front of millions of people.  The interactions from your colleagues alone will also improve your SEO and help you get found through search engines.

Content Creation

Those that are creating the content for your company are in many cases not the most experienced or familiar with your business.  Employees that have been in your organization for a long time can offer many different insights on the likes and pain points of your ideal customer.  Without this input you may produce content that misses the mark.  The task of coming up with engaging titles and subject matter can consume content writers.  Collaboration is needed to get the most out of your efforts.  This can include contributions such as blog titles, interview participation and even small premium content pieces.  While your co-workers are likely busy with their primary tasks, it is important to communicate to them the benefits that their participation will bring.

In closing, if you want customers to read your content and buy-in to your solutions, those within your organization must do so first.  In many cases you may produce several different pieces of content and only one of them will truly take off.  This can be attributed to timing, relevance and the audience you’re distributing your content to.  It also highlights the importance of expanding your distribution and encouraging your co-workers to help out with your digital efforts.

Founded in 1990, Winn Technology Group is a leading provider of global, multi-channel marketing solutions for the technology industry.   For both direct and channel sales, Winn supports demand creation, account-based marketing, channel management, digital marketing, social media, teleprospecting, lead nurturing, event marketing, database services, and inbound response management.