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What do you do if your content marketing efforts are not engaging employees in their careers?

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Content marketing is not only a powerful tool to attract and retain customers, but also to engage and inspire employees in their careers. However, creating and distributing content that resonates with your internal audience can be challenging, especially if you face low participation, feedback, or morale. How can you improve your content marketing efforts to boost employee engagement and career satisfaction? Here are some tips to consider.

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Neha Singh

Senior Content Writer | Blogger | Social Media Enthusiast | Content Developer | Canva Pro | Proofreader
Sara Sharma

Content marketer@Saleshandy || Writing content ?? that resonates with your targeted ICP ?? and converts them into…

1 Know your audience

Before you create any content, you need to understand who your employees are, what they care about, and what they need to succeed in their roles. Conduct surveys, interviews, focus groups, or other methods to gather insights into their preferences, challenges, goals, and motivations. Use this data to create personas, segments, or profiles that represent your internal audience and guide your content strategy.

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Sara Sharma

Content marketer@Saleshandy || Writing content ?? that resonates with your targeted ICP ?? and converts them into paying customers?? || B2B SaaS || Avid reader & Yoga enthusiast
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Understanding the demographics, interests, career aspirations, and challenges of your employees is crucial. Conduct surveys, one-on-one interviews, and focus groups to gather insights. This data will help tailor your content to better match their needs and interests, making it more likely to engage them. Recognize that different groups within your organization may have varying preferences and tailor your content accordingly.

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Luiz Claudio Zenone

Docente e Coordenador de Programas Acadêmicos de Gradua??o e Pós-gradua??o | Consultor e Gestor de Empresas (CX, CS, CRM) | Mentor | Curador e Anfitri?o do Canal O Marketeiro.| Conselheiro.
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Se os esfor?os de marketing de conteúdo n?o est?o engajando os funcionários em suas carreiras, é essencial revisar a estratégia de conteúdo. Comece entendendo as necessidades e interesses dos funcionários por meio de pesquisas ou feedback direto. Em seguida, ajuste o conteúdo para torná-lo mais relevante e envolvente, destacando oportunidades de desenvolvimento de carreira e histórias inspiradoras. Além disso, promova uma cultura de reconhecimento e valoriza??o do crescimento profissional, incentivando a participa??o e compartilhamento de conhecimento entre os colaboradores. O objetivo é criar um ambiente onde o marketing de conteúdo seja percebido como uma ferramenta valiosa para o desenvolvimento pessoal e profissional dos funcionários.

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2 Define your objectives

Content marketing without a clear purpose is likely to miss the mark and waste resources. You need to define what you want to achieve with your content, how it aligns with your organizational vision and values, and how you will measure its impact. For example, do you want to increase awareness, education, communication, collaboration, recognition, or innovation among your employees? How will you track and evaluate these outcomes?

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Sara Sharma

Content marketer@Saleshandy || Writing content ?? that resonates with your targeted ICP ?? and converts them into paying customers?? || B2B SaaS || Avid reader & Yoga enthusiast
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Clearly define what you aim to achieve with your content marketing efforts in relation to employee engagement. Objectives can range from increasing awareness about career development opportunities within the company, boosting participation in training programs, to fostering a culture of continuous learning. Ensure your objectives are specific, measurable, achievable, relevant, and time-bound (SMART) to guide your content strategy effectively.

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3 Choose your formats

Content marketing is not limited to blog posts, newsletters, or podcasts. You can use a variety of formats to deliver your message and engage your audience, such as videos, infographics, webinars, ebooks, quizzes, games, or stories. Experiment with different formats and see what works best for your employees. Consider their learning styles, attention spans, accessibility, and preferences.

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Neha Singh

Senior Content Writer | Blogger | Social Media Enthusiast | Content Developer | Canva Pro | Proofreader
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You must employ different content formats and incorporate storytelling. Also, collecting feedbacks from employees will help you develop more engaging content.

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Sara Sharma

Content marketer@Saleshandy || Writing content ?? that resonates with your targeted ICP ?? and converts them into paying customers?? || B2B SaaS || Avid reader & Yoga enthusiast
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Diversity in content formats can enhance engagement by catering to different learning styles and preferences. Incorporate a mix of articles, videos, infographics, webinars, and podcasts to cover various topics relevant to career growth and professional development. Interactive content, such as quizzes and games, can also increase engagement and make learning more fun.

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4 Optimize your channels

Content marketing is also not limited to email, intranet, or social media. You can use multiple channels to distribute your content and reach your employees, such as mobile apps, chatbots, forums, events, or workshops. Optimize your channels for your audience's behavior, needs, and feedback. Use analytics, surveys, or polls to monitor and improve your channel performance.

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Sara Sharma

Content marketer@Saleshandy || Writing content ?? that resonates with your targeted ICP ?? and converts them into paying customers?? || B2B SaaS || Avid reader & Yoga enthusiast
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Select the right channels to distribute your content based on where your employees are most active. This could include internal platforms like intranets, email newsletters, team meetings, and dedicated slack channels. Social media platforms can also be effective, especially for remote teams. Ensure the content is easily accessible and optimized for mobile devices, as many employees use smartphones for accessing company information.

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5 Involve your employees

Content marketing is not a one-way street. You need to involve your employees in the creation and distribution of your content, as well as in the conversation and action that follows. Encourage your employees to contribute their ideas, stories, opinions, or expertise to your content. Ask them to share, comment, rate, or review your content. Invite them to participate in challenges, contests, or rewards related to your content. Make them feel valued, heard, and empowered by your content.

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Sara Sharma

Content marketer@Saleshandy || Writing content ?? that resonates with your targeted ICP ?? and converts them into paying customers?? || B2B SaaS || Avid reader & Yoga enthusiast
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Make your content marketing efforts a two-way street by actively involving employees. Encourage them to share their career stories, lessons learned, and advice through guest blog posts or interviews. This not only diversifies your content but also fosters a sense of community and belonging. Additionally, create opportunities for employees to request topics or contribute ideas for future content, making it more relevant and engaging.

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6 Iterate and improve

Content marketing is not a static process. You need to constantly iterate and improve your content based on your results, feedback, and insights. Use data and metrics to evaluate your content performance and identify what works and what doesn't. Use feedback and suggestions to improve your content quality and relevance. Use insights and trends to innovate and adapt your content to changing needs and expectations. Keep learning and growing with your content.

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Sara Sharma

Content marketer@Saleshandy || Writing content ?? that resonates with your targeted ICP ?? and converts them into paying customers?? || B2B SaaS || Avid reader & Yoga enthusiast
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Finally, treat your content marketing strategy as a dynamic process. Regularly gather feedback on the content's effectiveness through surveys, analytics, and direct feedback. Analyze engagement metrics to understand what works and what doesn’t. Be prepared to iterate on your strategy, trying new formats, topics, and distribution channels based on this feedback. Continuous improvement will help you better engage your employees over time, making your content marketing efforts more successful in fostering their career engagement.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What do you do if your content marketing efforts are not engaging employees in their careers?

1

2

3

4

5

6

7

1 Know your audience

2 Define your objectives

3 Choose your formats

4 Optimize your channels

5 Involve your employees

6 Iterate and improve

7 Here’s what else to consider

Content Marketing

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What do you do if your content marketing efforts are not engaging employees in their careers?

1

2

3

4

5

6

7

1 Know your audience

2 Define your objectives

3 Choose your formats

4 Optimize your channels

5 Involve your employees

6 Iterate and improve

7 Here’s what else to consider

Content Marketing

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