Topic (00:26): How to turn your company culture into content marketing.
Why Market Your Company Culture? (00:55)
When we think of culture marketing, we think of it as simply an opportunity for a brand to create engaging content around what they do and who they are. It’s a great opportunity to showcase your philosophy and values as a brand, and the people who are behind the brand. So, engaging in culture marketing to your audience is so important.
Faces Always Win (1:26)
If you’re sharing content on a social media channel, whether that’s a photo or video or podcast, the faces behind your brand, the people behind your brand will always get you way more engagement than anything else. Audiences really like this because it helps humanize your brand. No one wants to get hit over the head with being promoted to or being sold to. But if you can get people to like you and naturally find an attraction to your brand, that is a great way to really pull people into why you do what you do.
The Power Of Your Company Story (3:23)
Your audience really wants to know who’s behind the screen and who is giving them the content they’re looking at. What are their values? What is their story? How does their story align with your company’s story? Think about if there’s someone in your company doing something noteworthy that you could share publicly. Is there an event that your team went to? Something that you did for a client? The combination of those stories over time really lends to marketing your culture.
This Is How We Do It
On our team at Go Getter Marketing Group, we…
- Have a #OurTeamBehindTheScenes series. You can see what we’re up to, and especially as digital marketers, how we can work from anywhere such as cafés or coworking stations.
- We post about the diversity that we have behind the scenes, including the different holidays we each celebrate, allowing us to connect with our audience on various levels.
- We also always post pictures or thoughts from whenever we host trainings or present at events, or even events we attend to learn and grow our knowledge base. That shows our audience that we’re developing ourselves as experts and thought leaders in our field.
Pro Tip (5:28): Sharing the diverse holidays that many of us engage and participate in is a great way to connect to your audience. Our simple way of achieving that, of course, is knowing what the people on our team are interested in beyond work. This is another way we show that we care about our team members as people, not just employees.
Also, we honestly look at different types of holiday calendars, not just your traditional New Year’s holiday, 4th of July, et cetera. Are there people in the office that have dogs, so we could celebrate Take Your Dog To Work Day? Find opportunities like that, that both align with your brand and your team as individuals.
Building Content Around Your Company Culture (6:20)
Step 1 (6:30): Define your purpose behind why you want to create and market content around your company culture. For some companies, the reason why it’s important for them to showcase what’s happening with employees, and the faces behind the brand is because…
- You want to attract new talent you’re interested in hiring? To say, “Hey, this is what it’s like to work here. This is the kind of environment we’re in. If you are new talent coming into our company, this is the experience that you also might have as you step into it.”
- You want to engage new clients or deepen trust with the clients that you already have? And again, humanize your brand more and more so that they grow to like you, or want to continue to do business with you? That’s really important in certain industries, especially where it’s less transactional, and it’s more about creating and building a long-term relationship.
Step 2 (7:55): Think about who in your company it makes sense to highlight. If you’re in a larger company, you might define this as an entire team. Do you want to showcase the HR team and how hard they’ve been working behind the scenes at recruiting? At a smaller company, it might be down to the name. Do you want to actually showcase the person responsible for creating your product, or who manages your software behind the scenes?
Step 3 (8:38): Define what type of content you are going to create once you’ve identified your purpose and who to feature. Content can take a lot of forms. Sometimes you might just post a photograph that person and write a story behind how they work with your brand. But you may find you have people at your company that prefer to be on video and want talk more and showcase their story. So, maybe it’s video content. Maybe it’s live content like webinars or going Live on social media platforms. Maybe that team member is working remotely and is only available to phone, so it becomes podcast content.
Step 4 (9:46): Frequency. How often are you going to distribute this type of content? Remember, this is one part of your bigger marketing picture. You’re still talking about other things related to your brand, your products, your services, your clients. Think about how often to mix in this type of content. Whatever frequency you come up with, make sure to stay consistent when that content starts getting produced.
Step 5 (11:03): Distribution. When it starts getting distributed, what are the channels that this content will go out on? It could be social media; in which case you want to get specific on what social media channels. And then even within the social media channel, again, is this going into the main feed? Is this a Reel? Is this a YouTube Short? A Story? Is this something going into an email campaign? If it’s appropriate, do you send this out via text campaign?
These are just some examples of how you get the process rolling for culture marketing and building content around your company culture. As always, listen to some of our other podcasts where we’ve got tons of great tips for everything from SEO to social media to email marketing. We thank you again for listening and reach out to us at any time.