Applying Content Marketing to the Employee Audience: A #CMWorld Chat with Carla Johnson

October 19, 2016 Monina Wagner

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Is your company doing enough to engage your employees with your content marketing?

This week, Type A Communications Chief Experience Officer Carla Johnson joined us on the #CMWorld chat to share her expertise.

Johnson cites a Gallup poll estimating that disengaged employees cost the United States $450-$550 billion in lost productivity each year. In order to be successful engaging employees, you need planning, buy-in, and great content. Employees need to understand your brand’s purpose and how their roles support it.

If the idea sounds intriguing to you, read on. A few takeaways from the chat are below. Visit this chat’s Storify to see more tweets on the topic.carla-johnson

Appreciate your employees for who they are

We know content marketing is about relationships. And those relationships begin with your employees.

A1: Employees aren’t just the experts, they’re also a source of passion for your brand. #cmworld

— Jeremy Bednarski (@JeremyBednarski) October 18, 2016

A1 Employees are your army of storytellers. Teach them your story & they’ll bring it to life through creativity & innovative ideas. #CMWorld

— Carla Johnson (@CarlaJohnson) October 18, 2016

No matter the industry, educating employees is key

To deliver a remarkable experience to customers, we need to educate and encourage our employees. We should approach internal teams with the same strategy as we would our consumers.

@CMIContent A6: No matter the size of your company or your industry, communication is key within a team. Content gets the job done. #CMWorld

— Wilde Agency (@Wilde_Agency) October 18, 2016

A6) I’m in an agency & small groups on the side. I don’t think so. You still need direction, consistent messaging, committed staff. #CMWorld https://t.co/WQba1Uh5JZ

— Jeremy Bond (@JeremyDBond) October 18, 2016

@CommunityElf RIGHT! B2B or B2C, it’s all person-to-person communication. Individuals read, not the entire biz all at once. #cmworld

— Martin Lieberman (@martinlieberman) October 18, 2016

Join us every Tuesday at 12pm ET on our #CMWorld Twitter chats

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