Public Relations & Social Marketing Insight

Owned media, paid media and earned media have made up the content marketing tripod for a long time, but now the stool has a fourth leg: employed media. Find out how you can give your content effort...

...A while back, I wrote a post on the concept of a Center of Content Excellence — a new discipline and resource charged with propagating the power of content marketing, maintaining standards, and reducing duplication of effort.

Employed media is an important part of any Center of Content Excellence.

The idea is simple: If all sorts of folks in your company would and could use your great content in their interactions with the world, they’d amplify its impact many times over....

Most businesses need employee participation to create quality content. Two methods to leverage the content marketing potential of employees....

In order for most businesses to create a lot of high quality content, employee participation is necessary. I’ve said many times, no marketing department is big enough to produce all the content it needs. Additionally, consider that in most businesses the marketing team is not comprised of domain experts.

Here’s what Forrester Research says on this topic: “Today’s B2B buyer will find three pieces of content about a vendor for every one piece that marketing can publish or sales can deliver. They are finding this content in an ever-expanding number and variety of channels.” The way I see it, there are two primary methods to harness employee involvement in a social business. One involves a carrot and one involves a stick....