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Our employees give us the opportunity to augment our licensed and community-generated content with original material that has the feel of exclusive, insider information. While our colleagues may not be as trained in effective Web writing as we are in marketing, their insights are nuggets of gold and can be efficiently turned into content.
In this column, I’ll describe three types of content programs and processes that represent different paths to get employees engaged in content marketing in a manner that both taps into their knowledge and respects the fact that content is not their day job....
Employees and content marketing can be a potent mix.