Reasons Employees Ignore Sharing Your Company’s Blog Content

Part of your organization’s marketing strategy is probably focused on creating content to educate your customers and attract new potential buyers.

In addition, your company can also encourage employees to participate and share the content on their social networks.

But one challenge your business might face with blog content is that it just doesn’t seem to get much attention or love from employees. Which give?

In this article, I’ll cover a few reasons why employees are ignoring sharing your company’s blog content and how you can change that.

Why would you want employees to share your content?

For most businesses, blogging content doesn’t rank overnight on search engines. And while this is great content, there is no guarantee that this will happen with the amount of competition and content produced on a daily basis.

Additionally, your business may need to pay to deliver content to more people. While this is a potentially attractive option, results may vary and advertising costs increase.

But none of these things should deter your business from creating and focusing on content.

A great way to help spread your organization’s content is to encourage employees to share on their social networks.

It’s important to note that regardless of your company’s perspective on social media at work, a good chunk of employees are talking about their business online.

98% of employees use at least one social media site for personal use, with 50% already posting about their business, according to Weber Shandwick.

Plus, people trust people (their peers, colleagues, friends and family) far more than branded accounts or paid ads.

Finally, think about the organic network effect when you have employees who share. Let’s say an average employee has 1,000 social connections.

Here is the potential scope of the different levels of employee sharing:

  • 50 employees = 50,000 combined network reach
  • 500 employees = 500,000 combined network reach
  • 5,000 = 5,000,000 combined network range

Needless to say, your business will reap many marketing, sales, and recruiting benefits by getting employees to share content more consistently.

But why don’t they share content or very often?

Employees don’t know what is allowed

While it’s inevitable in this digital age that your business will have a social media policy in place, it should encourage and trust employees to engage in social media.

Yet even if you have a modern social strategy, many employees may still be unsure of whether it’s okay to share on behalf of the company.

If employees are unaware of social policies or fear doing the wrong thing online, many will avoid getting involved altogether.

Make your social policy accessible, easy to understand, make social media part of the work culture and make it clear to new hires that sharing on social media is valuable for the company and their professional development.

Employees don’t know your content exists

Say what? No seriously.

Large businesses and corporations are likely to face this challenge more than small businesses, but employees may not actually know your blog content exists.

Everyone is busy with their departments, their tasks, and not everyone knows – or searches for – the content your organization creates. Just hoping that each employee or different teams know about the content and share it is not a good long-term strategy.

Instead, everyone should be aware within your organization and you should guide them to the content. This can be done through the use of company-wide emails, employee advocacy software, push notifications, or a combination of these.

Raising awareness and making sure the content is easily accessible will help get more attention and social shares from people in your organization.

Your business content is not interesting

Ouch! And while it may sting a bit too much, take a look at your current content and realize that it’s not very interesting, the path can still be fixed!

According to MarketingProfs, more than 2 million blog posts are published daily and this number continues to grow. Take into account all the other sound content that employees are inundated with every day, you really need to get their attention.

If you want employees to actually like and share your business content, it can’t be regurgitated.

Many businesses run into a problem with content marketing where everything they create is pretty much about themselves like updates to new products or services, mentions in the press, etc.

Of course, this content is important, but your business needs to have educational content, original content ideas, employee stories, and a mix of media like video and infographics to keep things current.

Employees generally want their professional social media accounts to be filled with knowledge and information that helps them build their online community. Would you like to spam your social connections with constant articles on the products?

Do not use employee-generated content

While your marketing team or executives are the most active copywriters, your business shouldn’t overlook the value of employee-generated content or EGC.

Many employees want to get more involved and benefit from professional development experiences. Plus, they also have some great ideas and ideas to contribute.

When content is created by individual employees, they are more likely to share their own and content that other employees have contributed. They will feel more valued, motivated, and engaged when they see other employees being encouraged to engage with content and share content.

And research from Edelman’s Trust Barometer found that the company’s experts are trustworthy 66% of the time. Not all employees will want to write or be the best content writers, but give them the opportunity to be heard and to express their knowledge.

What is there for the employees?

The obvious benefit of employee sharing of content is its impact on your business and your brand. But you can’t force employees to share with their personal networks (you shouldn’t try either).

Yet you also can’t have the ‘Me Me Me’ mentality. Clearly explain in your policies and with your teams how they can benefit from it in addition to the impact on the company.

What is the value to employees of sharing content? On the one hand, it will help their networks to develop, which has an impact on their professional profiles.

In addition, their networks are starting to view them as insightful thought leaders. This can lead to new opportunities for employees like a guest speaker, podcast interviews, writing opportunities, and even job opportunities. You, of course, don’t want to lose your great employees, but you can’t stifle or hinder their professional growth.
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You can also offer incentives to employees who get involved and share. It doesn’t have to be strictly monetary, but can be things like free lunch, books, gift cards, an extra day of vacation, etc.

But don’t try to gamify this experience, otherwise you risk having employees sharing and spamming just to win a prize.

Leadership does not set an example

If you want more employees to share content on social media, then leaders and managers should be leading the way!

Not all executives will be active, but some managers and business leaders should share on social media. If none of them share content or promote the value of social culture, employees don’t have to worry about it either.

When leaders and managers share, show enthusiasm, and express interest in social media, more employees are inclined to follow, recognize it’s good, and enjoy talking about the brand.

Now, not all C-Suite level leaders may always be able to be proactive, but it can go a long way in gaining more support from the workforce.

For example, T-Mobile CEO John Legere is very engaged on social media and the company’s employees are equally active and enthusiastic about the brand online. Vanguard CEO Tim Buckley is also quite active and employees also share content and about their company.

Final thoughts

Employees sharing your business content are essential for extending reach, driving clicks, improving social engagement, and more.

Still, it’s a common problem that content doesn’t get the attention and social shares it deserves. Many of the above reasons will contribute to the lack of sharing by your people.

But if you start to correct these things and put a plan in place, you’ll find that your business’s content reach, employee engagement, and web traffic will continue to grow.

See how Dell got more than 10,000 employees to share content on a regular basis as part of a sustainable, employee-focused social media and content sharing program. Download the guide for free.



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