1. Make it interesting.
People want to read interesting content. If you don’t grab their attention within seconds, you’ll lose them. Develop an effective and consistent voice with your branding, and be sure to publish content that your competitors are not. It’s time to think outside the box and deliver a unique and intriguing spin to your content.
2. Make it useful.
Does your messaging on social media, your website and your blog posts feel like a screaming match? If so, it’s probably because you’re overselling your products or services. Instead, provide useful and informative information that will help your readers. Think about topics that will apply to their lives. What issues do they commonly face? Provide a solution to these problems.
3. Go deep.
If your goal is to connect your company culture with your content, it’s time to go deep. Take time during team meetings to brainstorm unique ideas for blog post topics and social media content.
Expressing your company culture will require more than generic content. Take off the mask, show your true identity, and be as transparent as possible.
4. Tell your story.
Every company has a story about how and when it started. Use creative ways to share your origin story and how it has shaped your company into what it is today. Your audience will appreciate the history and better understand where you came from.
5. Be trendy.
While sharing your company’s history can be a great way to blend your culture with your content, people also care about what’s trendy today. They want to know what’s in and what’s out. Showcase yourself as an industry expert and publish content that discusses today’s trends.
6. Share your ‘Why’.
The most effective way to relate to your readers is to share your mission, values and vision. Don’t have these written down? Start with clearly defining what’s important to you, what your ‘why’ is, and where you would like to see your company five years from now (and fifty years from now). Sharing your values and your mission will let your audience see who you are and what you stand for.
7. Showcase your people.
Your employees make your company run efficiently and effectively. They’re the face of the organization. Celebrating them on social media, your website, your e-newsletters and your blog posts are great ways for your customers to see the human side of your business. Not only does this allow you to recognize your employees for their hard work, but it also helps your audience see who does the behind-the-scenes work.
8. Share your failures.
Most people don’t like to talk about their failures. It makes them look and feel weak. But the truth is, we all have our shortcomings and we all make mistakes. So by sharing your stories of adversity, challenges or failures, your audience will respect your honesty and appreciate that you’re taking steps to learn, grow and fix your mistakes. You shouldn’t paint your company as a complete failure. But you can craft messages that show that you’re human, sometimes things go wrong, and you’re taking every step possible to be the best company that you can be.
9. Highlight your successes.
While it’s important to be transparent and publish areas of growth, people also want to know where you’ve been succeeding. Share your wins, not in a bragging manner, but in a way that shows your company’s value and what you can offer to your customers.
If you feel like your content has grown stagnant, it’s important to take a fresh approach. Deliver content that connects with your customers, and the most effective way to do that is to share your company culture. By doing so, you will communicate directly with your readers, build a strong reputation and brand, and provide real solutions to their everyday problems. Are you currently using your company culture in your content marketing? We’d love to hear about it in the comments below!