The four types of employee advocacy content your team will want to share
Considering the right type of employee advocacy content for colleagues to share on social media can be daunting. How do you create content that employees will be happy to share on a regular basis?
Here’s four approaches content that will inspire your employees over the long-term:
1. Employee advocacy content that motivates
People want to be authentic – bar a few filters on Instagram, of course – so it’s important to serve up content prompts that employees can personalise, so they feel comfortable sharing with their followers. Not every piece of content will be relevant for everyone and that needs to be respected.
Creating a variety of weekly employee advocacy content for your programme is critical, so everyone can find something that resonates with them individually and is personally motivating and meaningful.
Tracking content performance can help to optimise your approach as you go along. Ask yourself why some pieces of content are performing better than others? This will support you to adjust accordingly and tap into similarly inspiring content.
2. Easy-to-share advocate marketing content
It is important employees achieve some value out of the content you create as quickly as possible, so make it as easy as possible for them.
Craft prepared images and text that they can amend but also share straight away if they like it. Think about:
- Team charity events
- Employee stories, acheivements and quotes
- Brand insight
- Exciting product news
- Thought leadership
- Employees own content (e.g. blog posts)
- Promotions and competitions
3. Content that poses a challenge
As employees begin getting familiar sharing advocate marketing content on social media, setting challenges can be a nice way for people to compete in a friendly way, perhaps on virtual leaderboards, for example.
Challenges can include:
- Employees taking a themed photo
- Answering a question
- Sampling a product & sharing a review
- Sharing a tip.
4. Content in different versions
Your team will want to share employee advocacy content when, where and how is convenient to them, so make sure your content works across different platforms.
If someone loves Twitter but is rarely on Instagram or LinkedIn, then you’ll be isolating them by only creating certain types of platform content.
Use a marketing calendar to divide content by topic and employee groups (e.g. departments, regions, specialisms) and then create each piece of content so that in most cases it will work well in whichever platform the employee chooses.