The core function of an Employee Advocacy platform is to deliver curated quality content straight into the pocket of an employee advocate. Good content helps your employees position themselves as thought leaders and strengthens the company brand.
The platform itself doesn’t deliver aggregated content. It isn’t an automatically collected content stream, based on chosen keywords. The nature of the stream your employees receive is in your hands.
While coaching Employee Advocacy, I have been thinking about the key roles in an Employee Advocacy program. One of the essential roles is Content Curator. Working side by side with Content Creators, this person picks third party content gems and delivers them to advocates.
Get organized as a curator
Think about content curating as a form of customer service. It is easier to gain trust if everything isn’t about you and your products. When you shed a light on customer concerns using third-party content, you, for example, indicate that your company and its employees follow your industry closely.
In reality, your employees may need the assistance of a Content Curator to stay on top of things. As a Content Curator, you should create a content curation plan.
Start by defining the goals for the whole Employee Advocacy program. How can curated content help to achieve those goals? By staying on target!
- Consider buyer personas and their needs: what are the key topics that resonate with the audience you seek?
- Set up tools: search those key topics with tools like Buzzsumo, subscribe them in Feedly, follow convenient collections on Pinterest or Flipboard, etc. Remember to keep these sources fresh!
- Select a healthy mix of third-party content that supports your organization's original content. A healthy mix means that everything is not about your company. For example, you could follow the 4-1-1 rule: for every "hard" marketing piece you should post a "soft" marketing piece (maybe educational or entertaining) and four pieces of "other content", something entirely different. Be selective!
- Find the original source to link to and give credit: is the content you found the original source from or not?
- Share these pieces you have found over time, not all at once. Either forward them as links through the Employee Advocacy platform or discuss with a Content Creator if the content could be used to make something new (like an infographic).
- Monitor success: cut out sources that don’t deliver results, learn from the wins etc.
Repeat on a daily basis. The more you have employee advocates who roam the globe, the more good content you need.
Delivering curated content with SmarpShare
When the content harvest gives a crop, it is time to deliver it! A good curator doesn’t just paste the link in but also gives every curated piece some context.
Consider the Advanced Settings with every link you share — especially comments and target audience.
- Provide multiple comments for your employees to use (and to learn from), don’t forget the CTA!
- Target the curated content to those employee groups, whose network might best respond to the selected content.
Ps. Maybe one of your reliable content sources is one of industry influencers who might end up on a reward dinner with the best sharing employee?