The traits that characterize successful social enterprises are similar to those of organizations that are effective in undertaking cultural and process change.
The social enterprise is a reality. Sales leadership needs to align social selling with emerging best practices and the overall social strategy across the organization. Collaboration with marketing is essential to accelerate content creation, formalize and test tactics and amplify core product/service/brand messaging.
I am undertaking a four piece blog series focused on the art-and-science of content. The components will include:
- Creating Content to Visualize Competitive Advantage
- Aligning Value with Customer Business Outcomes
- Mobilizing Content as a Discipline in the Organization
- Monitoring, Managing and Adjusting Based on Content Data & Results
Writing and publicizing personal perspective is easier for some folks than for others.
Much like a student sitting down to draft a paper, people often encounter writer's block. When asked to read their own work in front of others, people commonly feel stress and tension. Social media posts on LinkedIn bring back many of these familiar feelings. And in a number of recent conversations about creating original content, people have expressed that these uncomfortable feelings rear their ugly head yet again.
Asset management brands, wholesalers and financial advisors that post informative industry news and content create engagement with their customer audience and cultivate and attract loyal followers. Developing a professional presence and creating original, branded content will establish your leadership position in social channels, particularly on LinkedIn.
The work environment has changed and retention and attraction of the best talent is paramount to the success and growth of any organization. Companies that truly understand that their employees represent the most valuable audience they serve have happier, trusting employees that are more informed, involved, represent positive brand stewardship and amplify the corporate message/story.
Content marketing must be the centerpiece of an organizations efforts to reach its target audience in a trusted and authentic way during the buying process. Original content creation is no longer a nice to have. Gone are the days of cold calling, paid content and sponsorships to drive brand awareness, interest, engagement, purchase and loyalty.