One of the expanding areas of responsibility is human resources (HR) andinternal marketing. But many companies fall short on doing a good job of communicatingwith their own employees, let alone extending their brand storytelling to those they hope to recruit.
If our primary goal is to own content niches, online and off, then we have to enable employees to help tell our brand story. It’s true, customers have relationships with people, not brands. Thus, content marketing has a tremendous opportunity to ensure that customer-facing staff members understand what makes their company unique.
Employees are more than brand ambassadors; they’re promise keepers. They’re the ones who have to bring to life the promises we make in our content programs, lead-nurturing campaigns, PR efforts, and the brand storytelling efforts we distribute through all marketing channels.