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Five Ways Your Own Employees Can Boost Your Marketing Content

by Monica Norton  |  
September 12, 2017
  |  2,638 views

Imagine you just invested a lot of time and resources in your next content masterpiece. You did third-party research, interviewed industry experts, carefully crafted the copy with your target persona in mind, and pulled out all the stops to design a visually compelling piece.

You then released it into the wild through all your Web and social channels and sat back, waiting for it to become the next viral sensation.

But then the unthinkable happened: No one shared it (gasp!).

What happened?

Even the greatest content sometimes needs an early boost to gain traction in social media. Paid promotion and influencer marketing can certainly help, but those can be costly. Fortunately, virtually every organization has a captive audience that's willing—and even happy—to share content with their networks for free...


Look to your left, look to your right, look at Bob in accounting: I'm talking about your fellow employees (bet you didn't know Bob has 3,000 Twitter followers).

Increasingly, marketers are turning to employee advocacy to solve their content-promotion woes.

With organic reach now more elusive than ever, structured employee advocacy programs help brands connect with audiences in an authentic way by using their own employees.


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Monica Norton is Zendesk's senior director of content marketing. She leads the merry band of wizards who produce content for Zendesk and Relate.

LinkedIn: Monica Noordam Norton

Twitter: @monicalnorton

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