- Content marketing can make an impact
far beyond your marketing department.
To reap its full benefits,
you should integrate across your organization
from customer service, to sales, to the C-suite.
Content is very adaptable and can be produced
to help any department achieve its goals,
whether that's helping HR attract applicants
or customer service answer repeat questions.
It is the responsibility of the marketing team
to identify these opportunities in the company,
to integrate content, and partner with stakeholders
to plan and execute their content effectively.
But for another team to buy in
to partnering on integrating content,
they first need to understand how it benefits them directly.
That's why it's important to highlight
how content allows different teams
to communicate with their audience more directly,
driving home how it can help improve the effectiveness
of their existing processes.
For example, customer service may benefit
from creating product guides to explain
how to best use their leading product lines
informed by the repeat questions they get asked.
The goal here is to reduce the number
of customer service requests the company receives,
as customers can now reference these guides on their own
when troubleshooting a product.
While this is just one way of integrating content
outside of marketing,
there's many other practical ways
of incorporating content at an organization.
For example, public relations can partner with marketing
on creating content that's ideal for pitching
to relevant trade publications or media outlets
to earn more exposure.
On the other hand, the C-suite can work with marketing
to author their own content like writing articles
or hosting a podcast to position the organization
as a thought leader.
Human resources can sync with marketing
to consistently produce content
showcasing the company's culture
and employee stories to attract like-minded candidates.
And even the internal communications department
can benefit from marketing support
on producing content to inform employees
of the latest developments at the company.
If you want to dive deeper into these different use cases
for integrating content marketing at your organization,
check out my course
on learning integrated content marketing.
To make full use of the value
that content marketing can offer your organization,
think outside the box to identify unique opportunities
for partnering across departments.