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Culture of Content in your company

Content creation should be a company culture, not just the responsibility of your marketing team. 

Understanding this will separate your content marketing efforts from the pack. And if you’ve tried blogging or producing other types of content in the past as part of your inbound marketing strategy with little effect then this could be the turning point your company needs.

But – and without sounding like a game show host here – that’s not all folks! Because nurturing a culture of content in organisation has a ripple-effect of benefits that extends way past the impact it will have on your inbound marketing strategy.

In this article I’ll share the key reasons why content creation should be part of your organisation’s culture and not just a sub-section of the marketing department. You may be surprised to learn just how far-reaching the benefits of nurturing a culture of content can be.

Benefits of a Company-Wide Content Culture to your Inbound Marketing Strategy

Before we go any further let’s briefly recap on what content marketing is and where it fits with inbound marketing.

Content marketing is about teaching your customers rather than directly selling to them. Demonstrating your company’s expertise, and willingness to share this information builds trust with your potential customers. This, in turn, makes them far more likely to buy from you.

It’s worthwhile thinking about content as a magnet that attracts customers to your website. For the magnet to work your content must have good SEO. But, most of all, it must be of real value to the customer.

Inbound marketing provides the structure, processes and conversion points necessary to turn your audience members into your customers.

I like to think of it like the human body. Content is the heart and lifeblood, whereas Inbound is the skeleton that holds everything together.

So how does getting everyone in your organisation involved in producing content benefit your company’s inbound marketing strategy?

More Content = More Leads

This is a blatantly obvious benefit of getting all your employees involved in creating content for your company. So, I’ll waste few words on this and go with some simple maths before moving on.

More people producing content = more content = more SEO & promotional opportunities = greater traffic to your website = more scope to convert them into customers = more customers

Leverages expert insights and knowledge

The central idea behind content marketing is to answer the questions your customers are searching for and help them to resolve problems relating to your business area.

But who in your organisation is likely to have the most in-depth understanding and knowledge of your industry?

Chances are it’s not always going to be the marketing person/department. Therefore, why should they alone be tasked with the responsibility of content creation when the key objective is to share expert knowledge and teach customers?

Frontline staff such as customer service representatives and sales agents will be the most in tune with problems and challenges that customers face. Conversely, those working in research and development may be primed to advise on the future of the industry, what customers can expect down the line and how they might prepare for change.

Employees working on the operations side of the business often have the sharpest understanding of the industry. They should, therefore, be looked on as valuable vessels of information and expertise i.e. the perfect candidates for producing quality content for your brand.


It’s common for companies to outsource content creation in its entirety to industry agnostic content specialists. Certainly, I agree with bringing content experts on board to help strategise and structure your content marketing efforts.

I strongly believe, however, that brand content should be a natural resource.  Content should come from within – even if it goes through the marketing department or a content agency for a final bit of sprucing at the end.

Mining content from within your organisation will result in higher quality, hyper-relevant and truly valuable content. What’s more, it will be a clearer and more honest representation of your brand.         

Benefits of a Company-Wide Content Culture Beyond Marketing Objectives


Enhances Employee Understanding & Industry Knowledge

Writing content is a bit like school (although I wouldn’t necessarily sell it to your employees that way!).  What I mean by this is that the process of producing a piece of content is educational. It enhances one’s own understanding of the subject matter.

Tasking employees to research a particular topic and/or structure a piece of content that clearly explains that topic to your customers will, therefore, benefit the employee as much as the reader.

Creating content is an excellent way for staff members to see things from your customers’ perspective and to think about your industry as a bigger picture. They’ll keep up to date with industry trends and the impact these have on customer needs.

Better still, employees who produce content learn to communicate more effectively about their area of expertise. This, of course, is advantageous for both in-house and external communications.

Creating Content Makes better trainers of your employees

Following on from the educational advantage we’ve just discussed, creating content makes teachers of your employees as much as it does students. In fact, it’s probably best to lead with the teacher rather than the student angle when pitching content culture to your organisation!

Breaking topics down into clear, digestible content helps employees be better trainers, while simultaneously producing content that can be used for employee training! Two birds, one stone – or three even if you count the fact that the content also contributes to inbound marketing.

Creating Content can lead to innovation

As we’ve already discussed, creating content is all about helping customers to understand your industry, overcome challenges and make decisions. If a particular problem is highlighted that you can’t answer or has no adequate solution then maybe this is an area your company could address and take the lead on?

Drives Employee Engagement and Loyalty to your Brand

Giving your employees an active role as brand storytellers demonstrates that you trust and value their expertise. This respect for your employees will be returned in spades when it comes to employee loyalty and (hopefully) retention.

Employees who act as brand storytellers will feel more invested in your company, listened to and valued.


So, What’s Next?

As we’ve seen, embracing content creation as a company-wide culture will have positive reverberations for your company far beyond those measured by your marketing team.

But what if no one in the organisation is a good writer? Or what if people feel they don’t have time to contribute? These are common objections to company-wide content policies.

Wanting to create a culture of content in your organisation and actually creating one are two totally different stories! So, I’m putting together a guide to help nurture a culture of content in your organisation. If you would like a copy please sign-up to our newsletter below and you will get the first look publication!

In the meantime please feel free to leave comment, advice or questions to be addressed in the guide in the box below.

Thank you!

Sinead Gillett

Creative Director