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Content is King in Marketing – But Other Departments Crave Content, Too!

Profile photo of Jess Hall Submitted by Jess Hall March 15, 2016

Blog-02-24-16-ContentNotJustMarketing

We’ve been in business since 1996, and “content is king” has been a guiding principle in our industry since we started. Good marketing has always been all about creating high-quality, useful content that shows an understanding of your audience. As search engines become more like humans in their ability to separate quality from quackery, it’s more important than ever to give your visitors fresh, relevant content on a regular basis.

Of course, we know all too well how easy it is for businesses to put off marketing, especially when that marketing requires a lot of time and effort. That’s why we’ve come up with a list of other departments that are counting on your quality content to drive sales and grow your business.

Human Resources: Using Content to Boost Morale & Recruit New Employees

Did you know that the right content could boost morale and improve your corporate culture?

When your company produces a truly informative article, a laugh-out-loud funny video, or an infographic that gets shared across the internet, you aren’t just marketing. You’re giving your employees a reason to feel good about where they work.

You’re also giving talented professionals a reason to work with you – without ever placing a job ad or hiring a recruiter. People want to work at companies they respect. If your content shows that you’re creative and engaging, talented people will flock to your “Careers” page.

Salespeople Need Content to Inform Prospects

The right content can turn leads into customers. Whether it’s reaching people with the right email message at the right time or producing a definitive guide that inspires confidence in your product, your sales team can use content in a big way.

Social content, when it appears on a business networking platform like LinkedIn, is a great way to begin a conversation with prospects. Simple posts that show solid industry knowledge can hook someone who already had a loose interest in your company.

From there, case studies can be an especially compelling content type for your sales department. These offer potential customers a clear look at how others have successfully used your product or service to achieve their goals.

Use Content to Offer Customer Service

Done right, an excellent product guide or an interactive troubleshooting system can dramatically reduce the amount of time spent answering customer service emails or providing phone support to struggling users.

While not everyone will immediately go online to find a solution to a technical issue, many people will. These people would prefer to find the answer themselves – they don’t want to wait for an email reply or spend time on an awkward telephone call trying to get support.

Providing a product guide, FAQ, and user-friendly troubleshooting won’t completely eliminate your need for a customer service department, but it will decrease the strain on that department and make your phone-wary customers very happy.


This post was originally published in http://www.imageworkscreative.com/blog/content-king-marketing-other-departments-crave-content-too/index.html by Jess Hall

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Profile photo of Jess Hall
Jess DelBalzo is the SEO Manager at ImageWorks Creative, a Virginia-based web design and internet marketing agency. When she isn't trying to keep up with changing trends in online marketing, she enjoys spending time with her children, playing chess, and going to the movies.

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8 Responses to “Content is King in Marketing – But Other Departments Crave Content, Too!” Leave a reply ›

  • Profile photo of Sunday William Profile

    Hey Jess,
    Good content still remains king in every department of a business.

    The best companies out there leverage on the power of quality content marketing to drive sales, inspire and recruit personnel, address customers’ pain points, etc.

    Yes, content is not exclusively delivered for the marketing activities, personnel, sales, and customer service can also make the most of it.

    Your explanations on how these departments can leverage content are clear and practical!

    Whichever department we are serving content, it must be noted that the best content are customer-driven.

    The context on which these contents are delivered must be precise and clear to the readers.

    Content is king but it must be timely and targeted!

  • Profile photo of Sarah John Profile

    Hi Jess,
    Just about every department in an organization needs a particular type of content in one way of the other.

    Content is King when it remains relevant to the needs of the target audience.

    A good content should be craved by marketers and there should be a team in place which readily ensure that an organization employs the best of contents!

    The sales department should leverage on contents to identify and provide contents for prospects with ease!

  • Profile photo of Celine Profile

    Hi Jess,
    content is still very relevant in other departments of the organization.

    If the core functions of business like finance, marketing, and production needs content to express and impress then why not departments like customer service, sales and personnel.

    If for nothing, content is required to communicate effectively and instruct the necessary stakeholders for the overall interest of the brand. So, I agree with you that other departments needs content too!

  • Profile photo of Pawan Kumar Profile

    Hey Jess,

    You’re absolutely right – Contents is King without any doubt. I want to share some facts with you:

    90% of organizations market with content. 86% of B2C marketers & 91% of B2B marketers use content marketing.

    70% of consumers say they prefer greeting to know a company via articles rather than ads.

    It’s a nicely written article.

    Thanks for sharing it. Have a great day!
    Pawan Kumar recently posted…Make Your Email More Engaging In The Age of Digital Buyers!My Profile

  • Profile photo of Adam D. Mason Profile

    Hey Jess,

    Great post.

    I never really considered the idea of great content being a recruiting device, but as I think about it, I totally agree.

    The first thing that comes to my mind are the videos that come from Wistia and Moz. The people in the videos look like they are having a good time. It gives me that feeling that it would be cool to work with them.
    Adam D. Mason recently posted…Do not Seek Praise, Seek CriticismMy Profile

  • Profile photo of Shamsudeen Adeshokan Profile

    Hi Jess,

    Since I started here (internet marketing) there is only one thing that seems never change, even the way people talked about it – content is king.

    Either you’re selling tomatoes, or you’re selling Boeing 747 parts, you need the “right content” to explain to your audience why they should choose you over your competitors.

    And this goes for every department of the organization, every department that needs to talk to prospect must comes up with the right kind of content that provide practical solutions to customers queries.

    Your #1 on the list really drive home some good thought on the subject.

    Thanks Jess, nice reading.
    Shamsudeen Adeshokan recently posted…How to Reduce Bounce Rate: 10 Reasons I will Bounce Off Your BlogMy Profile

  • Profile photo of Lawrence Berry Profile

    With the right information in an article, the type of information that is truly valuable to customers, employees, or whomever is reading can ultimately help the profits and culture of the company. Great content is critical to the success of a blog. I look at terrible content as a reflection of the company, and I would never buy from a company that does not put 100% into everything that they do.
    Lawrence Berry recently posted…11 Health Benefits to Getting Active and Jumping DailyMy Profile

  • Profile photo of Sherman Smith Profile

    Hey Jess,

    These are other great aspects of how great relevant content can benefit.

    You can use content to help the culture and build the moral within the company. Employees want to be in a place where they feel comfortable and respect, and creating content geared towards that will make the work place more cohesive and build trust among the employees.

    Content would be great for salespeople to communicate with clients. In a lot of cases, sales people get a bad rap because of negative past experiences. But when you use content, the customer can use the 3 factors of building know, like and trust.

    Last but not least, using a content as a quick guide or a FAQ can be expedient and expedite customer service. We live in a microwave society now and having something like this will fulfill those needs in a timely matter as well as be fulfilling with the current paradigm.

    Thanks for sharing Jess! Have a great day!
    Sherman Smith recently posted…Diversify Your Shares With The Social Warfare WordPress PluginMy Profile

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