How to Create a Content Strategy for Your Employee Advocacy Platform

@stephanhov @GregTirico @BambuBySprout #BambuWebinar
Employee Advocacy
Content Strategy

Welcome!
Greg Tirico
Senior Manager, Advocacy Solutions and Services
Sprout Social
Stephan Hovnanian
Content Solutions Architect
Sprout Social

Agenda
1. Why content strategy is so important
2. Content types and content channels
3. Content mix
4. Volume and segmentation
5. Sourcing content
6. Automation and workflow ideas
7. Performance tracking
8. Your questions

“Success in #employeeadvocacy starts with
a relevant and valuable experience
for your employees.”

Content strategy:
Why it’s so important

Why you need a content strategy
According to the B2B Content Marketing 2016 Benchmarks, Budgets, and Trends—North
America survey, published by Content Marketing Institute and MarketingProfs:
• 53% of the most effective marketers have a documented strategy.
• 40% of the least effective marketers have no strategy at all.
• B2B marketers allocate 28% of their total marketing budget, on average, to content marketing.
The most effective allocate 42%, and the most sophisticated/mature allocate 46%.
• More than 50% of B2B marketers plan to increase their content marketing budget.

4 Parts of Content Strategy:
Types, Channels, Segments, Sources

Content types and channels
Content Types
• Brand
• Recognition
• Job Posting
• Industry
• Thought Leadership
• Event
Content Channels
• Company sites
• Social media posts
• 3rd party websites
• Internal

Content Types - Examples
• Blog post (Brand)
• Customer shout-out (Recognition)
• Promo video for upcoming webinar (Event)
• Monthly column by VP on industry website (Thought Leadership)
• Useful tip article related to your services (Industry)

Content Channels - Examples
• Company sites (Bambu blog)
• Social profiles (Twitter, Facebook, LinkedIn)
• 3rd party websites (influencers, industry, advocates)
• Social publishing (LinkedIn, Medium)
• Internal (email, memo)

Mix and Match
• Recognition + Social
• Recognition + 3rd party website
• Brand + Company website
• Brand + Social
• Industry + 3rd party website
• Industry + Social publishing
• Event + Social
• Event + Company website

Content mix

Why you need a content mix
• Avoid “company mouthpiece” perception
• Build employee authority
• Halo effect for brand
• Keep employees engaged

The right content for each network
Twitter: Job postings, Events, Brand Recognition/Thought Leadership
Facebook: Job postings, Events, Brand content
LinkedIn: Job postings, Events, Brand Recognition/Thought Leadership, Brand
content

Why you need to segment content
• Distributed administration
• Relevant content feeds for employees
• Limited time or limited scope initiatives

Segmentation ideas
• Program administrators
• Executive team
• Business unit
• Localized (Language, Geography)
• Event related
• Verticals
• Subject matter expertise
• Program ambassadors

Volume targets
• Starting point: 40 stories/month
• Increase for socially-active teams
• Increase when internal content needs rise
• Increase/Decrease based on feedback
• Decrease before a large publicity event
• Decrease when onboarding new cohorts

Managing volume – Starting off
• No teams = Everyone sees same content = 10 stories/week
• As you add segments, your total story needs increase
• Manage the volume with distributed administration

Managing volume – Expand to 4 teams
30 stories/week
• 5 “team” stories x 4 teams = 20
stories
• Plus 10 “everyone” stories
• 10+5 = 15 stories per person
25 stories/week
• 5 “team” stories x 4 teams = 20
stories
• Plus 5 “everyone” stories
• 5+5 = 10 stories per person

Typical Content Sources
• Industry and Influencer sites
• Social - brand profiles, curator profiles
& industry hashtags
• UGC – social love, workplace culture,
trade shows
• Company sites - website and blogs
• Your PR team
• LinkedIn Publisher / Medium
• Google Alerts, Listening services

Automation and workflow

Bambu Automation

Workflow Automation
• Blog posts
• Brand twitter
• Filtered event hashtags
TIP: Triage outside Bambu

Performance tracking

Website Analytics
Use campaign
tracking tags to
give attribution to
employee-shared
content

Content Analysis
Combine tags to check
volume levels

Content Analysis
Check view counts for
internal stories

Content Analysis
Check sharing breakdown to
see where content resonates
most with your employees.

User Analysis
Are the 3 KPI’s going up over
time?
Which teams are most engaged?
Which teams might need training
or a gentle reminder about
expectations and participation?

General Performance
Is sharing distributed or concentrated around time of email digest?

General Performance
What networks are doing the
best?

What to do next (before our Q&A)

What to do next
Everyone
• Make a list of your content sources
• Make a list of what you can automate
• COMPLIMENTARY GIFT! Use the
Content Strategy template
worksheet
we’re sending you
Bambu customers
• Set up tags to mirror content strategy
• Set up teams consistent with your
segmentation strategy

You’ve got questions,
we’ve got answers

Thank you!

How to Create a Content Strategy for Your Employee Advocacy Platform

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