In our Fireside Chat, our CEO Nicolai Kuban publishes weekly practical tips for your content marketing. You can find all the information here.

Those who do not completely outsource their content marketing activities usually have a dedicated department or marketing team that performs this task. However, this does not mean that only the marketers and SEOs who are directly involved in the marketing processes play a role in content marketing. Other personnel can and should also play their part in successfully implementing content strategies. Employees who are not directly involved in content marketing can, roughly speaking, fulfill 4 roles.

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1. employees as idea providers

Cross-departmental consultation can drive the identification of topics and ideas. To this end, not only should the marketing team proactively approach colleagues in sales, product development and customer support. They should also be open to employees who bring ideas and creativity to them on their own initiative. This can lead to completely new, fresh synergies.

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2. let the staff impart their own knowledge

In this role, employees not otherwise involved in content marketing would naturally be a bit closer to the subject matter. Nevertheless, one should not cut oneself off from this potential. So it is definitely advisable to draw on the expertise of colleagues who have nothing to do with marketing. This can take the form of a commentary or interview or guest post. Content pieces, in other words, in which they themselves have their say as experts.

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3. colleagues as content multipliers and distributors

An often underestimated role is that of multipliers and distributors. Colleagues from all departments can play this role perfectly. For example, by sharing the content pieces via their own channels, interacting with commentators there, and thus increasing and multiplying the reach of individual content. After all, each employee has individual contacts and uses different apps and social media - in both professional and private environments. Content marketing has a more stable basis when the entire company is behind it.

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4. the workforce as content consumers

A fourth role for employees may be to act very passively as consumers. In this case, content marketing would fulfill an internally educational role by providing employees from various departments with information about their employer's products or services that they may not be aware of. If you take this a step further, you can also push a certain corporate philosophy and attitude towards the company's products, brands, and co. via content that colleagues consume on a regular basis.

On the one hand, this would promote a higher level of employee identification with the employer via content marketing, and on the other hand, it could close the circle again. Because in the best case, the consuming colleagues feel inspired by the content to share their ideas with the marketers, with which they would then take on the 1st of the 4th roles presented here.

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