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How do you handle content curation for your employee advocacy program?


As a social team of one, I’ve run into the challenge of maintaining a steady flow of new employee advocacy content into our advocacy program, especially during heavier workload periods. 

If you manage advocacy at your company, how do you handle content curation/copywriting?

  • Is it centralized with one team (like social or comms)? 

  • If other Marketing functions contribute, how do you position the ask so it feels like a way to amplify their work rather than just another task on their plate? 

  • Any processes or frameworks you've found that work well? 

Would love to hear if you’ve run into similar challenges and what’s worked for you.

2 replies

lisa.rodrigo
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I’m a team of one as well, and feed our EA platform often falls by the wayside. I’ve tried to train/encourage others to add their content… so our ABM team uploads webinar promos, our content marketing blogs, and so on. We have profile pics associated with each post so it helps to have different voices in the tool. When I share industry articles, they’re pulled from RSS feeds I’ve subscribed to through the tool and then I use ChatGPT to summarize for me for a quick read, and then help me draft starter copy from an employee’s perspective. 


kate.meyers emery
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Create an evergreen library of content that can easily be remixed! We took some time to ask folks to share the top questions that they get from our audience, and used that to make an evergreen content library. It’s our go-to whenever we run out of content. We’ve set it up so that it’s easy to remix.

Here’s what the content becomes:

  • List of green flags/positives (five things you need to do now)
  • List of red flags/negatives (don’t do these five things)
  • Longer lists of tips turn into short singular tips
  • Add a personal story to a tip
  • Make the content relevant, like comparing data to a current event (do more folks celebrate St. Patricks day or use our product?)
  • Just reshare it with slightly different language (repetition is good, less than 7% of people see it the first time)

It takes a little bit of time at the beginning, but is a lifesaver when you run out of new/current content. We started our first list at a retreat where we all took time to brainstorm together. 

 


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