Another great post from @jaybaer as he explains the importance of employee generated content. For years we've talked about user generated content and the credible value it holds with readers but an emerging trend is around employee generated content.
As marketers continue to spend profusely on creating content (and honestly, we have way too much content in most cases) we forget that actually the most credible, sought after (according to the Edelman Trust Barometer) and cost effective source of content is that from those people in your own organisation.
Tools like the one I've used to create this commentary piece (Passle or Meddle) help employees along the content creation route without diving straight into a 1000 word blog post!
Worth a try!
We’ve talked for years about UGC – user generated content – but now we find that perhaps the best source of great content is instead EGC – employee generated content. After all, your employees understand the company and (should) understand what customers need and want to know about the company. Further, content from employees is often more trusted than content from the organization itself. Nielsen says that advertising from companies is trusted by 47% of global citizens. Edelman’s trust barometer research found that company experts are trusted 66% of the time. Companies are continuing to struggle with making enough relevant content. According to Content Marketing Institute and MarketingProfs research, 50% of B2B content marketers say they struggle to create content consistently. 44% of B2C content marketers say the same..