Success with Corporate Content

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Background information• Working in Social Media/SEO/Content Marketing

for 10 years• Digital Content Strategist for Florida Blue

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Where you can find me• Facebook – Facebook.com/VictoriaEdwards• Twitter - @TallChickVic• LinkedIn - LinkedIn.com/in/VictoriaLEdwards• Instagram - @TallChickVic• Email – [email protected]• Website – Victoria-Edwards.com

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When I am not working…

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Overview•Educate Your C-Suite•Getting Buy In from Employees•Best Practices with Onboarding•How to Get Leadership Involved

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Educate C-Suite On How Content Can:•Drive leads and conversion•Be a more efficient funnel•Be a low-cost avenue for bringing leads

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Getting Buy In from Employees•Educate•Inspire•Empower•Promote•Reward

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Educate• Value of content for their own resume

benefits• Great way to establish their personal brand• Sell how the content will get promoted• Opportunity for becoming a subject matter

expert

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Inspire•Share how they will be the educators •Appeal to their higher values •They can develop content that speaks

to them & their passions

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Empower•Give your employees training•Give them the right tools to succeed•Make them feel valued

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Promote• Internal email to departments• Social media• Internal news publications

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Reward• Work with HR to develop reward incentives

(Guiding Star)• Perks and rewards based on amount of content

shared or developed• Reward with gear/gift cards• Helps others see & increases chances of others

getting involved

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Best Practices with OnboardingOnce the employees are committed a few steps need to be taken:•Develop blogging guidelines•Develop release forms•Develop social media guidelines

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Blogging Guidelines• What tone the author should take• Length of content• List of approved resources to reference• How to reference properly• Image requirements• Bio information and headshot• Formatting tips

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Social Media Guidelines•Can associate themselves with the brand•Conduct yourself appropriately in social

media•Employees cannot disclose internal news,

financial, legal or operational updates in social media

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How to Get Leadership Involved•Show them the value for the company•Personal branding for them•Explain how it benefits them as a thought

leader/subject matter expert•Helps the company as they share their

expertise

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Make It Easy for Them• Repurpose content they have already

developed• Phone interviews• Email interviews• Video interviews• Ghostwriting

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Ghostwriting Tips • Set up a call to interview the subject matter experts• Develop and send questions ahead of time• Once interview is completed, write up the story and

send to your review team (or other people who can edit for you)

• Send back to subject matter expert (SME) for final review

• Make sure to get bio and headshot of byline

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