This is Part One in a multi-blog series entitled High Tech Industry Excels with Employee Advocacy
According to the Content Marketing Institute and MarketingProfs, 93% of B2B marketers are using content marketing. However, only 42% of B2B marketers believe they’re effective at content marketing. I get it. It’s tough to create content that’s both frequent, interesting, engaging, informative…you get the picture. And creating great content is just half the battle; you still need to get that content into the hands of the right people.
Smart marketers are already sharing content across a variety of social media networks. The smartest have realized that the power of authentic social reach via brand advocates is much greater than that of a brand’s social reach. One of Dynamic Signal’s high tech clients has seen this first hand after implementing our employee advocacy platform, VoiceStorm. They monitored the impressions generated from sharing an event announcement, an infographic, and a promotional offer. They saw that brand messages had a 151% greater reach when shared by advocates, compared to the same messages being shared by their official branded channels. When content is shared among peers (from your employees to their social networks), the message isn’t an intrusive marketing push; it’s an authentic message from a trusted source.
Check out the graphic below to see the breakdown of the impressions that employee advocates generated, compared to the impressions their company channels generated.