Your company is full of experts. Smart, knowledgeable people who push your business forward.
But I have a hunch they don’t participate much in content marketing. They give a thousand reasons, from “I don’t know what to write about” to “I’m not a writer”.
And they’re totally right.
Read on to learn how to build a coherent expert content strategy that involves existing employees and doesn’t frustrate them.
As with every good object, a strategy needs three footholds to be stable. For expert content we create in our company, these three pillars are:
- Demand-based content
- Separation of responsibilities within a creation process