As an Original Equipment Manufacturer, you have a lot of industry experts in your business. Engineers, production operatives, logistics staff, the sales team, purchasing professionals, the list goes on. Unfortunately, though, a large number of these don't have the word 'marketing' in their job title. Which usually means two things. Firstly, they may not see themselves as being responsible for helping to market your business and grow sales. And secondly, extracting the knowledge and expert advice they have to offer can sometimes be a real challenge.
Writing for ClearVoice, Hal Werner digs into 9 of the more common issues those responsible for marketing (by title at least) regularly face when trying to tap into this knowledge, along with some practical steps in overcoming them.
Hal focuses specifically on content creation and blog writing but if you are struggling to get staff to write content for you, why not sit down with them and 'interview' them about a particular challenge or problem they are working on? This approach works particularly well with staff that are not comfortable putting pen to paper but are more than happy to share their knowledge and wealth of experience with you over a coffee. And providing your approach is relaxed and informal, it's amazing just how much 'content' you can glean from them in a 45-minute session.
So what are you waiting for? You've already got a wealth of talent and expertise sitting right in front of you. Now is the time to start using this in your sales and marketing efforts so you can smash those targets and grow your business!
From the moment that first person declared, “Content is everyone’s job,” content managers everywhere began to salivate. They had just gotten permission to mine their entire organizations for content creators. It was as if someone had finally given them a map to the content creation version of El Dorado.
If the content gurus were right, this distributed content creation method was a treasure trove of untapped content production. More content at no additional cost — perfect, right?
It turns out, it isn’t quite that simple. If you’ve ever tried to get your employees to create content for you, you know what I’m talking about.