Stories are a content marketing secret weapon
This post is an excerpt from our downloadable guide to content marketing & employee stories for employee engagement and talent brand.
The most powerful secret weapon in content marketing is employee stories. Stories are integral to both your talent brand and employee engagement.
And it’s all because employee stories are versatile and repurposable
The versatility and repurposability of stories comes from the fact that the same story can be shared in different lengths and formats, as well as through different channels. This sounds like an obvious or trivial thing to point out, but it has far-reaching implications.
Stories create a personalized experience
The same employee stories can provide insight to both candidates and employees. And if you dig even deeper, you’ll find that the same employee stories can be repurposed through all the stages of the candidate journey, and even continue on through all the stages of the employee lifecycle.
Stories provide a consistent experience
Thanks to the versatility and repurposability of stories, you’re able to create a consistent content experience—both visually and substantively—from the very beginnings of the Candidate Journey (i.e., the awareness stage), through to the offer stage, and then all the way through the employee lifecycle.
By removing inconsistencies in your talent brand and employee engagement content strategy, you remove obstacles for your messaging to get through clearly. Even when other stakeholders take the baton.
That’s right, your efforts can drive effective content marketing across many different stakeholders:
Because the same story can be shared in different lengths, formats, and channels, it allows you to create a personalized experience for the audience no matter where the audience is in their journey. Candidates and employees have different questions and different thoughts throughout the candidate journey or employee lifecycle, and the right story at the right time provides the perfect insight.
Stories stock a robust content library, efficiently
The thought of building a robust content library can be daunting. But when one story can turn into so many different pieces of content, the idea feels much more manageable. It becomes a matter of simply feeding more raw materials (i.e., employee stories) into the content creation process.
Another attribute of stories that makes the content library building process easier, is that stories are more evergreen than other types of content. A story that illustrates how the company went out of its way to support a team member maintains its impact many years later. When you don’t have to throw away a piece of content after it’s shared once on social media, your content library grows much faster — because your library is no longer a leaky bucket.