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How to Change Your Corporate Culture to Support Content Marketing

Do you work in a corporate environment that is resistant to content marketing?

Unfortunately this is a common problem, but there are ways to (gradually) change that attitude and bring about a pro-Content Marketing culture.

For many organizations adapting a new idea requires a complete mental shift.

Respect Now

If you work in this kind of environment, it is important to understand and respect the current culture before attempting to change it.

Find out the history, traditions and culture that your organization is established upon. You’ll be better equipped to foster change if you’re well informed and sympathetic.

Vision and leadership

In almost all cases, change starts with a leader who has a strong vision. If you’re a leader then you want to create an environment where all workers can offer their ideas and contribute to the change process.

In the words of Richard Branson:

“…make sure that everyone who has a good idea is included in the decision-making process. People who work in a friendly environment that is tolerant of mistakes, and who are empowered to make decisions about how they do their jobs arrive at the best possible solutions for serving customers.” (Branson, R. “Richard Branson on Thinking Big,” Entrepreneur.com article filed under Management, Leadership, July 5th 2011)

Bottoms up

If you’re not a leader you can still bring about change from the bottom up.

You may start with something simple such as using your company’s Facebook Page to have conversations that are visible to clients and prospects. This becomes the hub of social conversations amongst all employees in the organization.

Once the page starts to gain momentum and clients begin to notice and participate, then you can approach leadership and ask for an opportunity to launch a more strategic platform such as a blog.

Over to you: How have you changed corporate culture at your place of work to embrace content marketing?

Image credit: Shashi Bellamkonda

Comments

  1. I still don’t get why some businesses think they can successfully skim over the need for content. These days, it’s so crucial to any marketing strategy with even the barest hope of being successful. If the hypothetical you is the one who gets content marketing off the ground at your business, expect to be rewarded with a raise and promotion once the returns start kicking in.

    • I like the way you think Emma, and I sure hope that those content marketing change-agents in corporate America are being rewarded.

      Having said that, CM strategy is a new way of thinking (even though the practice itself is not new). It’s upon content professionals like you and I to guide those who don’t ‘get it’ and to show them the benefits thereof. We’re getting there – I just attended Content Marketing World earlier this month and it was refreshing to see how many marketers/organizations are starting to shift their thinking. The future of CM looks good.

  2. I still don’t get why some businesses think they can successfully skim over the need for content. These days, it’s so crucial to any marketing strategy with even the barest hope of being successful. If the hypothetical you is the one who gets content marketing off the ground at your business, expect to be rewarded with a raise and promotion once the returns start kicking in.

    • I like the way you think Emma, and I sure hope that those content marketing change-agents in corporate America are being rewarded.

      Having said that, CM strategy is a new way of thinking (even though the practice itself is not new). It’s upon content professionals like you and I to guide those who don’t ‘get it’ and to show them the benefits thereof. We’re getting there – I just attended Content Marketing World earlier this month and it was refreshing to see how many marketers/organizations are starting to shift their thinking. The future of CM looks good.

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