How 6 Companies Use Content For Other Departments Besides Marketing

How 6 Companies Use Content For Other Departments Besides Marketing

How 6 Companies Use Content For Other Departments Besides Marketing. Here’s how brands are finding ways to use it throughout their organizations. So Google decided to create educational materials that would show marketers how to use its suite of tools. Netflix, Pulsd, and Wildfang, for example, do a great job finding their way into your inbox to say, “Hey customer, here’s something you might like.” Internal communications Last year, GE won PR Week’s Internal Communications Campaign of the Year for using its internal newsroom to educate union employees on an upcoming labor contract vote. The site also lets Vox differentiate itself from other media outlets covering similar topics. And as an added bonus, it doubles as a recruitment vehicle for designers, engineers, and those generally interested in the technology side of Vox. On the careers page, the Best Made lays out its employee “campfire” mission, promising a life full of adventure and a forward-thinking workspace. In 2015, IKEA developed a solar-powered Better Shelter—which has since housed thousands of displaced people and won Best Design of 2016 from the Design Museum of London. At Contently, we talk a lot about the importance of sales enablement technology—software that makes it easier for companies to arm their representatives with already approved, on-brand content. Content was never really just for marketing.

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While content marketing may be the trend du jour, content isn’t just for marketing. Content is everywhere: It’s the article that helps sales secure a coveted meeting, the memo from HR that announces a new acquisition, the personalized deck from account managers that keeps clients up to speed.

While content for other departments besides marketing can often be just as important, it almost never receives the same amount of attention. That deck from the account managers may be riddled with errors or stray from the company’s signature voice. These mistakes happen all the time, and they wind up wasting a lot of time and money.

Despite usually being associated with the marketing department, high-quality content is vital for every department across the enterprise. Here’s how brands are finding ways to use it throughout their organizations.

Customer success

Regardless of industry, it’s critical for companies to master search. Brands are all competing to understand SEO and have the most effective paid search campaigns. So Google decided to create educational materials that would show marketers how to use its suite of tools.

On AdWords, for example, customers can find a “Setup and Basics” page. From here, Google walks you through a step-by-step process for creating, managing, measuring, and optimizing your campaigns. Additionally, Google sends out customer emails with short video tutorials on updated features and emerging best practices.

Google analytics content
Google customer success content

Google is so dominant that it could get away with just letting marketers figure out how to use its products on their own, but the search giant understands how important it is to snag customers and nurture them in a way that keeps them successful.

The same mindset applies for some tech-focused B2C companies. Netflix, Pulsd, and Wildfang, for example, do a great job finding their way into your inbox to say, “Hey customer, here’s something you might like.”

Internal communications

Last year, GE won PR Week’s Internal Communications Campaign of the Year for using its internal newsroom to educate union employees on an upcoming labor contract vote. The campaign’s app and website, designed specifically for employees, corrected misinformation about contracts and provided real-time feedback from those who would be affected by the vote.

GE internal communications
GE internal communications content

The campaign is part GE’s larger mission to deliver value for its employees. The energy company has even developed an internal platform, My GE, where people can share their own stories. The internal comms team, much like an editorial team, works with colleagues to create and distribute their experiences. According to a Forbes interview with GE’s VP and chief communications officer Deirdre Latour, that system is getting positive reviews throughout the company.

Product

Most people think of Vox as the millennial outlet for video explainers that cover everything from the rise of right-wing nationalism in Japan to how the bicycle played a role in the women’s movement. Vox covers politics, culture, science, and technology—as you…

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