The importance of content in creating a great company culture

November 15, 2019


Are you a B2B technology company looking to improve the efficacy of your sales and marketing efforts? Well, you may have heard us mention that content is rather important. And not only for communicating externally. A concrete internal content strategy underpins a great company culture, and this in itself can have a powerful impact on brand positioning, attracting new business and stimulating growth.

So, what exactly is great company culture and why is it so important?

Great company culture is in the eye of the beholder; and in today’s digital, social media driven age, the beholder has many eyes. Instant, global access to company reviews, personalities and profile pages have made culture a more important consideration than ever before – for existing and future employees, as well as prospects and customers.

To have a great company culture is to have a happy and healthy team who feel valued and have a voice. It’s to have a team with growth opportunities within a company that offers strong leadership and values, with clear objectives and milestones. It may sound twee, but who wouldn’t want to give their all in an environment like this? And what business wouldn’t want to deliver it? We would like to think great company culture is something all businesses strive for – but few are effectively communicating it.

Where does content marketing fit into the equation?

No doubt your company intranet or shared files already host an abundance of useful information on the business’s values, ethos, policies and processes. But how accessible are they really (and we don’t just mean literally)? It’s your internal content strategy that ties all of these messages together, communicating them throughout the company in forms that are engaging, morale boosting and transformative. An internal content marketing strategy serves to highlight what makes your company unique, steering conduct while encouraging unity, motivation and advocacy amongst the team.

Answer us this: what is it about your company that makes it different? What do your staff love about working there? How do you celebrate their achievements? What are the perks of the job? What events are coming or have just been? What awards have been entered, attended or recently won? Who are your new starters? What are the recent product/service launches or updates to get excited about, the new investments and partnerships?

These are just a few of the questions that should inform your internal content, and that should be communicated via a considered content strategy. From induction packs and manuals, company billboards, email alerts, newsletters or quarterly magazines, on to brand guidelines, training material, competitions and socials, right through to the technologies in place to improve internal communications – coordinating an effective internal communications strategy is a big investment, but one that yields a high return.

What are the benchmarks of success?

The business benefits of a successful internal content marketing strategy are vast, and getting vaster. Measuring success is key to the constant improvement of your strategy, but how exactly you do so will depend on the tools and collateral put in place to execute it. When implementing strategies for our tech B2B clientele here at Isoline Communications, we base our metrics around the following five benchmarks for success:

Transparency – ensuring employees have all the information they need at their disposal, building trust throughout the business, creating a safe environment to receive and take onboard feedback, with a clear contact for questions and concerns.

Clarity – supporting new processes, and communicating key messages and information, with content and resources that create enthusiasm, avoid confusion or errors, and ensure accountability.

Motivation  keeping in regular contact with employees, via content such as email bulletins, newsletters or quarterly magazines, to recognise achievements, highlight community and celebrate success.

Collaboration – uniting all areas of the business with content that shines a light on various roles and responsibilities across departments, encouraging and facilitating more transparent, streamlined processes, team work and tolerance.

Evolution – putting the structure in place to continually question processes and evaluate their success, based on insight and input from across the company.

Internal content knows no boundaries

Not only will an effective internal content marketing strategy ensure your company culture is clearly communicated and celebrated, it can be cultivated into a strategic selling point in its own right – a great company culture strengthens your branding, your team and your success.

It will be promoted not only by your company as part of marketing efforts, but by your employees as well. This will help to attract and retain the most talented team members, and promote the cohesion between staff that will foster great ideas, streamline processes and connect working environments – all qualities that any B2B technology company will tell you can be passed on as big benefits to customers.

So, here we arrive full circle. Internal content drives great company culture, which feeds successful positioning externally, too. If you would like to discuss how your business could benefit, email us at [email protected]


Photo by Perry Grone on Unsplash

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