What Does Your Content Say About Your Company Culture

It’s more important than ever before to build a positive and inspiring company culture. The culture of your organization affects the talent you attract, how engaged your employees are at work, and also the customers who choose your brand over others.

Your company culture is a reflection of your core brand values and mission. And those values can be an important factor in the decision-making process when someone chooses to spend their money or do business with you.

According to a 2020 survey of consumer behavior, over 70% said it was important that companies they bought from aligned with their values.There are many factors that go into your company culture. It’s important to mold the working environment and the sort of business you do around the type of culture you want to cultivate.

But have you considered how the content you are publishing affects how your company culture is perceived?

Quick Takeaways

  • Expressing your true company culture is critical for attracting the right talent and the right customers.
  • The content you publish can be a valuable way to demonstrate your brand culture.
  • Get your brand values and mission statement set in stone to create a solid base for all your content marketing efforts.

Why Your Content Is a Reflection of Your Culture

Have a think about the brands you regularly consume content from and how the content has a unique personality that affects how you would describe the brand.

For example, take a look at this tweet from smoothie company Innocent Drinks:

Even if you’d never heard of the company before, you’d probably start forming an impression of their company culture just from seeing this small piece of content.

Some things that spring to mind include:

  • Young and fun
  • Friendly
  • Caring about the environment

A quick look at the Innocent Drinks page shows that this first impression aligns pretty closely with the brand’s stated values.

How about another example?

Social media automation tool Buffer actually dedicates a whole section of its blog to the importance of “open” culture.

You can see that Buffer values transparency, sustainability, and work-life balance from their blog articles on subjects including calculating the carbon footprint of remote work, moving to a four-day workweek, and why their transparent email policy stopped working.

Buffer is a brand that really understands the importance of content marketing and makes the effort to ensure that all content reflects its core values:

  • Default to transparency
  • Cultivate positivity
  • Show gratitude
  • Practice reflection
  • Improve consistently
  • Act beyond yourself

Does Your Content Promote Your Company Culture?

Take a look through some of your existing content online with fresh eyes. Does it really reflect your brand and values? If your content was all someone had to go on, would they have an accurate picture of what it might be like to work for your company?

Some brands naturally do a great job of creating values-focused content. The ones that do succeed not only because they have a talented team of marketers and content creators working for them, but also because they have a clear idea of the company culture they want to cultivate and promote.

So if you don’t yet have a clear handle on how to describe your company culture, or you’re waiting for it to develop organically, you must focus on building a positive culture first.

Your people are one of the cornerstones of your company culture so make sure they’re involved. Getting together to officially nail down your brand values or mission statement can be a great starting point for an official company culture to flourish.

But when it comes to brand culture, actions matter more than words. There’s no point in claiming you have an open and honest culture and care about the environment if this isn’t true.

Developing your true company culture will take some time, but it can be helped along by working with people who share your values.

Hiring the right people is essential, of course. But marketing to the right audience is equally as important. If you can create content that attracts an audience that shares your brand values, you’ll be well on the way to success.

Creating Content Around Your Culture

Once you’ve put the hard work into building a great brand culture, you can use your content to show off what a great company you are.

If you’ve come up with a list of official brand values, this can be a great way to get started with your content plan, as you can make sure any new content you create falls into one of these “buckets”.

Make sure to take advantage of content to tell the story of your brand. When working through your content strategy, it’s natural to want to make sure that each piece of content is fulfilling a specific purpose and aligning with the customer journey.

But not all content has to or should funnel a potential customer toward a sale. Your content should also work to build your brand slowly but consistently with each piece you produce.

Great authors don’t have to work to market their books. People eagerly anticipate them and buy them automatically because they know they like their style and subjects.

If you approach your marketing content in the same way romance novelists tackle their books, you’re sure to be well on the road to building a dedicated audience that is interested in what you have to say.

Activating your employees to create their own content is another fail-safe way of creating authentic, engaging content.

Nobody knows your company and its culture better than your employees. Utilizing their knowledge, expertise, and passion is often the most effective way to tell the world about your company culture.

At the very least, make sure your employees are involved in your content process, whether that’s by brainstorming ideas for content topics or sharing your content on their own social media accounts.

Ready to Tell the Story of Your Brand Culture?

If you are ready to get more traffic to your site with quality content published consistently, check out our Content Builder Service.

Set up a quick consultation, and I’ll send you a free PDF version of my books. Get started today–and generate more traffic and leads for your business.

By Michael Brenner

Marketing Insider Group

The Marketing Insider Group provides content marketing workshops and content development services. Scale your content and start showing Content Marketing ROI today. Free Consultation

Services

What kind of corporate culture is your organization emblematic of? Let us know in the comments, and hit that like button, too. Subscribe to Eye on Tech for more videos covering the latest in business technology, including security, networking, AI, DevOps, enterprise strategy, storage, devices and more: https://www.youtube.com/EyeOnTech Stay up to date on the latest HR software news: https://searchHRsoftware.techtarget.com/ Follow us on Twitter: https://twitter.com/@TTBusinessTech Like us on Facebook: https://www.facebook.com/TechTargetBu… #CorporateCulture #EmployeeRetention #EyeonTech

2 Vital Things You Need to Do to Protect Your Business

As the Covid-19 lockdowns went into effect, I immediately started receiving calls, text messages, and emails from clients, friends, and family members worldwide. 

The texts included questions, fears, and a consistent theme of not knowing how their business would survive the lockdown. They were stuck trying to figure out how they would pay their team, pay their vendors, and pay the rent with the business shut down. 

Many small businesses in the US have already closed permanently, with an estimated 55% of businesses closed since March predicted not to reopen again. 

Related: 4 Ways Brands Can Be Activists for School Safety Right Now

I sat down with my team and spent a few days brainstorming some actions business owners could take to give them the ability first to survive the lockdown and second rebuild a more substantial business than they had before all the chaos started. 

1. Protect your operating cash

To make this easy to understand and relatable, let us look at how humans handle a lack of resources. Humans can survive 30 days without food, 3-4 days without water, but only 3-5 minutes without oxygen. 

Operating cash is oxygen in your business. When you run out of operating cash your business chokes to death very quickly, if you want to keep your business healthy and alive, you need to make sure you protect your operating cash.

We use a very easy to understand exercise that can help you discover considerable savings in just a few hours. Since the global lockdown started, we have been teaching this to business owners worldwide, and we were able to help:

  •  A gym owner in Texas save $5,400 per month from their P&L (roughly $60,000 for the year)
  • A business consultant in Toronto saved $3,000 per month from her business expenses (approximately $36,000 for the year)
  • A midmarket firm in Amsterdam was able to save €300,000 from their expenses 

Our team named it the stoplight exercise. Imagine a stoplight in the United States; it consists of red, yellow, and green colors. Red means stop; Yellow means slow or caution. Green means go. 

Related: 4 Ways 2020 Has Changed Company Culture Forever

Part 1 is to print out your itemized P&L or your credit card receipts for your business. 

Part 2 is to comb through all of the expenses and color, each with red, yellow, or green. Red is for any expenses that you need to cut out immediately, yellow is for the expenses that you might need to keep or might need to cut out if your business starts to slow down. Green is the expense you must maintain for your business to stay alive. 

Part 3 is to eliminate the expenses in red immediately. Put a plan together for the expenses in yellow (the question below can help), and you will keep the expenses in green since they are necessary for your business to stay alive. 

Question: What specific results do we need to maintain or achieve to keep the yellow expenses? If we drop below these results, we will need to eliminate these expenses immediately. 

2. Protect your core clients

A core client is a client that you do business with regularly and consistently. They depend on your product or service to meet their own needs, and your business depends on their business to keep the door open. 

According to Harvard Business Review, Acquiring a new customer costs 5–25 times more than keeping an existing customer. And in  Salesforce’s annual State of Sales Report, it reveals 79% of business buyers agree, it’s easier than ever to take my business elsewhere. 

Related: 6 Keys for Getting Temporarily Remote Teams Back Together

A few years ago, I was working closely with one of my favorite business mentors Keith Cunningham. He proposed a question that reshaped the way I think of working with my core clients. 

He asked, “What would you have to offer your core clients so that it would be INSANE for them ever to consider going anywhere else for this type of product or service?” 

To figure this out, we must take time to get to know our core clients’ needs, wants, and desires.

A need is something that we cannot live without. If this need were not to be met, the business relationship would end immediately. 

A want is something that we can certainly live without, but we might not want to. An example of this would be the fact we need a safe place to live, but most of us want a ______ (lake house, fancy home, one with a great view, etc.) place to live. 

A desire, these are the things that call to us as we drive around town or flip through a magazine, but we could never actually justify investing the capital in getting. 

Take time to sit with your core clients and learn about their needs, wants, and desires. Once you have done your research answer these two questions:

  1. What would you need to offer to your clients that would make it insane for them ever to consider going anywhere else? 
  2. What would you need to provide to your clients to make it insane for them ever to consider stopping working with you?

By: Jairek Robbins / Entrepreneur Leadership Network Contributor

A LIVE Broadcast with Q&A on how to protect your company secrets and clients lists. SIGN UP for my weekly newsletter to download my FREE E-book “The 10 Best Tax-Saving Secrets Everyone Should Know” and schedule a FREE 15 Minute Interview with an Attorney or CPA from my team! http://markjkohler.com/youtube Also, make sure to subscribe and hit that bell icon so you get a notification every time I post a video, go live, or post an awesome tax or legal tip! For the Estate Plan Special Visit: https://kkoslawyers.com/estate-planni… Check out my Law Firm KKOS Lawyers at http://www.kkoslawyers.com Visit my Accounting Firm K&E CPAs at: http://www.ke-cpas.com Check out my personal website with all my products at: http://www.Markjkohler.com

%d bloggers like this: