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?
- 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
- 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.
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