How to nurture the culture of content in your organization

When it comes to cutting back on grocery or streaming subscriptions on platforms like Netflix, Amazon Prime or Spotify, two-thirds of Americans told a survey by National Research Group that they would rather give up on food.

May be, if the same survey were to be taken in India, Malaysia or Australia, half of the millennial’s and even a few eighties and nineties kids would say the same. This is adequate proof that we binge on content, especially video.

Whether it is a news article on what Angelina Jolie told about refugees or if Amber Heard was actually telling the truth about Johnny Dep abusing her, content junkies like, love and share things they enjoy consuming on different platforms. And some experts believe their habitual liking and sharing can actually help their organizations.

If you are a content-driven business, especially a subscription-based service that allows its cloud-based software platform to be used by thousands, you might like to create a Culture of Content (CoC) in your organization to turn your own employees to like and share your business blogs and YouTube videos.

Indeed, Culture of Content is not a fancy term. It was popularized by authors Rebecca Lieb and Jessica Groopman in their 2014 study.

“Every company has its own culture,” writes author Stephanie Diamond in her book ‘Content Marketing Strategies for Dummies.’

“The culture dictates how and why tasks get done. If your culture is a positive one, you’re probably focused obsessively on serving your customers, and you’re proud of your reputation,” she goes on to say.

Ever thought how your culture, reputation, and customer service impact your content?

Stephanie also says content creation and marketing is “front and center” in today’s businesses. It is not a surprise then that Culture of Content could possibly become a part of a company’s DNA.

What is Culture of Content?

• Content is shared throughout the organization.
• People are encouraged to be creative with content.
• Staff from every department can contribute content.
• The company has a tolerance for risk and failure with content.
Wish your business is like this? Or is it already moving in this direction?

Like Stephanie says, moving your business towards a Culture of Content has several benefits:

• Encouraging people to share content also emboldens the more creative of your employees to do something on their own. This improves both quality and quantity of content you create in your organisation.
• Naturally, sharing content by your employees both inside and outside of the organisation becomes a habit and would result in more audience, brand awareness, more leads, and sales.
• Encourages competition among them to do better.
• This would give you valuable analytics to understand the kind of content that does better and the ones that you can focus more on.
Want to learn how to create the Culture of Content in your organisation?

Stay tuned. Part 2 of this article will cover that topic.

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