Creating an Employee Advocacy content strategy

This article guides you through defining your Employee Advocacy content strategy and how to effectively organize your content using topics. In Employee Advocacy, stories are individual pieces of content that users can share, and topics act as powerful categories that group related stories together. 

Define Your Content Strategy

Stuck on creating your content strategy? The key is to curate content that aligns with your brand’s goals and values. To build out your strategy, we recommend pulling from this checklist: 

• Educational resources: Content that educates, engages, and encourages discussion, addressing common industry challenges. This includes various formats like blog posts, videos, reports, and case studies.
• Behind-the-scenes/company culture content: Provides an inside look at the company, humanizing the brand through employee perspectives, industry events, and development opportunities.
• Executive thought leadership: Content from leadership, such as articles and social posts, which helps manage brand identity, boost morale, and attract talent. Earned media placements also contribute to their credibility.
• Recruitment content: Showcases the employer brand to attract new talent through employee testimonials, amplified job postings, and industry awards.
• Philanthropic announcements: Content related to corporate social responsibility, including announcements about scholarships, volunteer days, or donations.
• Product news/industry partnerships: Updates on industry news and product changes, such as press releases, blog posts, and videos announcing enhancements, new releases, and partnerships.
• Evergreen content: Timeless posts that remain relevant, such as work anniversaries, personal milestones, and "Thank You" posts highlighting employee contributions.

Create Stories from Various Content Sources

Now that your content strategy has been defined, you can start creating content from various sources:

• Create Stories Using Links, Photos, or Videos: Stories can be created within Advocacy from the article links, photos, or videos that you are already using for other social or brand content. For detailed instructions, check out this article on adding and sharing stories.
• Leverage Social Posts for Users to Reshare: After connecting your Sprout and Employee Advocacy accounts, you can create Advocacy stories from within Sprout:
  • While drafting social posts in Sprout Compose,  you can create stories for your users to reshare. Check out this article on creating Advocacy stories from Sprout posts.
  • Create stories from sent social posts on the Calendar or article links in Find Content. Learn more in this article.
• Automate Story Curation with RSS: Using RSS feeds in a great way to automatically add ned blog posts for users to share. To connect your blogs to Advocacy via RSS, check out this article.

Group Stories into Topics 

By leveraging topics, you can ensure your content is well-organized, easily discoverable, and more manageable, helping your audience quickly find exactly what they're looking for. To get started, we recommend creating topics for each theme of your content strategy. This allows your Readers to follow the categories that matter most to them.

To learn to create topics, read this article on how to create and manage topics. 

Looking to get more advanced in your story assignments? Create Teams to group your users based on shared attributes like their role, department, or location. You can then assign Topics to only be visible to certain Teams to customize your users’ experience even further.