Every part of your business that communicates with the outside world—whether it’s sales, customer service, or human resources—needs content. The best brands have a clear and consistent voice and point of view that comes through in their internal and external channels.
To achieve that consistent voice, content teams need to play an active role in delivering value to internal stakeholders. Some larger organizations will have a content resource embedded in non-marketing functions that use content. However, not all will (nor are embedded content experts common in smaller organizations or those with limited or immature marketing capabilities).
Bottom line: content marketing should take the lead to set goals, define the organization’s core messaging, and establish standards for all content, regardless of who uses it. In organizations that have a content center of excellence, content may also write, edit, and produce everything, regardless of its origin. Whether the content team…