We’ve all heard the term content marketing and likely know it’s the publication of content that raises awareness rather than explicitly promoting something. Content marketing is regularly released through social media, blogs, and white-papers. We recommend leveraging content marketing best practices for total rewards communications.
- Regularly send your employees to a destination. When a marketer’s audience views and interacts with marketing content they regularly follow a social media page, like a blog, or like a post. HR teams don’t usually have internal social media pages or blogs and don’t need viewers to like However, we recommend you drive viewers to an internal total rewards portal that hosts regularly released content. Build a content calendar and drive your viewers to this page to regularly promote your benefits.
- Raise awareness rather than sell. Don’t only promote benefit plan conversion or benefit options during a set period of time. This will only compress one’s time and force a decision. Raise awareness year-round with regularly released, informative content. Catch your employees during the year when they may have time to consider a change that will help them or the organization’s bottom-line.
- Create audience-centric content. You should work to understand your employees’ needs, interests, and short-comings. We recommend using a benefits engagement solution with built-in analytics to help you tailor communications to what is viewed most frequently. Additionally, assemble your content calendar and videos for your employee demographics.
- Frequently release new content. Top content marketers find frequently released content to be the most successful characteristic of a top content marketing approach. Internal HR teams must regularly and frequently release content to their employees to raise awareness while driving them to a benefits education portal.
For more information or to review potential solutions visit http://blog.learnyourbenefits.com or www.learnyourbenefits.com.
