Welcome to a new podcast; the Employer Content Marketing Pod.
Why have I started this podcast? 85% of employees aren't engaged or actively disengaged. That's $7 trillion in lost productivity (Gallup's State of the Global Workforce). Attracting the right talent is the #1 challenge facing organizations and I truly believe that content marketing has a crucial role to play. And podcasts are becoming a really popular format: Ofcom's Media Nations Report 2019 found that 7.1 million people in the UK listen to podcasts each week (an increase of 24% YoY and over double that of five years ago). So, I've been keen to do a podcast for a while. And 2020 was the time to get on with it. What is content marketing? The Content Marketing Institute's definition is a solid starting point:
"Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action."
If you swap "...to drive profitable customer action" with "to attract and retain the right talent into organisations" you have a definition of Employer Content Marketing.
During my near two decades in employer, education and consumer marketing I've always believed that pushing the course, job or product isn't enough. Content needs to work harder than that. If you are to help people take that first, or next step, in their career you best make sure your content informs, inspires or entertains. Social media has only increased this need as the competition for attention is the newsfeed is fierce.
So, the Employer Content Marketing Pod is my part in making sure content marketing becomes mainstream. Me and my guests chat about the role of content in inspiring, informing and entertaining future employees. You'll get access to insights, opinion and case studies. I'll be talking to company founders, comms agency experts, software providers and Gen Z experts.
You can access the podcast here.
My first two episodes landed in March.
Episode 1: Why Employer Content Marketing?
In this episode I talk about the why and what of Employer Content Marketing. Just a short one to get you started. Have a listen here. I've also done some soundbites for you to get a taste.
Episode 2: Book Chat - The New Fire: Harness the power of video for your business
This is my first episode with a guest. I chat with Nick Francis who is Co-Founder and Chairman of Casual Films. Last year he published a fantastic book to help organisations get the best out of video for their marketing. Here's the episode and some soundbites to give you a peak into some of the conversation.
If you want to get the latest episode drops then you can follow/subscribe on your podcast platform of choice or sign up to my Employer Content Marketing Drop newsletter (scroll down to the bottom for the submission form).
Thanks for listening!
Freelance Social Media & Content Marketing Consultant