Bryan Kramer once wrote, “Communication shouldn’t be complicated. It should just be genuine and simple, with the humility and understanding that we’re all multi-dimensional humans, everyone of which has spent time in both the dark and delightful parts of life.”

Content is the key to this kind of communication and your company’s fuel for building connections with these multi-dimensional humans in your network — and that stems far from a marketing-only initiative.

One of the biggest mistakes I see companies continue to make is believing that quality content should be created, distributed, and used only by the marketing team. This belief is not only false, but it’s also a dangerous mentality that dramatically limits your long-term growth.

Content Marketing Institute reported this year that almost three in four B2B marketers still don’t believe their organizations are effective at content marketing. As I’ve discussed in a previous piece on content marketing trends, we’re starting to see new strategies emerge for utilizing content and improving its effectiveness. A trending strategy that brands need to take advantage of now is the use of content by teams outside the marketing department to accomplish more goals.

When you break down and take a closer look at what’s at the core of a successful content campaign, it’s the experiences, stories, and expertise of the company’s key employees — and that’s not limited to only marketing. Those ideas are the heart of your company, and they should be used across departments to communicate and influence the different audiences you want to develop relationships with.

There’s tremendous value in leveraging your content across multiple departments. Read more about four key areas brands need to be integrating content into if they want to stay competitive and increase their content’s effectiveness. ...

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