4 Places to Lead Your Writers

Your content marketing needs to lead your readers someplace

Most of your followers in social media are external, but don’t forget to build a following among your writers as well.

As a marketing manager, your social media efforts are mostly outward-facing: start conversations with prospects, curry favor with journalists, keep existing customers engaged and inform investors.

Have you tried using social media for internal followers? How about your marketing communications writers? Even if they’re freelancers – even if they’re not your writers – you can build a base of followers among them.

Today, I saw a post in Yammer – a kind of internal Twitter – from a marketing manager in another division:

I’m building a mail list and a Yammer group of writers. If you’re involved in writing PR, marcom or technical materials, and would be interested in info-exchange with others on the front line, please reply with your contact info.

I liked the post (by clicking “Like”), and I like the idea as a way of building an internal following among technology marketing writers. What can this manager do with this following?

  1. He can grow it into a forum in which marketing communications writers bounce ideas and questions off of one another.
  2. He can put it in his pocket and call it a successful proof of concept for internal social media.
  3. He can mine it for writing talent when he needs some.
  4. He can lead it, to make sure that its members know corporate messaging and direction.

If you could get your writers to follow you – instead of just taking instructions from you and delivering copy – where would you lead them?


Author: John White

John White of venTAJA Marketing is a content marketing writer for technology companies. He posts about technology writing from the perspective of the marketing manager. It’s a dirty job, but somebody has to do it. Download his eBook, “10 Questions to Ask When Hiring Your Content Marketing Writer.”