Employee Generated Content (EGC) for Marketing in SaaS Sales

Employee-generated content (EGC) is a type of content created by the employees of a company, rather than by professional marketers or external influencers. In the context of SaaS sales, this approach can significantly enhance marketing efforts, particularly for small and medium-sized businesses (SMBs), SaaS companies, and founders. EGC includes a variety of content types such as blog posts, social media updates, videos, and more. The idea is to leverage the unique perspectives and experiences of employees to create content that resonates with the target audience.

EGC stands out because it is inherently authentic. When employees share their insights and experiences, it feels more genuine to the audience. This authenticity can be a powerful tool in building trust and credibility with potential customers. Unlike content created by professional marketers, EGC often feels less polished but more relatable, which can help bridge the gap between the company and its audience.

In the SaaS industry, where trust and understanding of complex products are crucial, EGC can play a pivotal role. Employees who work directly with the product can provide detailed insights, tutorials, and real-world examples that professional marketers might not be able to deliver with the same level of authenticity. This can make a significant difference in how potential customers perceive and engage with the brand.

Benefits of Employee-Generated Content

Authenticity and Trust

One of the most significant benefits of EGC is the authenticity it brings to marketing efforts. Content created by employees is often seen as more genuine because it comes from people who are directly involved with the company’s products or services. This authenticity can build trust with the audience, as they feel they are getting insights from real people rather than a faceless corporation.

For example, when a software engineer writes a blog post about a new feature they’ve developed, it carries a level of credibility that a professional marketer might not be able to achieve. The audience can see the passion and expertise behind the product, which can make them more likely to trust the company and its offerings. This trust can lead to higher conversion rates and customer loyalty.

Engagement

Employees often have a deep understanding of their company’s culture, products, and the audience they serve. This knowledge allows them to create content that resonates well with potential customers. As a result, content from employees can lead to higher engagement rates on social media and other platforms.

For instance, a customer support specialist might create a video tutorial on how to use a new feature. This content can engage users who are looking for practical guidance, helping them feel more connected to the company. When employees share their personal stories or insights, it can also foster a sense of community and belonging, which can further increase engagement.

Cost-Effectiveness

Using employees to create content can be more cost-effective than hiring external content creators or influencers. It leverages the existing workforce, which means companies can produce content without spending extra money on outside resources. This can be particularly beneficial for SMBs and startups that might not have large marketing budgets.

For example, instead of hiring a professional videographer to create tutorial videos, a company might encourage its customer support team to record simple, informative videos. This not only saves money but also ensures that the content is created by people who truly understand the product and its users.

Diversity of Content

Employees from different departments can offer various perspectives, leading to a wide range of content. This diversity helps reach different segments of the audience. For instance, a sales team member might share a success story about a client who benefited from the product, while a developer might write a technical blog post about a new feature.

This variety can make the company’s content strategy more robust and appealing to a broader audience. It also helps in covering more topics and addressing different customer needs, which can enhance the overall marketing effort.

SEO Benefits

When employees share their content on personal and professional networks, it can improve the company’s search engine optimization (SEO). More shares can lead to more backlinks, which can increase the company’s visibility on search engines. This is particularly important in the SaaS industry, where being easily discoverable online can make a significant difference in attracting new customers.

For example, if an employee shares a blog post on LinkedIn and it gets shared by their network, it can lead to natural backlinks to the company’s website. This can boost the site’s SEO rankings, making it easier for potential customers to find the company when searching for related products or services.

Brand Advocacy

When employees create and share content, they become natural brand advocates. This can boost morale within the company and improve the company’s image to the outside world. When employees feel valued and are encouraged to share their insights, it can lead to higher job satisfaction and retention.

For instance, if an employee shares a post about how they’ve benefited from working at the company, it can humanize the brand and show potential customers and employees alike the company’s culture and values. This can be a significant factor in both sales and recruitment, as people are more likely to engage with a company that they feel connected to.

Implementation Strategies

Training and Guidelines

To ensure that employee-generated content aligns with the company’s values and legal requirements, companies can provide training or guidelines. This might include workshops on content creation, style guides, or simple lists of dos and don’ts. Training can help employees feel more confident in creating content and ensure that it meets the company’s standards.

For example, a company might hold a workshop on how to write effective blog posts, covering topics such as tone, style, and key messaging. They might also provide a style guide that outlines the company’s voice and any specific terms or phrases that should be used. This can help maintain consistency across all content, even when created by different employees.

Content Platforms

Encouraging employees to use platforms like LinkedIn, Twitter, or the company’s blog can help spread their content. Some companies might even have internal platforms or apps designed specifically for this purpose. These platforms can make it easier for employees to share their content and for the company to manage and promote it.

For instance, a company might create an internal app where employees can submit their content for review before it’s published on the company’s blog or social media channels. This can streamline the process and ensure that all content meets the company’s standards before it goes live.

Incentives

Offering incentives can motivate employees to participate in content creation. This could be in the form of recognition, small rewards, or even linking content creation to performance reviews or bonuses. Incentives can help encourage more employees to get involved and create high-quality content.

For example, a company might offer a “Content Creator of the Month” award, where the employee who creates the most engaging content is recognized and rewarded. This can boost morale and encourage more employees to participate, knowing that their efforts will be appreciated.

Showcasing Success

Highlighting successful pieces of employee-generated content can inspire others to contribute. When employees see their colleagues’ content being celebrated, they might be more likely to share their own experiences or knowledge. Showcasing success can also help promote the content to a wider audience.

For instance, a company might feature a particularly successful blog post on its main website or social media channels, giving credit to the employee who created it. This not only boosts the employee’s visibility but also encourages others to create content, knowing that it could be highlighted and shared with a larger audience.

Integration with Marketing Strategy

Employee-generated content should be part of the overall marketing strategy. It can be used to support product launches, updates, or other marketing campaigns. Integrating EGC into the broader strategy can help maximize its impact and ensure that it aligns with the company’s marketing goals.

For example, if a company is launching a new product, it might encourage employees to create content around the launch, such as blog posts, social media updates, or video demos. This can help generate buzz and excitement around the product, leveraging the authentic voices of employees to reach a wider audience.

Challenges

Consistency and Quality Control

Ensuring that all content maintains a certain level of quality and consistency with the brand’s messaging can be challenging. Companies need to find a balance between encouraging creativity and maintaining a unified brand voice. This can be particularly difficult when dealing with content created by a diverse group of employees.

For example, if one employee creates a highly technical blog post and another shares a personal story on social media, the tone and style might be very different. Companies need to ensure that all content aligns with their brand values and messaging, which might require additional review and editing processes.

Engagement

Not all employees might be naturally inclined or skilled at creating content. This can affect the amount and quality of content produced. Some employees might feel uncomfortable sharing their thoughts or experiences publicly, which can limit the amount of EGC available.

For instance, a developer might be highly skilled at their job but feel hesitant to write a blog post about their work. Companies need to provide support and encouragement to help employees feel more comfortable with content creation, perhaps through training or mentorship programs.

Privacy and Compliance

Companies need to manage what employees share to comply with privacy laws, intellectual property rights, and to avoid disclosing sensitive information. This can be a significant challenge, particularly in industries where data privacy and security are critical.

For example, if an employee shares a behind-the-scenes look at a company event, they might inadvertently reveal sensitive information. Companies need to set clear guidelines on what can and cannot be shared and ensure that all employees understand these boundaries.

Examples of Employee-Generated Content in SaaS

Blog Posts on Technical Insights

A software engineer might write a blog post about a new feature they’ve worked on. They could detail the development process, challenges faced, and how it benefits users. This educates potential customers about the product’s capabilities and showcases the company’s expertise.

For instance, the engineer might explain how they developed a new integration that allows users to connect their SaaS product with another popular tool. They could share the technical challenges they faced and how they overcame them, providing valuable insights for other developers and potential customers. This type of content can help position the company as a leader in the industry and build trust with the audience.

Video Tutorials or Demos

A customer support specialist might record a video showing how to use a new feature or integration. Sharing this on LinkedIn or the company’s YouTube channel can provide helpful guidance to users, potentially reducing support tickets and positioning the employee as an expert.

For example, the specialist might create a step-by-step video tutorial on how to set up a new integration, explaining each step in detail and offering tips and tricks along the way. This can help users feel more confident in using the product and reduce the number of support requests, as they can refer to the video for guidance. It also showcases the employee’s expertise and dedication to helping customers succeed.

Social Media Posts with Personal Stories

An employee might share a post about how they’ve personally benefited from working at the company. This could highlight work-life balance, a project they’re proud of, or a company initiative they’re passionate about. Such posts humanize the brand and show the company’s culture and values.

For instance, an employee might share a post about how the company’s flexible work policies have allowed them to spend more time with their family. They could also share a story about a project they worked on that had a significant impact on a customer, highlighting the company’s commitment to making a difference. These personal stories can help potential customers and employees feel more connected to the company and its values.

LinkedIn Articles on Industry Trends

A marketing team member might write an article on LinkedIn about upcoming trends in the SaaS industry. This leverages their insights from working on market analysis and strategy, positioning the company as a thought leader.

For example, the marketing team member might write about the growing importance of artificial intelligence in SaaS products, sharing data and insights from their market research. They could discuss how the company is incorporating AI into its products and the potential benefits for customers. This type of content can help attract new clients who are looking for insights and expertise in the industry.

Customer Success Stories

Sales or customer success team members might share case studies or success stories of how clients have used the company’s product to solve specific problems or achieve significant results. These stories serve as powerful testimonials, showcasing real-world applications and benefits of the product.

For instance, a sales team member might share a case study about how a client used the company’s product to streamline their workflow and increase productivity. They could include quotes from the client, data on the results achieved, and insights into how the product was implemented. This type of content can be very persuasive for potential customers, as it shows the real-world impact of the product.

Behind-the-Scenes Content

Employees might share behind-the-scenes looks at company events, team-building activities, or daily work life through Instagram stories or a company blog. This content can build a sense of community and belonging around the brand.

For example, an employee might share a series of Instagram stories showing a company team-building event, highlighting the fun and camaraderie among colleagues. They could also share a blog post about a typical day in the life of a developer, giving readers a glimpse into the company’s culture and work environment. This type of content can help potential customers and employees feel more connected to the company and its values.

Implementation Tips

Encourage Sharing

Providing tools or platforms where sharing is easy can help. This might include templates or simple content creation tools. Companies can also make it easier for employees to share their content by providing clear guidelines and support.

For example, a company might create a simple template for blog posts, making it easier for employees to structure their content. They could also provide a list of suggested topics or themes to help employees get started. This can help encourage more employees to share their insights and experiences.

Highlight Contributions

Featuring employee content on the company’s main channels with credit given to the creator can boost their visibility and encourage others to contribute. This can also help promote the content to a wider audience.

For instance, a company might share an employee’s blog post on its main social media channels, tagging the employee and giving them credit for their work. This not only boosts the employee’s visibility but also encourages others to create content, knowing that it could be highlighted and shared with a larger audience.

Set Boundaries

Clearly communicating what can and cannot be shared helps protect sensitive information. Companies need to set clear guidelines and ensure that all employees understand these boundaries.

For example, a company might create a list of topics or information that should not be shared, such as financial data or proprietary information. They could also provide training on data privacy and security to help employees understand the importance of protecting sensitive information.

Monitor and Amplify

Using analytics to monitor which types of EGC perform best allows companies to amplify those through official channels or additional marketing efforts. This can help maximize the impact of EGC and ensure that it aligns with the company’s marketing goals.

For instance, a company might use analytics to track the engagement rates of different types of EGC, such as blog posts, videos, and social media updates. They could then amplify the content that performs best, sharing it on their main channels or using it in marketing campaigns. This can help ensure that EGC is reaching the widest possible audience and having the greatest impact.

Employee-generated content can be a powerful tool for SaaS companies looking to enhance their marketing efforts. By leveraging the authentic voices within the organization, companies can humanize their brand, engage their audience, and improve their overall marketing strategy. However, it requires careful management to ensure that the content remains beneficial to both the company and its employees.

Final Thoughts

Employee-generated content (EGC) offers a unique and powerful way for SaaS companies to enhance their marketing efforts. By leveraging the authentic voices of their employees, companies can build trust, increase engagement, and create a more humanized brand image. The benefits of EGC are clear: it’s cost-effective, diverse, and can improve SEO, while also turning employees into brand advocates.

Implementing EGC requires careful planning and management. Companies need to provide training and guidelines, encourage sharing through accessible platforms, and offer incentives to motivate employees. Highlighting successful content and integrating EGC into the broader marketing strategy can further amplify its impact. However, challenges such as maintaining consistency, ensuring engagement, and managing privacy and compliance must be addressed to fully harness the potential of EGC.

Through examples like technical blog posts, video tutorials, personal stories, industry trend articles, customer success stories, and behind-the-scenes content, we see how versatile and impactful EGC can be. By encouraging and supporting employees to share their insights and experiences, SaaS companies can not only improve their outreach but also cultivate a more engaged workforce and a more authentic brand image.

In conclusion, EGC is a valuable tool that, when managed effectively, can significantly enhance a company’s marketing efforts. It’s about empowering employees to share their authentic voices, which in turn can resonate deeply with potential customers and help the company stand out in a competitive market.