What is content advocacy?

Content advocacy means encouraging employees to share and promote your company’s content. It is taking steps to make it easy for employees to share your branded content with their connections.

By empowering employees to act as advocates, companies can extend their reach, enhance brand awareness, and foster employee engagement. This strategy relies on providing training, resources, and incentives to ensure that employees represent the company positively while sharing content authentically.

Change Employees to Cheerleaders with Content Advocacy

Are your employees enthusiastic advocates for your company? Encouraging employees to be content advocates is an essential strategy for businesses looking to cultivate a powerful brand presence. When employees become ambassadors for your brand, it can lead to increased engagement, higher credibility, and greater brand loyalty.

One of the things we do here at Seven Oaks Consulting is help companies create a culture of content advocacy within their organizations. By this I mean we help marketing departments encourage employees to be content advocates and evangelize for the brand. It takes time to be successful, but once your employees become part of the content marketing team’s advocacy group, it can really take off – and greatly amplify your content marketing reach.

Creating a Culture of Content Advocacy

Creating a culture where employees feel empowered to endorse your company’s content is key. By providing them with the tools and resources to share your brand’s message, you can tap into their networks, expanding your reach exponentially. Employee advocates lend an authentic and trusted voice to your brand, making your messaging more relatable and persuasive to potential customers.

But how do you encourage employees to become content advocates? It starts with fostering a positive and inclusive work environment where employees feel valued and motivated. Providing recognition and incentives for their advocacy efforts can also go a long way. Additionally, implementing training programs and sharing success stories can inspire employees to get involved.

In this article, we’ll explore effective strategies for encouraging employees to be content advocates, and how it can benefit your brand. Let’s dive in and unlock the untapped potential of your most valuable asset – your employees.

What Is Employee (Marketing) Advocacy?

Employee advocacy refers to the practice of employees actively promoting and endorsing their company’s products, services, and brand. It involves leveraging the personal networks and influence of employees to amplify the reach and impact of company content. Rather than relying solely on traditional marketing efforts, employee advocacy taps into the power of authentic and relatable voices to build trust and credibility with potential customers.

Benefits of Employee Advocacy

There are numerous benefits to encouraging employees to be content advocates. Firstly, employee advocates can significantly expand the reach of your brand’s message. By sharing content with their personal networks, employees can expose your brand to a wider audience, increasing brand visibility and attracting potential customers.

Secondly, employee advocates lend an air of authenticity to your brand. Consumers tend to trust recommendations from people they know more than advertising or marketing materials. When employees advocate for your brand, it adds credibility and builds trust, making your messaging more persuasive.

Additionally, employee advocacy can lead to increased employee engagement and job satisfaction. When employees feel valued and empowered to represent their company, it boosts morale and fosters a sense of pride in their work. This, in turn, can improve productivity and overall employee performance.

The Role of Content Advocates in a Company

Content advocates play a crucial role in amplifying your brand’s message and driving business growth. They act as brand ambassadors, sharing company content with their networks and engaging in conversations about your products or services. By doing so, they help create brand awareness, generate leads, and ultimately contribute to revenue growth.

Content advocates also serve as a bridge between your brand and potential customers. They have a deep understanding of your company’s values, products, and services, allowing them to provide valuable insights and answer questions from their personal network. This level of personalized interaction can build trust and credibility, making it more likely for potential customers to convert.

Furthermore, content advocates can provide valuable feedback and insights to your marketing team. Their direct interaction with customers and prospects can uncover valuable insights into customer preferences, pain points, and industry trends. This information can inform and improve your marketing strategies, allowing you to better tailor your messaging to resonate with your target audience.

How to Encourage Employees to Become Content Advocates

Encouraging employees to become content advocates requires a proactive and strategic approach. Here are some effective strategies to consider:

Providing Training and Resources for Content Advocates

To empower employees to become effective content advocates, it’s important to provide them with the necessary training and resources. This can include workshops or webinars on personal branding, social media best practices, and content sharing guidelines. By equipping employees with the knowledge and skills needed to effectively represent your brand, you can ensure that their advocacy efforts align with your brand’s messaging and values.

Additionally, providing employees with easy access to high-quality content that they can share is crucial. This can include pre-approved social media posts, blog articles, videos, or infographics. By streamlining the content sharing process and providing ready-made materials, you make it easier for employees to engage in advocacy efforts.

We like to set up Slack channels for employees, especially the marketing team, and send out alerts whenever new content is published. Additionally, we encourage call centers/SDRs/appointment setters and the sales team to access and share relevant content whenever possible. Lastly, if we’ve interviewed employees or customers, we tag them on LinkedIn to celebrate the publication of the piece. Each of these steps helps people feel part of the process of sharing wins and brand advocates.

Creating a Supportive Company Culture for Content Advocacy

Fostering a positive and inclusive work environment is key to encouraging employees to become content advocates. When employees feel valued, supported, and motivated, they are more likely to take an active role in advocating for their company. Leaders should communicate the importance of employee advocacy and create a culture that recognizes and celebrates employees’ efforts.

Regularly communicating the impact of employee advocacy and sharing success stories can also inspire others to get involved. Highlighting the positive outcomes and benefits of employee advocacy can motivate employees to become advocates themselves.

Recognizing and Rewarding Content Advocates

Recognizing and rewarding employees for their advocacy efforts can go a long way in encouraging continued engagement. This can be done through various means, such as employee spotlights, rewards and incentives, or even gamification. By publicly acknowledging and appreciating employees’ advocacy contributions, you reinforce the value of their efforts and encourage others to participate.

It’s important to note that recognition and rewards should be tailored to individual preferences and motivations. Some employees may appreciate public recognition, while others may prefer more personal or private forms of appreciation. Understanding and catering to these preferences can ensure that your recognition efforts are effective and well-received.

Examples of Successful Employee Advocacy Programs

To further inspire and guide your employee advocacy efforts, let’s explore some examples of successful programs:

  1. IBM’s “IBM Voices” program: IBM encourages its employees to share company news, insights, and thought leadership content on their personal social media channels. They provide employees with training, content guidelines, and a platform to easily share pre-approved content. The program has been successful in expanding the company’s reach and increasing brand visibility.
  2. Adobe’s “Adobe Life” program: Adobe showcases employee stories and experiences through their “Adobe Life” blog. Employees are encouraged to contribute their own stories and perspectives, sharing their passion for their work and the company. This program has helped humanize the brand and create a sense of community among employees.
  3. Starbucks’ “My Starbucks Idea” program: Starbucks created an online platform where employees can submit ideas and suggestions for improving the company. This program not only encourages employee advocacy but also fosters a culture of innovation and collaboration. Employees feel empowered to contribute to the company’s success and make a positive impact.

Measuring the Impact of Employee Advocacy

To gauge the effectiveness of your employee advocacy initiatives, it’s important to establish key performance indicators (KPIs) and regularly track and measure relevant metrics. Some common metrics to consider include:

  1. Reach and engagement: Measure the number of people reached through employee shares and the level of engagement generated (likes, comments, shares, etc.).
  2. Lead generation: Track the number of leads generated through employee advocacy efforts and their conversion rates.
  3. Brand sentiment: Monitor the sentiment surrounding your brand and track any shifts or improvements resulting from employee advocacy.
  4. Website traffic: Measure the increase in website traffic resulting from employee shares and advocacy efforts.

By analyzing these metrics, you can gain insights into the impact of your employee advocacy initiatives and make data-driven decisions to optimize your strategies.


Encouraging employees to become content advocates is a powerful strategy for building a strong brand presence and driving business growth. When employees feel empowered to represent and endorse their company, it leads to increased engagement, credibility, and brand loyalty. By providing training, resources, and a supportive work environment, you can unlock the untapped potential of your most valuable asset – your employees. So, invest in employee advocacy and harness the power of authentic voices to amplify your brand’s message.