Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
through social media so that they help you by sharing their enthusiasm for your company. In most cases, this includes your customers, influencers, and employees.” - Christina Kettman
Evergreen Links
Finally, besides topics and content types, evergreen content can perform well (e.g., SEO performance) when linked to a pillar page whose subject matter stays constant.
We will examine each of these separately. Influencers are covered in Module 2 (Unit 2).
Notice how this is done in the home remodeling example. The process starts by creating a pillar called home modeling (a
Employee Advocacy Programs
With the proliferation of social media platforms, employees have become powerful brand advocates. Organizations are encouraging their employees to share company content on their personal social media profiles, effectively extending the brand's reach and credibility. Success of employee advocacy programs is evidenced
topic that remains constant over time) and then linking all the other
corresponding blog posts (topics that may be routinely updated over time) to that pillar.
ADVOCACY
by its ranking as one the best performing social media initiatives (Okopost).
Another avenue for spreading content across multiple touchpoints is to enlist employees and loyal customers as brand ambassadors.
“Social media advocacy is most simply defined as leveraging your relationships with people who are supporters of your business
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