Utilizing Social Media and Employees in a Content Marketing Culture

utilizing social media and employeesPart of our vision for a content marketing culture is equipping all employees to make a bigger impact and giving them a better platform, right?

As a result, lots of people on our teams blog, video, take pictures, etc. Everyone is a content creator now. But what about sharing all that content? Are our employees also active in social media? (Thank you, Rob, for asking!)

The whole point of making content marketing part of our culture is because we believe in inspiring everyone to participate. In addition to everyone contributing content, we also believe in the power of utilizing everyone to SHARE content.

When we were first dipping our toes into going business social and content marketing, employees didn’t exactly believe our B2B-world was active in social media. (How many of you have heard that one? Ha!) You can show people stats all day long (not so effective in our case) OR… wait for it… you can introduce them to the wonderful world of LinkedIn.

LinkedIn Is Where It Sinks In

Introducing our team to LinkedIn was what opened the eyes of many to see the power of social media and content marketing. LinkedIn is like the gateway drug of B2B content marketing.

Getting our team involved in the “World’s Largest Professional Network” proved to them that:

  • Customers in our industry are active on social media
  • Our team can easily connect with new prospects
  • People in our industry are actively using LinkedIn groups
  • Sharing valuable info and answering questions on LinkedIn builds credibility and trust
  • LinkedIn group discussions are a GREAT way to listen for new, relevant blog ideas

So now that we have an inspired team creating all this content AND being active on LinkedIn, how do we make a bigger impact? Here’s how… (it involves being a little lazy).

Utilizing Social Media and Employees

Sometimes when you create content like crazy it’s okay to be a little lazy

Enlist the Assist of a Lazy Link List

I first learned of the “Lazy Link List” idea from Mark Kilens. It’s genius, it’s simple, it’s effective. Once a week, we provide everyone on the team a list of “lazy links” to share via social media. You literally email everyone a list of links and text to cut and paste in their social media channels.

This makes it ridiculously simple for team members to fill their BufferApp every week with blog links, video links, and interesting articles so that they can be socially active even if they only put in 15 min a week.

As an example, here is list of lazy links to make it easy for YOU to share awesome content:

How to be a Warrior of Enthusiasm in Your Business Culture >> http://www.kristakotrla.com/warrior-of-enthusiasm-business-culture

5 Signs You May Be a Social Intrapreneur >>  http://www.huffingtonpost.com/smita-satiani/intrapreneur_b_2278753.html via @smitstweets

How to Change the World and Still Pay Your Bills >> http://www.forbes.com/sites/ashoka/2013/01/22/how-to-change-the-world-and-still-pay-your-bills/ via @ebosland

Your 2013 Social Media Strategy: Grow a Pair >> http://www.businessesgrow.com/2012/12/02/your-2013-social-media-strategy-grow-a-pair/ via @MarkWSchaefer

Who else wants a free copy of Content Marketing Made Easy from @thesaleslion >> http://www.thesaleslion.com/download-free-copy-inbound-content-marketing-easy/

4 Signs You Will Fail as a Leader http://www.inc.com/les-mckeown/4-signs-youre-a-weak-leader-.html via @LesMcKeown

Twitter Marketing tips! >> How to Use Twitter for Business | Social Media Examiner http://www.socialmediaexaminer.com/twitter-marketing-how-to-use-twitter-for-business/

The Role Of the Social Business Champion In Scaling Social Media http://www.socialbusinessnews.com/the-role-of-the-social-business-champion-in-scaling-social-media/ via @LauraDinneen

10 Benefits of a Content Marketing Culture >> http://www.kristakotrla.com/benefits-content-marketing-business-culture/

Awesome 3 minute video >> First Follower: Leadership Lessons from Dancing Guy  http://www.youtube.com/watch?v=fW8amMCVAJQ via @sivers

“Alone we can do so little; together we can do so much” ~Helen Keller

Remember the lazy link list is just a beginning and a simple mechanism to assist employees going business social.

  • It provides relevant content.
  • It teaches your team what to share and how to share.
  • It also serves as a way to keep team members informed of new content as well as promoting evergreen content.

I promise, as soon as your employees start to receive awesome feedback because of the valuable information they share, they will be 100x more inspired to proactively participate and engage socially on their own. Maybe just think of the lazy links list as training wheels on the rocket propelled bicycle to awesome (can you tell I am the parent of toddlers?).

Sharing is Caring

Not too shabby, huh? What are you waiting for?! Start your own Lazy Links email to your team every week. Your team will thank you and the results will speak for themselves. What other ideas do you utilize to inspire all your employees to go business social? 



  1. Krista,

    Great post. Thanks for the link love. :-) I’m glad I asked the question.

    A few follow ups.

    Did you have anyone that just completely embraced the social side of content marketing? If so what benefits have you seen from it? What kind of guidelines do you give to employees for using social networks during work hours?

    Unrelated: Have you read Tony Hsieh’s book Delivering Happiness? It’s all about Zappos and company culture. I feel like there are a lot of parallels between what they did and what you are doing.

    • kristakotrla says:

      You are officially the question man, Rob :-) Thanks for all the good questions and always providing fodder for future blog posts.

      BTW, CONGRATULATIONS on the big announcement this week. So happy for you guys! Two little ones so close together is a blast. Every day is an adventure, right?


  2. Here is great idea about list of lazy links ! Especially everyone can choose what to read… not wasting time…
    Thank you! will try this immediately!

    • kristakotrla says:

      Wonderful… hope it helps you and your team, Natalia! Thanks for the kind comment and letting me know you like the idea. All the best trying it out.


  3. Great job proving that getting social doesn’t have to be all-consuming. At KAYAK, we coach clients to invest 15 minutes per day. That way they have an opportunity to engage and not just broadcast.

    • kristakotrla says:

      That’s great, Randy! 15 minutes a day is perfect and I love your emphasis on engaging. Wouldn’t be “social” without that piece would it? :)


  4. You’ve made some good points of utilizing social media and employees in a content marketing culture. I’ve enjoyed your whole article and just wanted to say I’m being using LinkedIn for business promotion and so far all type of my business marketing task I’m completing through content marketing. Very effective way of business marketing and I’m getting benefits as well!! Thanks.

  5. Easy and simple but very important things. This is a smarty thinking blog. I like it and I’m going to share with friends.


  1. […] the company I work with. We, as an organization, have gone to great lengths over the last year to “go social” and be more human in our online presence. We blog. We create videos. But there is another important […]

  2. forskolin says:


    Utilizing Social Media and Employees in a Content Marketing Culture – Krista Kotrla

Speak Your Mind