The impact of employee advocacy on content sharing is bigger than you can imagine!

It has been estimated that just one employee sharing three content items in a day for over a year can result in an additional reach of over 23 million.


This is the reason, every company must focus on employee advocacy because that can have a huge incremental impact on content marketing.

What is Employee Advocacy?

Employee advocacy is all about promotion of the brand with the help of its employees. In other words, your employees are your brand ambassadors.

So, how can you make that happen?

The first step is to conduct a poll and see if your employees are really passionate about sharing your brand vision across their networks?

This will help you to devise a plan that first trains the uninterested employees and then turn them into brand advocates.

Here are a few tips and strategies that really work!

  • Offer them a good work environment where they are free to keep their thoughts.

  • Offer more leadership opportunities and work from home options.

  • Keep them informed by sharing high-level insights about the company.

  • Incentivize and recognize your employees for their good work.

  • Make them feel excited about their work – the company’s culture, the behavior of the managers and the overall office environment can make a difference.

Alignment Around a Unified Content Strategy

Companies must focus on having a unified content strategy where different teams can easily participate. This can be made possible with the help of an employee advocacy program like Smarp that gathers all relevant content in one unified platform and allows the individual employees and teams to create, find, comment and share it. This results in the two of the biggest advantages to the company:

  • Improved brand awareness because when individual employees share the content pieces among their groups, the reach of the content is enhanced.

  • Many employees hold several years of experience in their field and allowing them to create content can result in solving the most pressing customer problems.

Top Benefits From Investment in Employee Advocacy

The effects of employee advocacy in content marketing are huge. Companies that have leveraged the power of employee advocacy and adopted a unified content management approach have reported the following measurable benefits from the program:

  • Rise in the amount of inbound traffic.

  • Rise in the number of social engagement.

  • Increased organic search rankings.

  • Increase in the average time spent on site.

  • Increase in the average time spent on targeted web pages.


In order to see good results, you need to be patient because it won’t happen overnight. With the help of right strategies, employee advocacy program can play a huge role in boosting your content marketing ROI. Last but not the least, I would also advise you to adopt a documented employee advocacy strategy and take every effort to correctly measure the results.