One of the questions we get asked by people is "what do we think about sharing corporate content on social?" Our answer is usually, "it depends".
The truth is, that people, your employees and customers are not stupid. I know you have got the best marketing agency in the world to write the best copy in the world with the best images in the world. But to tell the truth it's boring.
The problem with corporate marketing today is it all says the same things. You are number one, the market leader and it is nothing more than brochureware. Your employees don't want to read it and therefore don't want to share it. Plus there is no engagement as nobody wants to read it.
At my previous company they asked everybody to share the content at the same time. Turning the content into corporate spam.
The best people to write your content is your employees. It is critical you activate them so they are motivated to write and it's critical that you teach them how do do this (like I'm writing now) so that people want to engage and share their content.
Your company newsletter copy is boring and not interestingIt has to be said, but potentially the email content and copy are just not that interesting. Many times, the company email might be handled by marketing or even a communications team pending how large the company is. However, approval of the newsletter is most likely coming from leadership who verifies the content and how it’s written. Yet, what is interesting to corporate or marketing/comms people specifically, isn’t necessarily going to resonate with the rest of the workforce. The copywriters and reviewers of these internal emails need to think outside of the corporate mindset and ask, “What would make anyone interested or want to read these emails?” Other challenges are the email follows a plain and boring style. By that, you follow the: “here’s a headline, here’s some copy, now share it!” Lame. Instead make sure to add interesting visuals, videos, show some personality, and mix up each newsletter with some different content. Bland design and bland copy each week will get you bland results.