Writing effective content is really a two-part process. The first part you should already know: Establish your message.
Now for the second part of the process: So you’ve got your message established and some pretty great content. That’s all fine and dandy, but how can you effectively push it out? You could write the most compelling content on the planet but it won’t do you any good if no one is seeing it.
A great way to get content seen is through your sales staff or other customer-facing staff. Allow your staff members and consultants to blog, but avoid brand damage by setting up an editorial board (or a single person designated as editor) who reviews all content to make sure it’s on point before going live. A great resource to help you achieve this is Yammer, a private social network that you can use just for your staff members, acting as their very own promotional channel. Only those with a verified company e-mail address can join your network. Through Yammer, your customer-facing staff members can take approved content and push it out to the audience or to their customers.
Yammer works well because it brings your staff members together on a private and secure social network. It’s also just as easy to use as Facebook or Twitter once you get the hang of it.