For most small businesses, marketing falls on one set of shoulders. When inspiration hits, the content flows. When the workload piles up, the content disappears. Sound familiar?
If this is you, you’ve probably considered getting your team involved in marketing. But it’s a big ask expecting your team to wear this hat on top of everything else they do, right?
Respectfully, we disagree. Because we have seen teamwide marketing plans work really well.
Whether you’re sceptical about cutting a spare key to the marketing wagon, or you’re keen for the team to drive your marketing but not sure what directions to give them, here’s what we believe and what we’ve seen work across our clients.
5 reasons your whole team should be involved in your marketing
1. Your team are more interesting than they think (and they probably have great ideas)
Every person on your team has a perspective, an experience, and a way of explaining things that nobody else has. And the people closest to your clients are hearing exactly what your audience is thinking about. When combined, that’s a goldmine of content ideas – yet most of it never gets used. In our experience, this is the reframe that unlocks everything. Once your team realises their everyday knowledge is genuinely valuable, the ideas start to flow.
2. They are already creating marketing content (they just don’t realise it… yet!)
While a concept may seem ‘basic’ to your team, that doesn’t mean it is also basic to your clients. Every time a team member explains what you do to someone new or answers a client question clearly, that’s potential marketing content. There’s a strong chance your ideal clients are Googling or Chat-GPTing things right now that your team thinks is ‘obvious’.
3. More voices means more personality
Content written by one person for everyone tends to find a middle ground that nobody particularly connects with. Bring more people in and your marketing starts to reflect the diversity of who you actually are as a business (side note – this is a great tool for recruitment!). And when multiple people in your team are creating and sharing content, they’re reaching their own networks too, multiplying your audience in ways a single social media voice never could.
4. In professional services, marketing is another avenue of client service
Sharing knowledge and showing your expertise is part of marketing, but when your clients consume it, it also becomes an extension of the service you provide. Clients feel looked after by businesses that keep showing up with useful information between meetings and formal touchpoints.
5. It gives your team another way to be recognised
Most people in professional services have spent years building genuine expertise. Contributing to your marketing gives them a platform for that knowledge — and there’s real satisfaction in your team seeing their thinking published, shared, and appreciated. It’s good for them and their confidence, not just your business.
5 ways to make it actually happen
1. Don’t make it a ‘one size fits all’ approach
Not everyone is a writer, and that’s fine. Some people are better behind a microphone, on camera, or in a curating role, sharing other great content, flagging interesting client moments, suggesting topics, or passing on questions they’ve been asked. The best content comes from people working in a way that feels natural to them.
2. Create a plan per person, not a request for each piece
Asking someone for a post on the spot is stressful, and isn’t conducive to creativity or quality. Sitting down with each team member and mapping out their content role for the next quarter removes the ambiguity, creates buy-in and makes the whole process feel more manageable (and enjoyable!).
3. Batch content together
Some of our favourite client teams set aside a half day every quarter where everyone contributes to brainstorming and creating content together. One session, a backlog of content ready to go, and it’s surprisingly enjoyable when you do it as a group.
4. Build a simple system so it doesn't rely on willpower
The businesses we see do this well have an ideas list, complete with deadlines, clear delegation and a simple approval process. Visibility creates accountability, and when people are clear on the plan, they’re more likely to follow it (and not forget about it!).
5. Start with a baby step
Don’t try to overhaul everything at once. Think about one small, low-pressure way each person on your team could contribute to your next month of marketing, whether that’s sharing an article, answering one question in writing, or flagging a topic they know well. Starting small builds habits, and habits build consistency.
(And if you’d like help building a content system that works for your whole team, that’s exactly what our Marketing Kickstarter is for. We’d love to brainstorm some ideas that will fit for you and your team 🤝)