A point of view
What's happening inside your organisation is worth more than anything you could script.
A few thoughts on workplace content, documentary and where I think it needs to go.
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The challenge
Most workplace content sounds the same.
Same values, same phrases, same polished clips. And now AI can make endless amounts of it, for free. When everyone sounds alike, your people disappear into the noise.
Why it matters
Your people are the business.
Their expertise, opinions and stories are what clients buy into, what candidates are drawn to and what keeps colleagues around.
Showing that isn't just a content job, or an employer branding job. It's central to how the business does well.
My part
This is the problem I've spent years working on.
With clients, on my own podcast, at events and in my book. I don't have every answer, but I've seen what works.
Where we need to get to
People's expertise, opinions and stories, seen and shared all the time.
Inside the organisation and outside it. Not saved up for the next campaign.
How you get there
The path I've taken with clients.
It changes a little each time.
Along the way: scale up and mix the formats - audio and video podcasts, employee-generated content, series.
What holds it together
A framework, a roadmap and someone in your corner.
I provide the strategy, the content framework and the roadmap, and support the bigger pieces. Your team does plenty of it themselves.
Why documentary
Walk in someone else's shoes.
Documentary shows what the work is really like - for a colleague in another part of the business, or someone outside wondering what you're about.
It gives you depth and context clips can't, and a rich base to repurpose and turn into series for months.
Step 1 · Start with what you have
Try this tomorrow.
Step 2 · Multiply it
Try this in the next few weeks.
Practising what I preach
I do this myself, every week.
And I do the same for clients.
Where next
Ready to listen, read or talk?
Founder, Content Marketing Pod