Content is hands down one of the most powerful, yet underutilised resources in an organisation. Although it starts with the marketing department, it should never end there. Organisations can use content to empower end to enable employees, regardless of their role in the organisation to achieve their unique department goals not forgetting the company’s overall goals.

Sharing content across departments ensures everyone has all vital information, insights, stats, and details, enabling them to make informed decisions and interactions.


As an organisation, you probably have created sales specific content, be it proposals, comparison sheets, etc. But other than creating sales content, your sales team can benefit from thoughtful leadership content. According to a certain survey, 48% of C-suite executives and 45% of decision-makers reported that the thought leadership of a company directly influenced the sales team on who or where to award business. Therefore, the thought leadership of a company should create content that aims to empower the sales team through educational content that simplifies their processes. The sales team should also use the content to improve;

Client outreach: the sales team can use the content to spark a client’s interest whenever they are trying to make a sale.

Lead nurture: They can use it to nurture leads while at the same time speeding up the process. For instance, when a lead asks a question whose answer is quite involving, they can provide quick but in-depth answers by providing them with the relevant company content.

Start conversations: they can use content to attract the attention of a target audience.

Human Resource

Although most businesses start small with one or a handful of employees, over the years, they may need to hire and train the right people to join their team. This process can be long and tiring. Fortunately, the HR team can incorporate content into their hiring process to make it easier. Here is how;

Recruiting: The HR team can create content that outlines what their organisation is all about to attract candidates that share their values. Such content helps potential candidates to know, beforehand, whether a certain organisation matches their expectations or not.

Vetting: If you already have candidates that have passed CV screenings, you can send them certain pieces of content before you meet them in person. First, whether the candidate bothers to read the articles before the interview goes a long way to show if they are a good fit for the company. Once they read the articles, it opens up ways for more comprehensive and illuminating conversations between you and the candidates.

Training:  HR departments can use content to share more details about their company to help the new hires prepare before they even start working.


The marketing department acts as the hub for a company’s content. This is where the action happens when it comes to creating high-quality content, that is engaging, educational and valuable to your target audience. Other than creating and sharing the content, they should leverage it to better their department. How?

Lead generation: The marketing department should use the content they create to appeal, and convert new leads.

Audience nurture: They should also use it to educate leads, regardless of where they are in the buying funnel.

SEO: The marketing department should also use content to boost their ranking on search engines, and increase their visibility to online clients.


Behind every successful organisation is a strong team of people strategising, leading and powering it. For most companies, these people are usually the CEOs, founders, presidents, and any other C-level execs. Whomever these people are in your organisation, their content can be of benefit to the entire company by providing co-marketing and partnership opportunities and improving your chances of building investor relationships. You can achieve this by curating articles that showcase the expertise and thought the leadership of the company’s C-suite


The finance department can use content to service the clients who sign-up after the marketing department successfully generate leads. The finance guys can also use the same information to up-sell and retain existing clients by ensuring they stay happy throughout the relationship. They can achieve this by continually educating the clients, and providing value beyond what they might have expected, encouraging them to keep transacting with you.

Although content starts with the marketing team, it should not end there. Thus, it is crucial that organisations leverage the power of content by sharing it with the necessary departments for seamless operations, leading your business to success.