As a tree care business owner, your employees are your most valuable asset. They’re out in the field every day, interacting with clients, tackling tough jobs, and solving unique problems. What you may not realize is that your team also has the potential to be a powerful marketing force—through content creation.
Involving your employees in producing content for your business, such as photos, videos, and even written material, can have numerous benefits, not just for your company’s online presence but also for employee morale, growth, and productivity. Here’s a deep dive into why you should encourage your team to contribute and how to set them up for success.
1. Leverage Field Knowledge to Create Engaging Content
Your employees have firsthand knowledge of the intricacies of tree care. They’re the ones performing removals, shaping beautiful landscapes, and making recommendations to customers. By encouraging them to create content from their daily experiences, you’re tapping into authentic, real-world expertise that resonates with potential clients.
- Photos & Videos: Ask employees to capture key moments from their jobs, such as tree removals, stump grinding, or before-and-after shots of a landscaping transformation. These visuals tell a compelling story about your services and give clients a clear picture of your team’s capabilities.
- On-the-Job Insights: Employees can share interesting challenges they face during the day and how they solve them. Whether it’s handling storm damage or pruning a large tree, these insights can be turned into educational blog posts, videos, or social media content.
By encouraging your employees to document these real-life situations, you’ll generate a steady flow of authentic content while positioning your business as an authority in the tree care industry.
2. Support ISA Certification Studies with Blog Writing
If some of your employees are pursuing ISA (International Society of Arboriculture) certification or other industry-related education, why not tie that into content creation? Writing blog posts or creating video content on topics they’re learning about can be a great way for them to solidify their knowledge while simultaneously contributing to your marketing efforts.
For example, employees can write about:
- Tree Health Assessments: As they study proper assessment techniques, they can share tips on what customers should look out for in their trees, like signs of decay or disease.
- Pruning Techniques: They can provide valuable advice on best practices for pruning to ensure the longevity and health of trees.
- Environmental Impact: Your team can write about the environmental benefits of proper tree care or how to choose the right species for specific locations.
Not only does this type of content educate your customers, but it also helps your employees internalize their studies, reinforcing their knowledge and preparing them for certification exams.
3. Foster Employee Interests to Boost Creativity & Productivity
Some of your employees might already have hobbies or interests that align perfectly with content creation. For example, an employee who enjoys photography or videography in their free time will likely enjoy snapping shots or filming their work. Leaning into these personal passions allows your employees to merge their skills with their daily tasks, giving them a creative outlet that enhances job satisfaction.
- Onsite Photography Competitions: Hold monthly competitions where employees submit their best photos from the field. Reward the top entries with small prizes or social recognition. This not only incentivizes participation but also fosters a friendly, competitive environment where employees feel motivated to take pride in their work.
- Video Documentation: For employees who enjoy video production, encourage them to capture more dynamic moments on the job, such as the removal of large trees or the safe handling of high-risk tasks. This helps create engaging content for platforms like YouTube or Instagram.
By embracing their creative passions, you’ll notice that employees take greater ownership of their work, become more engaged in their roles, and feel more connected to the company’s success. As a result, their productivity and job satisfaction are likely to increase.
4. Create a Structured Content Plan
While encouraging employee creativity is important, structure and guidance will ensure that their efforts align with your business goals. Creating a content plan is a great way to maintain consistency and keep employees focused.
- Content Themes: Assign specific content themes for each week or month. For example, one week could focus on “Tree Pruning Tips,” another on “Seasonal Tree Care,” and another on “Before-and-After Transformations.” This structure makes it easier for employees to contribute relevant content.
- Blog Writing Rotation: If you have several employees with an interest in writing or those studying for certifications, create a rotation where each team member contributes a blog post once a month or quarter. This way, you consistently have fresh, relevant content on your site.
- Content Creation Guidelines: Provide your team with basic guidelines, such as tips on taking high-quality photos, framing shots, or writing for an online audience. This helps maintain a consistent look and feel across all of your marketing materials.
5. Encourage Testimonials and Customer Stories
Your employees are the ones working closely with clients, building relationships, and ensuring satisfaction. Encourage them to share these positive customer experiences, either through written testimonials or short video clips.
- Before-and-After Client Stories: Document a job from start to finish, interviewing the customer and showing the transformation. Highlight how your team’s expertise improved the client’s property.
- Customer Testimonials: Encourage employees to capture short, candid customer testimonials on-site. A happy client speaking directly to the camera about the quality of your services is incredibly valuable for building trust with future clients.
6. The Benefits for Your Business and Employees
By empowering your team to produce content, you not only bolster your marketing efforts but also create a more engaged, productive workforce.
For Your Business:
- Consistent Content Generation: With a team of contributors, you’ll have a steady flow of authentic, real-life content that speaks directly to your target audience.
- Stronger Online Presence: Regular updates on social media and your website help boost search engine rankings and position your company as an industry leader.
- Builds Trust and Authenticity: Content created by your employees shows your team’s skill and passion, which helps build trust with potential customers.
For Your Employees:
- Increased Job Satisfaction: Employees who can tap into their creative interests, whether it’s photography, writing, or video production, tend to be more engaged and fulfilled.
- Skill Development: Employees can hone valuable skills like photography, writing, or public speaking, which can benefit their careers in the long term.
- Pride in Their Work: Seeing their content featured on your website or social media makes employees feel valued and connected to the company’s success.
Final Thoughts
Empowering your employees to contribute to your business’s marketing through content creation is a win-win for everyone. Not only do you generate a consistent flow of high-quality, authentic content, but your employees also benefit from developing new skills, engaging their creative interests, and taking pride in their contributions.
By making content creation part of your company’s culture, you’ll enhance your online presence, strengthen your brand, and foster a more engaged, motivated workforce—all of which leads to greater business success.
Need help getting started with content creation? Let us help you create a digital strategy that incorporates employee-generated content and drives your tree care business forward. Contact us today!