Crowdsourcing key to bootstrap content marketing


It’s a common theme among communicators: do more with less. Add to that the need for organizations to adopt content marketing, and it can seem a daunting if not impossible task. But it can be done, as Sarah Ehrnschwender, the Director of Marketing at TiER1 Performance Solutions, shared during our October 12 seminar “The Content Entrepreneur.”

Sarah walked us through how she developed a successful and robust content marketing program with a staff of only 1 and a 1/2. She offered these tips for others who need to take a bootstrap approach to creating content:

  1. Brand your content marketing and create a statement of purpose for your editorial calendar to align your team (your one WHY for content marketing should drive the type of content you generate).
  2. Suggest content topics first based on what people are talking about/asking about in the field (what content can your organization generate to fill the gaps?).
  3. Use crowdsourcing techniques internally to get quality content that speaks to your organization’s content marketing strategy.

Watch for more events designed to help you keep your communications skills sharp. Upcoming topics include working with agencies, incorporating cultural awareness into your communications and special competition and celebration for our chapter’s 40th anniversary.

Upcoming workshop: “The Content Entrepreneur: A Bootstrap Approach to Content Marketing Strategy”


Content marketing is a must-have for every company, and often for departments within a company. But what if you don’t have a dedicated team to focus on it? Sarah Ehrnschwender, the Director of Marketing at TiER1 Performance Solutions, will share tips and tricks for developing a content marketing strategy when working with tight constraints. She’ll share the importance of engaging your internal audience (and how you can go about doing that) and repurposing content so you get the highest return on your effort. Thinking like an entrepreneur can equip any business communicator to be successful when it comes to content marketing.

Join IABC | Greater Cincinnati on Friday, October 12 from 7:30 a.m. – 9:30 a.m. (program begins at 8 a.m.) at Interact for Health. The cost for IABC members is $25, and the cost for non-members is $40.  Price includes breakfast.

Sarah led the development of TiER1’s content marketing strategy, affectionately known within the organization as Brew Works. She brings a wealth of experience in marketing, design, and business process. She is passionate about pursuing what’s possible and creating memorable brand experiences. Sarah loves creating and analyzing a well-crafted spreadsheet just as much as a visual story. She also loves learning, traveling, connecting with the community, and spending time with her husband and son.

Registration is now closed.