As a facilities manager, it might be hard to see the value of a content strategy. For your business, it may seem that investing in such a strategy would cost too much of your already limited time and resources. But increasingly, facilities managers are discovering the true ROI of content marketing and how it can help better manage their properties, increase their productivity, and drive greater employee and engagement.
After all, statistics show that 87% of people spend most of their time in buildings, and a great content strategy can help make people feel more comfortable where they work and live. If you’re ready to unlock the power of content, here are some ways to do it.
1. Communication
You already understand the importance of having a clear and concise communication plan for your organization. Newsletters, bulletins, and social media updates can inform your employees and tenants about important news, events, and maintenance schedules. This fosters a sense of community within the building and allows for smoother operations because you’ll know everyone is on the same page.
2. Marketing and Promotion
Content can also be used to market your facilities management company and enhance its reputation. For example, you can create content that:
- Highlights your unique features and benefits
- Showcases your expertise
- Shares customer testimonials
- Promotes your services
When creating content for marketing and promotional purposes, it is important to be creative and engaging. You want to capture the attention of your target audience and make them want to learn more about your company.
3. Maintenance and Upkeep
The value of content doesn’t end at marketing. Content strategies can also help with the maintenance and upkeep of your facilities. By creating instructional guides and tutorials for equipment and machinery, you can ensure your employees are properly trained and operate equipment safely and correctly. This minimizes the likelihood of accidents while boosting overall productivity and efficiency.
4. Policies and Procedures
A content library that centralizes maintenance schedules, vendor contacts, and emergency procedures can make it easier to quickly access important information when needed. Knowing you have it presented concisely and close at hand will minimize response times and ensure a safe and secure experience for occupants and visitors.
5. Training and Development
Content can also be used to train and develop your employees. For example, you can create:
- Online courses: Teach facilities managers new skills (e.g., software or maintenance procedures).
- E-books: Provide facilities managers with in-depth information on specific topics (e.g., sustainable building management or energy efficiency).
- Videos: Provide facilities managers with visual instructions on performing tasks (e.g., repairing equipment or conducting safety inspections).
To create effective training and development programs in content, facilities managers can ensure that their employees have the skills and knowledge they need to do their jobs effectively.
6. Feedback
Regular surveys and feedback forms can help you gauge satisfaction among your clients, occupants, and employees. You can then make improvements and adjustments based on their needs and concerns and ensure a better overall experience for everyone involved.
Every industry, including facilities management, requires content strategies. Facilities managers can improve communication, amplify their branding, ensure safe operations, boost employee productivity, and gather feedback to make improvements by creating and distributing engaging content.
Alyssa Patzius is the president of full-service marketing agency Intero Digital‘s Content & PR Division, formerly Influence & Co.