Smart brands are innovating the way they tell stories. The traditional methods just don’t work as effectively as they used to. They are doing so by unleashing employees to participate in industry conversations and be brand storytellers.

And they they are doing this for many reasons – to find new audiences, extend the reach of organic content and humanize their brand. Many industry pundits call this “employee advocacy,” or even “social selling.” I call it participation marketing, and the reason makes sense. Employees tell better stories than you do and as a marketer, you must learn how to tap into this opportunity if you want your brand to be relevant. Employees have no agenda. They are authentic, and they are trusted by their peers.

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