Foundation
Choose advocates, improve profiles, define topics, set up approved sources and create a baseline.
THE FREE RIPPLY PLAYBOOK
Your employees have the network. Give them a reason to use it.
A practical 10-chapter guide to employee-led content, with a 90-day plan and seven editable templates.
10 Chapters90 Day rollout7 Templates
THE APPROACH
Marketing builds the system. Employees keep the voice.
Company content, market insight and individual expertise all belong in the mix. The job is to remove friction, not replace human judgement.
01 / 10
Build the distribution network
Invite a focused group of willing employees with relevant professional networks. Identify the audience, topic and value exchange for each person.
Do this now: put one concrete action from this chapter into your next 30-day team plan.
02 / 10
Make profiles worth visiting
Check profile photo, headline, About section, Featured content and contact details before asking people to post more often.
Do this now: put one concrete action from this chapter into your next 30-day team plan.
03 / 10
Build the right network
Encourage purposeful connections with customers, partners, peers and industry specialists rather than chasing raw follower count.
Do this now: put one concrete action from this chapter into your next 30-day team plan.
04 / 10
Choose useful topics
Combine company stories, relevant market news and the employee’s own experience. Assign topics by credibility and audience.
Do this now: put one concrete action from this chapter into your next 30-day team plan.
05 / 10
One source, many perspectives
A product release can mean one thing to an executive and another to a practitioner. Preserve the source facts but vary the angle.
Do this now: put one concrete action from this chapter into your next 30-day team plan.
06 / 10
Write posts people read
Lead with a clear point. Use natural vocabulary, short paragraphs, a real example and an ending that fits the idea.
Do this now: put one concrete action from this chapter into your next 30-day team plan.
07 / 10
Find a sustainable rhythm
Use two or three consistent content moments each week if that is realistic, rather than forcing daily publishing.
Do this now: put one concrete action from this chapter into your next 30-day team plan.
08 / 10
Give content more lives
Use the Vault to surface evergreen articles and turn a campaign source into posts over two, four or six weeks.
Do this now: put one concrete action from this chapter into your next 30-day team plan.
09 / 10
Guardrails without scripts
Marketing approves sources and creative standards; employees own their perspective, final edit and participation.
Do this now: put one concrete action from this chapter into your next 30-day team plan.
10 / 10
Measure distribution
Track participation and traffic as leading measures; connect results to real conversations, opportunities or applicants where data permits.
Do this now: put one concrete action from this chapter into your next 30-day team plan.
THE 90-DAY PLAN
Start small. Prove the habit. Then scale.
Distribution
Start publishing, test different post formats, review employee edits and find useful angles.
Optimisation
Resurface top content, expand into the next team and report the downstream impact.
DOWNLOADABLE KIT
Seven templates. Nothing to build from scratch.
Simple editable CSV files for bringing a pilot to life.
01 Profile checklistEditable CSV templateDownload ↓02 Content matrixEditable CSV templateDownload ↓03 30-day content calendarEditable CSV templateDownload ↓04 Launch email templateEditable CSV templateDownload ↓05 Social policy checklistEditable CSV templateDownload ↓06 90-day rollout planEditable CSV templateDownload ↓07 Measurement scorecardEditable CSV templateDownload ↓
Make this an ongoing habit.
Ripply turns the playbook into a real workflow for Marketing and employees.
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