You want your customers to be your brand ambassadors, but truth be known – your employees already are. And on a side note – if you aren’t confident that they are ambassadors for your business, why are they working for you?
Your employees have superior knowledge of the products or services that you offer and have the most interaction with clients, meaning that they are attuned to the demands, expectations and concerns of the customers.
All of the content that a business creates, should provide value to the customer base and target audience. With your employees having first-hand access to the questions and concerns voiced by customers, it makes good sense for them to be involved, or be kept up to date with the creation of the content.