βIf you read last week's newsletter, you know how golf clubs and golf businesses (I see you golf entertainment and golf simulator subscribers!) are ahead of the game in some of the 2025 marketing trends, specifically, employee-generated content. This week's newsletter is one of the foundational Grow Golf newsletters that can provide you and your club a go-to-market communication strategy to help build this from the ground up.
Whether you have an EGC strategy or not, I promise you'll take something insightful away from this week's newsletter.
C'mon, let's Grow Golf - and then scroll to the end for some π news coming soon.
-Rich
P.S. Feel free to connect with me on LinkedIn and say hello!β
In this week's newsletter:β
β π The Complete Guide to Employee-Generated Content for Golf Courses
β π Big News Soon
β βοΈ What Topics Are You Most Interested In?
The Complete Guide to Employee-Generated Content for Golf Courses
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βIntroduction: Why EGC Works at Golf Courses?
Employee-generated content has become a buzzword in corporate marketing for 2025, but golf courses have a natural advantage in this area. Our success stems from something fundamental to the club experience: the deep, personal relationships between staff and members. When a golf professional shares insights about the course or a superintendent explains maintenance practices, they're not just creating content β they're extending existing relationships that form the foundation of club life.
This guide will help you harness these natural advantages to create meaningful content that strengthens your club's community. Whether you're just starting with EGC or looking to enhance your existing program, you'll find practical strategies to engage both staff and members through authentic content creation.
Golf Courses EGC Ecosystem
Before diving into specific strategies, let's understand the unique aspects of EGC at golf courses. Unlike corporate environments where employee content might feel forced, golf courses have multiple natural content creators:
The Golf Professional Team
These are your frontline content creators. They have:
- Direct member relationships
- Technical expertise
- Teaching experience
- Tournament management insights
- Equipment knowledge
- Course knowledge
The Grounds Team
Your maintenance staff offers:
- Course condition updates
- Behind-the-scenes insights
- Agronomic expertise
- Weather impact information
- Project updates
- Sustainability practices
Food and Beverage Team
The culinary staff can share:
- Menu inspirations
- Wine selections
- Event preparations
- Cooking tips
- Seasonal specialties
- Member favorite recipes
Tennis and Fitness Staff
These professionals contribute:
- Workout tips
- Tournament coverage
- Health insights
- Program updates
- Success stories
- Seasonal activity recommendations
Setting Up Your EGC Program
Now that we've identified who, what, and how a golf clubs employee's possess the traits for great content, creating a successful EGC program requires careful planning and clear guidelines.
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Here's how to build your foundation:
Step 1: Content Planning
Start by mapping out your content needs across the calendar year. Consider:
Seasonal Content Opportunities:
- Spring course opening preparations
- Summer tournament season
- Fall aerification
- Winter indoor programming
Regular Content Categories:
- Weekly course updates
- Pro tips and instruction
- Event previews and recaps
- Member spotlights
- Staff introductions
- Department updates
Step 2: Staff Assessment and Training
Identify and prepare your content creators:
Assessment: Take time to understand each staff member's:
- Comfort level with content creation
- Current social media presence
- Writing abilities
- Video/photo skills
- Time availability
Training Needs: Provide appropriate training in:
- Basic photography and video
- Writing for different platforms
- Social media best practices
- Club brand guidelines
- Content approval processes
Step 3: Creating Content Guidelines
Develop clear but flexible guidelines that ensure consistency while preserving authenticity.
Brand Standards:
- Tone and voice guidelines
- Approved hashtags
- Photo/video specifications
- Logo usage rules
- Member privacy considerations
GG POV: Most of the Brand Standards fall on the marketing, communications, and membership person/team. If you are sharing this content on official club social accounts, you will take care of this. Don't feel like you have to inform your Chef or Greenskeeper about approved hashtags, etc., these are just for you to account for.
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However, if you are asking them to share to their personal accounts (like your PGA Pro would), this information and guidance would provide brand consistency across your club. Highly recommend.
Content Parameters:
- Appropriate topics (see below)
- Off-limits subjects
- Member permission requirements
- Timing considerations
| Would You Like to Download This as a Guide (PDF?) |
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Content Creation Strategies by Department
Let's explore specific content strategies for each department:
Golf Professional Staff
Daily/Weekly Content:
- Course condition updates
- Tournament preparations
- Lesson insights
- Equipment reviews
- Rules explanations
- Playing tips
Content Formats:
- Short video tips
- Photo series
- Live streaming
- Written instruction
- Tournament recaps
- Member success stories
Grounds Team
Regular Updates:
- Morning course conditions
- Maintenance practices
- Project progress
- Weather impacts
- Sustainability initiatives
- Equipment explanations
Content Formats:
- Time-lapse videos
- Before/after photos
- Educational posts
- Weather alerts
- Project updates
- Staff spotlights
Food and Beverage Team
Engaging Content:
- Menu previews
- Wine selections
- Chef specialties
- Event preparations
- Kitchen tours
- Recipe sharing
Content Formats:
- Food photography
- Cooking demonstrations
- Staff introductions
- Event highlights
- Recipe cards
- Behind-the-scenes videos
Implementation Best Practices
Success in EGC requires more than just creating content. Here's how to ensure your program thrives:
Content Management
Scheduling and Organization:
- Create a content calendar
- Assign department responsibilities
- Set up approval workflows
- Establish posting schedules
- Monitor engagement
- Archive content
Quality Control:
- Review processes
- Feedback mechanisms
- Content improvement strategies
- Regular audits
- Member feedback integration
Staff Engagement
Motivation Strategies:
- Recognition programs
- Content competitions
- Success sharing
Measuring Success
In the end, all of this has to be measured to see if it's moving the needle for your KPIs (Key Performance Indicators). Here's a list of metrics that you should always be monitoring, but with this strategic content, you may see improvement that's worth tracking and reporting to your GM on.
Engagement Metrics
- Content views
- Member interactions
- Comments and shares
- Time spent with content
- Click-through rates
- Follow-up questions
Business Impact
- Member satisfaction scores
- Program participation
- Pro shop sales
- Lesson bookings
- Event attendance
- Member retention
Common Challenges and Solutions
Taking this endeavor on, isn't simple. Here's some things you should anticipate and some simple ways address these common EGC challenges:
Time Management
Challenge: Staff struggling to create content while managing regular duties
Solution: Create content creation schedules, provide templates, and build content banks during slower periods
Consistency
Challenge: Maintaining regular content flow
Solution: Develop content calendars, cross-train staff, and create backup plans for busy periods
Quality Control
Challenge: Maintaining professional standards
Solution: Provide clear guidelines, basic training, and simple approval processes
Taking Your EGC to the Next Level
Once you've mastered the basics or if you're already a pro at EGC content at your course, consider these advanced strategies:
Cross-Department Collaboration
- Joint content series (i.e. between Pro and GM)
- Staff challenges
- Integrated campaigns (i.e. Chef and marketing your Valentine's Day dinner)
- Team spotlights
Member Integration
- Member-staff stories
- Success celebrations
- Testimonials
GG POV: Something I rarely see in our space is member-staff stories. If members or customers are sharing positive testimonials, why not have the member and staff join up for a piece of content? Chic-Fil-A ran an entire TV campaign on this premise alone. Their campaign was called "The Little Things", something like this would make ALOT of sense for a golf course.
βWatch this and tell me you don't have members or customers like this?β
Conclusion
Employee-generated content at golf courses isn't just about creating marketing materials β it's about strengthening the community that makes your club special. By empowering your staff to share their expertise and personalities, you create authentic connections that enhance the member experience.
Remember, the goal isn't to turn your staff into content creators β it's to help them share the natural expertise and passion they already bring to their roles. Start small, be consistent, and let your program grow organically. The most successful EGC programs are those that feel natural to both staff and members.
Would you like guidance on implementing any specific aspect of this EGC program at your club? Send me a note at hello@growgolf.co to discuss your unique situation and challenges. Here to help.
β π Big News Soon
Grow Golf is growing, and people in the industry are taking notice. We'll soon be announcing partnerships and sponsorships to help elevate this newsletter and community.
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I'll share these first on our social media accounts, so if you're not following us there, we'd love for you to give us a follow. I sent out a teaser last night on IG. Check it out - Instagram / LinkedIn.β
β βοΈ What Topics Are You Most Interested In?
Looking ahead at the content calendar, what are you most interested in?
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ICYMI
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