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Technology & Internet9 Pain-Free Ways to Encourage Your Colleagues to Create More Content
It’s likely your colleagues are already creating content, but just don’t realize it. I once worked with a client who had never published an eBook or Whitepaper, but had written several without even realizing it. Their sales team continually-improved a massive, shared document that contained all of their most-common customer questions.
It’s likely your colleagues are already creating content, but just don’t realize it. I once worked with a client who had never published an eBook or Whitepaper, but had written several without even realizing it. Their sales team continually-improved a massive, shared document that contained all of their most-common customer questions. All it took was a careful copy edit and some time with Adobe InDesign, and we had the several of the most-comprehensive offers in their (admittedly small) niche. Your colleagues’ presentations, sales sheets, and emails to clients could be content creation gold, and it’s up to you to be the prospector.
Why a Culture of Content Buy-In is Essential
Search engine and prospects’ love for fresh content has lead to a significant trend of outsourcing, particularly at large companies. It’s clear that one of the easiest solution for marketers is to encourage content contributions in house. Honestly, you have two clear options to get more out of your non-marketing colleagues; mandate content creation, or make it glamorous, easy and fun.
For the vast majority of us, the most-realistic solution is somewhere right in the middle. You might not have the approval of department managers to mandate one blog article, screenshot or video a month from each employee, but you certainly have the power to make the process a great deal less painful for your colleagues who claim writing gives them hives.
1. Encourage Different Formats
The chances that you’ll ever convert 100% of your colleagues into individuals who love spinning words is marginal. However, you can open your content calendar and social media accounts to multi-media content, and there’s a good chance that your metrics will rise across the board as a result. Let public speakers upload presentations to slideshare, and in-house public speaking enthusiasts record a podcast.
2. Introduce Gamification
It could seem too far-fetched to possibly work, but who doesn’t love games? In a competitive corporate culture, the most-effective tactic could be tying reward to content creation or promotion. Really, the formula is pretty simple. Just identify a metric, which could be views or shares on published content, set some basic ground rules and watch everyone vie for the prize. HubSpot’s Content Strategist Anum Hussain advises including some sort of incentive, though internal recognition might be all it takes.
3. Provide Abundant Training
We’ve all been paralyzed by a fear of failure at one point or another. Position yourself as a content creation resource, and provide abundant resources to potential contributors. Steven Shattuck of Slingshot SEO recommends investing in training on “titles, structure, calls-to-action, style and content governance.” Not only will your colleagues be less-hesitant to throw their contributions into the ring, you’ll likely have to spend less time acting as editor.
4. Be Transparent With Feedback
Content creation will suddenly seem far more attractive if it’s clearly and publicly connecting to results.Shattuck suggests creating an internal leaderboard that spells out metrics and web analytics. An environment of transparency will encourages competitiveness and quality submissions, and demonstrate to any skeptical colleagues that content marketing really is tied to increases in website traffic, leads, and social media shares.
5. Emphasize the Personal Benefits
Highlighting the personal benefits of published content marketing is intuitive, but it could be a more-effective tactic than you think. Everyone wants to be a thought-leader, but are they truly aware of the personal brand that can come with authoritative content that ranks well in search? Well-received content marketing will act as instant contributions to a professional portfolio.
6. Lower Some Expectations
An 800-word article that’s fully optimized and contains links could be overwhelming to busy subject matter experts, but can they can use their voice to explain a question they understand better than anyone else. Marcus Sheridan recommends asking your busiest in-house experts to answer a question in 20 minutes or less, and letting the marketing team take care of optimizing the post, sourcing an image and rounding out their expertise into a quality article. Alternatively, have colleagues contribute the outline for a list post, and enlist a content creator to fill in short explanations for each section.
7. Have Clear Standards
One of the most-effective ways to ensure that a first-time content creator never writes another word or records another screencast is to reject their efforts without clear explanation. HubSpot’s Blog Manager Pamela Vaughan credits her in-house editorial standards as a key tool for encouraging buy-in, so “your contributors know expectations and are set up for success.” Your internal style guide should include the same insight you’d provide to a freelancer, which could be insight on tone, humor and citations. Having clear directions for every type of content resource will allow you to request revisions when necessary, and keep your blog high-quality.
8. Ask for Help With Curation
Many of your colleagues could already be curating quality content or consuming high volumes each day in pursuit of personal improvement, and training these co workers to send you high-value links should be part of your strategy. As with all things, education is key. Who knows, your sales team could be internally sharing a infographic that’s perfect for your social media channels.
9. Reward Social Sharing
Social sharing of exceptional content marketing efforts can be critical to exposure, gaining an audience and positive SEO. Introducing a Gamification element might be what it takes to achieve buy-in across the board. GaggleAMP can act as a repository for your colleagues to log-in and click-to-share content across personal social channels. The tool’s built-in metrics provide a template for you to introduce a gamification element to content distribution, or recognize top distributors.
As marketers struggle to create a sufficiently high-velocity of content to win the content arms race, a significant part of the solution is probably sitting in the offices near your own. Highlighting the benefits of content marketing, establishing standards, and making content creation accessible for almost all are among the biggest challenges marketers face today.
I’m curious to hear your thoughts. How have you encouraged your colleagues to create more content?
Creating content it seems quit easy... but when start working on it come to know how much it lengthy and sometime it get tough too. writing a content doesn't mean that write content in poor quality.. Content always should be in rich and quality so people can make like and post comment on them...
thanks to share..
From:offshore Company Formation
I completely agree that a culture of content buy-in is essential. The main problem we have found when trying to get others involved in content content is that people don't have enough time to prioritise it alongside their "day jobs". Even with good intentioned colleagues who are onboard with the content strategy, you will soon find "write a blog post" slips to the bottom of a long to-do list.
One thing that can really help overcome this is using a tool like passle (www.passle.net). Everyone can create quick and easy posts as they go about their daily business, using the passle bookmarklet button or Chrome extension. Creating a post with the passle button takes a matter of seconds, and requires minimal writing or formatting skills (compared to creating a full blog post). These posts can either be fed to a blog directly, or into a private group where the marketing director can choose which ones to use for the blog.
Of course, a collaborative blogging tool still requires buy-in, which can often be the tricky part. But if you make it overwhelmingly easy for colleagues to make a post, or a least contribute ideas, then that is half the battle won.Reply