Monday, July 15, 2013

How to Encourage Your Employees to Blog for Your Company

Starting a blog is like getting a puppy. The initial few days, you give it all your energy and truly enjoy getting together with it. However, reality sinks in: puppies are costly and require food, exercise and consistent care. Weblogs require the same level of attention and energy in order to be a valuable asset for your brand’s family.

Feeding your site (and your community) with high-quality content is important, but it can be difficult. Therefore how do you get more content? The answer then is simple: You must encourage your employees to create. After all, who knows your brand much better than your employees? In case you look closely enough, you could find content in product development, sales, advertising even at the executive level. Follow this advice to help you motivate your whole team to write for the company blog:

Methods #1: Develop a Content Calendar by Collaborating with Folks from All Departments

To be able to ensure executive buy-in, show the C-suite people who you’re passionate about it from the start. Ramp up staff support by enlisting their assist in creating the content calendar. Sales and website team members are a great place to research great content ideas.

Methods #2: When Pitching or Talking About Your Blog, Cite Specific Numbers to Illustrate the Advantages of Blogging 

In case your team is driven by data, share information about traffic, time on site, pages viewed and conversion rates. People like to see what effect their work has, so be operational with regards to your results whether they’re positive or negative — in either case, your team will be aware of you trust them enough to value their enter.

Methods #3: Incentives are Excellent, but not Great

Offering monetary incentives for each published blog post can result in issues; it’s hardly scalable and has a tendency to create a larger amount of low-quality posts. Instead, offer blogging like a personal branding opportunity, recognize top authors in company conferences or newsletters or consider offering a less traditional motivation, for example small amounts of PTO for each article published.

Methods #4: Hold Workshops and Supply Feedback 

To team members during work hours so they understand the project is valuable towards the company. Don’t require employees to write beyond work because very few people will be thinking about participating. You may even visit the extreme of revamping all job descriptions to reflect the truth that each employee is a content creator in certain capacity.

To maintain writers accountable, get to know the way they communicate most effectively: do these cards prefer an in-person reminder, or is it better to write their names in bold on the content calendar that is sent to the whole staff? In case your company is small enough, you should be capable of getting to know each writer and the tendencies personally. In case your writer base is enormous, you should have one individual specifically working on blog administration to be able to help your strategy run smoothly. (Often, blog management could be lumped in with social media, video along with other various marketing tasks. )

Therefore next time you’re confronted with the question “Mommy, can we obtain a blog? ” consider the responsibilities before rushing off towards the nearest computer to choose the cutest theme. Maintaining a blog (and a dog) change, but it’s worth the investment. Maintain your employees motivated and excited about writing, as well as your blog will become among your brand’s most trustworthy companions.

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