Creating content for your website is hard work. Businesses tend to start off enthusiastically and then it all peters out as more pressing deadlines with paying clients kick in. So how, as the marketeer in the business, do you persuade your co-workers that contributing regularly is a good idea?
1. The value of regular content is often not understood within businesses – step one is to ensure that your colleagues are educated as to their importance. We find that by creating a short one pager that explains how google and it’s algorithms work and why blogs help to fight the battle against rankings (and save money too!) people are more willing to contribute.
2. Create a content calendar that has sign off from the top – set up a master document that outlines when and where content should be submitted to. Agree within the business who is going to create the content and the approval line that is needed. Once people are signed up it makes it much harder to get out of it!
3. Be clear about what is suitable content, and why- outline your companies aims and objectives along with your business goals. Your colleagues can then submit content that is aligned to the business and it will save the embarrassment of having to turn down someone’s (hard) work.
4. Provide examples – sometimes people just need a few examples and a bit of inspiration to give them a (small) push in the right direction. Ensure you have some great examples of blogs to hand and that you are clear about the tone of voice that should be used whilst blogging.
5. Offer to ghost write – it’s not easy coming up with content and writing blogs, and many people just aren’t up to the job. That’s ok! If they are masters of the subject, you can be master of the keyboard.
6. Remember to use the blog content across all your platforms – you’ve gone to all the effort of securing regular content from the business, don’t just post it up as a blog and forget about it. Drive traffic to it from any other social platforms to create as much traffic as you can. Ask employees to share it on their LinkedIn pages and get people talking about it. The more than happens, the higher the motivation to contribute again.
7. Demonstrate the value to the business – once you have new regular content going up on the website, take time to demonstrate how it is adding value to the business and is aligned to the business goals. Without doing this, you may find that with the best will in the world people stop wanting to contribute.
If you’d like to talk further about this, please do contact us.