Guest Post by Lori Loe
Executive Director of Content & Client Development at Elevation Marketing
Producing and publishing enough content is one of the biggest struggles brands face. Trying to get as much good stuff out there as possible is hard work, particularly if you don’t have the resources to hand.
But when you can reach that holy grail of consistently publishing quality content, you’ll start noticing an increase in website visits, conversions, and sales – which is what every business wants, right?
So how do you churn out engaging posts, videos, and social media updates day in, day out, without struggling to stay on top of such a grueling schedule?
The key is to tap into your team of staff.
These are the people that know your business inside out and will constantly have a hive mind of ideas and inspiration. Except there’s one problem: it can be incredibly tricky trying to get your employees to create content if it’s not within their defined job role. And this isn’t because they don’t want to, it’s because they don’t know how to or don’t know where to start.
So what’s the answer?
There are actually a number of ways you can encourage your employees to join in with content creation. Here are some ideas to get you started.
It’s a fact of life that people like prizes. Adding a competitive element to your employee content creation process can inject a bit of fun into the whole thing and keep your staff consistently churning out the good stuff.
Incentives can be a great tipping point for employees that are on the fence about creating content, but they don’t have to be big and extravagant to work well.
In fact, you can simply have something like a leaderboard where the winner each week gets to take top spot, or you might split of different teams into different groups and create a championship of some kind.
Provide Tools to Collect Ideas
One of the hardest parts of encouraging your employees to create and share content is helping them to come up with ideas. Ideas don’t just grow on trees, and it can take all sorts of different things to inspire different people.
This is especially true if you’re trying to engage employees whose jobs have nothing to do with the marketing, writing, or creative side of the business. In these instances, it can be really useful to set up some tools or systems that can help spark ideas or create a place where employees can post inspiration for others.
You might simply create a spreadsheet or a shared document to get started, or you might want to use a planning tool like Trello, Asana, or Sociabble.
The problem is that a lot of employees simply don’t know enough about content or what makes a good piece of content.
For the most part, it’ll mainly be employees that work in marketing, writing, or creative roles that understand the power of quality content, and a large part of encouraging your employees to get involved is educating them on why content is so important.
Short training sessions can help you deliver this message and get employees excited about their role in growing the company through great content. You don’t have to go too in-depth, but perhaps you can share some case studies of other companies that are creating and publishing amazing content.
On top of this, employees might not want to create content if they don’t see themselves as a good writer. This is when you need to remind your employees that, firstly, there’s no such thing as a bad writer – just inexperienced ones – and, secondly, that content doesn’t just come in the form of writing, it can also be images and videos, too.
You can expand your regular training sessions to incorporate reviews of previous content that has done well and, more importantly, helping your employees understand why it did well.
As well as implementing tools to spark ideas and sharing content that’s done well in the past, you can also host small team brainstorm sessions that get different employees from different departments together to share what they’ve been doing.
Sometimes it’s difficult to see where the content opportunities are if we’re too close to something, so by bringing in an outside perspective, you’ll be able to help employees pick out what will be interesting for your audience through the input of others.
Your Employees Are More Powerful Than You Think
There’s nothing worse than a blank page, right?
This is what the majority of your employees will see when you ask them to create a piece of content. To avoid that frustration, there are plenty of ways you can provide them with the tools, resources, and inspiration they need to actively want to create and publish content that promotes your business.
As a result, you’ll see a growth in the number of followers, fans, and customers you get, and you’ll be able to consistently product quality content time and time again.
Executive Director of Content & Client Development
An acknowledged industry leader with over 20 years experience in content marketing and strategy, Lorie’s deep expertise integrates a highly creative and intuitive approach to B2B storytelling with practical implementation and measurement throughout all organizational tactics and channels. Lorie is a sought-after expert on the topic of practical content strategy and applying real-world marketing to the art of B2B storytelling and digital marketing.