If you struggle with how to get your team to write blog posts for your company blog, you are not alone. Many marketing directors and content marketers find it nearly impossible to convince their team members to write blog posts, even though their in-house experts could contribute amazing insights and expertise to the company blog.
I'll never forget a meeting a few years ago when my business partner Mac and I were trying to convince our techie founders Rob and Paul how important it was for them contribute to our blog. At one point, Mac said, "we have unbelievable talent in this room, but no one will ever know," and it was the power of that statement that helped spark them to start writing posts sharing their valuable expertise. Today, we have every member of our team blogging! Here are 5 ways you can get there, too:
1. First, give "the why"
Marketers may be tuned in to the latest statistics on how blogging helps your brand, but employees outside the marketing department are focused on their own areas of expertise. Don't expect everyone in the company to get it; you'll need to give them "the why." Try holding a brief company or team meeting to explain how blogging impacts company website traffic and educate your coworkers on their roles in providing expert content and advice to your customers and prospects.
2. Remove writing fears
Many people worry they will not be a "good writer." Your team members may not readily think of blog topics, and may fear making mistakes in spelling and grammar. Remind your team that you aren't trying to win the Nobel Prize for literature (unless, of course, you are). Focus your employees and executives on creating great content that your buyer personas will love.
If writing isn't your team's forte, help remove writing fears by having your copywriter double-check posts for grammar and style before publishing. If you don't have a copywriter or aren't sure of the "rules," you can use resources like the classic handbook The Elements of Style or Grammar Girl's blog, both recommended by our Content Marketing Manager Emily.
3. Provide structure
Once your team is ready to start blogging, you will need to provide them with some structure so that they won't feel overwhelmed and will actually submit posts to you. Create a monthly blogging calendar on a shared platform (we like Google calendars) to provide keywords, blog titles, and due dates to keep your team on task.
If your employees worry they won't have time to work on blog posts, try holding blogging meetings every month in which each person dedicates one hour to writing a post. Think you can't write a post in one hour? You can! My team did it recently in a one-hour blogging challenge, and we both had a great time and saw great results.
4. Make it fun!
Speaking of a blogging challenge, make blogging more fun by creating contests and challenges to encourage participation. This is a great way to incentivize team members who know "the why" but still don't feel inspired to join in. A little friendly competition on who can write the most posts, who can get the most traffic, or who can get the most social shares will make the blogging experience more than just a task to check off. When team members can have fun and see the results of their contributions, you will end up with great blog content and a happier team.
5. Share results
I love pulling up our HubSpot analytics dashboard to show our team members how well their blog posts are doing. They walk away with a big smile, a sense of accomplishment, and an understanding of how their efforts contribute to our success. Sharing results will make it easier to get contributions, and analyzing what works and what doesn't will help you fine tune your results.
One final tip...
Make sure your team has your buyer personas handy when they write. If you don't have defined personas, or you haven't revisited them in a while, now's a good time to start!