September 4, 2018
Getting your colleagues to take time aside from client work and contribute to your marketing can be… challenging.
My colleagues are PR and marketing professionals who write and create content all day, every day and I still find it challenging at times! To help boost our content output, I worked on these 10 things.
It helps to educate the team on the benefits creating content has for them as initially, it can seem like just another thing on their to-do list. Letting people know what’s in it for them. (i.e. a chance to write/investigate something that interests them, improve their digital footprint etc) can encourage a shift in perceptions.
Some people may feel awkward about taking time away from client work to contribute, seeing it as something they’ll have to do in their own time. Therefore, getting the senior leadership team on board to communicate that this is expected, and they have permission to work on it can help put people at ease.
Once people understand the benefits and know what is expected of them, it becomes easier to create your content calendar. You still need to understand though, that people aren’t going to just go off and do it and hand it to you on the deadline. You will need to put reminders in diaries and remind people a few days before. Organise topics with people and stay on top of it.
If you know what people are up to, it can help you come up with suggestions on what they can create content around. It also helps to know who has more time to write content if you know people’s workloads. Maintaining good relationships with different teams also encourages people to contribute, if you get on well with people they’ll want to help you.
When creating your content calendar, there will be candidates more obvious than others, but don’t forget to explore the teams less travelled. There should be an opportunity for everyone to contribute if they have something worth talking about.
Not everyone in your team will be a talented writer or have time to write. So, mixing up the types of content is not only good for your audience but handy operationally. You can try using video content, drawing up infographics, chair debates or get multiple people to contribute to one article.
Communicating internally is always best-done face to face. Get all the answers you need in one conversation rather than several emails.
Having a presence in all-company meetings and discussing content with the teams frequently keeps content creation at the forefront of people’s minds and shows that it’s taken seriously. In larger companies it can also help people recognise and remember who you are when you’re asking them to contribute.
Ensure you give credit where it’s due. When people put work into something they want to know how it performed.
Get people in the team sharing your content. Employee advocacy is such a simple way to reach audiences beyond your company’s own social media following. To help make this as simple as possible, we use Dynamic Signal. It allows employees to easily review all social media posts and share with one click. It also gives points, so you can take advantage of people’s competitive nature.