How to get the rest of the company to contribute content
True- content managers do a lot of writing and creating content, but for a company to form a culture of content in following a They Ask, You Answer philosophy, everyone needs to be engaged in the effort in some form or another.
At IMPACT, it's set in stone from the get-go in our employee handbook that everyone contribute at least 1 piece of content per month. And yet we still have a rockstar Content Team ( Liz Murphy , Ramona Sukhraj , and John Becker ) who crank out TONs of content themselves. Still, there are numerous ways we get the rest of the team to contribute, whether by interviewing them, or talking through potential topics and ways to structure them to help the non-writers still get the best content across the finish line.
A few of my clients, notably AES ( Bri Stauffer ) and W.S. Tyler ( Ronnie Brown and Daniel Rosbottom ) have created some great processes for trying to get the rest of the team to contribute to content efforts. ^^Would you all be willing to share a bit about what's worked for you, what challenges you've run into, and how you're working to solve for those roadblocks?
We learned that getting the rest of the company to commit to content creation is harder than it seems.
Once we developed a content creation routine within the marketing department, we noticed that we were going to run out of ideas without the help of the other departments. To combat this, we created a topic generation team that consists of one representative from each department.
Once a month, we all sit down to discuss what’s happening in each, questions customers are asking, and topic ideas. We have recently started to kick off the meeting by sharing some metrics on HubSpot.
This helps illustrate the impact content generation has on company growth.
To facilitate this meeting, we also created a virtual suggestions box where anyone can enter customer questions and topic ideas. Our IT department created and pushed a desktop shortcut on every computer to make this process as easy as possible.
We also have a 2-month rolling content calendar put in place to show due dates and who is responsible for all content.
Currently, we post two blog posts and one video weekly. Our goal is to increase this number as we continue to fine-tune this process.
Brandon Ruffner Wow, I absolutely love your idea! I'm the Marketing Manager at our swimming pool construction company and I'm definitely passing your post over to my Content Manager. We've been working on organization and prioritization in order to improve the efficiency of our content strategy and would love to collaborate with like-minded folks like you. My email is firstname.lastname@example.org, feel free to shoot me a message and we can set something up! 😁
Hey Chris Greene , long time no see! Check out this course from Liz, then head to the resources section, there are a number of job description templates, resources, etc that should help!
Connor DeLaney Gosh this is such a great conversation. In Zoe's case, our brand is still relatively new, so we really want to position ourselves as a helpful guide. We see offering free, targeted resources — in addition to our blogs — as a great way to cultivate that relationship and be seen as a trusted resource.That said, we're just getting more downloadable PDFs off the ground — and, of course, LOTS of other marketing companies are already doing this, so we have some heavy competition! Time and testing will tell how successful we are. Since we're heavily focused on the education approach, though, that makes it a good match for us.
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Sam Roettgen Excellent, feel free to reach out with anything else you need in another post 🥳 We have many members that benefit from questions that are asked 🙌🏻. We appreciate you! 🙏🏻
To start, I hosted a 'content power hour' where everyone in the company focused one hour of time on expanding a content idea they had. I learned a lot after that first power hour - mainly that some people are comfortable running with it without much guidance, while others really need more structure and coaching to help them see how their expertise can help create content.
Because of this, I did a lot more work on the front-end to prep everyone for our second power hour. I created cover sheets for individuals (or pairs) to give them direction with specific prompt questions for them to answer during the hour. That resulted in what I feel was a much more productive time for everyone across the board. It also gave a few people the opportunity to collaborate with people they don't work with on a daily basis.
The power hour was a great exercise, though took a lot of work on my end to coordinate so much all at one time.
Recently (the past 2-3 weeks), I've spent more time listening to conversations and asking others on the Revenue team (marketing, sales, customer success) what our clients are concerned about and asking.
Based on those conversations, I'll prioritize which topics/questions we should tackle and then draft up an initial cover sheet. Then I'll share it with our internal subject matter expert (SME) and the person who shared the question to get their input on the outline, what should be expanded on, and anything that I may have missed. Then the writing occurs, either as a first draft from the SME or myself, and then we continue on with the editorial process.
This flow seems to be working really well. I think that's because many of my teammates find it easier to see the end goal when there's something on the page. Not everyone can take an idea and just start writing, so I've found I can be that bridge between "here's the question" and "here's our answer."
Overall, it seems that my initial idea of having others create a content sheet and outline only worked in certain cases. Our process will continually evolve and I'm excited to see where it takes us :)