Ronnie Brown

Joined April 2020
This is something content managers come up against time and time again—they need collaboration from the rest of the company to create content, but it's often something that's pushed aside as "the content manager's job" in its entirety.

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 Moorehead , Ramona Sukhraj , and John Becker ) who crank out TONs of content themselves.... See More
Ronnie Brown
Here at W.S. Tyler, we began our new content creation journey by redeveloping the marketing and sales team. We started by integrating a videographer and content writer to manage our content.

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.