The following is a guest post written by Andrei Petrik.
One of the biggest questions facing businesses that are considering blogging is who will do the actual blogging? Often, blogging and content production is the domain of the sole marketing person who in addition to producing content has a plethora of other responsibilities. But it doesn’t have to be that way. Your marketing person can lead the direction and execution of your content marketing strategy, but the actual content production can be done by your employees.
On voluntary basis of course. Allowing employees to contribute content and ideas has a potential to yield many benefits both for the company and employees themselves.
Uncover Hidden Talent
Employers are always looking to get more from their employees. Allowing employees to contribute can uncover hidden talents that they may not necessarily be utilizing in their day to day responsibilities contributing to the corporate blog could reveal those with a knack for writing, an eye for design, analytical and strategic thinkers.
When everyone’s contributing to the corporate blog it opens up doors and knocks cubicle walls down, allowing a free flow of ideas and collaborations. And when people come together, a culture forms. One thing that employers are continually concerned about is employee engagement and motivation. What better way to help improve on the engagement scale than by creating a company culture where people are excited to share their ideas and explore their creative side.
Content created from the same perspective all the time is boring. Involving employees from different roles and functions will add a different point of view and make your content more interesting. Additionally, this will provide the internal stakeholders insight into what each side is thinking, what are their burning issues and how do they approach the same challenges. Varying perspectives could also spur up healthy debate, giving your blog a jolt of energy once in a while.
Rich Content, More Often
Not everyone can commit to writing a 500 word blog post. Some people may simply create a PowerPoint presentation, others may be comfortable enough to do a video. Whatever the case, allow different types of content formats. This will make your blog that much more richer and engaging.
Get a head start by enabling your employees to share their content across social media networks. Naturally, most will be inclined to tell their networks about an article they’ve written or an infographic they’ve designed. Because of association and close working proximity, their colleagues will also pick up the content and distribute it to their networks, creating a snowball effect. If the content is good, of any value or solves problems it has the potential to expand beyond first and second degree connections.