While Marketing is the voice of many organizations,
a lot of subject matter experts reside elsewhere. They reside in Engineering, Product Management, Customer Support and Sales.
Look at the last ten posts published on your blog. If more than half came from Marketing, then
ask yourself why there aren’t more posts from the folks building, selling and servicing your products or services.
extending the list of contributors on your blog, you present a broader
range of perspectives and knowledge. At the same time, you create a
stronger sense of trust from prospects and customers. They'll respect
and admire the collective expertise that your organization exhibits.
To make this happen, you’ll need to establish a culture of content in your organization. Here’s my 10-step plan to do just that.
1) Explain the Big Picture.
I tell my colleagues about the power of content and give examples, such as
HubSpot and Marketo. I explain how those companies grew their businesses via content:
ebooks, blog posts, SlideShares, white papers, etc. Next, I talk about
personal branding and how important it is to be published online. If
search engines don’t find you, then you don’t exist.
2) Gain Executive Buy-In.
easy when you have executive buy-in from the start. It’s trickier when
you don’t. Tell executives about other organizations in your space and
show them how they used content to grow their business or cause.
Employees take direction from above, so this step is
crucial to gaining employee involvement.
3) Utilize Extrinsic Rewards.
each blog post published, I reward employees with a $25 Amazon gift
card. It’s a small token of appreciation for their effort. As employees
publish more and move beyond the blog (to other forms of content), the
extrinsic rewards are elevated.
4) Reinforce Intrinsic Rewards.
Extrinsic rewards are important for establishing contributions early on, but they’re
not sustainable over the long term.
Intrinsic rewards come from the enjoyment and achievement sustained
from the core activity performed. Once employees buy in to the intrinsic
rewards (e.g. visibility and personal branding), they’ll contribute
without the need for extrinsic rewards.
5) Convince Everyone They’re a Writer.
“I don’t write well” is a comment I often hear. Not true. There’s a writer in everyone.
And everyone has knowledge and expertise to share. Your job is to serve
as mentor, coach and editor, to bring those words to life. I’ve given
an employees an “outline template” to help them plan out their blog
post. I then offer to
write the first paragraph to get them started.
6) Look for Content Opportunities Everywhere.
top source for blog post ideas is our company intranet. There,
employees use an Activity Feed to post what they’re doing. I’ll chime
in, “Sounds neat. How about writing a blog post about it?” As I chat
with colleagues by the coffee machine, I also
look for interesting stories, especially those involving customers.
7) Share Successes.
of my colleagues landed a speaking appearance from her very first blog
post. A regional user group discovered her blog post, found it
interesting and invited her to speak at their next meeting. I was sure
to tell that story to the entire company at the next “All Hands
Meeting.” If there’s someone on the fence about participating, hearing
successes like this
may push them over the top.
8) Recognize Contributors.
I use this slide at company meetings. It contains the
profile photo of every person who published a blog post.
When I receive the first submission from some employees, they’ll
comment that they wanted to have their face appear on this slide.
9) Find and Empower Evangelists.
You’ll find a few employees who jump on the “culture of content bandwagon.” Enable them to become
evangelists for the cause.
Show them your editorial calendar and ask them for suggestions. Let
newbies know that they can lean on these evangelists for help, advice or
10) Evangelize, Evangelize, Evangelize.
colleagues are beginning to think that I’m addicted to content. And
they’d be right. I consume a lot of content (OPB = other people’s
blogs), which gives me ideas on how to better create our own content. As
the facilitator for your organization’s culture of content, you’ll need
to serve as
principal evangelist. Find your ABE Lincoln = Always Be Evangelizing.
you work for a commercial business or a non-profit, content can create
wonders for your cause. It helps you get discovered and builds trust
with customers and constituents. It’s hard to scale your content solely
within Marketing. Establish and foster a culture of content and you all
For a look at our culture of content, have a look at some of the other posts on
the DNN blog.
Note: This post was originally published at