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10 Ways to Entice Your Whole Company (Not Just Marketing) to Blog

by Ann Handley  |  
November 30, 2010

In this article, you'll learn...

  • Where blogs fit into the content marketing mix of B2B companies
  • Why it's important to nurture content creators throughout your organization, and not just rely on Marketing
  • Ten ways to motivate your employees to blog

You know that a blog is an important cornerstone of your marketing, both for search and for social-media reasons.

In other words, consistently creating relevant and engaging content that's seeded with keywords will help boost your search ranking and help you get found by prospects.

It will also allow you to tell your own brand's story more richly and consistently than any other kind of marketing (like press releases or marketing collateral) or media (articles that appear elsewhere and are penned by others).

In fact, more than half of 1,100 North American B2B companies recently surveyed by MarketingProfs and Junta42 reported having embraced blogs as part of their content marketing programs.

Source: MarketingProfs and Junta 42, spring 2010

But here's the rub: Maintaining a blog that's consistently interesting and relevant isn't an easy task. It's a challenge to create consistently awesome blog posts, and it's a challenge to earn the attention of an audience.

How can you be heard above the noise? Why doesn't your blog have any comments? It's all hard work, right?

It's a lot easier to maintain a robust, active blog when you have many contributors—not just one person responsible for writing compelling content, day in and day out, rain or shine, in sickness and in health... (to completely mix metaphors). Have you ever written a regular column or regular blog? It's a lot harder than it seems. After you have a few hundred posts or columns under your belt, it's easy to burn out or struggle for something new to say.

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Ann Handley is chief content officer of MarketingProfs, author of Everybody Writes: Your Go-To Guide to Ridiculously Good Content, and co-author of the best-selling book on content marketing, Content Rules. Ann co-founded, one of the first sources of interactive marketing news and commentary.

Twitter: @MarketingProfs and @AnnHandley.

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  • by Gary Muddyman Tue Nov 30, 2010 via web

    This is a great post, Ann, thanks. I own a translation company with about 20 employees. I've been really trying to encourage them to participate in our social media activities and while some of them were tweeting occasionally, nothing much was happening. So we decided to run a social media workshop over lunch one day in which we explained why we were interested in social media, how they were all now part of the marketing team, what we wanted them to do and why. The immediate response has been amazing. Twitter and Facebook have already taken off and the blog is the next target.

    I think all the points you cover above are important in encouraging participation, but the most important is explaining the why and how they fit in.

    Thanks for all the examples too.

  • by Steve Tue Nov 30, 2010 via web

    Very good article! We have an intranet with many internal blogs. Some teams use them a lot, but many teams don't. Your advice applies equally to internal blogging. Once teams start having fun with it, then it really gets useful. This also applies to microblogging within the enterprise.

  • by Shimon Ben Ayoun Tue Nov 30, 2010 via web

    Very good article, Ann. We are trying to spread a new type of marketing which we call, employee -sourced marketing, based on the famous Seth Godin' say: Marketing is too important to be left to the marketing department, and this is surely one of the activities.

  • by Yves Matson Tue Nov 30, 2010 via web

    I think the point you made re how blogs can help foster better company culture is one very under rated aspect of blogging:
    "It helps your employees understand that they are ambassadors of your brand, and it vests them in a fundamental way in your business."

    Great post! It's going into the highlights archive.

  • by 3BirdsMarketing Wed Dec 1, 2010 via web

    Great article! We have been working on a blog within our company and so far have not had many of our employees contributing. We are working for ways to make the blog more interactive. I really enjoy your advice on including a picture because it does give the blogger a face that makes him or her more relatable to the reader.


    Fabi, Interactive Marketing Intern @3irdsmarketing

  • by Ian Greenleigh Wed Dec 1, 2010 via web

    LOVE the term "blogging beats". Puts content segmentation in a language everyone understands. Great post, Ann!

  • by Erika Thu Dec 2, 2010 via web

    1) Great checklist for larger companies.

    2) What really struck me was the chart & all the article marketing - really? I didn't realize that companies were doing this more than blogging!

  • by KimR Fri Dec 3, 2010 via web

    This was a great article and probably one of the best I've read on blogging. I just received my copy of Content Rules and am more psyched after reading your article to open it up and get to reading!

  • by bspink Mon Dec 6, 2010 via web

    Great article. Our agency recently started a blog, and are on board with most of your points. A question - recently had come internal discussion about a POV that a blog is perhaps best with one person being "the" personality for reader to connect with...vs a multiple author format. We're using multiple authors now—for reasons you cite. Would welcome any thoughts or pros/cons...

  • by Eleanor Tue Jun 7, 2011 via web

    Brilliant blog, I needed help convincing people blogging was worth their time! I am looking at ways the guys can use it for their own self promotions, such as linking it to their LinkedIn. Prestige rewards are a nice one as well.

    To help them write their blog, I sit with them and first we think up a story about the person who is going to come and read it and what will go through their head. It helps structure and language.

  • by Ann Handley Tue Jun 7, 2011 via web

    Great thoughts, Eleanor! Thanks so much.

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