I know it sounds funny, but we have a lot of conversations with prospective clients that go like this:
Prospective client: "We are really excited to blog. We know we should do it. We can't afford to wait."
Compendium Blogware: "That's great! Let's get you started."
Prospective client: "There's only one problem. We have nothing to write about."
Write about...talk about...speak about...no matter how you refer to it, we understand that content creation can seem daunting to an organization, even if they understand that it's a critical part to their blogging program's success.
For the most part, we're learned that the road block isn't that the company or enterprise has nothing to say...it's that they aren't sure who should say it (or write it).
The short answer to that question is:
Whoever you want! It may be marketing, customer service, sales people, etc. The key is to throw it out to several people and to let the interested folks filter to the top of your company blogs. It shouldn’t take away from their full-time job, but if it’s working, you’ll want to put more time into it (and eventually, you may have dedicated resources, much like what’s happened to email marketing)
Spreading the content around to lots of people is key – it takes the pressure off just one individual or a few. If you think about it, you'll probably find that executive level people aren't the most active bloggers because they tend to be the busiest. While meanwhile, 3 layers down, someone isn’t as busy and dying to share their insights. (And that’s the great thing about the admin layer of enterprise blogging software like Compendium).
And the last thing I'll add to this is that inspiration (and content) are all around you within your organization. It may be locked within your email, inside articles that are in PDF's that don't get search engine optimized very easily, or paper-based marketing collateral. It's all perfect blogging fodder, and the beauty of this is that with an easy to use blogging solution, you'll be able to quickly submit this content, have someone approve it, and make the most of it on the Web.
