Well, here are a few ideas that are working incredibly well for Compendium and hundreds of our clients:
1. Get several different people involved. The more people writing content, the less the pressure falls on one individual to write content every day. And you get lots of different perspectives this way.
2. Block out calendar time for your bloggers to write. So many of us are tied to our calendars -- this way they don't have to make time for content. You've made the time for them.
3. Give out prizes. Compendium has done a great job helping clients write content through a corporate blogging tournament (more on that later), but clients like Tampa Bay & Company made us realize how far internal recognition goes.
4. Along those lines, give prizes to the best and worst bloggers. At our company meeting today, the 3 worst bloggers had to wear home made dunce caps (pictures to come later, everyone got a great laugh out of it). Our best bloggers were rewarded with "nifty gifts" and a round of applause. 5. Use metrics to spur action. This is perhaps the most important one on the list. If your bloggers feel like their time is being wasted because they don't see results, they are going to stop writing content.
At Compendium, we put out consistent reports to all our clients that help them measure how their business blogging program is going. It's the job of the blog program owner to convey those results to the bloggers and spur action based on some key metrics, like traffic to the blogs and conversions from the blogs.
I mentioned in a post a few weeks ago that I'm not the world's best blogger. I was relieved not to have to wear a dunce cap given my lackluster content contribution over the last few months, but as a whole, our company blogs generated the most traffic ever in a single month because our employees as a group generated the most content ever.
