Who Should Be in Charge of Producing Content?

Who Should Be in Charge of Producing Content?

When it comes to creating content, most companies leave it entirely to a small team to manage everything. Organization-wide content creation is so important to us, we even created a program for it called Novice to Master. Among business-to-business content marketers, about 60 percent cite trouble producing consistent, engaging content. And with 75 percent of marketers increasing their spending on content marketing, we can see that content is an increasingly valued tool for gathering leads and revenue. Creating minimum requirements will lead to a “content farm” feeling, which is a great way to suck the passion out of content creation. To do this in the most efficient way, establish an editorial calendar. At PowerPost, we use software as a service, in calendar form, to track all of our content. Your calendar doesn’t have to just track your scheduled posts; you can use it to brainstorm content ideas, plan themes, and organize content across all of your different platforms, too. Build confidence. But by getting your entire team involved, you’re positioning your brand as a leader in your industry while simultaneously helping employees learn, grow, and feel like valuable members of the team.

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Who Should Be in Charge of Producing Content?

When it comes to creating content, most companies leave it entirely to a small team to manage everything. What those companies may not realize, though, is that there’s a two-in-one benefit that accompanies engaging your entire organization in the content creation process: Your content quality skyrockets, and so does employee satisfaction.

At PowerPost, each employee is tasked with writing upward of four content pieces a month. The content must be relevant, accurate, and offer a distinct point of view. And it’s this third point that has become an unintended (yet pleasant) surprise.

We’ve found that, through content creation, many of our employees have unleashed untapped potential and found what they’re passionate about. Some of our more reserved employees discovered an outlet to express their viewpoints, and that helped drive their confidence and career acceleration. And the employees who were already known for their strong opinions were able to build their online reputations with our platform.

Organization-wide content creation is so important to us, we even created a program for it called Novice to Master. Each employee starts at the “novice” level, and as she improves her skills, she’s rewarded with a higher ranking and other benefits related to title and compensation. Once an employee reaches the level of “master,” she’s been published nationally or has received industry accolades for her work.

A Win-Win Scenario

When employees actively participate in the content creation process, it benefits the employees and the company.

For the company, the process tackles the most common content marketing challenges. Among business-to-business content marketers, about 60 percent cite trouble producing consistent, engaging content. Drumming up a variety of content plagues another 35 percent. And with 75 percent of marketers increasing their spending on content marketing, we can see that content is an increasingly valued tool for gathering leads and revenue.

For employees, it sends them a “we’re all in this together” vibe, assuring them that their ideas are being heard and that everyone is rooting for one another’s success. It also creates an atmosphere of mutual respect and admiration, and friendly competition is born as team members work to outperform one another with the content that receives the most attention.

We’ve also seen team members who were not at all excited to begin their writing journeys, but they blossomed into prolific writers with authentic and powerful perspectives. These instances have been life-changing for employees, and they’ve proven to everyone else that we have a culture built on making sure everyone’s voice is heard.

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