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It can be challenging, time-consuming and costly for businesses to produce quality content consistently, especially if they are just starting out.

However, employees, if engaged properly, can be sources of great content – They possess the knowledge required for content creation and expertise to build trust with the readers.

You need to inspire and motivate the employees to evangelize their knowledge through content.

However, it is challenging to foster content creation from employees – They have their defined set of job responsibilities and few have the required skill-sets.

Here are 6 best practices you can follow to overcome these challenges and create an internal culture of content that will build your business’ online reach and credibility:

1. Get Executive Buy-in

Executives excite, encourage, and inspire the efforts of employees. They need to make sure everyone understands the end game. While they will rarely run the operational part, their support is pivotal to building that culture of content creation within the organization.

With their influence and budget, it would be possible to champion this idea of building a culture of content

An introductory mail from the CEO or an article from him on the company blog can drive changes in the status quo and inspire employees to start creating content.

2. Identify a Content Leader

Such initiatives quickly lose steam as employees find challenges in creating quality content. They need regular support and motivation to continue their efforts. Also, it is important to evaluate the success of this program and decide the future course of action.

Hence, there should be a content champion within the company who should be able to evangelize this initiative across departments, provide guidance to employees in creating high-quality content and measure business results.

3. Incentivize Content Creation

Incentives are a great way to motivate employees to start contributing content. By tying contributions to monetary outcomes, you can provide instant gratification to employees.

Your incentives could range from expensive gifts like an iPad or an airline ticket to low-budget creative gifts like dinner with the CEO or access to exclusive company benefits.

4. Explain the Benefits of being a Thought Leader

While leadership support and incentives are important, employees might still not contribute content if they do not see any personal value for themselves.

You need to educate the employees about the importance of building their personal brand and their own audience
– Ian Cleary, CEO – Razor Social

A promise of building a personal brand can be a great inspiration for employees to get started.

5. Empower Change

Your salespeople or technical experts might be champions in their roles. Yet, when it comes to content, they might not be confident in their writing abilities.

They need to be both empowered and encouraged to move beyond the status quo and contribute content. You need to provide them with tools, regular training and consultation to make it easy for them to create content.

Also, not everyone would be comfortable with writing content. So, you need to explore ways to encourage content creation in other formats – video, images, podcast etc.

6. Evaluate Outcomes and Adjust

Finally, you need to track and analyze the results of this program. Some measurable metrics which you can track are views, likes, comments, and shares. These can then be translated into business benefits.

This will help you to constantly refine your strategy and optimize your digital presence for maximum conversions. Positive metrics also motivate your employees to continue their contributions thereby creating a positive loop within the organization.


It can be challenging to engage employees in content creation.

Given the right training, support, respect, and encouragement, any employee — regardless of their area of expertise — can be a powerful evangelist for your brand.

Jodi Harris, Director – Content Marketing Institute

What are the challenges you are facing while building an internal culture of content within your organization? Please comment below