How to Involve Your Team in Writing Content for Your Company

Writing original, focused content is one of those proven marketing tactics that can take your website to new heights. Content such as blogs, case studies and e-books are all ways of sharing useful information with customers and prospects. Plus, they can help tell your company’s story and attract the right kinds of customers.

Of course, it’s not always easy to do this yourself. In fact, 3 Aspens Media exists to help create content that attracts leads, converts them to customers and helps your company grow.

We love to see ourselves as an extension of our clients’ teams. Often, that means we involve our clients in the process as much as they want to be involved. That might include a phone interview to learn more about your latest project, product release or industry expertise. It might also involve partnering with you on content you write, helping make it shine across all channels.

One thing we’ve discovered is that involving more team members in content writing can be a great benefit to the company’s content production. If you’re looking to involve your team in content writing initiatives, here are some ideas for generating excitement and engagement internally:

Bring in other experts on your team

There may be one primary author on the client team who is considered the primary expert or go-to writer. This person may also be a leader whose name goes on the articles. However, there may be a benefit to including other team members in the content writing process. Consider your team members and their special expertise or experience. Would they be willing to contribute a brief blog post to share their knowledge or answer a common question they hear a lot?  Bringing in new voices can generate new ideas and a greater depth of content. And of course, team members can be interviewed by your content marketing agency’s writers to help generate a ghost-written blog on their behalf. We do this at 3 Aspens Media all the time.

Celebrate the value of new content contributions

New content contributions can generate great value when it comes to garnering new leads, increasing customer conversions or improving organic ratings in search engines. For instance, you might do a keyword search around some industry terms and realize that you could write blogs on a chosen subject, including those keywords, and generate better landing page rankings. New content can also help show off deeper expertise within your industry and add to your archive of relevant content. Finally, new content contributions from other people within the company can generate greater buy-in from a content marketing perspective, showing more team members the impact of great content.

Have a point person for communication

When bringing new people into the content writing process, it helps to have a person or two in charge of the initiative. We find it useful to have someone on the client side and someone on the content marketing agency side to partner and help keep a cadence of regular meetings, set goals around publication and encourage those who may be new to writing with constructive feedback and positive results. This way, the company and the content marketing team are on the same page, and new writers’ efforts don’t slip through the cracks.

Don’t overlook sales pitches, but avoid being sales-y

When writing content for your website, be sure to strive for relevant, useful content rather than overly aggressive sales pitches. There’s a time and a place for each. However, a sales pitch could easily be repurposed into a blog that educates the reader about the importance of that service or product. It’s all a matter of using the right tone and structure to convey the idea in an educational way.

We’d love to hear how your team is creating content to reach your customers. If you’d like some new ideas or focused feedback, feel free to reach out to us at info@3aspensmedia.com.