If Your Team Hates Blogging, You Need A New Team
My friend Steve Farnsworth recently shared a link to some tips from Matt Ceniceros at Applied Materials about how to encourage blog posts from team members who hate blogging.
Something about that concept got me thinking. It wasn’t encouraging team members to blog, as that’s critical for all organizations seeking to embrace the notion that every company is a media company. It was the point about team members who “hate blogging.”
They don’t really hate blogging. They hate their job: and that’s a problem beyond the fact that you can’t get them to blog.
Blogging is value creation
Writing for your company to reach customers, the industry, your coworkers, the media, etc. is value creation for your brand. You are creating value in the form of content, which attracts non-paid traffic, relationships being built by growing your community, trust by sharing thought leadership and attention by creating inbound PR. Savvy and passionate team members understand this. When you find an organization full of A-list employees you’ll find a mutual excitement about the fact that through blogging they are able to maintain a relationship with the world. That should be a joy, not a chore.
Blogging is a metacognitive exercise
Even beyond external benefits, blogging itself is a positive for motivated team members seeking to better themselves. It is a metacognitive exercise that allows the professional crafting it to self-actualize. Or in simpler terms: it’s like going to the gym for your brain. Interested team members not only find the exercise enjoyable, but realize they are lucky enough to be in such a position. They view it as something they get to do vs. something they have to do (even if it is mandated).
When every company is a media company, every team member is a media producer
The leading voices on your team are now one of your most valuable marketing assets. And the sharpest among them are throwing themselves into this role. It is telling that some organizations have team members excited about contributing to their company’s own brand of media, while others have blogs that are gathering dust or full of contrived content.
You can’t force people to write and expect it to resonate
If at any point you’re trying to persuade someone who hates writing to do so it’s going to suffer anyway. Blogging is an act of love and is difficult, if not impossible to fake. You can’t force someone to make art, nor can you force them to blog.
If your team isn’t encouraged and excited by these benefits then you have bigger issues than persuading them to blog. At this point trying to convince unmotivated team members to blog is treating a symptom but not the cause of a larger issue at your organization. And we all know how well treating symptoms but not causes works out.
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