If Your Team Hates Blogging, You Need A New Team
November 1, 2011 
Author 
In 
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.
image credit: Shutterstock
Samantha replied | Nov 1, 2011 (15 comments)
I have to disagree a bit with this post. While it is valuable for a company to encourage team members to write and blog, not everyone is ‘good’ at writing. It is just that simple. It does not necessarily mean that they hate their job or are unmotivated, their strengths are in other areas beyond writing. As a marketer and PR pro, my tactic is to interview team members on topics they believe would be of value and the points they would like to make and use that content to generate articles. I love my job and am passionate about the work I do, but that doesn’t mean I want to go out and sell the product door to door-I could, but that’s not my strength and is best left to the people who are pro’s at it.
Adam Singer replied | Nov 1, 2011 (594 comments)
Hey Samantha – agreed, not everyone might be good at writing, but in that case they should consider videoblogging or some other content format. I still think that A-list team members *do* want to contribute to the discussions in their category, especially in the sectors I am involved with (the tech industry). You are right as well, interviewing subject matter experts is a great way to get content from them. However, these people should still not *hate* blogging or content production …it is now part of their job :)
Jake replied | Nov 1, 2011 (1 comment)
My opinion about this article is along the lines of Samantha’s, but I want to add some perspective from my experience as a writer. Yes, people who hate their jobs may find themselves hating all tasks – including blogging – relating to that job. However, there are many other hurdles that can get between people and writing. I’ve met numerous people who don’t feel they are writers, and yet communicate by writing throughout the day. Yet the very words “writing” and “blogging” scare them back in to their introverted selves. The approach to encouragement should use the familiar, not scare tactics (see your title) or buzzwords like “value creation” and “metacognitive exercise.”
If you truly want to encourage blogging, approach it like swimming. Start team members scared of the water off in the shallow end, like microblogging on the company intranet or wiki. And yes, there may be situations – like a lifeguard who hates swimming – where those who “hate” blogging may need to find a job that’s a better fit.
Jeff Ogden replied | Feb 17, 2012 (1 comment)
Not many people are great writers, but there are plenty of great writers out there. Go find them.
I not only write Fearless Competitor, but I write for clients too. It can be done with creativity.
Jeff Ogden @fearlesscomp
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Jen Grant replied | Nov 1, 2011 (1 comment)
“they don’t really hate blogging, they hate their job”
I totally disagree with this statement and assumption. If you want to put it into the context of a writer or journalist, then you might have a case, but out of all the marketing and PR professionals I know, writing is only ONE element of what they do. I imagine you’d be hard pressed to find anyone who absolutely loves every single task their role requires, but it hardly means they hate what they do.
Scott Bartell replied | Nov 1, 2011 (4 comments)
“They don’t really hate blogging. They hate their job”
So if someone doesn’t want to blog they don’t like their job?
Something tells me that there are a lot of people out there who love their job and would like to spend their time doing their actual job rather then blogging.
Just a thought.
Adam Singer replied | Nov 1, 2011 (594 comments)
Sure, but part of the job now is being media and being a leading organization. It also all depends on your viewpoint: the typical “job” is no longer enough anymore if you want to dominate a category. Of course, this type of role isn’t for everyone.
Scott Bartell replied | Nov 1, 2011 (4 comments)
I still disagree with this. Take this for example.
There is a mechanical engineer who is really good at his job and he loves it. The organization now wants him to start blogging about what he is doing. He really does not want to step away from his ‘real job’ and write these blog articles because he’s not very good at and and it’s something that he really does not enjoy. AND on top of this the company is going to have to pay him his normal wage to blog about what he is doing. AND while he is blogging about his work he won’t be able to do his ‘real job’ – what he is really good at – so projects will end up costing the company more and taking longer.
Why wouldn’t the company hire a professional writer to do the blogging for him? Specialization is what makes a company successful. When people are passionate about what they do, because they LOVE their work, they tend to do a better job.
Ville Kilkku replied | Nov 1, 2011 (1 comment)
Samantha already remarked that not everyone is good at writing. I would like to add another somewhat related point: language barriers.
A real-life example: I worked with an awesome engineer, who designed devices for the global market. He had multiple patents and worked on the company’s most challenging projects. And he didn’t speak a word of English.
Blogging in his native language would have been futile. OK, so maybe his texts could have been translated, but then it is hardly blogging anymore, there is no conversation.
Furthermore, for people working full-time in R&D, having exercise for your brain does not seem a strong argument: that’s what they are doing all the time anyway!
I do agree that blogging can create real value for any company and that it should be encouraged. However, I do not believe that blogging is a mandatory characteristic of all A-class employees.
Elliott F. replied | Nov 1, 2011 (2 comments)
i used to agree with this sentiment. but lately i don’t for the same reason that samantha states. and i think she alludes to a good solution – interviewing the staff, getting the story, then telling it.
if they don’t want to co-operate on this basic level, then yes i agree you need a new team.
Sami Katzenberg replied | Nov 2, 2011 (9 comments)
I agree. The point here is that if you are passionate about your job, you will have plenty to say about it and want to tell the world. The problem is, not everyone can find the right words to express that. A good solution would be weekly brainstorming sessions. This gives everyone a chance for input and then allows a select few to craft the story. The great part about weekly sessions is they allow open discussion while providing management a chance to see what’s going on. Is everyone excited about work? If not, what’s wrong? It’s beneficial for everyone.
Spatch Merlin – More Web Site Traffic Guide replied | Jan 26, 2012 (6 comments)
My opinion is in line with Samantha and yours. Getting a new team is not the immediate. If language is the problem then adding someone who is expert at it would be the best solution. Consistent schedule of brainstorming activities is indeed helpful. If these won’t work out, then getting a new team is the best course to take.
Brian Sedlar replied | Nov 1, 2011 (1 comment)
I agree that blogging for your company is vital for the companies media exposure. However, not everyone on the team needs to blog unless you are a PR firm that specializes in SMO (Social Media Optimization). Teaching the Blogosphere about your products is the best way for me to blog and I feel we will eventually hire a social media person to take care of our Blog, and that anyone can add to it as time goes on.
I do feel that Blogging is important and regular posting is a must in today’s market.
Alan Fontanilla (OPEN Philippines) replied | Nov 1, 2011 (1 comment)
WHILE yes, the topic is about blogging – i think this is really more reflective of how “old” school communications people still stick to the usual ways of reaching consumers and are somewhat averse to new channels.
Leo replied | Nov 1, 2011 (1 comment)
Adam, you nailed this one. The best organizations find blogging to be a blessing and a joy. If your traditional marketing efforts are yielding diminishing returns and you keep making the excuse that you don’t have time to blog, it’s time to get out of the business you’re in. Thanks for being brave enough to speak the truth.
Yang replied | Nov 2, 2011 (7 comments)
It is true that nowadays blog is a good way to build relationships with customers and show brand cultures to communities. There are many benefits if team members love writing blogs and showing their involvements. However, from my point of view, the one who don’t like or hate blogging may not mean they hate their job. The reason may just be that they are not good at writing.
Kristi Lee-John replied | Nov 2, 2011 (2 comments)
I also agree that interviewing subject matter experts is a great way to bring their valuable input to followers of a company’s blog. You might also consider different types of blog posts such as a Q&A format in which the company employee or SME is simply responding to 3-4 questions vs. writing a full blog post.
Another reason that folks might not be blogging could be technical. My PR firm’s original blog platform was not easy to use so it was not inviting my team to participate. We have since switched to Tumblr which makes blogging much easier. We also gave our blog more personality which also encourages my team to blog.
Look beyond the obvious and the solution may be something that you did not expect.
Check out our blog: http://www.crossroadspr.tumbler.com
Nick Stamoulis replied | Nov 3, 2011 (30 comments)
I don’t necessarily agree that all team members need to blog. As was mentioned, not everyone has the writing skills that are necessary to write a good post. I do however think that everyone should contribute to the blog in some way, even if they just have a short conversation with the content writer once a week and give them insights into their position and role at the company. Without input from all departments the blog is missing out on content opportunities.
Vincent Harris replied | Nov 3, 2011 (6 comments)
The team should at least understand the value of blogging and try to contribute by providing some form of content or participate in interviews. Blogging as a team needs some form of leadership, an editor or director who fits all this content into some grand scheme, motivates the team members, create enthousiasm. But I agree that the love has to come from both ways.
Sydney @ Social Dynamics replied | Nov 6, 2011 (22 comments)
I concur. Blogging and creating content for a brand is very much part of the social networking structure. Part of hyping a brand comes in part in believing that the brand is worth promoting, which in turn could resonate in your campaign.
Alexandra Reichenbach, Editor, Platform Magazine replied | Nov 8, 2011 (2 comments)
I agree with many points in this blog. The point that I agree with the most would have to be the part where you explain that it is difficult, or almost impossible to fake a blog. Blogging is very different than other forms of writing. It is very opinion-based. If you do not feel strongly about what you are blogging about, your blog simply won’t work. Also, if your company relies on blogging as a communication outlet for employees, clients and the industry, then your company better enjoy blogging. Companies that rely on blogging as a two-way communication outlet and feel as though blogging is a “chore”, will ultimately fall in the end.
Craig Cowbrough replied | Nov 14, 2011 (5 comments)
I too would disagree a little with this post. You say you can’t force someone to make art, well that’s because not everyone is an artist. In the same way not everyone is a blogger. Just because someone doesn’t have a talent for or an inclination to, blog doesn’t mean that they don’t add value elsewhere in the organisation. Leave to those who want to as you say these are the people that will come across as knowledgable and enthusiastic.
Shaquayla Mims replied | Dec 1, 2011 (12 comments)
I am on the fence as far as this post is concerned. While I think that blogging can be effectively used as a pr and marketing tool, I am concerned that blogging may not neccessarily be benifical to all, or even most companies. While writing isn’t everyone’s strong suit, from day one of being a pr major they have stressed to us how important it is for a pr professional to have strong writing skills. Personal blogging is a great way to hone those skills.
Lewis LaLanne aka Nerd #2 replied | Dec 4, 2011 (10 comments)
“People like doing what they’re good at.”
For me it seems like telling someone to “Blog” who doesn’t have the identity of a writer or a blogger is asking for the wall of resistance to come up.
Why not just give them a topic they’re expert in and ask them to give you their opinion on it. THEN, have an editor in house or you, yourself, clean it up and make it into a post.
Let the people on your team see their words put in the spot light and slowly build up their confidence.
DeAnna replied | Dec 9, 2011 (1 comment)
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