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Sometimes the greatest obstacle to writing a great blog post is coming up with the right idea. Even organizations that are committed to blogging can face production lulls when busy employees struggle to find the energy and inspiration to create new topics. One creative solution to this challenge is to establish a location on your company intranet that acts as a shared resource for blog ideas.

Encourage your employees to contribute blog titles, brief descriptions and research links to this blogging ideation laboratory. That way, even employees who are skittish about writing themselves have a way to contribute to the collective blogging effort.

Create this resource to be as flexible as possible so that employees can supplement others’ ideas, write posts from their own ideas or write posts from the shared pool of available blogging opportunities. Prolific bloggers are always going to use multiple avenues for ideation, but establishing an internal resource will have undeniable benefits – especially when you’re in a pinch for bulking up your content calendar.

Ready, aim, fire

When you’re working with clients, encourage them to adopt a similar approach to blog ideation. Your client’s community manager (or whoever is in charge of their blog) can act as a sort of gatekeeper who approves ideas and keeps track of available blogging opportunities. This will enable that person to have a good sense of what blog posts are in the funnel as they create a blog calendar and work with you to coordinate content production that’s perfect for the needs of their audience.

Knowing what’s percolating in the blogging pipeline will also allow your client’s community manager to devote time to tactics such as reaching out to thought leaders who can spice up your client’s blog with awesome guest posts.

The Lennon/McCartney effect

Creative employees are often just as competitive as they are collaborative, so opening up the idea jar for all your employees to see can get those competitive juices flowing as you challenge each other to up the ante in creating the best material.

As you ignite the idea engine of your employees, consider creating a game around employees’ blog posts, allowing employees to score points for frequent posts, high levels of social shares or page views, or other desired metrics.

Whether your company is publishing posts twice a week or twice a day, always keep the needs of your audience at the forefront. Ensure that you are truly helping your audience and that you are properly balancing risk and reward.

We’d love to hear about your process for encouraging employees to contribute to your blog. Leave us a comment in the field below.


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