You’re not the only one with a blogging problem. Here’s how I’m overcoming the problem in the organizations I serve:
1. Separation of duties: keep the writing, editing, picture creation or capture, posting, and promotion processes separate. Even if they are all done by the same person, you’ll get better results if they are all done as separate tasks.
2. Internal interviewing: get staff members to interview other members about the topic and include the best excerpts as quotes in the blog post. This has a secondary effect of getting everyone more invested in the process.
3. Schedule time for blogs: when leadership allows staff to block off time for blogging activities, the results are two-fold. It allows dedicated time to achieve the stated result and let’s the team know that management is aligned with the outcome.
4. Measure the metrics: publicly record and distribute to the team the metrics you want to improve. For example, if you want more blog posts, track “# of blog posts per month”. Replace the metric with whatever element you want to improve.
5. Make it interesting: attribute goals and rewards for stretch goals based on blogging metrics. For example, if “# of blog posts per month” exceeds the stated goal, the team gets to go out for lunch together ‘on the office’ as a fun gift.