You’re in charge of your school’s blog content, yet you’re a small (or solo!) team. So the logical way to keep your blog up-to-date and interesting? You ask for others to contribute content.
But how can you ensure that the content they contribute is strategic, engaging and aligns with your marketing goals — especially when they’re not marketers?
This is one of the most common content hurdles I hear about from my school clients: it’s so hard to get quality content from colleagues, especially when you’re basically asking them to do you a favor and take time out of their own workday to write content for your school blog.
However, with a little planning and guidance, you can make the most of their time AND get the content you need to create a quality, strategy-focused blog.
There are a few things you can do to improve the quality and timeliness of content contributions:
You read that correctly. Writing can be extremely intimidating. Even if someone has a fantastic idea for a blog post, or insights into an issue that would make a truly compelling story, the act of writing those thoughts into an article is often very stressful — especially if they will be given writing credit.
Ease the pressure for your content contributors by asking for their main ideas in bulleted format, or their rough ideas in outline format, rather than asking for a completed piece. Then you can take their ideas and craft them into an article that serves your audience and your marketing strategy.
But what if you don’t have time to do all of this writing and editing yourself, you ask? Well…
If you really need your contributors to do the heavy writing for you because you simply don’t have the time or capacity to write the posts yourself, have contributors accompany each submission with a key-points overview. This overview will help both them and you focus on the article’s most important themes, so that if you do need to copyedit it for clarity and direction, you know where to start.
The key-points overview should include a few basic areas of information:
If your contributors feel like writing for the school blog is a burden, that negative energy will seep into their content. Make sure you thank them for their involvement and make contributing fun.
We share a variety of ideas on how to do this in the post The Big List of Ways to Get Employees Involved in Content Marketing, but here are a few of our favorites:
Being intentional and strategic with your content requests will keep contributors interested and engaged — resulting in stronger stories for your school blog.
Need more content creation advice? Join our new Facebook group, The School Storyteller, for daily content prompts, tips and resources.