To Write or Not to Write – That is the Question! How to Show Employees That Creating Company Blogposts is Both Important and Easy

Content marketing is in fact a speech to the world. 

Writing a company blog allows you not only to educate your clients, but also to gain new leads and to show the entire community how professional are you as a company – totally for free. What is more, it attracts consumers, investors and lets you easily share the knowledge you own as a working community.

Marta Michałowska
Digital Marketing Manager
Added 2 months ago | 6 min read

So why not show who stands behind that success? 

After all, the knowledge you have as a team does not come from nowhere. It is a collection of individual employees who are experts in the work they do every day. 

Let's show them to the (writing) world!

Why does your company need a hero (or a blog)?

There are a number of business benefits resulting from running a business blog. 

The main goals of writing a blog are sales and marketing aspects as well as those related to building the personal brand of employees and showing them as industry experts. 

Running a company blog has a big impact on building customer engagement; such activities are much more effective in acquiring new clients and maintaining existing ones than e-mail marketing, as well as having a direct impact on so-called whisper marketing. 

Another advantage of running a blog from the company's point of view is the ability to optimize content created for the needs of search engines, which results in making it easier for potential clients to find the company's materials. 

A blog is also a very low-cost solution, perceived by clients as a reliable source of information.

Not everyone is a Shakespeare (and not everyone has to be)

As a rule, taking care of a company blog belongs to the duties of professional copywriters or people employed in the marketing department.

This does not mean, however, that people from other departments cannot support them in the process of writing.

People from different parts of a company bring their own value to a blog - substantive industry knowledge from other then marketing fields.

Most of them, however, do not like to share their know-how and when asked to write a post they often react with various excuses. They complain that:

  • they do not know what to write about
  • they do not have time to write it anyway
  • they cannot write

There are effective ways to deal with all of these. 

However, before we think about how to solve each of these issues, let's see why it's worth writing blog posts from an employee's point of view.

Employer Branding versus Effective Blogging

Writing a blog post is an ideal way to present your substantial industry knowledge to the world (both to clients and prospective future employers).
It’s a great opportunity to show your professional development. 

By the way, you will also support the employer's brand, which will certainly be appreciated.

In addition, showing your knowledge to the public will also help you to become a more familiar expert in your field. Who knows, maybe the organizers of a big event will find your article and be so impressed that they will ask you to become a speaker? Maybe you will land a spot as a guest post on a well-known industry blog, or will you be the author of articles in the printed industry press? Maybe you will become an academic teacher and you will have the opportunity to share knowledge to students?

If you are still not convinced, take a look at what Inga Leder, our Communication & Marketing Specialist responsible for the employer branding #SynerisePeople project, says about this topic:

To sum up, those who don’t take a risk don’t drink the champagne. Make it easier for others to discover the potential within you and write 😊

The Great Stories to be Told (or Written Down)

Searching for inspiration is often seen as tiring, time-consuming and dedicated only to the “creative” departments.

The truth, meanwhile, is completely different. There are topics that are obviously good choices for a post. Below you will find a short list of ideas that are always worth posting:

  • Write when you finish a large project (or some significant part of it). When you’ve just finished something crucial from the point of view of the company or the customer, don’t let this information go unnoticed—share it with the world by writing a post.You can describe what the process of creating a particular function or campaign was like, why the newly created system component is crucial or what results were associated with completing the task.

    Also, if you work on something at regular intervals, you can create a series of thematic posts. At Synerise, we publish a Monthly RoundUp with posts regarding new functionalities of our platform.
    The work that our technical writers put in creating those articles is invaluable - no one would describe the complexities of technical new functions better, while keeping the language understandable for people working outside of IT.

  • Were you looking for information on a certain topic and had a problem with finding answers to an important (business) question? Did you learn how to solve the problem?

    So, share your gained business or technical knowledge with others.

    In most cases, you were not the only person facing the issue. Create instructions on how to proceed in each case.
    Similarly, you can contribute if you are an expert in some field by writing and facilitating the work of others and showing how they can solve a given problem. 

    Here’s what this kind of post might look like—take a look at post about Launching an Effective LinkedIn Ads Campaign written by our Performance Manager, Anne Bereza.
     
  • Write a post when you receive lots of questions on the same topic from your clients. With a blog post, you will be able to comprehensively and easily explain the issue.

    You will also facilitate the work of the customer service department 😊
  • Show off your speech at a trade event. This not only informs readers but also reinforces your image as a trusted expert in the field.
    Try to summarize the most important parts of your speech, the key insights to take away, add the right graphics and let people who have not had the opportunity to participate in the event gain new, valuable information.


Source: You Were Made As Well As We Could Make You: The Traps of AI in Marketing to Women

Writing tips and tricks

1.    Don’t write for yourself

Remember that you write to customers or other people in the industry (not having the same knowledge and experience as yours).
Try to describe the topic as simply as possible (including using understandable language, omitting unnecessary industry phrases).

And always remember what Albert Einstein said:

2.    Write according to the good advice given by your colleagues from the marketing department.

In many companies there are ready-made guides on creating content for blogs. They concern mainly topics such as finding the right keywords, tips for writing outstanding headlines, but also guidelines on illustrations to be included. 

If you do not have such a document, remember one thing: something that you cannot really do is link to sources from competitors (or completely obsolete sources).

In the meantime, we encourage you to read advice regarding style and language hacks and tips concerning planning and research process.

Summning Up

There are lots of ways to add value to a blog and sources for inspiration are all around you.

Sometimes you have to take a step back to see what’s right in front of you sometimes.
Whatever gets you motivated, be sure to make it as insightful and valuable for readers as it is rewarding and interesting for you.