Getting Bloggers to Blog

November 1, 2007 | Written by Yan Shikhvarger

Anyone tracking or regularly reading this blog may have noticed the decreased frequency of postings. This is a very common dilemma for corporate bloggers who really want to blog but somehow do not do it in reality. Before trying to solve this issue let’s single out the causes. I believe there are two issues that must be overcome:

1) How to generate relevant and meaningful blog topics
2) How to find time to write posts

Internally we are trying to remedy these issues with the following tactics:
1) Generating blog topics
- Hold a weekly brainstorm with all of the bloggers
- Distribute trade and news publications
- Allow bloggers to specialize and truly learn certain verticals (healthcare, technology, viral, mobile)
- Create regular columns that are not actually "new topics" but still function as a new posting like a "weekly new trends brief"

2) Finding time to write posts
- Actually assigning blog topics from the brainstorm to specific bloggers
- Setting deadlines
- Carving out time 30min for collaborative writing sessions
- Offering prizes and rewards
- Making quantity of posts a part of performance reviews (that one is a joke)

One good thing is that effectiveness of these strategies is pretty simple to measure….

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