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Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less by Joe Pulizzi

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CHAPTER 18Extracting Content from Employees

What helps people, helps business.

LEO BURNETT

Some CEOs love to write, but most like to talk. If it’s a challenge to get your C-level executive to produce thought leadership content, capture his or her thoughts in a different format. Interview that person using Skype, and record the conversation. Your managing editors can turn that into other content marketing pieces (for example, blog posts and white papers). Or if the content quality is good enough, you can use it in the captured format. Or if the CEO can’t really write but is willing to simply type an e-mail, tell him or her to just write a long e-mail to you.

In other words, don’t block the process by forcing the person into something he or she ...

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