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They Ask You Answer by Krista Kotrla, Marcus Sheridan

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42How Can I Keep My Team Engaged in the Content Production Process?

In order to overcome this issue and help your team produce the type and amount of content they are capable of, it’s critical to get creative. Simply saying, “Everyone, start blogging,” will never be enough, at least not in developing a culture in which creating content is not simply something team members check off each month. There must be more.

Krista Kotrla of Block Imaging, whom we discussed in chapter 34, has created a masterful culture of getting consistent participation from dozens and dozens of employees in the effort to produce consistent, powerful company content. The following is a list inspired by some of the things she has done to keep the magic of They Ask, You Answer going at Block Imaging, as well as some of the other creative ways clients have made this such a successful culture.

Ten Ways to Keep Your Employees Motivated to Participate in Content Marketing

1. Focus Your Initial Content on the Bottom-of-the-Funnel Buyer Questions and Get It in the Hands of the Sales Team

Remember, quick wins are essential to great content marketing, and one of the mistakes many teams make is starting off with questions that won’t generate immediate results, at least not from a SEO or sales standpoint. This is why addressing the subjects of the Big 5: cost, problems, comparisons, reviews, and best-of are generally the most critical to tackle early on in the content marketing process. Once completed, you’ll ...

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