4 Essential Steps to Preparing Employees for Content Creation

by Rich McElaney

4 Steps to Preparing Employees for Content Creation

Whether you’re running a Fortune 1000 company or a local LLC, the ideal scenario for content creation (ie great content marketing) is to get full buy-in and support from your employees. Here at The Sales Lion, we call the in-house creation of content “insourcing” and we favor it for two main reasons:

  1. The depth of experience answering customer and prospect questions is deepest internally.
  2. The company culture shapes the tone and style of the content – making it “sound” and “feel” more authentic.

While most C-level execs and small company owners love the concept of insourcing, very few know the straightest path to making it work for their businesses. Let’s take a look at that path and the steps to success with insourcing.

Step 1Communicate the Content Strategy

Communicate the content strategy – the why, what, how, who and when.  The companies who are best at insourcing build success with a solid foundation of understanding. That starts with a clear and unequivocal demonstration by leadership that they buy into the process of educating prospects and providing useful content that solves prospects’ problems.


The definition of the “why” (Simon Sinek covers this better than anyone) is the best place to start and is unique to each organization.  The easier the why is understood by your employees, especially how it impacts the company and their prospects for long-term employment, the better the buy-in.

A simple summation of the philosophy behind a good content strategy, and one that we use successfully with clients is, “They (Prospects) Ask, We (The Company) Answer”.

Key Takeaways:  Hold an all-hands-on-deck meeting to initiate the insourcing effort. Make content creation and ongoing brainstorming of new ideas an integral part of company culture. Ensure that the processes are highly visible, keep score and incentivize. (What gets measured gets done, right?)

 Step 2Capture the Brainstorming Ideas in a Content Calendar

Capture the Brainstorming Ideas in a Content Calendar (an Excel spreadsheet works well).  The goal we like to set for clients in any initial brainstorming session is identifying 100 – 150 unique questions that prospects and customers ask. Don’t get hung up on the exact number, the important thing is to begin conditioning your employees to think more like a consumer and over time it becomes easier for them to develop questions.

Key Takeaways: The brainstorming session must be non-judgemental – take any and all ideas and enter them into the spreadsheet – the fine-tuning will occur once the initial question list is completed.  Be sure to structure your article titles as close to the way a consumer would enter it into their browser search box.  (You can turbo-charge the power of your titles by incorporating the “Big 5”, which is explained in detail in the article we wrote – 2 Groups of People that are Killing Blogging and Content Marketing Success Around the World. You can download a copy of the spreadsheet we use at The Sales Lion for your own personal use.

 Step 3 Train Your Employees to Listen Well

Train Your Employees to Listen Well (Elevate the Awareness and Value of Listening Well).  Like any other skill, good listening requires awareness, training and persistent work. In every company on any given day, there is constant communication with clients and prospects, which if properly received and leveraged, could provide enough content ideas to fuel the content strategy in perpetuity.

The brainstorming in Step 1 serves a second purpose: it heightens the awareness of the team for zeroing in on the types of questions customers and prospective customers ask.  That awareness, coupled with a company culture that focuses on educating prospects and solving problems, makes your content creation team much better listeners.

Good Listener

In your brainstorming session, have your team identify as many of the “listening points” as possible. Call centers, trade shows, email correspondence, chat platforms, social media networks and local networking events all provide the opportunity to be highly attuned to the questions that prospects and customers have about your offerings.

Key Takeaways: Hold content brainstorming sessions at least semi-annually – preferably quarterly, to keep the listening skills sharp and the new content ideas flowing.  Create a central repository of ideas in a Google docs folder or a project management tool like Basecamp or Asana and review the ideas in your quarterly meetings. Assign a specific person for each listening point who will be responsible for capturing the questions generated there.

Step 4 Define Content Creation Responsibilities

Define content creation responsibilities by department and assign specific roles and responsibilities for content production.  The commonly held belief that content is the exclusive domain of marketing is just plain wrong.  Any department that interacts with customers and prospects on a regular basis should be involved in your company’s content creation efforts.

Because content comes in many formats, identify and assign roles to the best people for each form of content you’re producing. For example, if you’re creating video – some of your people might be able to riff on a content topic because they do it so frequently – that’s the talking-head role. Others may like the Q&A format where one employee is the interviewer and the other is the interviewee.

With articles, some employees might have great ideas and can bullet-point the key points and other employees have the skills to write and edit the material.

Key Takeaways: Get as many of your employees as possible to contribute to the content creation effort, whether their role requires direct or indirect involvement. The more people involved, the greater the number of ideas and the longer the effort lasts. List the roles and responsibilities of each content team member on your spreadsheet.

If your company struggles with getting buy-in and sustained engagement with content creation from employees, try these steps. Spend more time on building the foundation correctly and it will help you achieve success over the long run. Remember, it’s a marathon, not a sprint!

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