3 steps to persuading subject matter experts to write for your blog

Topical know-how provides added wallop to your corporate blog; it’s your job to ease the way for those wizards to share their magic with your audience. Here’s how…

I was a little surprised by a recent statistic that came across my desk. Out of 534 Fortune 1000 CMOs surveyed byBlog2Print, only 23 percent use corporate blogs.

As a content marketing insider, I thought everyone and their sister (well, my sister is, at least) is blogging. But that’s my problem.

So I pulled another Sherpa book off my shelf (the 2010 Social Media Marketing Benchmark Report, for those keeping score at home) and noticed that although communicators find blogging to be one of the most effective social media tactics (behind only blogger relations and micro-blogging), it is also one of the most difficult (second only to blogger relations).

So, here’s a three-part answer to the pressing question: How can I get subject matter experts onto my corporate blog?

Step 1: Make it easier

Though I have the luxury of a highly talented team of reporters and writers on the MarketingSherpa blog, over on the MarketingExperiments blog we rely on subject matter experts who have better things to do than write blog posts. Their time is valuable. And one way they don’t want to spend it is figuring out a blog platform.

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