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pharmaceutical content writing: getting your employees to write for you

 

Great content is what drives visitors to your website or blog and producing great content takes time and needs to be consistent. Pharmaceutical companies tend to be very large organizations with many employees. Just think if each employee could produce one blog post you would be set for the next year and beyond and budget wise probably have spent next to nothing.

question 1: why implement a culture of content writing in your pharmaceutical company?

  • no one knows your product better than your own employees
  • it allows for new insights: employees give unique insights, think of client interaction
  • it allows for a diversity of thought and subject matter
  • do not forget content creators are a critical and vital part of your website or blog & it allows to produce as much content as possible

question 2: so what needs to be in place?

  • good starting point would be to have in place a blog editor
  • start in small steps, for example, get customer facing employees to contribute (for example sales) they  have more client interaction than anyone else in the company
  • create an in-house blogging program or a blogging group:
    • excellent writers that collaborate on writing blog posts, will add content much faster
    • blogging group allows for a place to collect ideas and share learning experiences
    • blogging group allows for understanding metrics on how past post(s) performed and to plan better for the future

question 3: how do you encourage employees to write content?

  • your employees may feel uncomfortable about writing because they are not writers & this is where the blog editor or blogging group can come into play
  • an alternative could be to have content writers interview employees and use the information gained to create great content
  • make it easy for them, give your employees templates or outlines in order for them to get started
  • in the end, there is something exciting about seeing your name next to content on the web, a video, an e-paper or an e-book
  • thank them for contributing
  • convincing coworkers to contribute to blog writing is an ongoing effort

question 4: what kind of incentives can you use?

  • measure success of their content, use metrics and analytics, share these results, this gives them encouragement
  • view this as an opportunity, contributing to a company blog, also gives employees the opportunity to build up their own authority
  • it gives more meaning to their role, they will feel more of a sense of accomplishment
  • should it be made mandatory? no. An option could be to write at least one post per quarter or if your company is large one post per year

question 5: should you get your CEO to help in content writing?

  • Yes, there is something unique about content coming from a CEO, today people want to see the human face of a company
  • besides when employees sense that management is not really *in it* then employees are not truly invested

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