Does your organization place the onus of content creation on your marketing department? Or is there one lucky individual who gets that task?

If you answered yes to either of those questions, you’re probably in pretty good company. While marketers can be excellent content creators, they represent a single function within any business, and therefore, only have a fraction of the perspective required to fully capitalize on all of the opportunities that content creation presents.

The goal for any organization involved in content, digital or social marketing should be to create a culture of content creation by which everyone is responsible for contributing strategically relevant, compelling, and meaningful content.

Following are 5 contributing factors that are necessary for cultivating a culture of content creation:


If everyone will be expected to contribute content, everyone will need to be trained on your content strategy, identifying opportunities to create or capture content, how to create meaningful content for various uses and platforms, and on the various technologies and software required for production.


To assure 100% buy-in from your entire organization, senior leadership needs to buy-in and be strong proponents of your culture of content creation. What this will mean is that senior leadership will need the same extensive training as everyone else, and will likely need to be among your best content creators for others to get excited and involved, and for content creation to truly become part of your organization’s culture.


I’m not talking cash, cars and trips here, but if you can reward your content creators with fame, increased responsibility, greater autonomy, or positive reinforcement, it will go a long way to encouraging content creation, maintaining initial enthusiasm for your content plan, or overcoming the initial skepticism and resistance to change (whether your organization is enthusiastic or resistant to your content strategy and cultural shifts will likely be difficult to predict before it commences).


Mirroring the importance of setting expectations in the workplace, you will need to set clear content creation expectations for your employees or coworkers. Without clearly stated expectations, your plan will be lacking the focus required to truly be successful, and buy-in will likely be met with greater resistance due to increased confusion and a perceived lack of organization.


Every great team is led by a great coach. Similarly, you will need someone to lead your culture of content creation by providing necessary technical and production support, manage the publishing and dissemination of content, and direct the organization from a high-level strategic perspective to ensure opportunities are being capitalized on, among other duties.

How is content created in your organization?

Do you have additional ideas on how to foster a strong culture of content creation?

What are some challenges you’ve faced regarding content creation, and how have you overcome them?

It would be great to hear from you in the comments, or on Twitter @RGBSocial

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  1. […] – if not everyone – plays a role in creating strategically relevant content. In a previous post I outlined 5 necessities for doing just […]


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