Earlier this week I participated in the annual player draft for my fantasy baseball league, a time-honored tradition that takes place all over the country and helps drive the $3.6 billion fantasy sports industry. In years past, our league had used a traditional “snake” format for drafting, which simply means that teams draft in a linear order in each round, the order reverses the following round and this continues until all team rosters are full.
This year, however, we decided to try a new auction format, where each team is given a budget of 260 virtual dollars to bid on players any way they desire. The auction draft is more complicated than a traditional system but can also be more stimulating, as the level of strategy necessary increases immensely.
At the conclusion of our draft, several team owners were frustrated (I was not among them) that they had filled up their rosters and still had money left over at the end. That scenario is one you always want to avoid in auction drafts, because it means that you likely were outbid for top talent trying to save for later but you never spent what you had tucked away. Because the auction budget is virtual, once the draft is over you can’t do anything with it and it becomes a wasted asset.
So how does this relate to blogging strategy? Well, many companies don’t fully recognize that in trying to drive traffic to their blog they are under utilizing their greatest assets—their own employees. The people who live and breathe your product or service every day, whether in development or sales, are experts in both your industry and your specific offerings. Businesses large and small should leverage the expertise of frontliners to help establish their company blogs as destinations for thought leadership and innovative thinking. After all, research shows that quality content is among the most important factors in establishing blog credibility.
Of course, employees may not have the time or writing experience to handle blogging themselves; but they can contribute in other ways. For example, if you outsource some or all of your blog content, consider asking your employees to do short interviewers with your content creation team to give them a more comprehensive and nuanced view of what your company offers. A 10-minute interview can do wonders for your blog’s quality without putting a major burden on an already busy employee.
So if you’ve been scratching your head trying to come up with ways to boost traffic and responsiveness on your blog, don’t overlook precious assets sitting unused in your pockets. Turn to the employees who help make your business great every day, and turn your blog into a home run.