said 2 months, 1 week ago:
I noticed you didn’t get too much response to your question. I think it deserves response because it is a common problem.
I have had this same challenge. People within organizations see the company blog as somebody else’s job. I was delighted once when someone came to me with an article. It seemed like it was part of the corporate mission but it ended up that it was her own private endeavor and she was fired.
In addition to Kristi’s comments, you might play to their vanity — since self-interest rules. Ask to interview them about a problem “only they can solve.” Use video or at least take a picture. Make sure you play them up. When they see that the blog is an opportunity for them to be noticed, they might be inspired.
On one of the training webinars—I can’t remember the source—a company engaged employees by giving out a fun award each week to an employee that contributed that week. They were pretty creative about how they gave the award so that it wasn’t just volume of contributions that was noted. One person, an engineer, was congratulated for just one post that had a very important impact to the overall corporate mission — which I believe was selling refurbished medical equipment. They were weaving the blog into the corporate culture and I suspect that the answer to this dilemma lies therein.