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It's hard. Even at a software company where the lines between marketing and sales are blurry (where I work), it's hard. Most people are not great writers or even writers, period, so they don't feel comfortable sitting down to write a blog post or editing a piece of writing.
In my experience, you really have to hold their hands every step of the way and make it as easy as humanly possible. Your job isn't to get them to work on your content. Your job is to help them work on your content. There's nothing in the world that will motivate them enough to stop focusing on their own job to do yours for you (how they might see it).
Here are a few tactics that have worked for me:
- Sign them up for a content mission that they can get behind -- ideally one tied to their own reputation and ego. It's not enough to say, "We have to produce X pieces of content this quarter." Feature them as the expert right in the content and recognize them publicly for their participation.
- Rather than getting them to "review" the content, treat it more like a traditional fact-checking process at a magazine. Schedule a meeting over the phone/web or face-to-face. Before the meeting, write up a quick list of the "facts" in question send it over to them so they're prepared (if they choose to be). During your meeting, walk through the facts and get them to confirm or correct each fact.
- If you want them to actually author something, make it super easy. Schedule time to work on an outline by getting them to do a "brain dump" while you type and organize their thoughts into a coherent structure. Write a draft for them and sit them down to go over it together to find out what needs to be changed.
- Find one champion in the sales team -- ideally someone who is pretty successful -- and work closely with them to create some content. If all goes well, get them to advocate for you among their team, sing their praises in public, and draw a connection between their content and their success in sales.
As far as I can tell, there's no silver bullet, but hopefully this helps!