Many organizations look at the amount of content required for a sustainable, effective marketing program and are concerned they don’t have the writing horsepower to pull it off. But as this post points out, the work can easily be spread out to many people, even those who are *gasp* outside of marketing/PR or corporate communications.

When I worked in the corporate communications function at a “large, multinational company” I found some of our best content – the stories that really demonstrated who we were, came from the front-line associates, call center workers and manufacturing floor. Yes, it takes someone with an editor’s eye to hone that content for mass consumption, but that’s an easier task than starting from scratch!