The best place to start is to find people who have a natural desire to write. You could hold a meeting or send out a memo inviting interested bloggers to talk with you. Ideally, you get plenty of interested and anxious writers who want to talk about their roles in your business.
If blogging is integral in your content marketing, a long-term strategy is to include writing skills in job applicant screening. When hiring someone into a position where periodic blog posts are expected, include that in the job description. Find out what prior experience a candidate has. You could even request a writing sample or assessment within the screening process.
Many people who enjoy writing aren't as inclined to routinely come up with new blog topics. It isn't a good strategy for you to allow a team of writers to pen random articles on non-aligned topics anyway. Your topics and titles should coincide with your content marketing and message strategies, search and keyword objectives, and content calendar.
Tip: Consider creating a content strategy that relates to the triggers that cause your prospect to invest in addressing a business issue and align with the topics that they would search to research solutions.
New writers are typically more comfortable when you supply them with steady topics centered on their natural interests and passions. For people who desire some input, allow them to come up with titles and descriptions that fit into topic or keyword lists. Schedule your content calendar several months in advance. This eliminates uncertainty and lets each blogger know what is expected of him or her.
To cultivate internal bloggers, you must first build a team of people interested in taking on the challenge. An open call for interested writers is a good starting point, but you may have to assert yourself more and identify passions that could be shared through writing. Allow your bloggers to focus on quality content with clear schedules and topic lists. Train and coach as you would with other new job roles, and build confidence as a priority during early content reviews.
Read our White paper: Stand Out From The Crowd: 24 Inbound Marketing Tips To Set Your Company Apart for more insights on succeeding with content marketing!