How to handle a coworker who has given up
So I own part of the content strategy — the blog — on my team, and a coworker is kind of getting in the way. For reference, I think a blog is your company’s chance to introduce itself to readers, and I think it should be pretty high-quality because it’s one of few comms we have with customers/prospects/the internet without requiring them to fill out a form. I think the blog can be a meaningful traffic driver, especially via LLM and SEO, and I think that if the content is good it can get you leads sometimes. Maybe I’m wrong about that.
Before i joined, my company treated it like a dumping ground for things that couldn’t be press releases, half-baked thought leadership, and product updates. I took it over to make it into a higher-quality, strategic effort to communicate with our audience. Now, my coworker has recently discovered Claude. Although the team has laid out guidelines (edit the ai out of your copy if you use it, generate new ideas, stay below 1k words), this guy doesn’t really follow them and I don’t know what to say about it. I know he does it because he talks about it all the time like “who cares, just use Claude.”
My manager handed the blog strategy off to me, it’s clear she doesn’t read it, but this guy and I are the same level. I’m not his boss. But like 1/3 of the content on there is produced by him and I wish he would stop because it’s not helping out my effort. Beyond all this, I work at a big company and it’s hard to get the website people to do anything for the blog either — I have a whole distribution plan to get more people engaged with it, but I need them to prioritize it.
My thought is, why have a blog and spend time writing all this content if there’s no strategy behind it?
What would you do? I either want to tell my manager we need to have a wider marketing talk about what the blog is for and real criteria to post on it or I wanna give it back and say if you don’t care I don’t care. Beyond that, I want to bring up my coworker without sounding like a tattle tale. Open to all thoughts! Thanks!