Content creation, a subset of sensemaking, is difficult. It takes time and effort. According to a 2019 survey of 213 North American workers conducted by Degreed, most sharing of information is in responding to other content found in the flow of work or learning. A lot of user-generated content is sharing content that has been created by others.
This should not be surprising. As a blogger for over 15 years I know how much effort it takes to create content. Not everyone is, or should be, a blogger. For example, blogging is most suitable for freelancers, who have time and can use their blog as part of their own marketing. Adding blogging to the day of a busy professional inside an organization does not make sense unless some other activities are dropped.
There are many ways to add value to information. Just spending the time to read an entire article, and then deciding how and when to share it, can provide value to one’s colleagues. Finding and sharing information and knowledge should be part of the workflow in any knowledge-based organization.
Some people may be creating original content via blogs or videos, but most will not. For those supporting knowledge-sharing in an organization, look at what is shared and see how it can be done better — by adding value. User-generated content resulting from daily knowledge flows is one part of organizational knowledge management. Management’s job is to help develop skills, enable open knowledge flows, and then capture and enhance through effective curation.