Content requires work and skill. Lots of people just ignore that fact. They get all excited about content strategy, communication plans and social media. But they hardly ever spend time talking about how to equip their staff to be content creators.
Some orgs look to hire copywriters, publishers or whatever.
But I like to look for ways to build up all staff with the skills that they will need going forward with every job of the future. Here is a presentation that I did about this topic. I hope it is useful.