A contributor who tried the platform and quit isn't a lost cause. They're a contributor whose first ask landed wrong. The re-engagement isn't a re-pitch with better arguments. It's a different ask, framed differently, with the bar set so low they can't say no. Here's how to bring them back.
Pro tip: Stop pitching content as a marketing favor. Pitch it as a job aid that removes friction from work they're already doing.
The first pitch landed as a marketing favor, not a job aid
If someone tried content once and disengaged, it almost always means the original framing was "help us with marketing." That's a chore. Nobody comes back to a chore. The fix is reframing what content actually does for them at work: answer the same five questions in video so they stop having to explain them on every call, get one extra touchpoint with a prospect, hand off the customer briefing they're tired of doing live. Job aid framing wins re-engagements; marketing favor framing loses them again.
Find a use case that removes friction from their actual work
Look at what the contributor does every week that they're already tired of. The repetitive answer on customer calls. The same demo run three times for three prospects. The Slack message that gets pasted back to new hires every Monday. Any of those is a re-engagement use case. Recording it once means stopping the repetition, which is the kind of value the contributor feels personally, not abstractly.
Make the re-engagement ask one easy question they're already an expert in
The re-engagement Request isn't the moment to ask for a polished customer story or a thought-leadership monologue. It's one easy question they could answer in their sleep, with zero script prep. "What's the question prospects always ask in the first ten minutes?" "What's the one thing customers always misunderstand about onboarding?" Pick something they could record in one take and be done.
Accept that the first video back won't be perfect
The first re-engagement video isn't supposed to be your hero asset. It's the rebuild of the habit. If the contributor records and submits, you've already won the round. Don't over-edit it, don't send three rounds of feedback, don't load it with extra asks. Get it out, thank them, and start the conversation about the next one. Habit first, polish later.
Try it this week
Pick one contributor who stalled out. Find one repetitive task they do that content could replace. Build a Request in MarketScale with one specific question they're already an expert in. Pitch it as removing friction from their work, not as helping marketing. Submit, thank, repeat. That's how lapsed contributors come back.