The insightful Ann Handley recently created ten ways to create a “culture of writing” to get more of your experts creating content for demand generation, inbound marketing, and social media marketing campaigns.
Some of them are useful, others I’m less sure about.
But is the whole idea of getting every subject matter expert (SME) in your organization to write even worthwhile?
Publish or Perish, Guys
On the “yes” side:
- It can get expensive to hire an outside writer to churn out enough content to fill your blog posts, SlideShare and YouTube channels, not to mention your gated white papers and email newsletters. Why not save money by tapping your smart in-house people to feed the content beast?
- Even more importantly, these in-house experts have too much great experience, insight and anecdotes from the marketplace not to tap.
- Finally, it’s hard to find a good writer, and to train them about the fine points of your industry and your differentiation in it. Why not instead tap the skills of our own staff, who we know and trust?
Not My Job, Sucka
On the “no” side:
- Not everyone has enough writing talent to turn our quality content quickly and easily. For some of your SMEs, using the active tense, understandable language, creating a catchy opener and even spelling out acronyms are second nature. For others, it’s unrelenting hard work. Sure, you can teach them a lot of these skills, but might their time be better spent on vetting ideas and fine-tuning technical content?
- Language/cultural differences. My hat’s off to the offshore product and project managers who give me the raw material for case studies and white papers. Their English is 12 times better than my grasp of any foreign language, and they run circles around me in technical and project management skills. But there’s an inevitable gap between their use of English and its use for business purposes in the U.S. Their writing is (for good reason) full of in-house jargon and abbreviations rather than the high-level business benefits readers want.
- Writing isn’t just – or even mainly – writing. It’s reporting, asking the tough questions an outsider will think to ask that that ensure your content meets your prospects’ needs. For example, how does your product or service compare with your competitor’s? How do your fancy features reduce a customer’s costs or increase their sales? It’s often easier and less expensive to have an outside writer do the tooth-pulling than ask the SMEs to do it themselves.
Divide and Conquer
If you have SMEs who can write and like to write, you’re lucky. But even then, I would follow Ann’s tip number seven of hiring a dedicated editor. And not just a copy editor who checks facts and fixes minor grammar errors, but “…someone who can give a piece of writing a higher-level read to help improve, expand, condense, or rewrite.”
Unless your organization has a journalistic culture, does outsourcing (or hiring a full-time pro) to do some of the reporting, writing and editing mean higher quality with less total cost and effort?
Filed under: Content Marketing For IT Vendors
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