Five weeks ago, I knew nothing about Bitcoin and Block Chain. Four weeks later, an international firm published my article on the investment potential of Bitcoin and Block Chain.
Why would a company hire a writer who knows little to nothing about the topic they want to communicate? That’s a fair and logical question.
The answer, at first glance, might not seem as logical, but here it is:
Content writing has little to do with industry expertise.
Does that scare you? If you are going to pay someone to convey your coveted expertise to customers, why hire someone who possesses none of that expertise? Three reasons, actually.
Three reasons why you should hire a content writer to convey your message:
Internal technical people have little time to write. What company wants to pay their brightest technical minds to write, when they could be developing new products, driving operational efficiencies, or improving the company’s bottom line? Expecting your engineers or business development people to write is a poor use of your resources.
Technical people aren’t always the most capable writers. I’ve been told this dozens of times by the technical experts themselves or by their managers. Writing is a skill, and unbeknownst to many people, it is a time-consuming and somewhat painful process. Not everyone is going to be a strong writer, and that includes the most intelligent and forward-thinking members of your team. And that’s okay. It’s no different than the fact that only one person on a team is going to be the best goalie, the best three-point shooter, the best salesperson, or the best motivator.
Experienced writers can deliver what you need. A qualified, experienced writer can deliver timely, accurate, and effective content. (See samples of industry-specific content writing.)
There is no magic to content writing. Writers rely heavily on independent research and expert interviews. (For example, I read more than 40 articles and interviewed three people before writing my own Bitcoin piece.)
Writing is a craft that blends technical expertise with the flow of appealing, persuasive copy. Pure technical content belongs in the realm of user manuals and research papers. Marketing content has another purpose, and that is to call a targeted audience to action. Whether you’re positioning yourself as an industry expert, working to stay ahead of the competition, or pushing a particular product or service, a content writer is best suited to speak directly to your target audience.
A writer thinks like a customer. If I don’t understand what you have to offer, it’s likely that your customers won’t either. Your expertise is your selling point, but it’s important to share that expertise without losing the interest of your audience. A content writer gathers, absorbs, and distills information to fit the needs of your target audience through subtly-persuasive content.
Investing in an expert writer is a good call when you’re ready to get results by increasing awareness, positioning yourself as an industry expert, or calling your audience to action. Just be sure to find a writer who can understand your business and translate your message in a way that is understandable and impactful to your audience.