Video Transcription
I often talk with business leaders who are frustrated about the level of effort and investment required to create quality content for their business. Why are they spending so much money on staff and agency partners if the blogs they’re getting back are low quality and still require them to do a ton of rewriting and content review? Well, I wish I could tell you there was an easy button for this challenge, but there’s not.
When you sell a complex service or solution, your content must have the input and direction and insight of the subject matter experts within your business. Those who have 5, 10, 15, 30 years of deep industry experience can’t possibly just be substituted by an external third party or a copywriter who’s skilled in the work that they do but don’t know your industry. Great content requires deep investment of subject matter expertise.
When marketing has access to your subject matter experts, they can make the process much more efficient and they can take great content and ideas and stretch and parse them out across a lot of different channels and applications. But you cannot delegate the responsibility to articulate your complex business. You must have subject matters available to your marketeers so they can amplify that expertise and be the voice behind building your brand. So if an agency is telling you that they will handle all of your content and just do the research to provide search engine ripe content, please don’t buy it.
Please stay at the helm of your subject matter expertise and make your practitioners available to your marketeers so that they can work together to extract the rich wisdom of your business and your brand and represent it well across all of your channels. That’s how you build a rich content, program deep engagement, and bring something of value to the world that isn’t just more fluff and nonsense on the Internet. Make your content count by making the commitment to be closely involved and available and your marketers will make your messaging more powerful.
