Does A Writer Need Deep Industry Experience to Produce Quality Work?

Recently, in a Facebook group for software companies, someone asked the question, “What's the BIGGEST challenge you're facing with content marketing in your business?”

There were a variety of answers, but a couple of them, in particular, struck me.

Screen_Shot_2017-11-15_at_9_11_33_AM.png
Screen_Shot_2017-11-15_at_9_12_11_AM.png
Screen_Shot_2017-11-15_at_9_15_30_AM.png

So it seems—in this group anyway—that people are looking for writers who bring value and quality (i.e. “know what they are talking about”). And, in some cases, that want it to be cheap. Now, cheap is a relative term, but according to one of these comments, we're talking about a few hundred dollars. 

What’s most interesting about all this is that it assumes a couple of things about hiring writers.

  1. Writers must have deep experience in a particular industry to write good content.

  2. Outsourcing means poor quality.

Aside from the obvious tension between people wanting quality writing for cheap prices (never gonna happen), let’s take a look at these two deeper points.

Writers must have deep experience in a particular industry to write good content.

This is simply not true.

Yes, you’re going to understand your situation better than anyone else can (at least, at first), but a good writer has been around the block, probably in a handful of industries. A good one knows what works and what doesn’t—despite the industry.

Of course, we can quibble over what works in one industry doesn't work in another, and I get that, but I'm talking about at a purely fundamental level, a writer is going to know much better which formats, mediums, and types of messaging get results. 

I’m a copywriting specialist. That means I spend my days reading about, thinking about, and practicing content and copywriting. You don’t. This gives writers a huge advantage, whether we have industry knowledge or not. In most cases, this is something we can figure out—and in my case, very quickly. 

Focusing on a writer’s lack of industry experience allows you to discount them as a professional. No one says Netflix should only produce comedy specials simply because they have a lot of them. That would be crazy. Netflix is in the business of producing quality programming, not sticking to one genre (i.e. industry). 

Outsourcing means poor quality.

This argument says two things to me.

  1. You’ve been burned (probably by someone online working for pennies on the dollar, most likely by someone who is not a professional)

  2. You’re not serious about investing in a quality writer.

Look, you get what you pay for.

If you’re bargain hunting in online freelance groups and marketplaces, you’re not serious about quality content. This is simply because the people you’re going to hire there will not have your company’s goals in mind. They’ll have volume in mind.

That's because, when you’re making pennies on the dollar as a content producer (not copywriter), turn-around is the name of the game, not quality.

Your focus on lack of quality becomes a self-fulfilling prophecy. You won’t get quality writing from someone else because you’re not willing to pay an expert for quality work.

Now, if you’re serious about hiring a professional who can help you move the needle in your business and create a content strategy focused on your company’s goals, hit me up. I’d love to tell you about my Marketing Accelerator program.