Many of us repurpose content, especially those occupying c-suites. Often, we need to write some content as a report and make a presentation based on the same content. Many such content repurposing efforts that switch between content development and presenting the same content miss out on a fundamental difference. Consequently, we fail to engage or, worse still, gain the support of the audience. This Quora answer is about what we tend to miss and how to avoid this pitfall.
Read Surya Vallae’s answer to “What strategies work for a good speaker but not for a writer when presenting the same content?” on Quora.
Executive summary: Many startups and small businesses look for content support outside their organization. This blog discusses how to find a content writer and the advantages of working with a content partner (a content development firm) instead.
Reading time: < 3 minutes.
Let us begin with the assumption that you feel that your needs can be met by a content writer, with a couple of years of experience. In this case, finding a writer has three parts:
Understand the factors that drive the selection process.
Decide how to find a writer.
And find ways to assess the writer.
Factors that Drive the Selection Criteria
Subject area: It is easy to find writers who write about subjects like fashion, food, movies, and so on. However, it is difficult to find writers who have prior knowledge of emerging areas or content that requires in-depth domain knowledge. The next best thing is to choose someone who can assimilate the subject fast and is good at connecting the umpteen thought processes and knowledge threads.
Quality: You also got to decide the level of quality. Do you need content that is ok or content that is of the highest standards? Should the content be persuasive or just factual? Remember, quality has a positive correlation with your budget.
Your timeline: How soon do you want the content developed?
Find a Content Writer
Professional web design companies work with in-house or freelance writers. But not sure if you get to work with the same writer(s) if you have a long-term project or multiple projects.
There are dedicated content development companies. Choose content development firms when your content needs are ongoing, or you need the content of the highest quality. Content development firms develop expertise in your domain quickly and enable you to focus on your business. Unless you are asking for the content for a sunrise sector, probably they hold expertise in your domain already. The firms also take away the need to hire, train, and supervise writers. If writing is not one of your core business areas, you are always better off hiring a content development firm. (Disclaimer: I am the Founder and CEO of Lotus Tech, a content development company.)
Alternatively, you can go to platforms like Fiverr to find freelancers. You can also search for writers on LinkedIn and Facebook groups. When you choose this path, selection, delivery, quality, availability are some of the areas you will spend your time on.
Finding a writer raises the next question: how do you assess a writer? You can look for two aspects, at the least:
Evaluate the Content Writer
How long has he been writing?
How many different areas has he served?
Does he have a bachelor’s or master’s degree in language/journalism/writing? In India, many writers are trained on the job. If they do not have their first degree or master’s in an attendant field, experience plays a huge role.
How much of his work exists in the public domain? Does he publish blogs? What is the quality and variety of subjects of those blogs? Read the blogs.
Is the writer aware of what is happening around? A note of caution: Don’t expect an in-depth knowledge in an area that the writer has not studied yet. If the writer is aware of the developments around and if he is a good writer, he can always connect the dots and get you a well-rounded copy.
Also, check how well the writer understands the audience and marketing. This understanding is central to writing website content, blogs, and any other marketing collateral.
Great writers are always prolific readers. Check their reading interests.
Selecting the right content partner is of great importance. In the age of the Internet, your business can afford to transact 24/7. Digital (read ‘an online presence and the ability to sell online’) is the means to do so. And the success of digital depends on design and communication. This is why great design and writing matter. Consequently, your content partner matters as well.
How Can We Help
Visit the Marketing section of our website to know more about how we can support your content needs. Also, you can call us for a 1-hour consultation.
Executive Summary: Corporate video is about making the viewers feel that they ‘know’ your organization and recognize it for something. This blog enables you to guide the creative agency slated to produce your corporate video.
Readership: Leadership teams and teams in-charge of marketing communications.
Reading time: 3 min.
Apparently, the first question. Why is the video being made? Why now? What long term and short term objectives have created the need for a video? Your answer to this question gives the context of the video.
After watching some corporate videos, you are left with a ‘so…?” kind of question. This question is bound to pop up in your mind if the video recounts facts and states its businesses but doesn’t position the company.
The creative agency needs a backdrop to understand your company better. Let them know who your competitors are and the product or service areas that you compete in. This knowledge influences your positioning in a big way.
The company’s history is vital to position the organization appropriately. A company can go there only from where it is. And where it is tied to where it was. This chain of knowing extends all the way to the inception of the company.
Also, if a corporate video was shot in the past, let the agency know what you think of it and how you want the new one to be better, or even different.
An organization is not about profits and markets. It is fundamentally about serving peoples’ needs. An organization comes into being when people become part of it. So, help the agency understand the perceptions of people associated with the organization. Your employees, leadership team, partners, vendors, and customers — all of them form the ecosystem of people who help your organization to be and become. Understanding how they perceive the organization is fundamental to a corporate identity.
Select an empathetic, communicative, and patient person to coordinate with the agency. Such person will be very supportive and help the agency give its best.
Corporate video is about making the viewers feel that they know you and are comfortable in the knowing. Support the agency towards this goal. Since the agency is an outside entity, it is bound to take a little while to soak your context. The more supportive and involved you are, the better the result.