Our clients know they need content, but they don’t have the time to do what’s necessary
Desperate, they look for alternative solutions, such as outsourcing.
However, this approach usually fails because the writer doesn’t know the industry and the nuances of the language. This matters because your clients and prospects are very sophisticated, and if they sense you don’t really understand their industry then they will dismiss you. The approach also fails because the writer doesn’t know how to work with your subject matter experts, and the outsourced content may not reflect your point of view on the issues.
When this happens, clients spend more time re-working the writer’s work and it’s a huge waste of time.
Since we only work with human capital and sales force effectiveness companies, we know your industry and language. In fact, by working with us, you will probably learn a lot about what’s happening across the industry and may revise your strategy as a result.
We also know how to work with your subject matter experts to create content quickly and effortlessly that reflects your point-of-view on important issues. We start by creating an editorial strategy. This means putting yourself in your client’s shoes to determine the topics that will be most interesting to them. Some of these topics are time sensitive while others are “evergreen”. We help you sort all of that out.
Once topics are identified, we create a series of questions to help you organize your thoughts. You don’t need to write anything. Just think about the questions and maybe jot down some bullet points. Then we schedule time to interview you. During this session, we cover several topics and knock them into shape in one session. We record and then transcribe the interviews. We then edit the interviews into an article. Then, you give the articles a final review and usually they’re all set for you to publish.
Our “interview format” allows you to simply answer questions about topics on which you’re an expert. We want to capture your authentic thought process and engagement with the topic, as if you were counseling a client. This approach lets you be you reduces your time and effort, and produces a better all-around result.
When possible, we take a “video first” approach, and then edit segments based on your answers to questions we ask you. This gives us content in many different formats to fuel your marketing efforts.