One question I get asked frequently by potential marketing clients is “how will you be able to write blog posts if you’re not familiar with the industry?”
My response is always, “I’m not familiar with the industry yet.” I’ve always said the work I do is the closest I can get to being a perpetual student, because it lets me learn about subject after subject that I would never have known much about otherwise. And the list of “classes” I’ve gotten to take with my clients is wide-ranging: Food logistics, software development, basketball, billing, entrepreneurship…it goes on and on.
So how is it that, as a non-expert, I’m able to provide value as a blogger & content creator for my clients?
When it comes to creating engaging and informative blog content for your company, the common belief is that you need an industry expert doing the writing. In reality, hiring a writer who is not an expert in your industry can bring a whole host of benefits. Here are a few:
Reaching a Lay Audience
Experts in a subject matter tend to write for other experts, even if unintentionally. They tend to use technical jargon out of habit and to assume their audience shares a certain level of familiarity with the subject matter. One of the key advantages of hiring an “outsider” to write your blog posts is that they don’t share those tendencies or assumptions. Instead, they can provide a more accessible and relatable perspective, making your content easy for a wider range of readers to understand. The goal is to show off your team’s expertise without assuming the audience shares it—because if they did, they wouldn’t need to hire you! By bridging that gap and writing with your target audience in mind, a blogger who is outside of your industry can attract new customers who may not have considered your products or services otherwise.
Offering Fresh Perspectives
In college, I had a peer edit a paper for me, and afterward we were talking about how hard it can be to see glaring oversights in your own work. “When you’ve been in the monkey house too long,” she said, “you can’t smell the poop.” And that’s what happens to industry insiders, I think—they become too focused on certain details or angles and find themselves in a bit of an echo chamber, missing out on fresh ideas for engaging content. But a writer with a different background can bring new perspectives and innovative thinking to liven up your blog posts, and to try new approaches that provide even more value for potential customers. As an outsider, I do my best to offer a unique viewpoint, challenging the status quo, asking thought-provoking questions, and introducing fresh thinking that can help my clients’ content stand out.
Simplifying Complex Topics
I had a science teacher in high school who was an incredible chemist, but he had trouble bringing his teaching down to an introductory level for students. When industry experts are talking to potential customers, they often fall into that same trap, unintentionally overlooking the complexity of their content because they are so familiar with it. A writer who comes to the table with no expertise in the field, however, is more like your customers. I almost always approach my clients’ subjects with a beginner's mindset, asking fundamental questions that their readers are likely to share. My skill here is not in my subject matter expertise (though I learn as fast as I can); it’s in my ability to break down complex ideas in a way that allows readers to fully understand the value you’re offering them.
Engaging Readers Through Storytelling
Finally, when you’re hiring a writer, you don’t need someone who can work on your products or services—you need someone who can write about them in an engaging way, using stories and narratives to capture readers' attention and keeping them interested in what you have to say. You’re looking for someone who can not only rattle off the details but who can transform those details into captivating narratives, weaving in personal anecdotes, real-life examples, and relatable scenarios. These techniques will make your content more memorable and shareable, leading to deeper connections with more readers.
When it comes to creating marketing content, your best choice is not an industry expert but a writing expert who can inject new vitality into your blog and drive meaningful engagement. So, don't be afraid to consider candidates who are passionate, skilled writers, even if they lack direct industry experience. Embrace the non-expert advantage and unlock the true potential of your company's blog.
Want to talk more about how I can support your company’s marketing efforts through blogs, white papers, and e-books? Contact me to start the conversation! As I mentioned above, if I could be a perpetual student, I would, so nothing would make me happier than to learn about your business so I can help you turn readers into buyers.