This learn-as-you-go approach is often unavoidable, but it can still get you where you need to be in understanding the product.Most importantly, at least from an inbound point of view, is deeply knowing—and being able to write about—how the product or service benefits customers.
This learn-as-you-go approach is often unavoidable, but it can still get you where you need to be in understanding the product.Most importantly, at least from an inbound point of view, is deeply knowing—and being able to write about—how the product or service benefits customers.Beautiful words do not just fall out of the sky and then suddenly appear on your paper, as if, by magic. It's time to get started, and here are just a few pointers to help you along the way.
Once you’ve figured out the technical details for writing a blog article or e-book, the next challenge is to assemble that knowledge into something that’s creative, smooth, and entertaining.
Often, this is the bigger challenge—those technical details might not be that exciting.
In a perfect world, marketers would only write about topics and industries that are thrilling, familiar, and an effortless joy to write about. Great marketers shine when they take a difficult, technical, and even a little bit boring topic and write about it creatively and with authority. If you’re writing about a successful product, there is likely someone out there who will want to read about it, no matter how obscure or uninteresting the product may seem.
How do you connect with that audience, especially if the details are so technical and, perhaps even over your head?
Inevitably, you will need to conduct some research and maybe even seek out the help of SMEs within your organization.
SME interviews are great for not only tackling the topic at hand, but for writing future content.So, here are a couple of ways to start with the same in an effective manner.Like any other form (or rather art) of writing, this must be regarded as a type of a process.Decision makers might need less detail-oriented but more bottom-line content, or they will want copy that better explains technical nuances for their less-than-technical point of view.IT experts may want the gory details and feel uninspired (or even insulted) with more general content.Successful inbound marketing requires you make that connection, so settling for boring, shallow content isn’t an option. Here are some strategies for writing creatively for any technical topic or industry: Knowing who you’re writing for sets the stage for inbound content, but it becomes especially important for technical topics and industries.IT professionals bring specialized expertise to everything they do—skills and knowledge that their bosses, who ultimately might be making business decisions, don’t possess.I find that when I’m talking to a client about an e-book, I always learn something I didn’t know—no matter how much content I’ve written for that client—that I can incorporate into subsequent blog articles.Accumulated knowledge strengthens content and diminishes the need for time-consuming research later.Creative writers generally have some source of inspiration, which has inspired them to share their stories.So, find something that makes your imagination run wild.