What not to write yourself: Four reasons to leave your content creation to an expert


When trying to catch a prospects' attention or appealing to potential employees, a strong impression is key. Making a good impression equals thought leadership, and thought leadership means content. This is often where the problem lies. While most companies know they have something to say, they seem to underestimate the importance of the quality of the message. Whether due to a lack of resources or confidence in their own writing skills, all too often someone internally takes up the pen for a blog or press release.

What you do yourself isn’t always better. Writing appealing content that should captivate and persuade is a bit different from painting a wall or sewing a button. What are the main reasons to leave your content, your organization's intercom, to a professional anyway?

#1 You lack the right skills People talk. About what they like to do and about what they do well. Those who want to sell would rather talk. At networking events, in the elevator, at trade fairs, with prospects at the meeting table ... But ask most of them to translate that same persuasiveness on paper and it quickly becomes a struggle to find the right words. Many know what to write but can't get it down on paper so that others want to read it, despite all their expertise.

The art of the written word can be learned, but it starts with talent. Content is a story of originality and creativity, as well as structure and rhythm. It's a matter of feeling and shaping what you write to fit the readership of who is reading it. This is especially true for corporate communications. Your target audience doesn't pull out their portfolio for a cute rhyme or catchy title. They want to know what you or your product can do for them. In clear language. Fluency before complexity. Clearly explain to a CEO who doesn't know a thing about technology how your new PLC control can improve the efficiency of his production line. #2 You don't have the time Building a successful business is hard work. Just about all the energy creeps into the quality of your product or services and supporting your customers. Little time is left to invest in yourself. For me, it's no different. This blog had been in the works for a few months, but assignments always put a stop to it so far. When you're too busy doing your clients' business, you don't get around to doing your own. 

Do you find yourself with 15 minutes of free time? Then don't think you can put that time to good use by quickly penning a nice little blog. Strong content takes time: time for research or an intake interview, time to write, delete and rewrite. A good article requires complete dedication, which is impossible when your head is already on your next meeting. By outsourcing your content, it gets all the attention it deserves.

#3 You lack experience Relying on a professional copywriter not only gives you access to ample space and genuine writing talent, you also reap the benefits of his or her experience, black and white in a content portfolio for companies and organizations just like yours. Choose the right party and he or she will undoubtedly already be in touch with your business, the sector in which you operate and, equally important, your target audience. That knowledge gives him or her an edge, precious time saved to understand what you want to say and tune the violins right.

After years of penning for technology companies, I've already picked up a few things as a copywriter. I know my clients' target audience, but in addition, the writing in my filing cabinet has also sharpened my technical knowledge. I'm no subject matter expert in machine learning, blockchain or low-code, but I've become a lot wiser. And the insights I gain in one project, I take into later intakes. This allows me to ask even better questions. Questions that help me unleash relevant input that the client didn't initially think of, make the story more complete and speed up the entire process from first letter to final approval.

#4 You're too short on time As a professional or entrepreneur, you know your business inside and out. You master the subject matter and know every nook and cranny of the industry. You're in the thick of it. But, to write about your business, it's best to take some distance. You don't want to teach potential clients the technicalities of what you do, but demonstrate how you answer their questions and needs.

So a copywriter looks at your business through a different lens. As an outsider, he or she builds a bridge between your expertise and the reader's interest, between your unique added value and the specific needs of your audience. Moreover, you sink far too much into unnecessary details when you have to write about yourself. A professional copywriter removes this discomfort. Dare to leave the helm to a professional who is emotionally detached from your organization, and you'll arrive at strong content much faster. 

Preferred That being said, these reasons don't mean you should immediately outsource all your corporate communications. Perhaps you have a penchant for language and wish to develop that skill further. You can. But when it really matters, when that strong impression matters, it's best to hand over your pen and leave your content to an expert.