Like dancing, painting or playing the violin, writing great content is a skill honed over time. It takes thousands of hours of practice to turn out content that consistently tells an interesting story, resonates with readers and viewers, entertains and informs. Great writing is an art form that takes talent, and most organizations find it pretty hard to nurture and maintain this kind of expertise in-house.
Organizations are coming to understand that even when a complete project cannot be outsourced, it’s still possible to hire someone with the right set of skills to create expert content. And that’s exactly what a lot of businesses do. About half of all U.S.-based companies outsource some or all of their content to outside experts, according to the Custom Content Council.
David Meerman Scott, author of The New Rules of Marketing and PR, says that businesses of every size, regulated and non-regulated, in all sorts of sectors are finding one simple solution to the problem of creating great content: hire a journalist. We agree.
“A journalist skillfully creates interesting stories about how an organization solves customer problems and then delivers those stories in the form of eBooks, white papers, content rich web pages, podcasts, and video,” Scott writes. “And consumers love it. How refreshing to read, listen to, and watch these products of journalistic expertise instead of the usual product come-ons that typical corporations produce.”
So, to complement our in-house Multiplatform Content Group we recruited top-notch writers whose articles we’d been reading and enjoying for years. On our team we have a reporter who spent years covering the pharmaceutical industry for Businessweek and her colleague who covered the world’s biggest consumer and health brands for the pages of the same magazine. We have colleagues who have written on finance for Institutional Investor, on science for Scientific American and on the environment and health for The Associated Press. And they don’t just write – they also produce videos, podcasts, applications and content for every sort of digital and social channel. It’s a distinguished group and no one offers anything quite like it.
We’re looking forward to sharing our perspective on content creation and storytelling in an age of ever-increasing digital and traditional platforms.