The Pixie Podcast
About This Show
Brutal Pixie's mission is to make communication human. We're doing it starting by helping law firms become fantastic and relevant publishers. Reorient your law firm for success. Connect with us at http://brutalpixie.com.
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How to convince your boss to bring in a content professional Never apologise for only wanting to work with exceptional people
You run a tight ship and value the quality that you provide. So how do you deal with it when you boss wants to bring in a cheap contractor to do your marketing work? This article gives you some answers.
SUMMARYTime to readCategory5 minutesExecutive trainingTL;DR:Amateur content destroys brandsEven great writers aren’t great with strategyProfessional bring a range of skills and experience that your business lacks.Includes tips on selling the dream, and how you can sustain top results.Never apologise for only wanting to work with exceptional peopleAs a professional, you’ve spent years honing your own skills. You know that the best results come from having the right skills on your team to drive your company forward.
Yet, when it comes to content and marketing, your boss wants a cheap contractor or someone on the team to do the work. You know you don’t have the skills to create content for your audience, let alone dig deep into the strategy side. How do you convince the management team to bring in a professional?
“I’m told we need a blog.”
In her article, Content Strategy: the Philosophy of Data, Rachel Lovinger said:
‘The main goal of content strategy is to use words and data to create unambiguous content that supports meaningful, interactive experiences. We have to be experts in all aspects of communication in order to do this effectively.’
The main goal of content strategy is to use words and data to create unambiguous content that supports meaningful, interactive experiences. ~ Rachel Lovinger
As an expert yourself, you know the value a true expert brings. Marketing is no different. Yet, because marketing feels like a “soft skill” – the kind anyone with a decent level of intelligence could pick up – many leaders assume anyone can do it.
When the ROI on amateur content shows as less than impressive, leaders question the value of hiring a professional. Why bother, when the method has already proven unsuccessful?
In truth, the lack of a professional voice leads to lacklustre results.
When I first start digging into an organisation’s content strategy, I see content created by a staff member working outside their role. They’ve read a few articles about what a business “needs” for successful marketing, and do the best they can to match the vision to the reality.
Episodes of This Show
Sep 10, 2017
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