Compelling content requires different skills—and you probably don’t have them already

It takes a broad range of varied skill sets to create compelling content designed for a demand generation function, and very few companies have staff well versed in all of those skills. That’s especially true if the marketing department is focused primarily on branding and positioning, website development, event coordination, and public relations. 

This surprises many companies because they believe that they have more resources available than they actually do. For example, a company wants to develop a white paper, and they naively think that all they need to do is hire a writer—but it’s much more than that. They need a writer who is not just good at writing on a mechanical level, but also someone who’s very good at interviewing and research, understands business concepts, and knows how to communicate to an executive team on at that level. 

To generate content that is actually going to drive leads, companies should plan on hiring:

  1. A strategic editor who directs writers on article topics, angles, and grammar.  
  2. A designer for layout of white paper copy in attractive templates.
  3. A Web designer, especially if the aforementioned white paper is going be downloaded from a landing page. Gated information needs to be integrated with the CRM system. 
  4. Someone has to write the copy that goes on the landing page and if you plan to promote the white paper using email, someone has to write the email copy promoting it as well.

All of these are specific skills. Someone who can write copy for a white paper is different than a writer for landing pages, emails and social media posts that require snappy headlines and engaging lead paragraphs. In most cases, all of these skill sets are not going to reside in the same person, and what looks like the creation of a single asset is actually much broader. (And that’s just for a white paper).

If your demand generation strategy includes other forms of content like infographics and videos (as it should), then the number of skills, the time you need, and the best practices you need to make those all work just grows exponentially.

So again, very few companies have all of those resources in house or the wherewithal to know how to hire them--or what to do with them even if they have them on staff.  

A much better approach is to work with a content marketing agency that has those resources internally or through their networks and can distribute those resources across multiple clients and multiple projects as needed.