Putting Pen to Paper
Loading ...Companies changing websites/collateral start with the best of intentions but run into one constant problem. Almost in every website overhaul project we have worked on, this roadblock has reared its head: senior executives can’t – or simply won’t – find the time to contribute to whitepapers, case studies, blogs or even product collateral. The CEO may want a website that emphasizes his company’s thought leadership, but if the leadership down the line isn’t contributing there is not much the website creators can do! In this edition of Bang for the Buck, we look at strategies that can not just take the horse to water, but help it drink
Be precise in any content request
We often find that executives are more willing to write and support content initiatives when requests are specific. Vague, unclear requests are unlikely get responses as busy executives are not going to find the time to query the requestor to get clarity. A well prepared request for content should typically contain an outline and questions that the requested input should answer. Suppositions/interesting thesis points can actually be hooks to bait your slippery fish!
Ask for Inputs, not a 5000 word essay!
When it involves very senior executives – whose time is virtually money – it will help to ask for key inputs and pointers that can be fleshed out by a junior executive/content agency. This makes it easier for the executive, plus the article will actually get done (as against your request languishing in his Inbox).
Break-it-down
When you want your C level managers to participate in your thought leadership campaign, requesting a detailed white paper is not going to do the trick. Breaking down the request into digestible parts is what’s needed sometimes. One way to do this is to fragment the whitepaper’s themes into a 5-6 sub themes and request a fortnightly blog post on each of these. Blogs, due to their brevity and immediacy are easier to sell to a reluctant buyer….at the end of the period, all you need do is stitch the individual posts into one thematic article/paper.
Re-purpose, re-purpose, re-purpose
Re-purposing is not just for the environmentally conscious – it works very well as a content development strategy. A white paper could be re-purposed as a Video Q & A with the subject matter expert. This could in turn form the basis of a direct marketing campaign. Conference speeches could also be re-purposed to form the basis of articles for newsletters/industry publications.
Writer’s Block
This is a far more serious roadblock than difficulties with time – some executives may believe that they simply cannot write. In such a case you could follow one of two strategies – use the Q & A format which can be edited easily to improve language. Or, leverage the executive’s knowledge to create outline inputs which can be fleshed out by a staffer.
In most scenarios, the buzz generated by the finished product is all the motivation needed to get people to write for you again and again. It also helps if you market the product well – do circulate the featured article/ Q & A/blog post within the company via email and notice boards. You may even want to market it to customers and other key external audiences. The buzz generated by the PR should also help create some healthy peer pressure – making it easy to convince other executives to contribute.
Getting senior executive and management team members to put pen to paper may also have another (positive) insidious effect for the marketing team. Senior executives who previously perceived marcom as a “soft” marketing tool may no longer feel so once they have seen the effort required! And experienced first hand the challenge involved in producing a piece of content that is both insightful and well written. So, do try harder (even if it means more prep and support from the marketing team) to get your executives to put pen to paper – it may actually increase the value of your own profile internally!
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Comments
I’ve created and managed marketing collateral for several years and I can tell you what worked for me in every case.
We worked with the CEO or someone very senior to make collaterals part of the KRAs of the content owners and identified managers in each line of business who were then made responsible for the follow up and clearing of content in that line of business. A presale resource is normally a good fit for this. This sets up a meaningful channel for content flow.
For the actual interviews and writing, you need people who can work like journalists–the ability to interview the content owners and convert that raw information into a tightly written narrative is critical.
Neither of these two steps is easy. The first requires CEO buy-in and championship. The second requires superior interviewing and writing ability.
Anita,
The problem that you have tried to address is present in most companies. Though I am not sure of the solutions suggested and it reads more like ‘how to survive as a content writer or copy writer in a difficult environment’.
This, if implemented will result in marketing leadership or for that matter content leadership but not thought leadership. In my mind, thought leadership is where I get to hear/read what I already do not know.
Most thought leaders in their chosen fields are no less busier than the ‘C’ level executives that are mentioned in the post. If there is no contribution and buy-in from the top management, thought leadership would only remain a dream.