Our topic cannot be addressed by an external editorial team
Once upon a time there was a bank. It had three main departments and several others. It was a bank with many specialists for these topics. How could we, as external editors, suddenly muster all this specialist knowledge? The scepticism was great.
“Tell me, we understand that we have to do content marketing, but we still can’t imagine how this is going to work. We don’t have time to write that much ourselves. And you, with all due respect, you should know so much. You’re not really in the business, are you?”
This or similarly, many discussions begin about how content marketing can work in real life. It was the same at the bank.
We’re in the business. Just different. You know more about your subject, we’ll probably write about it better. And this is how the ideal editorial team works: We stick our heads together.
Anyone can write a technical piece
[perfectpullquote align=”left” bordertop=”false” cite=”” link=”” color=”” class=”” size=””]Content marketing is more than just a professional article – it is the voice of a brand[/perfectpullquote]It is easy to overlook that Content Marketing is not just “something with content”. It is also the most valuable form of marketing. It is so valuable because it is valuable to the customer. And that’s what makes them so valuable to the brand.
Viele Unternehmen kaufen sich ihren „Content“ preisgünstig bei externen Anbietern ein. Die wiederum vermitteln Auftragsarbeiten weiter an Ökonomen, Mediziner oder Medizintechniker, um einige Beispiele zu nennen. Am Ende bekommt das Unternehmen einen Fachartikel. Fällt Ihnen etwas auf? Das Unternehmen hat in dieser Konstellation gar keine eigene Stimme. Es hat nur Fachartikel.
Personality can only come from within
After all these years, you will rarely find our editors completely unaware. They all reported on financial topics as well as medicine, economics, literature, politics, technology, and construction. And the new expert for the intestines of particle measurement technology expands her repertoire with finger exercises in a series about coffee lifestyle.
[perfectpullquote align=”right” bordertop=”false” cite=”” link=”” color=”” class=”” size=””]An external editorial team can sharpen your positioning[/perfectpullquote]
Each one of these pieces has a special voice that is unique. It is derived directly from the brand. And the more technical it becomes, the more the experts in your company speak with this voice. Even if a special topic is also discussed by other providers – our common piece is incomparable.
Together and in close exchange, we make sure that every article we write can only stand for your brand, can only come from you, and that every reader wants one of your employees to advise him or her even more and as well.
This is best done with a real external editorial office. So did the bank.