Why Marketing Seniors Must Write their Own Content

I’m the biggest believer in using niche specialists – those who know every bit and bite of a specific subject. This is why I always use a social media specialist, a web master and a state-of-the-art graphic designer.

But when it comes to content writing – this should be left, in my eyes, in the hands of the senior marketing manager.

Content is the way to truly “feel” what we are here to promote. It might sound funny, but it’s the best way to be genuinely involved in processes and in chosen tactics. Otherwise, it’s just pure management, without the understanding.

I love content writing. The same as with design, it frees my mind. I feel like an artist, in the midst of a new creation, with the same excitement each time. Marketing challenges are numerous, especially in the medical world, where regulatory limitations are literally endless. Precisely because of that, the final outcome brings the greatest satisfaction – being able to reach consumers and prospects with accessible and attractive content.

Content represents everything we do – it’s the one thing we always use, no matter which platform or tool we choose. It is, by far, the best means to overcome global changes and match trends, and any measurement provides the best indication of its quality.

Writing content ourselves means we deepen our knowledge of the brand, of the technology, of its strengths. But most importantly, of its weaknesses (yes, hard to admit our brand isn’t perfect): we learn how to leverage those in the most accurate way. But it’s beyond that – writing content helps us get familiar with our audience, understand their needs, be aware of the huge weight of one word over the other, and build a true story. Content writers, no matter how good they are, don’t “live” the brand like we do, and living the brand is the only way to reach no less than incredible results.

This is part of a series of pieces, written during my 20 minutes of free time each day. Sign up to my mailing list: [email protected].