Angry Businessman


We were talking to a friend of ours at a mid-size technology firm the other day and the conversation turned to the  subject of web sites, content generation and writing.

“The stuff on our site is really stale,” she said. “We need a complete makeover, but there’s so much else going on right now we keep putting it off”.

I suggested she bring in an outside writer. “We’ve tried that”, she said. “It’s a pain. And not cheap.  Learning curve’s too steep.  Besides, we have the resources inside.  We’ll get it done.”

“So what’s the problem?” I asked.

“Procrastination, probably. And I hate to write. And we’re interrupt-driven to some extent”.

And there you have it. Vicious circle of allowing busy-ness to interfere with the business of generating fresh content. Combine this with a natural aversion to the keyboard, and procrastination prevails. Anecdotal evidence around the Valley suggests that many managers not only don’t like to write, they don’t like to even initiate writing projects that call for (gasp) coming face-to-face with new content that must be set in stone. Or, at least, put up on the web site.  Which is problematic in today’s in-bound marketing world where “content is king”.

Fact: writing is hard work but so is most of the worthwhile stuff we do everyday.  That’s why they call it “work”.
Fact: there are domain experts out there in all tech sectors for whom your learning curve should not be an issue. We won’t say they’re a dime a dozen, but they are available.
Fact: you know that marketing today is “in-bound”.  This means that the people you want coming to your site and lingering long enough to fill out a form can’t be pushed-in anymore. They find out who’s hot on their own by talking to peers and searching online. In that order.
Fact: this means that the buzz you build is the gift that keeps on giving.
Fact: fresh and frequently re-freshed content draws search engines which propel your rank upwards which increases the chances that you’ll be found.
Fact: if your content is compelling it will be shared and the buzz machine will kick in.

Is getting that writing project off your back your New Year’s resolution?

There’s a surprisingly small difference between the companies who really get it when it comes to in-bound marketing, especially when it comes to content, and the ones who muddle along with low-traffic web sites and so-called leads that are merely a collection of fast-aging business cards. Which camp are you in?


(This post first appeared December 23, 2011 on The Write Stuff, the blog published by Write Angle, the writing and content-generation service where I am creative director.)


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