However, they rarely look beyond the content. After all, it’s the content that develops leads, not the creator. Anyone can write, right?
There’s a difference between copy and copy with depth, clarity and context. You want the latter, not the former.
Better find a former journalist. Here’s why:
We’re curious. We always want to know how something works. We always ask why. We always question our world. We feel bored when we’re not chasing down the scoop.
That obviously bodes well for readers who depend on curious reporters, but it’s also effective for organizations that want an edge in educating customers about why their offer makes sense. “You’re telling me this product, process or brand addresses customers’ needs? Prove it. Tell me more.”
We know a lot. Whether via formal education, life experience, years on the job or a combination of all three, journalists know a little bit about a lot of things. You could argue that reporters earn paychecks by learning.
But we don’t know it all. Good reporters find out quickly that the more they know, the more they don’t know.