| First, let’s acknowledge the elephant in the room: Yes, a skilled writer can probably create decent content about any topic with enough research. But “decent” isn’t what drives results. “Decent” doesn’t transform readers into customers. “Decent” doesn’t establish thought leadership or build trust with your audience. Especially now, with the help of GenAI, an experienced writer can get a pretty good idea of how to approach any given topic and pump out a draft that looks good at first glance. But do you want to be known as the company that has a “pretty good idea” of what your customers need? I don’t want to put words in your mouth, but I’ve never had a client say their goal is to blend in with the crowd or produce content that’s “good enough.” Research is important, but it can’t replace years of immersion in an industry. When you work with a writer who has industry experience, they know the unwritten rules and speak your audience’s language naturally – not like they memorized a glossary of terms. They know what questions to ask to push your content further (instead of playing catch-up on the basics). Google algorithm updates and endless AI content is pushing content marketing to be more competitive. “Good enough” isn’t good enough. If you want to stand out, build trust, and drive real business results, you need content that shows you really get what your audience is going through (aka deep understanding and genuine expertise). Does this mean generalist writers can’t create good content? Of course not. But suggesting there’s no added value in a writer with industry expertise is like saying a general practitioner can perform heart surgery just because they went to medical school. Technical skill is important, but specialized knowledge matters. The next time someone tells you any good writer can handle your industry content, ask yourself: Do you want content that simply gets by, or do you want content that makes your audience take notice? The choice is yours. But I know where I stand. -Amy |
This LinkedIn post about writers made me cringe
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