Recently a company contacted me to write an interview-based post for its blog. I’ve often done this for blog posts that show off the expertise of the company’s staff. However, what was unusual about this request was that I’d need to interview experts outside the company for the post. The need to find external experts makes an interview-based assignment more time-consuming and less attractive to writers. It’s more like writing a magazine article than a typical content marketing piece.
I learned later that the company’s marketing director had omitted an important piece of information when it described its interview-based assignment. It could have reduced my qualms about accepting an assignment requiring interviews of external experts. I describe it below.
Using external experts is challenging for two reasons.
First, it takes time to find and schedule them. If the writer doesn’t know relevant experts, a good deal of networking may be required to find them. That’s especially true if there’s no trade association or other group where such experts gather.
Scheduling can be more challenging than when working with a company’s internal experts. Internal experts are motivated to participate for the good of their employer (though they still can be challenging to schedule, but that’s another story). External experts don’t feel a pressing need for your company to succeed at its marketing.
Second, the experts may not wish to use their expertise on behalf of the company that’s your client. It’s generally less prestigious to appear on a corporate blog or in a corporate magazine than in a publication that’s perceived as independent. Also, the expert may worry about appearing to endorse the products or services offered by your client. On the other hand, some corporate publications don’t quote experts by name. That’s even worse because the expert gets no visibility in exchange for sharing insights.
After I turned down the interview-based assignment, I learned that the marketing director had unwittingly withheld a piece of information that would have made it more attractive. He told me that he planned to find experts for the writer. That was potentially a big timesaver for the writer.
Of course, just naming experts isn’t enough. For the reasons mentioned above, experts may not want to help a corporate publication. However, if you’re a marketer assigning articles, and you can promise cooperative sources to your outside writers, that’s a big plus. Don’t hide that; feature it!
Of course, there’s other information that writers will seek, including:
- Your topic, defined as specifically as possible
- Word count
- Place of publication
- Target audience and why they’ll care about your topic
- Your timeline and editing process
When you provide complete information up front, you’ll get a more realistic price from your writer. Also, the entire writing and editing process will go more smoothly.