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Sometimes a lack of expertise can be an advantage. Content writers unfamiliar with your product line or industry will ask lots of questions. The same kinds of questions a potential customer would ask. And that’s the beauty of it. The end result is informative copy in language that potential customers, not industry insiders, understand.
Industry experts, on the other hand, may overestimate what potential customers understand about their products. And they also may lack the time needed to devote to writing. The inability of industry experts to deliver copy has delayed many online marketing initiatives.
But subject matter is where a content writer’s lack of expertise should end. The provider of your content writing services should be adept in asking questions, and able to quickly grasp key concepts. They should understand who your audience is and your business objectives for the content.
Content writing services such as blogging, website copywriting, and article writing that serve a variety of industries give the content writer an opportunity to learn about things the way a customer might. This often adds a fresh perspective.
B2B marketers needn’t be obsessed with finding content writers who are experienced with their services, industry or products. Instead, they need to find a content writing service business with a proven track record of success — a company who knows how to work well with industry experts. The best results occur when there is true collaboration between writer and expert.
Would you use a content writing service? Why or why not?