A content writer or business blogger (whether plume or keyboard, or in my case, both) takes on the identity of his/her subject as though they are vicariously living as the CEO or decision maker for that business entity. It is in this forum where jack of all trades requires that you master, at least on some level, all & not none. A good content writer or blogger assumes the identity of employee/employer and advocate for that business.
Taking on a client who is part of an industry in which you’ve never been employed can seem overwhelming or to some impossible. Do you take that client on and fluff your credentials as though you have had a million clients in that same industry…a been there done that so of course you should hire me attitude? Or do you let them know how darn good you are at research and how becoming a student rather than a “know it all” behooves them and your craft? Because any good content writer will tell you it’s about RESEARCH, RESEARCH, RESEARCH …and yet more RESEARCH. That includes your company client, their area of expertise, their competition and what’s not being said/done/reflected in their own and competitors marketing identity. You have to write it like you live it, in it…their world, their conference rooms and marketing strategy meetings.
Recently I took on a client in a very interesting and technical industry. And I certainly can admit some hesitation and anxiety prior to the pitch. It was seemingly too technical for a person who spent a good deal of my career in a very white collar legal environment. But I soon realized that this is what it’s all about. What content writers do-we morph. And through many hours of research and allowing my brain to think outside its confines and experience, I soon became intrigued and began to write in such a manner that impressed me (really it did) and my client. This is what allows you to write from a position of “seeming” expertise and authority rather than obvious novice.