Corporate Blogging Ideas: Pairing Content Writers with Subject Experts

One surefire way to reduce the quality of your content is to not have your best writers handling the actual writing.

Subject matter expertise is absolutely necessary — but not all of your company’s internal experts can write. To help, experts can be best utilized alongside a capable writer translating their technical know-how into engaging content, says Tom Johansmeyer of InsideIPO.com. Most companies fail to realize that neither writer nor subject expert should go it alone — they’re best paired together (think peanut butter and jelly).

The main benefit of having well-balanced content is that it’s both technical and readable, so you’re going to be less likely to disengage the average reader, says Johansmeyer. There are situations where your content should have a certain bend to it (either technical or readable), but for the most part, this approach will yield the most flexible content. For more on pairing content writers with subject matter experts, watch the full video above from OpenView Labs.