Fast, good, cheap is the classic triangle of constraints in project management. Say that you're expected to deliver on all three and you've got a problem. You'll surely fail unless you find a way to negotiate scope of work, or reframe expectations.

Maybe that triangle is not a really good premise for this post on creating content that is strategic, written well, and from expertise/experience, or is it?

For your business blog to raise about the noise and become a go-to customer destination, you need to have all three components working well -- a solid content strategy, expertise, and good writing.

Yet, you may not have people on board who can deliver on all three.

Good writing comes with practice

Many organizations are looking to communications groups to take on blogs for brands. Let's say you're looking to engage the developers, scientists, engineers, medical doctors in your customer base -- is picking marketers to do that a wise choice?

It's not enough to be able to articulate content in a way that is both informative and engaging. If you have little experience in the subject matter, your lack of expertise and lack of passion for the topic will not attract the right readership in your customer base -- and read like the rest of marketing materials.

No point having a blog to repurpose press releases, either.

Writing is a craft that is honed with practice and carries tremendous benefit for those who apply themselves to it in this age of digital (Read more...)