This learn-as-you-go approach is often unavoidable, but it can still get you where you need to be in understanding the product.
Most importantly, at least from an inbound point of view, is deeply knowing—and being able to write about—how the product or service benefits customers.
Decision makers might need less detail-oriented but more bottom-line content, or they will want copy that better explains technical nuances for their less-than-technical point of view.
IT experts may want the gory details and feel uninspired (or even insulted) with more general content.
Inevitably, you will need to conduct some research and maybe even seek out the help of SMEs within your organization.
SME interviews are great for not only tackling the topic at hand, but for writing future content.
Some people prefer writing when they are alone, while others prefer noisy surroundings to get their thought processes working.
So, try experimenting with different places and you'll find the perfect spot sooner or later.
Do a good job at delivering interesting, entertaining insight, and your organization will be the place others in the industry and, most importantly, customers will turn to for compelling information and thought leadership. About the author Joe Gillespie is a Senior Brand Journalist for Smart Bug Media. As a Senior Brand Journalist, Joe writes and edits inbound marketing content for Smart Bug's clients.
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