Delivering the Bad News – You Have to Write

Content Marketing is, to some degree about demonstrating an organization’s authority on a given topic right?

So, who should be the foremost authority on industry topics in any given organization?  The person at the top right?  CEO, President, Big Cheese, whatever you want to call it.

Of course, if they are a good business leader, they are surrounded by people who are smarter, more experienced or have deeper specific expertise than they do.  But as it relates to Content Marketing, that does not excuse them from their obligation to contribute.

Reasons Excuses to Not Contribute:

Most business owners I know – myself included – can provide a vast array of “reasons” why they cannot or should not contribute to their company blog.

  • “I’m too busy, just don’t have the time”
  • “I don’t know the topics nearly as well as my team”
  • “No-one wants to hear what I have to say”
  • “Content Marketing hasn’t proven itself to be profitable yet”

Their teams will often also make the excuses for them:

  • “We’ll never get that kind of access to the CEO”
  • “Content Marketing is new to our business, we have to get it started first”
  • “The web is just one aspect of our business, it’s  our job to get it done”

Why it’s Critical that You Contribute – Assuming you want Content Marketing Success:

  • You likely have as much or more industry experience than anyone on your team
  • You have perspective to offer on both your industry and your business that is different from those in the trenches
  • Your clients and marketplace may very well like to hear from you, blogging gives you a great, non sales oriented, vehicle

Being the owner of our small business, and the initial point of relationship for many of our clients, it’s often my job to deliver the bad news:

“Hey client, I know you’re busy, often times running a business much larger and more successful than my own, listen to me.  You have to blog.  Yeah, that’s right, you need to be writing and contributing to your content marketing effort.”

You should see some of the looks I get in return!

I’m not saying they can’t have help.  Many business owners aren’t writers – clearly, I’m not.  But they can certainly be meeting with a marketing team member, or a partner and sharing their views on difficult industry topics that will make excellent blog posts to help their clients or market navigate tough situations or simply make better buying decisions.

At the end of the day, Content Marketing is about a company culture that promotes sharing of information to add value those around them.  That has to start at the top, no matter how painful that may be.


Geoff is our fearless leader – President & Owner of TKG, a role he’s held proudly for the past 15 years. He likes to talk “big picture” online marketing trends and strategy, and how/why businesses can use the web to achieve their goals. He’s also a passionate Steelers fan; we felt you should know that.

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