What is the technical writer’s role in content marketing?

In the traditional sense of technical writing, the technical writer and marketing team create 2 different documents for their product, the former being far more in depth than the other. However, this also begins to cause inconsistencies between them; The marketing team might overstate or understate a feature that the technical writer may know far more about.

But what if the technical writer works with the marketing team?

With most start ups, they are unable to afford careful marketing, literally. Instead, they have their technical writers rewrite packets of their material for consumer reading, and release it periodically over time to build momentum, trust, and support for the product. With this, however, is the benefit of getting rid of the inconsistencies that comes with having a marketing team work separately from the technical writer. By throwing the technical writer into this unconventional role, they are able to slowly build trust that doesn’t go away when they see the marketing team messes up with one of their products.

Though the question would be, would this work with a larger company with less possible growth within their market? Most likely. It would establish a level of trust on a level that is normally seen on home-grown start up companies, and not much other places. It would help the company establish a firm base to grow even more upon later, and help your later products down the road have even more traction than they would have if you accidentally released false or misstated information.

A technical writer, with this in mind, should begin to eagerly contribute to how marketing includes information, rather than have the traditional mindset of “not my problem”. This would help both further your own career and the status of the company you work for, as it would have more effective marketing to both general consumers and the technical crowd.

-Will G. Eatherly

As based on a post at http://idratherbewriting.com/2016/01/04/content-marketing-to-the-rescue-for-thought-leadership/

 

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