How to Write Like An Expert (Even When You're Not the Expert)
One of the most exciting — and intimidating — parts of being a content marketer is having the opportunity to write about topics and industries you don’t know very much about. When this opportunity inevitably arrives, you have to make a choice: stick to what you know and turn down the project, or dig in and learn how to write about the subject as if you were an expert on it.
So how do you get comfortable writing about things you have no exposure to? Here are five tips to help you write like an industry expert, especially when you’re not one.
Step 1: Read More Than You Write
Before you ever touch your keyboard — or put pen to paper if you prefer to write the old-fashioned way — you need to read as much as possible about the new industry or topic you’ll be writing about. Reading existing content will help you absorb the tone, language, and structure of how people communicate with each other in this particular space.
You can expect to spend more time reading than writing, especially on these first few pieces. Here are a few ideas of where to start your research:
Your client’s website – Even if you’ve been hired to develop and improve the copy on their website, you can still learn from the content that is already there.
Competitors’ websites – No matter what your topic is, someone in that space will already be writing well about it. In many cases, it’s your client’s competitors, so why not learn from their content?
Credible sources – These include analyst publications, professional groups in the industry, or articles from respected and reputable websites. Some of our favorite places to look for quality information are:
SEO keywords – Start typing keywords into your web browser and at least skim everything that appears in your search results. This will help you get an idea of how people are using those words in industry communication.
While researching, it’s best to avoid personal blogs, pay-to-publish websites, and any research over 3 years old.
Step 2: Ask The Experts
You may not be an expert on the topic, but other people are! Don’t be afraid to reach out to them for assistance, especially if you start to feel like everything is going over your head.
Choosing a subject-matter expert can be tricky, so you should always start your search with your client. After all, they’re experts in their own right. They can also give you recommendations for other experts who can be interviewed on the topic. Make sure you come prepared to an interview having already done the bulk of your research. Focus on clarifying questions to make your content more valuable and relevant to your audience.
Step 3: Get to Know Your Audience
Most clients will provide you with a creative brief explaining who your audience is. If not, make sure to reach out and ask your client to clearly define the audience for you.
Regardless of the topic, your audience will fall into one of two general categories:
C-level Executives – focused on the vision and broader strategy; they don’t want to get too deep into the weeds.
Users/Practitioners – focused on what makes their job easier; they want actionable, technical information.
Your writing style will change depending on which group you are addressing. Pieces targeting executives need to be concise and speak broadly about topics rather than delving deep into specific features or benefits. On the other hand, if you’re addressing the users or practitioners' audience, you’ll do the exact opposite and share all the nitty-gritty details.
Step 4: Clarify Your Topic
Two of the biggest mistakes writers make when creating content for unfamiliar industries are misusing industry jargon and not clearly addressing the topic. Both of these errors stem from a lack of confidence. Because we don’t feel like we’re an expert on the subject, we try to slip in jargon to sound like we know more than we do. Or, alternatively, we use vague, unspecific language because we aren’t sure what exactly we’re writing about.
The actual words you use are less important than the message you send. Instead of trying to use technical jargon, you don’t understand, focus on clarity and relevance. If your writing is clear but lacking relevance, the reader won’t care. If it’s relevant but your writing is too hard to understand, the reader won’t know how to use what you’re telling them. You need to have both clarity and relevance as you address your new topic.
One trick we like to use is to ask: “And why is that important?”
This simple question will help you get to the root of the issue and find the why behind your topic more quickly. Once you know the “why,” all that’s left to do is to clearly communicate it to your audience.
Step 5: Apply What You Learn
Finally, if you want to learn how to write like an expert, then you need to take the time to thoroughly review the feedback from your client. If they didn’t provide a lot of feedback, don’t hesitate to request more or ask follow-up questions, especially on these first few pieces as you are feeling everything out.
If you take five to 10 minutes to study the feedback and come away with two or three things you can incorporate into your next draft, you’ll quickly start writing like an expert in no time!
Looking for expert writers to produce content for your industry? Schedule a free consultation and see if Comma would be a good fit for you.