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When you're asked to make your content "more accessible" to your audience, it can feel like you're being asked to "dumb down" something you're an expert in... and that's not a great feeling.
A couple of weeks ago in the IMPACT+ forums, one rockstar content manager had this very honest answer to a prompt I had about what everyone thinks is the worst part of creating content:
Nathan has a point, you know? And it's understandable why he feels this way.
It can feel frustrating to be an expert in something and then be coached to what seemingly feels like "dumbing down" content so it's better understood. How does that make creating content feel valuable, rather than an exercise in futility?
Well, let's exactly what we tackle in this week's episode – how do you create content marketing materials that you feel good about and are a positive reflection of your deep expertise (or the deep expertise of your team) without creating distance between you and your audience with that very same expertise? How can simply-written sales enablement materials reflect your expertise?
To answer this question, John and I invited IMPACT Principle Content Marketing Trainer Kevin Phillips to join us as a guest this week.
Enjoy!
Listen to the episode
🚨Subscribe to Content Lab on Apple Podcasts, Spotify, and Stitcher.🚨
Related resources
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- How to write a blog post (+ blog post template)
- How to put personality into your blog posts the right way
- Essential content manager training resources, guides, and courses
- How to build rapport with any interview subject matter expert
Until next week! 👋
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