Navigating the Challenge: Writing Marketing Content on Unfamiliar Topics

Entering the marketing realm, especially within a specialized field like accounting, can feel like stepping into uncharted waters, particularly when you’re new to the industry. Recently, I found myself grappling with a challenge that many aspiring marketers may encounter: crafting engaging and informative blog posts about subjects I’m still learning about.

To give you a bit of context, I recently joined an accounting firm that primarily serves B2B clients. As part of a nascent marketing department—which currently consists of just me—I’m tasked with developing a strategy from the ground up. With no established team, defined marketing budget, or extensive experience under my belt, I’ve been exploring various avenues to effectively market our services.

Through my research, I discovered that content marketing is pivotal in reaching and engaging our target audience. The experts agree that articles, blogs, webinars, social media, and podcasts are essential components of a comprehensive marketing strategy. Currently, I have initiated our social media marketing efforts, but the next step seems to be creating written content that can bolster our brand’s credibility and online presence.

However, there’s a hurdle I need to overcome: writing itself isn’t my forte. I worry about how to effectively communicate ideas in a blog or article without risking a negative portrayal of our firm. The last thing I want is for my work to detract from our professional image.

To address this, I’m actively seeking resources and insights on how to write compelling blog posts and articles, especially on topics where my expertise might be lacking. If you find yourself in a similar situation or have successfully tackled this challenge, I would greatly appreciate your advice or recommendations for helpful guides and tools.

Key Considerations for Writing When You’re Not an Expert:

1. Start with Research: Gather as much information as possible on the topic you want to write about. Dive into reputable sources, industry reports, and existing blog posts to understand the landscape.

2. Identify Expert Opinions: Consider reaching out to colleagues or industry professionals who could provide insights or share their expertise. Their experience can add valuable depth to your content.

3. Outline Your Content: Create a framework for your blog post. Outline key points you want to cover, which will help organize your thoughts and keep your writing focused.

4. Embrace Simplicity: Write in a clear and straightforward manner. You don’t need to impress with complex vocabulary; focus on conveying your message effectively.