• Gary Hilson

    Why does it have to be one or the other? Why not hire a journalist to help polish the work of a thought leader? I don’t think it makes it any less authentic if the ideas and first draft come from the thought leader, e.g. CEO, VP, etc. and I also think misspelled words and typos reflect badly on an organization even if it’s a honest blog by the CEO because it speaks to quality control.

    A good content writer, especially one who is formally trained as a journalist, can help pull out great nuggets of information to help a thought leader articulate their ideas. Many accomplished CEOs simply can’t write or don’t have the time to write and revise to create something that can be easily read.

    Many of my clients are smart CEOs who realize this and often provide me with a first draft, generate reams of ideas via email or pick my brain on how to develop a plan to schedule and write content for their marketing efforts.

    Are there some thought leaders capable of writing compelling content without assistance? Certainly. But I don’t see it being an either or argument.

    • I think you’re right, it’s not a simple “this or that” question. Forget the CEO for a minute, if you had budget for a content creator — do you hire a writer or hire/cultivate a thought leader? OR again, is it not one or the other?

      • Gary Hilson

        Usually thought leaders have a defined area of leadership, even if they are good writers. What you should be doing is hiring a content creator who can access a variety of thought leaders within the organization.

  • elizabethfairleigh

    There is no more credible content than that written by a real journalist – He/She is essentially a collective thought leader – No agenda except to educate. My 2 cents!

    • That’s a good point. I remember talking to Jesse Noyes who is a journalist cum content marketing specialist about the Eloqua blog when he ran it. I asked him what happened when product marketing wanted to announce a feature,etc — he said they had to write something that was of value to readers above and beyond the product features – something that resonated with all marketers. That is a journalist protecting readers from biased content.