Should our web content strategist have experience in our industry?

At Pybop, we’ve worked with a wide range of B-B and B-C industries -- from education and nonprofit to consumer goods and services. We’ve also been fortunate to work on many different kinds of projects. One of the reasons I started Pybop was to have the opportunity to work within many industries. After 6 years focused in consumer health and wellness and another two in business and finance, I find applying content strategy successes across disciplines is like having a magic wand in my back pocket. But lately, I’ve had many people ask about specific industry experience, and its influence on creating great content for websites, so I started listing the pros and cons of focusing on one or two industries.

Pros and Cons of Having an Industry-Specific Content Strategist

PROS

CONS

--Familiar with competitors, common mistakes and opportunities --Familiar with competitors, common mistakes and opportunities --Less discovery time required in learning what you do --Less discovery time required in learning what you do --Familiar with industry jargon --Familiar with industry jargon --Faster, more easily accepted solutions --Faster, more easily accepted solutions And the funny thing is -- perhaps you noticed -- they are the same. When I’m very familiar with an industry, like health and wellness, I quickly grasp the concepts, challenges, and opportunities. I know the competitive landscape, and I’ve tried out lots of solutions and experiences, so I know what’s been done before. I also have a good idea what the client’s expectations are. All great things. But then, when I’m unfamiliar with an industry, I’m more of an explorer. Everything is new to me, so I have a fresh and sometimes unexpected perspective. I question everything, because I don’t know the jargon. I stumble upon content gaps and apply solutions from different industries that can potentially make this client stand out as unique. The solutions are often simplified and reach a broader audience. Those are all great things too.

Imagine ...

I've recently learned from Jonah Lehrer’s latest book, Imagine: How Creativity Works, that this isn't just anecdotal evidence. According to the book, connecting with lots of people from diverse industries, working on the edge of experience, and being an “outsider” turns out the make people exponentially more innovative. They have more insightful solutions to complex problems. They discover more unique and effective solutions, products, and services. This data is backed up by numerous academic studies as well as historical and cultural research. Fascinating stuff.

So Should Your Content Strategist Be Experienced in Your Industry?

It’s really up to you. Do you need a quick, easily accepted, and time-tested solution? Or do you need an outsider perspective and perhaps off-the-wall ideas? Not that it’s really that black and white. It’s the job of your content strategist to discover insightful solutions for (and with) you, regardless of whether we’re familiar with the topic. But this information might help you make a more educated decision. As for Pybop, I love the health, wellness, and active lifestyle industries, mostly because I’m personally interested in those topics. But I’m also determined to keep variety in our lineup ... so we can continue to make the magic happen.