Managers, unfortunately, do not take content very seriously. Simply because they sub contract the content writing process to people who you don’t come across as being serious. If content professionals want more respect, they need to present content as a science, not an art.
Spending a lot of time on the content writing or writing process, whether as a writer or simply as an advisor; we have found it very hard to get managers, let alone senior managers, to take content seriously.
Most mangers don’t see the value of quality content. Sure they don’t want their organizations to publish poor quality content, but they are really skeptical in investing in content. When we insist on employing professional writers in the process, why do we expect that their salary be modest?
Well, one reason, as writers, is that we are often too precious about our trade. We are reluctant to admit that there are formulas as this will tag it as a formulaic. This is a criticism, not a complement.
When a writer informs the manager that there is no right way to write a heading or summary, that doesn’t impress the manager. When a writer informs the manager that, you can’t really judge the impact of a particular piece of content, which also doesn’t impress the manager.
Managers must manage and the only way to do that is by measuring there management. So how can you measure that which can’t be measured? So, it can’t be managed. Managers love formulas and thought they love doing things in a systematic way. That include, but limited to, laws and regulations and it would be impossible for societies to function without them. So why can’t content have formulas?
Some writers think that if their writing is shown to be formulaic, they will be valued less. Some writers have a fear of the quality of their writing being determined by its impact. Others look at writing as an expression of who they are, and that being able to write however they want is some sort of fundamental human right.
Vigorous arguments have been made over the years about website classification. People have claimed that everyone is different, that there is no ‘right’ way to classify something and that to seek order and management hierarchy for a website is somehow undemocratic and contrary to what the founding fathers!!
For all what it takes, formulaic writing, hierarchies, classification and measuring content are still the way to go. There is a ‘right’ way to write content. Sure, it may not be the ‘perfect’ way, but it’ll do. It’ll get results and deliver value. A production line can be set up where this content can be mass produced, tested, and measured.
Gets that production line going, you will get the attention and respect of senior management, guaranteed. Not to mention an increase in your payment check.