I was brought into a project recently that made me keenly aware of the similarities between what marketers (like me) do to improve both written and in-person presentation.
This is a (continuing) research project -- a literature review for an international marketing symposium. The subject was erudite and technical, but it became immediately apparent how to work on the outline and structure, despite my unfamiliarity with the topic. The more my intermediary and content expert described the context in which the material would be read, the more insight I was able to give on how to present the information in a way that would be credible and clear to a reader.
It reminded me of my work with CEOs of companies coaching client and investor pitches. I don't have to understand the in's and out's of specialty data as long as I understand the audience. The more insight I have into the effect the presenter must have -- in writing or in person -- the more I can help the speaker or writer be effective at getting the point across.
Marketers sometimes get a bad rap for window dressing rather than creating substantial (read: measurable) value for companies. But the deep structure we create for companies with content of all kinds has an emotional impact on whomever comes across the information.
And these so-called soft-skills are as much a part of winning content as the data itself.
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