As I reflect on my journey in the world of content writing, I am amazed by the intricate dance between marketing and education. My name is Harini Balachandar, and I’ve spent almost two decades navigating the realms of content strategy, instructional design, and project management. In this article, I want to share my thoughts on why I believe content writing for marketing and training materials development are like sisters in the grand family of communication.
From Content Writing For Courses To Marketing Newbie
In my role as an Instructional Designer, I created training materials that followed well-researched principles such as Bloom’s Taxonomy. Regardless of these principles, an inherent approach to building successful training content has always been finding the “why” followed by the “how.” I was taught to always ask the question “What’s in it for me?”
As I begin my journey into the marketing space through Nexus Diaries, I see clear parallels between content writing for formal training materials and marketing. Both require a deep understanding of the business story, audience, a clear value proposition, and a strategic approach to information delivery. It’s like watching two sisters grow up – distinct in their personalities but sharing the same fundamental values.
Why I Chose Content Writing for Marketing
As I considered why I was drawn to the marketing space, a few answers emerged more clearly than others. First, I enjoy advocating for things I believe in and love! Don’t we all? Second, being a tech geek, I appreciate the challenges evolving technology brings to content creation, management, and delivery. I simply love to create and enjoy the instant gratification of seeing my work come to life. Finally, I’m fulfilled by contributing to someone else’s growth – being a rung in their ladder of development.
It didn’t take me long to realize digital marketing, specifically content creation, is truly where I wanted to be. So after 20+ years, I decided to take baby steps toward this growing passion of mine.
Lessons from Both Worlds
The Factor
Marketing Content Writing
Training Content Writing
The End Goal
Marketing content is like the extroverted sister – outgoing, accessible, and always ready to make a first impression. It’s designed to catch attention, create awareness, and drive action.
Training materials are like the more studious sister – structured, detailed, and focused on long-term knowledge retention. While marketing content aims for immediate impact, training content is designed for deeper, sustained engagement.
The Delivery
Marketing content thrives on platforms like social media, blogs, and email campaigns. It’s flexible, adaptable, and quickly updated to reflect changing market conditions. Success is measured in immediate metrics – clicks, shares, and conversions.
Training content usually resides in structured environments like Learning Management Systems (LMS). It follows a formal structure, often including assessments. The goal isn’t just to inform, but to transform – taking learners from novice to expert.
The Challenge
In marketing, the constant pressure to stand out in a crowded digital landscape can be daunting. It requires balancing creativity and strategy while tracking the latest trends.
Training content, while more structured, has its own challenges: ensuring engagement over extended periods, adapting to different learning styles, and measuring long-term retention.
The SME
Effective marketing content resonates with specific audiences and requires deep subject matter expertise.
Similarly, training materials demand accurate, authoritative information that learners can trust.
The Critical Role of Subject Matter Experts
I can’t emphasize enough how vital human SMEs are for content writing. I feel fortunate to live through the AI awakening. I believe AI has the potential to be a superpower that advances our civilization. I say this with caution because human factors like empathy, emotions, lived experiences, and the ability to relate to other humans are key to keeping AI working for us rather than replacing us.
This is where the principles of Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) become essential in both domains:
- Experience: Content should stem from lived or relatable experiences
- Expertise: Content must demonstrate deep knowledge of the subject matter
- Authoritativeness: Content should come from or be endorsed by recognized authorities
- Trustworthiness: Content must be accurate, current, and reliable
Establishing clear processes for SME collaboration in content development saves time and improves quality in both marketing and training contexts. The challenge lies in translating complex expertise into accessible, engaging content without losing accuracy or depth.
Looking Ahead: The Future of Content Creation
While content writing for marketing and training materials may seem like distinct disciplines, I’ve come to see them as sisters in the same family. They share core principles of effective communication, audience engagement, and value delivery. By recognizing these similarities, we can create more impactful content that truly adds value to consumers.
The skills I’ve developed in both areas have proven invaluable throughout my career, allowing me to create more holistic, effective communication strategies.
As I continue my journey in content strategy, I’m excited to keep exploring the synergies between these fields. After all, at the heart of both marketing and training content lies the same fundamental goal – to communicate, engage, and inspire action. And that, I believe, is the true art of content creation.
2 Comments
Nice write-up! Keep rocking !!
Thank you Ranjani! Happy that you enjoyed it! 🙂