• Pairing the skills required for technical content • The differences between experts and writers and how to make it all work together.

1. © Copyright 2017 IOD Cloud Technologies Research Ltd.© Copyright 2017 IOD Cloud Technologies Research Ltd. 1
OR, in other words...
A Writer is Not an Expert,
and an Expert is Not a Writer
The Tech Content Creation Paradox

2. © Copyright 2017 IOD Cloud Technologies Research Ltd.© Copyright 2017 IOD Cloud Technologies Research Ltd.
Producing original highly technical content is
the #1 marketing challenge of hi-tech brands.
1. Almost impossible to find a writer with deep technical
knowledge.
2. Almost impossible to find a tech expert who can write well.
3. Even if you find someone, one person can’t turn around the
quantity you need.
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3. © Copyright 2017 IOD Cloud Technologies Research Ltd.© Copyright 2017 IOD Cloud Technologies Research Ltd.
Engineer ⇒ Product Manager ⇒ Blogger ⇒
Tech Evangelist ⇒ Community Builder ⇒
Content Fanatic ⇒ Founder of IOD.
My Story
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Ofir Nachmani
Founder and CEO at IOD
Cloud Tech Research

4. © Copyright 2017 IOD Cloud Technologies Research Ltd.© Copyright 2017 IOD Cloud Technologies Research Ltd. 4
“Given the specificity of the subject, this blog would be better
written by someone (anyone?) who has actually experienced these
issues.”
“The blog is too formal and dry. We need to lighten up the tone
and improve readability by shortening very long sentences and
making the voice more clear.”
Things I Hear From Tech Marketers

5. © Copyright 2017 IOD Cloud Technologies Research Ltd.© Copyright 2017 IOD Cloud Technologies Research Ltd. 5
Experts Vs. Writers
What the expert knows:
- What is a relevant topic
- How their peers or
superiors will respond
(target audience)
- How to research
- What they already know
What the typical writer
knows:
- Storytelling
- Voice
- Repurposing content
- Grammar, punctuation
- The marketing message

6. © Copyright 2017 IOD Cloud Technologies Research Ltd.© Copyright 2017 IOD Cloud Technologies Research Ltd.
Sorry, BUT: You Are NOT Your Target Audience
● Writers are not the target audience
● Marketing directors and content managers are not the
readers of their blogs
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Subject Matter Experts Are.

7. © Copyright 2017 IOD Cloud Technologies Research Ltd.© Copyright 2017 IOD Cloud Technologies Research Ltd.
Solutions: Current Market Options for Content
▷ Freelancers
▷ Freelancer marketplaces
▷ Content marketplaces
▷ Marketing agencies
▷ Industry focus content hubs
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Suppliers of Outsourced Content Creation:
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8. © Copyright 2017 IOD Cloud Technologies Research Ltd.© Copyright 2017 IOD Cloud Technologies Research Ltd.
The IOD Approach
<experts + editors> = top [tech.content]
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3 required elements:
❏ Clear separation of duties
❏ Processes that work
❏ Real-time collaboration
3 shared values:
Communication / Transparency / Trust

9. ▷ 2 articles/week
▷ Organic traffic only
page views
in 5 months
x7.6
© Copyright 2017 IOD Cloud Technologies Research Ltd. 9
Success Stories Back it Up
www.iamondemand.com

10. © Copyright 2017 IOD Cloud Technologies Research Ltd.© Copyright 2017 IOD Cloud Technologies Research Ltd.
Why Would Experts Want to Write?
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HPE Software Architect ₪41,775/mo
Amdocs Software Architect ₪31,873/mo
Source: Glassdoor
“If you're in tech, one of the best things you can do for your career is
to start writing.
I've upgraded my research skills, tackled new technologies I didn't know
existed ... and improved my English!
Start writing. It's worth it!”
Petar Marinkovic,
Cloud Operations Manager

11. © Copyright 2017 IOD Cloud Technologies Research Ltd.© Copyright 2017 IOD Cloud Technologies Research Ltd.
Why ELSE Would Experts Want to Write?
▷ Education and mentorship
▷ Personal brand building
▷ Direct access to cutting-edge tech
▷ Steady stream of “side” income
▷ Networking and create opportunities
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<The IOD Family>
A credentialed global
network of experienced tech
evangelists and editors

12. © Copyright 2017 IOD Cloud Technologies Research Ltd.© Copyright 2017 IOD Cloud Technologies Research Ltd.
Expert Content Is A Long-Term Investment
(Or, how IOD is not Upwork)
● Knowledgeable experts are hard to find, book.
● We recruit, qualify, and manage.
● Process and delivery requires a learning curve.
$1-$5 per word, 6-month term, building an asset
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13. © Copyright 2017 IOD Cloud Technologies Research Ltd.© Copyright 2017 IOD Cloud Technologies Research Ltd.
We Seek:
Experts: Cloud, DevOps, Cybersecurity, Data, Programming
Editors: Experienced writers with at least 5 years in tech
marketing; experience with account management +
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14. © Copyright 2017 IOD Cloud Technologies Research Ltd.© Copyright 2017 IOD Cloud Technologies Research Ltd.
<Thank You!>
Ofir Nachmani
CEO and Founder
ofir@iamondemand.com
+972.54.996.1555
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