The Ideal Timing for Employing a Journalist for Expert Opinion Leadership
When developing a leadership program for thoughts, you're essentially crafting your organization's market voice. This may begin with a few blog entries or a newsletter, expanding into research reports, speeches, and articles that spark industry discussions.
However, as the program progresses, a question arises: At what point should you stop relying solely on freelance writers and hire a journalist permanently? This is a subtle decision hinging on the maturity of your program, your resources, and your objectives.
Freelancers: The Agile Scribes of Thought Leadership
Freelance writers often serve as the unsung heroes in the beginnings of thought leadership programs. They provide adaptability, enabling content production to be scaled up or down as needed, without the expenditure of a full-time employee.
During the inception of a program, freelancers are instrumental. They excel in what I call "blitz" and "semi-blitz" idea generation—quick and consistent content bursts to share your thoughts swiftly.
Suppose your CEO needs an opinion piece in a short period. A gifted freelancer can draft, revise, and align the content with your brand voice.
This adaptability is crucial in the early stages of a program when your primary focus should be on producing baseline content—articles, blogs, and viewpoints that establish credibility and showcase expertise. Freelance writers are well-suited for this task.
As Your Thought Leadership Grows, So Should Your Team
As your thought leadership program matures, the issues at hand evolve. You're no longer merely introducing yourself—you're shaping industry discourses, conducting original research, and producing content that calls for intense focus and expertise.
This is when a journalist might be necessary. Unlike freelancers, who work project by project, a journalist embedded in your organization can focus on building long-term, high-impact content strategies. They bring their investigative skills and eye for newsworthy angles.
However, timing is vital. Hire a journalist too soon, and they may struggle without the necessary resources to support their work. A journalist isn't there to build your program's foundational systems; they're there to elevate them.
Wading into the Depths: Finding the Ideal Journalist
When you're ready to transition to a permanent-hire journalist, start small. Offer prospective candidates a trial project—a feature article or opinion piece they must write to test their aptitude for adapting to your brand voice and handling your thought leadership content demands.
Look for journalists with experience working within organizations. Newsroom veterans may find it challenging to adjust to the corporate world, where priorities and methods differ significantly.
Ideally, the journalist you hire will also be adept at utilizing AI tools, enabling them to research efficiently and work swiftly.
Ghostwriters Remain Essential
Even with a journalist on staff, freelance writers remain crucial to the team. They can manage blitz and semi-blitz idea generation, ensuring a steady influx of content that supports your daily needs. This allows your in-house journalist to delve into the intricacies of your content and organization.
Hire the Right Journalists at the Right Time
According to the 2024 Edelman-LinkedIn thought leadership study, 54% of decision-makers and C-suite executives claim that an organization consistently producing high-quality thought-leadership content has encouraged them to investigate the organization's offerings or capabilities.
This underscores the importance of standing out in the bustling content landscape and doing so consistently. To succeed, you need a blend of speed, depth, and originality—qualities that come from both freelance writers and journalists on staff.
Remember, thought leadership isn't a sprint—it's a marathon. The key isn't just hiring the right people; it's hiring them at the right time.
As your thought leadership program advances and your focus shifts from establishing credibility to shaping industry discussions, the need for a journalist with investigative skills and a keen eye for news becomes apparent. This is when you can leverage their ability to develop long-term, high-impact content strategies.
Furthermore, while your in-house journalist delves into the complexities of your content and organization, freelance writers continue to play an essential role in maintaining a consistent stream of blitz and semi-blitz content, ensuring your daily needs are met.
