An old adage states, “Write what you know,” which, generally speaking, is sound advice. But what happens when it’s your job to create content for people just like you? In that case, isn’t writing what you know likely to be redundant? Perhaps in those cases it’s best to identify what you don’t know, and let that need steer your content creation. Perhaps it’s time for an amended adage to: “Write what you know; commission what you don’t.”
That’s exactly what we did with our latest Grande Guide. The Grande Guide to Wikipedia.
I confess: Despite the fact that the site celebrated its 10-year anniversary this year, I still know next to nothing about what happens “behind the curtain” at Wikipedia. I know less about Wikipedia than I do the opera, jai alai or magic tricks. It’s a mystery, and it frightens me. So I asked my friends and colleagues what they knew about Wikipedia. The question was pretty much a non-starter. So it dawned on us: This should be the focus of our next Grande Guide. If we know precious little about the inner workings of one of the most important sites on the Internet, then chances are, many of the marketers to whom we sell our solutions probably don’t know much about it either.
Enter: The Eloqua Grande Guide to Wikipedia
This topic is a bit of a leap for us. It’s the first Grande Guide for which we commissioned all of the content creation. And we went to the best there is: Bill Beutler, The Wikipedian himself – and, of course, our design collaborators JESS3 (who also generously contributed their epic Wikipedia Infographic). After all, Wikipedia is more than a crowdsourced encyclopedia. It’s also a community. And in any community, credibility has to be earned. For a Revenue Performance Management solutions provider to claim authority would ring hollow. Not just to our readers, but also to the dedicated group of “Wikipedians” who have worked so hard to make the site what it is.
It’s also important to note that we worked hard to preserve the integrity of the Wikipedia community throughout our Guide. We aimed to share how Wikipedia truly works, so that marketers can understand and appreciate it – not so they can game the system. We hope and trust that respect comes through in the content.
We learned a lot about Wikipedia in creating this Grande Guide, and we’re pretty certain you’ll learn something in consuming it. So go ahead: download our latest Grande Guide, stir that coffee and get reading. Because Wikipedia is a topic we could all stand to know a little more about.