The training and development of the content writing team is a constant concern of the dirCOMs . It is considered that if content producers are prepared, communication is more efficient. But achieving this is perceived as an organizational hassle, expensive and that only benefits the employee, who could leave for the competition. However, it is possible to propose internally highly efficient training methods that generate benefits for the company. Internal training standardizes the average quality of content, without costs or service interruptions These methods will not train staff in technology or the use of tools. Nor are they going to discover new channels or platforms and how to use them. These are things that are learned through personal experimentation or in external seminars.
These workshops usually focus on the reported experience of other companies that, perhaps, cannot be replicated in the company. On the contrary, internal training focuses on the best use of own resources and the optimization of processes. Improvement frameworks through internal training The first step, before deciding whether any of these methods is appropriate Special Data is the identification of the problems that communication through content suffers from. The indication of a deficit only implies its existence, even if it is so slight that it goes unnoticed. Detecting it is part of the responsibility of the resident content strategist or dirCOM . The anomalies that can be addressed through internal training are: Lack of quality information .
The content is poor, because the authors of the content—in large organizations—lack deep knowledge of the subject matter they must report on. Even if it is an editor with journalism studies, with previous experience in other companies and with skills specific to the content sector. He lacks specific training on the subject in such a way that the expert recipient perceives inaccuracies typical of those who do not master the subject. Lack of creativity . The truth is that 90% of websites are informational. And that, in them, the written word is fundamental, despite the fact that the vast majority of readers do not go beyond 20% of the page. Getting more people to read more may depend on making what is published more attractive, with new approaches, new technological formats or new content models. Lack of consistency .