Subject Matter Expert Topic-based Authoring Builds On Contractors' Brand Identity

Subject matter expert topic-based authoring is the process of using proven journalism-based writing techniques in combination with single source publishing tools to create immediate brand and identity authority. 

Contractors and trades persons can use the combination to explain complex construction topics to customers, while gaining multi-format distribution of that same content.  For example, a content document written that covers the complexities of the insurance claims approval process, can be structured with certain paragraphs and sections being published to certain mediums such as brochures and even billboards for example, while having more complex parts of that same content being published to user manuals per se.  

Calloway Roofing LLC  requested a document that would be used to train their account managers.  However, that same document would also be used partially for recruitment and a more in-depth version with additional materials for the human resources department.  Single source topic-based authoring ensured that only one document was created; and then, using code and printing "rules":

  • a company management version was published with all the sections and uses

  • a sales department was published with only the sections that pertain to them

  • a sales person handout was published with just the bullet points salespersons need

  • a recruitment brochure was printed with just a highlight of the duties the position carries

  • a single paragraph and image was sent out to the billboards' advertising currently in progress

This type of content creation and management is designed to create content once and then distribute it in multiple mediums and in as many formats as needed; with only  the parts necessary going to each granular level.

Contractor Storm Recovery Experts, asked, "Do I even need topic-based authoring right now?"

When a contractor first starts out, the owner(s)/founder(s) have to wear every hat of course.  But as the organization grows and departments and divisions are created; the business looks back and realizes they have several documents, forms etc. in various places and formats. 

Additionally, some of that information within each can be used for training; some of it for compliance, and still other parts of it for forward facing consumer marketing materials.  But rarely is it structured and maintained in such a way that it is "assignable" and extractible, as needed, and where needed, and distributed depending on access levels and its intended use. 

So the answer would first appear to be, "No. A contractor does not need their content structured.  However, let's look at the following SILENT revenue generating example that incorporates subject-matter expertise with topic-based authoring.


Generate Silent Revenue By Breaking Up Content, While Keeping It All Together

In example, Storm Recovery Experts LLC (SRE) was founded about two years ago and in their first couple of years, they have already amassed content that is housed in MS Word documents, and some are PDF and others are marketing brochures.  For the purposes of understanding the salient points, here is some of that content:

CANVASSING HOMEOWNERS WORD DOCUMENT

H1: Door Knock Basics In The Field

Every sale starts at the door knock. Whether it is yourself conducting the door knock or an Appointment Setter, this basic script below will give you the wording to be able to act as both the Appointment Setter and Account Manager.  You must practice it using the four learning modalities to make it subconscious at time of use in the field.

H2: Door Knock Script

Hello <homeowner>,

"The reason we are here today is because their have been a lot of storms in the area!  And we are scheduling inspections to mark, note and record everything to then come down and let you know what you are dealing with.  It's easy and takes about 35-30 minutes and gives you a free copy of the photographs so you can keep for your records and act on the information received after the inspection." 

H3: Soliciting Compliance

When appointment setters and account managers are in the field, it is important to understand the supremacy clause of the United States.  In Florida, as there is a law governing Solicitation, FL Statute 501.022 it is important to know that in the absence of a federal law on soliciting, Florida's law states that solicitation by way of brochure for future delivery is permissible and exempt from a permit requirement.

Now, SRE would be fine to maintain that information above as it currently does.  However, each of those paragraphs can be "re-used" in other mediums and for other purposes.  And for that, here is just a brief example of its re-grouping and alternative uses; all the while maintaining them in the same place.


SOURCE: Door Knock Basics In The Field

Every sale starts at the door knock. Whether it is yourself conducting the door knock or an Appointment Setter, this basic script below will give you the wording to be able to act as both the Appointment Setter and Account Manager.  You must practice it using the four learning modalities to make it subconscious at time of use in the field.  

Mediums:: Account Managers Training Manual, Recruitment Ad Placement, etc.

Outputs: Training Course Online, Training PDF, Account Manager SMS reminders, etc.


SOURCE: Door Knock Script

Hello <homeowner>,

"The reason we are here today is because their have been a lot of storms in the area!  And we are scheduling inspections to mark, note and record everything to then come down and let you know what you are dealing with.  It's easy and takes about 35-30 minutes and gives you a free copy of the photographs so you can keep for your records and act on the information received after the inspection."

Mediums: Hyper-localized Marketing Campaigns, HOA Brochures, etc.

Outputs: Email series, postcard internal content, banner messaging, radio advertisement, etc.

 

SOURCE: Soliciting Compliance

When appointment setters and account managers are in the field, it is important to understand the supremacy clause of the United States.  In Florida, as there is a law governing Solicitation, FL Statute 501.022 it is important to know that in the absence of a federal law on soliciting, Florida's law states that solicitation by way of brochure for future delivery is permissible and exempt from a permit requirement.

Mediums: Compliance Manual, Training Manual, etc.

Outputs: Training Online Course, Training PDFs, Podcast Talking Points, etc.

"The advantages to single souring your business content is game-changing." John Andrews, DCMS Contracting

Silent revenue generation is when you can take everything you already know to be your content and documentation and structure it to work in every medium and output to the benefit of the organization.  

And structured for its subject-matter, authored and released as needed, where needed; depending on the intended output, audience, intent and distribution--provides a return on investment from the reduced costs to maintain the intellectual property of the organization and its pin-pointed method of re-use of it therein.

Single Source, Topic-based Authoring and Subject-matter Expertise "Warehousing"

Single sourcing may not be on the minds of many contracting businesses when they start out.  But, structured topic-based authoring and the subject-matter expertise it "releases" from the very fact that it is "placed" exactly where it needs to be--while being updated at the source ONCE, makes for a powerful extension of its use.  

Subject-matter expertise is not something that needs to be relegated to a single document.  It is the very knowledge on hand, earned through the years and then converted into a service or product.  The very name of our organization, Knowledge Transfer LLC incorporates the use of single sourcing and topic-based authoring at the subject-matter expertise level.  It is a game changing approach few contractors are aware of.