Joining the Jargon Between Academics and Practitioners

Earlier this weeJoiningk in our Say It For You blog, we talked about comparisons that have been used so often by writers that they’ve become lifeless and hackneyed , serving as barriers to, rather than helping communication… Then, in my Journal of Financial Planning, I found a discussion of another way in which the language choices by content writers can become a barrier rather than a help…

“Advisers and academics inhabit two different communities with differing jargon, incentives, and metrics for success,” authors of a piece in April’s issue of the Journal of Financial Planning observed. That’s not good, they pointed out, since only a strong partnership between the two communities will allow planners to give evidence-based advice to their clients.  “Reach out to a practitioner and invite them to lunch,” the authors advised academics.

As a content writer, I found two “customs” the authors believe should become commonplace relevant to the creation of content marketing pieces:

1. Academics should produce research that practitioners will deem relevant.

“Listen to the marketplace to find content,” Jon Rutenberg, owner of CCC solutions, advised in a guest post on this blog. Asking clients questions about their business (asking planners about their practice) is a great way to touch base. Look at their websites and social media posts – What are they talking about?

2. practitioners should consume financial planning research.

At Say It For You, as we work with the owners professional practices, we know that, even as we’re helping them connect with prospects through posting valuable information, they are always themselves seeking to stay abreast of information – especially new information – related to their field. Yet, although there are more complete and authoritative sources they could turn to, often busy practitioners need condensed “bulletins” to maintain “proximity” to the latest research and development.

After all, I’ve come to realize, all content marketing is about “joining the jargon”, providing an exchange of information among providers, researchers, and consumers.