• Scott Diel

5 Golden Rules For Writing Content For IT Companies

Updated: Oct 3, 2019


Never write that the CEO/founder is (a) a visionary, or (b) wants to give back to the community. Both statements may be true. But rarely may either be committed to paper without making the reader think "Oh jeez, yet another IT asshole who’s totally high on himself."

And while we're at it, I have a third proposal, (c): Any photographer who allows a subject to raise his thumb in a photograph should have both of his own thumbs cut off. What is it with all these thumbs-up pictures in corporate stories? Are this many people actually hitchhiking?

“Witnessing the future”

New technologies themselves are often worthy of articles, if only we can avoid informing the readers that this or that technology makes the world a better place or, if we can avoid the worse offense of instructing the readers that they are “witnessing the future.”

IT “star”

At least there are fewer stars than visionaries. If you do write about a corporate IT star, it’s nice to get him out of his immediate environment and perhaps talk about some other aspect of his life. Like the replica of St. Peter’s Cathedral that he built with Chicken McNuggets boxes, or maybe the blackface photos you recently discovered in his college yearbook. (Just kidding. Go for the McNuggets story.)

Behind-the-scenes stories

Behind-the-scenes stories about regular old employees are often good material. Touring a factory in France I once discovered a 20-year-old hidden collection of figurines from King Cakes (the collection had been 5S-ed under the guy’s desk).

Corporate Social Responsibility

Stories about CSR don’t have to be bad, and often won’t be if you can resist using the term, which most readers understand to be marketing by another name. A feature about your company blood drive will likely suck, though, unless you all showed up dressed as vampires. And if you must write about the bicycles you fixed up and gave to poor kids, then consider writing about a poor kid who got one, rather than the middle-aged engineer who fixed its chain.

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Well done. Chat you on Friday!