33. 1. Finding Writers
Create informative Casting
Calls that explain the
project and requirements
Use Advance Search
followed by InMail
communication with
specific questions
Engage Elite Writers by
Industry with test order
Get Account Manager
Recommendations with
Casting Calls-- FREE!
34. 2. Placing Orders
Try All The Options
Crowd Orders
Standard Orders
Premium Orders
Editing Orders
Idea Sourcing Orders
35. 3. Onboarding Writers
Select 3 Writers
Place Same Order to All 3
Request Revisions with All 3
Select the Winners
Repeat and Build Your Pool
36. 4. Motivating Writers
Additional Compensation
Repeat Business
Professional Communication
Professional Negotiation
Client Recognition
Peer Recognition
Public Recognition
Career Advancement
Achieving Goals
Algorithmic Scoring
Respect
Humor and Smiles
38. 6. Premium Orders
• Preliminary: Headlines, visuals, architecture and familial content
• Investigating: Knowledge-seeking and trust-building opportunity
• Capability: Show how you solve problems and deliver on needs
• Action: Motivate sign up, download or buy
41. 7. Define Your Target Audience
Customers Needs 2.0 Customers Needs
• Credibility, Belief and Logic • Info in a Hurry
• Exposure to New Information • Access to Specific Things
• To Laugh • Personalization
• Mystery and Bravery • Authority Advice
• Surprise and Delight • Relevant Content
Content Critical by Gerry McGovern and Rob Norton
43. 8. Encourage Storytelling
Great Stories --> Solve problems
--> Teach us to be smart
--> Offer surprise and delight
--> Focus on “what happens next”
--> Introduce great characters
--> Are contagious
--> Engage readers
Sisomo by Kevin Roberts
44. Why Storytelling
Inform atio n A Story
Fills You Up Mo ves Yo u O n
Facts Acts
Citing Ex citing
Rea m s Dream s
Prom otional Em otional
Static Dram atic
Che ck lists Casts of Cha racters
Com piling Com pelling
Anno tated Anim ated
Feeding the Brain Touching the Heart
Ex pires Inspires
45. Storytelling to Propel Your Mantra
Winning is Everything Green Bay Packers
Think IBM
Fun Family Entertainment Disney
Save Babies March of Dimes
Healthy Fast Food Wendy’s
Kick Butt in Air and Space Air Force
The Art of the Start, Guy Kawasaki
46. 9. Diversify Your Content Asset Portfolio
Printed Books
Informational White Papers
Webinars
Podcasts
Books
Online Courses
Workbooks
Press Releases
47. 10. Reward Content Performance Goals
Great Content = (Usability + Motivation + Incentive) - (Friction + Anxiety)
Usability: Is your content and imagery optimized for conversion?
Motivation: Do you have clear reasons to read, then buy and not try the competition?
Incentive: Are you offering any incentives, trial or reward?
Friction: Have you identified potential resistance and reduced the pain points?
Anxiety: Have you pinpointed the concerns and resolved the issues?
Get Writers In-Tune with Performance
Increased Traffic
Improved Conversion Rate
Improved Listing Positions in the Search Engines
Repeat Visitation
Social Impact
52. Byron White
Chief Idea Officer
ideaLaunch and
WriterAccess
“The only marketing
Twitter: @ByronWhite left is content
Byron[at]WriterAccess.com
marketing.”
Seth Godin
Phone: 617-227-8800 x 201
Free 101 Content Marketing Tips Book
WriterAccess.com/101
Download Copy of This Slide Show Presentation
WriterAccess.com/download-center/
53. “Writing is easy: All you do is sit staring at a
blank piece of paper (screen) until the drops of
blood form on your forehead.”
—Gene Fowler
“There’s nothing to writing. All you do is sit
down at a keyboard and open a vein.”
—Red Smith
