Opportunities in 2013 for contract work for the Internet

1. How To Make Money Writing
For New Media

2. The World Has Changed
“It is not the strongest of the species that
survives, nor the most intelligent that survives. It
is the one that is the most adaptable to change.”
– Charles Darwin

3. Brands Becoming Publishers
“The publishing industry is undergoing a massive
disruption, in which storytelling, advertising, and
technology are beginning to intersect. As brands
dabble in publishing, traditional marketing and
advertising networks are also evolving.”
Deanna Brown, CEO of Federated Media Publishing

4. Take Control of Your Destiny
“If you want to write the fortunes for the cookies
that don’t exist anymore, you may need to make
your own organization, lead your own tribe and
hire yourself.” – Seth Godin

5. Skills Transformation
 Skills which are helpful to others – bringing
value to others.
 Combination of your skills – if you are good at
one thing, you are probably good at other
things as well.
 For the web, get up-to-speed on the jargon
and the techniques.

6. Skills Transformation
 “I don’t talk Google”
 Learn how Google Analytics works. Its free at:
http://www.google.com/analytics/education.html
 Use Google’s Keyword Tool. Also free:
https://https://adwords.google.com/o/KeywordTool
 Research topics on Google Trends:
http://www.google.com/trends
 Take advantage of free tutorials on Google on YouTube
and Slideshare.com

7. Skills Transformation
 Stay up-to-date on the digital industry on a daily basis
 Recommended digital industry sites: paidcontent.org,
techcrunch.com, mashable.com, and
businessinsider.com.
 Sign up for Media Post emails at
http://www.mediapost.com/publications/. Publications on
everything digital including TV, video, email, social media,
analytics, and mobile.
 Others include smartbrief.com, hubspot.com,
streamingmedia.com, seoreel.com, SEOMoz.com,
SearchEngineLand.com, socialmediaexaminer.com,
emarketer.com.

8. Skills Transformation
 Sign-up for Webinars even if you can’t attend. They
usually archive online.
 University of San Francisco Online Certificates -
http://www.usanfranonline.com/online-
certificates/internet-marketing.aspx
 Check out free courses at coursera.org
 Subscribe to www.lyndia.com.

9. Skills Transformation
 Utilize LinkedIn, FaceBook, Slideshare, YouTube, and Twitter to build
an online reputation.
 Meet clients online.
 Market yourself digitally through social media and blogging.
 Launch your own website using WordPress (or similar).
 Don’t limit connections to people in the industry.
 Engage and talk to people online.
 “Follow Back” to those who connect with you, particularly
associations like POMA.

10. Sell What People Buy
 “Anything
that won’t sell, I don’t want to invent.” –
Thomas Edison

11. Focusing on a Niche
 Evernote E-book – eBook called Evernote Essentials, a 90
page instructional manual, authored by Brett Kelly and sold
+$250,000 online. Sold using e-junkie.com. Marketed to
bloggers and used affiliate program.
 Excel Training – Purna Duggirala earns $200,000 per year
training users online on Excel. Traffic from Google Adsense,
word-of-mouth, content sharing with other websites, and
articles featured on other blogs. Sells eBook and online
training.
 Travel – BookYourAward.com, Gary Leff earns $100,000 a
year working part-time and assisting customers in booking
award trips for $250 per couple and specializing in first and
business class itineraries.

12. The World of Online Freelance
 Contract Work on the Cheap
 Textbroker - $.005 to $.015 per word
 eCopywriters - $.008 to $.05 per word
 Freelance Work Sites – Freelancer.com, Odesk.com,
Guru.com, Elance.com

13. Content Marketing (brands are the new
publishers):
• Articles
• Social Media (other than blogs)
• Blogs
• Newsletters/Email
• Case Studies
• Events
• Videos
• Whitepapers/eBooks
• Webinars

14. The World of Online Freelance
Content Marketing –
 White Papers/eBooks
 Email Marketing
 Content Marketing
 Social Media

15. White Papers
 White papers blend the informative and authoritative
content of an article with the persuasive elements of a
company brochure. White papers are used to help
educate and influence business prospects.
 Demand is driven by the need for quality lead
generation. Businesses are struggling to get their
message in front of customers. White papers
continue to rank high for attracting leads.
 Pay averages $82 per hour or $2,500 per project.

16. Email Marketing
 Email continues to rank high as a communication tool.
 Barriers to effective emails are lack of segmentation,
no strategy, in-house staff lacks skills, poor content,
employed technology, and no analytics/tracking.
 Numerous websites and books provide training
including www.lynda.com ($25 per month) and
ClickZ.com.
 Pay averages $85 per hour or $.91 per word.

17. Content Marketing – Website
 Updated content is one of the top ranking factors with
Google.
 Companies are looking to outsource content development
to save on costs. Will need to speak “Google” (SEO).
 Content can be repurposed for emails and social media.
 Good starting point is “The Web Content Strategist’s Bible”
by Richard Sheffield.
 Pay ranges from $10 to $90 per hour or $.25 to $.50 per
word with website editing averaging $57 per hour.

18. Social Media
 Digging Ditches – needs to be done.
 Competing against someone a company can hire for
$30,000/yr.
 Ability to connect to influencers.
 Branding versus making sales.
 Lack of ROI. Determine client’s “desired outcomes”.
 Learn what works for the audience, understand the
product, and understand the “medium”, i.e. frequency,
links.

19. Social Media
 Pricing is based on size of audience and not time.
 Typical work load can be 3 to 4 tweets per day and 1 to 2
FaceBook posts per day.
 Monthly retainers ranging from $750 to $5,000 per
month.
 Pay can also be structured as $62 per hour (avg).
 Agree to metrics for determining success with client.

20. New Media Metrics
 # Video Views  # Twitter followers  Traffic
 % YouTube Favorites  Twitter Follower-Rate  Reach
 % YouTube channel  # reviews  Registration
subscribers  # stars in reviews  Opt-in
 % YouTube Video Plays  Thread size  Page views
 # of YouTube Channel  Unique contributors  Visit/session length (% site
Comments visits > 60 secs)
 Unique commenters
 # of YouTube video reviews  Clickpath analysis
 # Facebook fan pages
 # slideshare views  Eye tracking studies
 # Facebook fans
 # delicious bookmarks  #/% Downloads
 Facebook FanRate
 # digs  Changes in SERP results/
 Facebook Likes
 # of Blog Mentions rankings
 Email Open Rate
 # of Forum mentions  Earned/ Owned traffic
 Email Click Rate
 # of Facebook mentions  Inbound links
 Email Forward rate
 # of Twitter mentions  Social Media Metrics: Intent,
 Email opt-out rate sharing, advocacy,
 # @mentions
 # of Email subscribers conversion.
 # of reviews mentions
 # of SMS subscribers
 # of comments
 Clicks/ CTR
 Positive : Negative Mentions
for any channel  Impressions

21. Key Metric Categories
Depending upon the client’s needs, key
categories are:
 Engagement – shares, comments, time on
site, pageviews, open rates, video views (not
Likes).
 Shares – retweets, FaceBook sharing, links,
email forwards.
 Conversion – e-commerce sale, email
registration, contest sign-up, white paper

22. Key Points
 Do not underestimate what you know versus what
others know.
 Do not undersell yourself or the price of your
product/service.
 For a product, set a deadline for publication, do
not let the dates slide.
 For services, change your sales target from
editors to marketing departments. Hustle is key!

23. Expand Your Horizons
 Devin Graham:
- 79 videos on YouTube and 176 million views
since 2010
- Average viewership per video = 2.2 million views
 Outdoor Channel:
- 208 videos on YouTube and 6.3 million views
- Average viewership per video = 30,288
 Sportsman Channel:
- 398 videos and 2.7 million views
- Average viewership per video = 6,800

24. Questions?