4. It’s the art of listening to your customers’ wants and needs
Search Box
Social Media
Web Analytics
Keyword Popularity
Customer Service
Questionnaires
Geo-Targeting
5. And the science of delivering it to them in a compelling way
Articles
Blogs
Books
eBooks
RSS Feeds
Printed Books
Newsletters
Videos
Web
Widgets
6. It’s catching customers orbiting at high speeds
Applet
Desktop
Events
Information Portals
Mobile
Podcasts
RSS Feeds
Social Networks
Video Portals
7. With information they want and need
Downloads
Deals
Geo-Targeted Offers
Interest-Targeted Offers
Send to Friend
Re-Tweet
Likes
Loves
Repeat Visitation
8. It’s testing campaigns to learn what works best
A/B Testing
Multivariate Testing
Eye Track Testing
Segmentation Testing
Geo Target Testing
Usability Testing
Content Testing
9. And finding the most efficient path to engagement and sales
Score Engagement
Qualify Lead
Evaluate Intent
Induce Trial
Motivate Purchase
Get the Sale
Correlate Assets to Sale
10. It’s working with great writers that understand your goals
Writing Style
Tone of Voice
Brand Influence
Requirements
Restrictions
Conversion Goals
11. That know how to engage readers that want to learn MORE!
Target Audience
Motivators
Current Events
Pain Points
Like Me
Like You
13. Creating Quality Content is Challenging
“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
18. Blog Writing Styles
Insight Ambition
Challenger Piggyback
Life Brand
Promotional WingFlap
Announcement Link
Video Photo
Evangelist List
Survey Thematic
Guest Interview
Event Live
Response
19. Tone of Voice
Authority Informative
Academic Friendly
Static Dramatic
Straight Forward Compelling
To the Point Animated
Feed the Brain Touch the Hart
Active Passive
Personal Objective
20. Specifications and Requirements
Brand Values
Target Audience
Voice and Tone
Punctuation and Syntax
Industry Jargon
Style Selection
Legal Requirements
21. Search Engine Optimization
Keyword Research Google +
Title Tags Attribution
Meta Keywords Authority Sources
Meta Description Social Popularity
Links to Authority Sites Publishing Frequency
Internal Links Analytics
External Links to Authorities Conversion Enhancement
Keyword Density Engagement and Circulation
23. Developing Quality Content is Complex
Find the Best Content Asset Mind Legal Restrictions
Style Flex for the Audience Deliver Performance Goals
Align with Brand Position Follow Workflow for Success
Speak the Audience Language
Offer Consistent Voice Tone
Perfect Syntax/Punctuation
Adhere to Requirements
Meet Specifications
24. Biggest Challenge is Education and Training
Traditional Curriculum New Curriculum
Colleges and Universities Organizations, Online Institutions and Companies
Journalism Content Marketing
Creative Writing Search Marketing
Poetry/Lyricism Inbound Marketing
Search Engine Optimization
PPC Advertising
Marketing Automation
Copywriting
Conversion
Analytics
27. Three Methods for Pricing Writing Services
Pay Per Word Pay Per Hour Pay Per Project
Online Marketplace In-Office Out-Of-Office
Easy Order Hourly Control Bids Required
Low Rates Rates/Experience High Demands
Light Instruction Style Guides Content Strategy
Perception: Low Quality Perception: More Control Perception: High Price
28. Pricing Premium Writing Services
Complexity Low Medium High Extreme
SEO Experience Basic Experience SEO + Link Crafting Keyword Research Keyword Strategy
Research Easy to Find Some Digging Difficult Interviews Required
Target Audience General Experienced Industry Specific Micro Targeted
Knowledge Level Basic Intermediate Industry Specific Advanced
Writing Style Basic Proficient Advanced One-of-a-Kind
Brand Aware Review Align Infuse
Persuasion No Selling Scattered Mention Soft Selling Hard Selling
Instructions Clear Workable Fuzzy Back and Forth
Creativity Basic Creative Very Creative Brilliant
Specifications Punctuation + Style + Tone of Voice + Restrictions
Typical Projects Research Articles Creative Articles Stylistic Articles Technical Articles
Fast News Stories Complex News Press Releases PR Strategy
SEO Articles SEO Link Articles Meta + SEO Articles Meta + Image + SEO
Consumer Products Tech Products Technical Articles White Papers
Product Page About Page Signup Page Home Page Copy
Per Word $0.03 $0.10 $0.30 $1.00
Per Hour $14 $32 $50 $75
Per Project $7-10 $50-500 $500-2000 $2,000-10,000+
29. Writer Experience for Premium Writing Services
Experience 2 Star 3 Star 4 Star 5 Star
Test Scores Pass Pass + Tops Ace
Basic SEO + Link Keyword
SEO Experience Experience Crafting Research SEO Strategy
Industry Industry
Expertise Generalist Some Expertise Recognized
Authority Experienced Published Author
Portfolio Basic Intermediate Sophisticated Advanced
Client Reviews Basic Unique Technical Creative
Algo
Performance C+ B+ A+
Per Word $0.03 $0.10 $0.03 $1.00
Per Hour $14 $32 $50 $75
Per Project $7-10 $50-500 $500-2000 $2,000-10,000+
30. Additional Costs in Pricing Premium Writing Services
Editing Optimization Performance
Managing Editor Keyword Research User Acquisition Cost
Sr. Editor Keyword Optimization Conversion Rates
Jr. Editor Keyword Density Organic Traffic
Proofreading Internal Link Building Content Influence
Original Verification External Link Building Content Path Analysis
36. Motivation for Writers
• Additional Compensation (Optional Bonus Post Delivery)
• Professional Negotiation and Communication
• Client Recognition
• Peer Recognition
• Public Recognition
• Goals and Career Advancement
• Algorithmic Scoring
• Professional Communication
• Respect
• Fun/Smiles
37. Tips for Success with an Online Marketplace
• Clear and Concise Order Instructions
• Professional In-Mail Communication
• Strategic Plan to Onboard New Writers
• Positive Feedback
• Constructive Feedback Professionally Crafted
• Style Sampling Writers with the Same Order
41. Byron White, ideaLaunch
Chief Idea Officer
Twitter: @ByronWhite
Byron[at]ideaLaunch.com “The only marketing
Phone: 617-227-8800 x 201
left is content
marketing.”
Seth Godin
Free 101 Content Marketing Tips Book
ideaLaunch.com/101