Lessons Learned from 90,000 Orders

Lessons Learned from 99,999 Content Orders

Content Marketing Webinar V35

November 29th, 2012

Byron White

Byron@WriterAccess.com

jillian.palmer@writeraccess.com

Creative Ideas for Content Creation Betterment

New Tools and Technology for Content Betterment

10 Lessons Learned from 99,999 Orders

Data, Facts and Stats Pulled from 99,000

Content Order

Orders 99,999

Customers 3,314

Writers 6,069

Blog Posts 44%

Articles 27%

Copywriting 26%

Whitepapers 1%

Press Releases 1%

Other 1%

The Data: 99,999 Content Orders

1.) Higher Quality Content

Order Type

2.) Revision Requests

Request Revisions

3. Live Chat

Live Chat

4. Help Desk Tickets

Help Desk Tickets

5. Casting Calls

Casting Calls

Please have my

Account Manager

recommend writers.

Casting Calls

6. SEO Requirements

SEO Requirements

7. Blog Word Counts

WordPress API

8. InMail Communication

InMail Communication

9. Star Rating

Average Writer Star Rating Selected by Industry

Staffing 4.79

Government 4.20

Transportation 4.12

Non Profit 4.00

Health 3.98

Appliance 3.98

Pets 3.98

Women 3.97

Outdoor/Recreation 3.96

Green Products 3.90

Garden 3.89

Software 3.87

Marketing 3.86

Insurance 3.84

Politics 3.82

Career 3.81

Bio/Pharm 3.78

Self Help 3.75

Hospitality 3.71

Green Services 3.71

Tax 3.70

Hardware 3.69

Relationships 3.68

Nutrition 3.68

Food 3.67

High Tech 3.66

Kids/Family 3.62

Electronics 3.61

Legal 3.58

Consumer Goods 3.56

Fashion 3.48

Travel 3.48

Science 3.47

Green Living 3.44

Spirituality 3.44

Finance 3.40

Craft 3.40

Publishing 3.40

Banking 3.39

Beauty 3.37

Construction 3.34

Other 3.31

Medical 3.31

Office 3.29

Home Living 3.28

Education 3.23

Fitness 3.22

Sports 3.17

Utilities 3.16

Real Estate 3.15

Entertainment 3.09

Humor 3.09

Search Marketing 3.09

Auto 3.09

Manufacturing 3.04

Gaming 3.03

Agriculture 2.94

Hobby 2.90

Music 2.33

10. Content Order Instructions

Master Instructions

Tone and Style

Creative Ideas from the Lessons

Learned

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!

2. Placing Orders

Try All The Options

Crowd Orders

Standard Orders

Premium Orders

Editing Orders

Idea Sourcing Orders

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

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

5. Rating Writers

• 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

6. Premium Orders

Premium Order Pricing

http://www.writeraccess.com/download-center/

Premium Order Pricing

Customers Needs

• Credibility, Belief and Logic

• Exposure to New Information

• To Laugh

• Mystery and Bravery

• Surprise and Delight

2.0 Customers Needs

• Info in a Hurry

• Access to Specific Things

• Personalization

• Authority Advice

• Relevant Content

Content Critical by Gerry McGovern and Rob Norton

7. Define Your Target Audience

Target Audience

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

8. Encourage Storytelling

Information A Story

Fills You Up Moves You On

Facts Acts

Citing Exciting

Reams Dreams

Promotional Emotional

Static Dramatic

Check lists Casts of Characters

Compiling Compelling

Annotated Animated

Feeding the Brain Touching the Heart

Expires Inspires

Why Storytelling

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

Storytelling to Propel Your Mantra

Printed Books

Informational White Papers

Webinars

Podcasts

Online Courses

Workbooks

Press Releases

9. Diversify Your Content Asset Portfolio

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?

Great Content = (Usability + Motivation + Incentive) - (Friction + Anxiety)

10. Reward Content Performance Goals

Get Writers In-Tune with Performance

Increased Traffic

Improved Conversion Rate

Improved Listing Positions in the Search Engines

Repeat Visitation

Social Impact

New Tools and Technology for Content

Betterment

Style Guide Wizard

http://www.writeraccess.com/style-guide-wizard/

Creative Brief Wizard

http://www.writeraccess.com/creative-brief/

Content Planning and Performance Software

“The only marketing

left is content

marketing.”

Seth Godin

Byron White

Chief Idea Officer

ideaLaunch and WriterAccess

Twitter: @ByronWhite

Byron[at]WriterAccess.com

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/

“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

5. Style Guide

Lessons Learned from 90,000 Orders

Documents

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COMBAT ORDERS FOUNDATIONS B2B2377 STUDENT · PDF fileCOMBAT ORDERS FOUNDATIONS B2B2377 STUDENT HANDOUT ... also learned that as a leader, ... Give the same independence to your platoon

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Download Combat-Orders- - USMC · PDF fileCOMBAT ORDERS FOUNDATIONS B2B2377 STUDENT HANDOUT ... also learned that as a leader, ... Give the same independence to your platoon and squad

learned about focus in the workplace. - Gensler in the workplace. What do 90,000 people say really drives productivity at work? Early in 2012, a spate of new books and media coverage

Orders. Orders, use - Regulations.gov

Purchase Orders Message ORDERS - Seagate · PDF filePurchase Orders Message ORDERS (EDIFACT D97A) VERSION: 1.0 Author: Seagate B2B Notes: EDIFACT ORDERS Message to be used with OEM,

GAO-13-277, FORECLOSURE REVIEW: Lessons Learned Could ... · FORECLOSURE REVIEW Lessons Learned Could Enhance Continuing Reviews and Activities under Amended Consent Orders March

ORAL ORDERS 10-01-2019 · Heard Shri P.D. Bodade, learned Advocate holding for Shri J.B. Choudhary, learned Advocate for the applicant and Smt. Deepali S. Deshpande, learned Presenting