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Lessons Learned from 99,999 Content Orders
Content Marketing Webinar V35
November 29th, 2012
Byron White
Creative Ideas for Content Creation Betterment
New Tools and Technology for Content Betterment
10 Lessons Learned from 99,999 Orders
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
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
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
• 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
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
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
Books
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
“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
