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Posted by paul novak on December 27, 2010 at 7:16 pm
How do you know your content is working for a client? Unless you have access to their analytics you are pretty much in the dark when it comes to judging the raw performance of your work on their site. You don’t know what their site performance numbers were before you started and in order to have a good idea what effect your content is having, you have to be proactive from the beginning of the job.
In fact, before even beginning a job for someone it’s probably a good idea to do some legwork and put together a few statistics before you ever deliver your first chunk of text. There are several good reasons for this, but as a content provider you should be concerned with keeping track mainly because your purposes and those of your client are not the same and at times can be at odds with each other. For instance, if they don’t feel your content is performing to expectations and want to renegotiate rates while you’re certain it’s more than adequate, how will you settle the dispute?
Why track content on a clients’ site?
One reason for monitoring your content on a clients’ site is the simple fact that you want your content to be effective for your clients. As I mentioned in a guest post over at Rick LaPoint’s Internet Marketing blog, “A great product will make a customer feel good about their purchase. Excellent service will make them feel confident in it as well and willing to buy more, even if there was a minor setback at the beginning”.
If you want your customers to use your services on a repeated basis, your content is going to have to produce. Tracking how well your content performs for a customer allows you to not only hone your content writing skills, it allows you to put together some solid performance data you can use as part of your personal arsenal of marketing tools.
Educating clients with real data
An added plus is the ability to show customers who are not so well versed in the art of creating content just how much benefit they are receiving. Some of the biggest problems encountered by content writers are the unreasonable or naïve expectations their clients have. They read somewhere about keywords, relevancy, uniqueness and how content can propel them up through the search engine rankings, then hire a writer and expect miracles overnight. Having some real world data can help you to manage these unrealistic expectations and educate clients as to how good content really works.
So how do you track the performance of your content? It’s difficult enough doing this on your own site, so how do you keep track when the content is appearing somewhere else? The answers, fortunately, are similar whether it is your own sites’ performance or that of a clients.
Set up a performance file for every client
Along with all your other client files, create one specifically for logging performance data. Put everything you find and compile into it, then when the job is finished, use this data to put together a single cohesive record of how well your content performed for the client. This can be page rankings, keyword performance, Alexa ranking, SERPs, and anything else that indicates how the content affected the site.
Test their keywords
Before you begin creating content, your keyword research, if necessary, should include some time spent checking how well the client currently ranks for their keywords. Most of us when performing keyword research are only interested in finding the best keywords to use. With commercial copy this is often a moot point as the client already has a set of keywords in mind.
However, by taking note of how well a client is currently using their keywords, you will be able to record whether or not your work exceeds their previous efforts. Regardless of whether you are using long established keywords the client has targeted or new ones they are supplying, how well your application of them performs is critical and will be a big part of determining whether your content fails or sails.
Check their page rank
Although there is a lot of controversy over whether or not page rank is important, the general attitude is to give it a lot of consideration. Page rank is difficult to utilize from a content providers perspective because it is affected by so many factors besides content, and Google is notorious for irregular page rank updates. However, if your client projects are long term, it can be a useful way to get some sense of whether your content is providing any of the boost a client is looking for. Even for short term projects, occasionally checking on the page rank of past work may help you to improve the effectiveness of your content.
Do a back link check
Good content attracts links from other sites. While commercial copy might not inspire a lot of back-links, blog posts, articles, about pages, reviews, and even some product descriptions can attract a lot of link love when written well. You can be pretty confident that when a clients’ site receives back-links because of your content, they are going to be very pleased with your efforts. Even better, with back-links being such an important part of how a site’s authority is measured, if you can demonstrate an ability to build back-links with your content, then you have greatly improved the value of your services. A before and after picture of the back-links your clients site has generated can be a very powerful way to not only impress the client, but attract new ones as well.
Every little bit helps
These are just a few of my own ideas of how to independantly monitor the performance of your content. While they are not mandatory or even a commonplace practice among many content writers, it’s my opinion they can only help. There’s nothing to lose and you just might surprise yourself with just how effective and valuable your content is. Aside from your own site, how do you judge the effectiveness of your content?
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Posted by paul novak on November 29, 2010 at 8:53 pm
Unless you’re just starting out with freelancing, blogging, marketing, or just maintaining a personal page, it’s a safe bet that most of us have been engaged in writing of some form or another for quite some time now. You may even be getting good at it, or already have a natural talent for putting together paragraphs that don’t double as sleep aids. I’m pretty sure I’ve about reach this level myself. I’m also well aware that I have a tendency to get pretty long winded and improve Folgers’ coffee stock values now and then. Luckily though, that’s mostly confined to my informal copy like here on my blog. Well, lucky for my clients, not so lucky for my blog.
When it comes to writing for the money though, we’re dealing with a whole different animal. One that sometimes seems about as easy to handle as a bipolar cat headed for its annual bath, and still has all his claws.
When we use words to achieve an intended goal, we are writing with a purpose. No longer are we really trying to entertain or express ourselves. We are now trying to inform, incite and motivate.
Once you’ve put on your work hat and dusted off your desk, it’s time to write for real.
What is good copy?
There are a few things I find stick out like sore thumbs whenever you read about copywriting. Rather than begin a series and put even more money in the coffee industry’s pockets, I’ll spend some time on what I perceive as being common copywriting problem areas.
Basics first
Good copy is text that delivers a message in a clear, concise, engaging manner and is often, but not always, intended to incite the motivation to perform a desired action on the part of the reader. While there are plenty of different definitions of what makes for good copy, I’m reasonably satisfied that this covers the most basic premise when it comes to writing commercially. Put even more simply, how you define good copy is in large part determined by the purpose.
In order to write good copy, particularly when you are doing it as a hired pen, you must have a firm understanding of the message your client wishes to convey and the audience that will be receiving it. One size does not fit all in the copywriting world despite the multitude of writers who insist that there is some sort of set formula to follow. Generic content produces generic results. Form writing is for forms. Good copy works because it is tailored and crafted to a subject and a purpose.
The first thing to do when putting together your copy is to ask questions and build the contents theme and character. What is the content expected to do? Does the content need to be formal or informal? What kind of appearance is the copy intended to create or adhere to? Is the audience a regular following or a wide base of unique visitors? Is the copy meant to create action or is it intended to build presence? These questions represent only part of the most basic information you must have a solid grasp of before you can begin putting together your copy. The more you know about your subject and who it is intended for, the better you will be at showing readers why it is so great.
When putting your copy together, it’s best to be concise. Get started by introducing your subject with an interesting fact, ask the reader a question that the copy will later answer, or simply define your subject immediately and clearly. The point is to not waste words and force the reader to work any harder than is necessary to understand the subject and where the copy is going with it. Tell them what the message is about and build their interest with uncommon facts or a suggestion that the answer to their problem lies in the copy that follows. It really is that simple.
Now that we’ve moved past the basics, I’d like to address a couple of the things I think are some of the biggest mistakes copywriters make.
Writing for children
After you’ve gotten your introduction out of the way, give the reader some credit and move right to the heart of your message. Writers oftentimes feel as though they have to spell out every single detail, or use ten elementary school level words when four adult sized words would do the job just fine. This often leads to plodding and boring copy that readers simply gloss over, or worse, aren’t willing to continue following. Accept that public educations afford most people better than rudimentary level reading comprehension. Sure this goes against what most suggest, but I’ve a sneaking suspicion that what most suggest is simply material that’s been regurgitated because it sounds good, not because it works.
Before you break out the pitchforks and torches, consider this…
“The Ronco Pocket Diaper Steamer is very nicely put together. The seams between each component are even and fit together tightly. The finish is very smooth and shows that Ronco has put a lot of effort and time into producing an attractive product.”
Then,
“The fit and finish of Ronco’s Pocket Diaper Steamer is outstanding and clearly demonstrates Ronco’s commitment to quality.”
I know that personally, when I read something like the first three sentences, my first inclination is to scan past and look for something else simply because it plods and feels as though someone was more interested in word count than telling me what’s important. Not to mention it feels as though it was written for a twelve year old. Twelve year olds don’t have credit cards, grownups with educations and jobs do. Should you write so a twelve year old can understand, or inform and excite a credit card holding potential customer? Decisions decisions……..
On the internet, no one can hear you scream
Speaking of producing excitement, how many times have you been moved by calls to action that scream wild claims at you? Chances are, if you had any interest before finally making it to a piece’s call to action, it evaporated as soon as you hit the section with oversized fonts and colored text proclaiming…
“ONLY A LIMITED NUMBER OF PEOPLE WILL BE ABLE TO GET IN ON THIS INCREDIBLE LIFE CHANGING OPPORTUNITY!!! ACT NOW AND DON’T BE LEFT OUT!! BE ONE OF THE FEW WHO ACHIEVE SUCCESS AND RICHES BEYOND THEIR WILDEST DREAMS!!! THIS IS THE MOST IMPORTANT DECISION YOU WILL EVER MAKE IN YOUR LIFE!!!!!! ORDER NOW!!!!!!!! HEEEEYAAAAAAA!!!!”
Ok, so I’m exaggerating a bit myself, but to be honest, not by much. The point here is that you don’t have to be dramatic or grandiose to show a reader why they should accept what you’re offering. Part of what makes copy good is that it is written conversationally and builds trust by showing appreciation for the reader’s intelligence. When you close with a call to action, you cannot simply abandon the readers trust and go for the gusto with drama. Continue giving the reader credit for being an intelligent human being and strengthen your call to action by highlighting why your subject is the best they can find and why acting now is a good idea. Of course you should use active words and urgent phrasing, but use them sparingly. Above all, use your call to action to drill down to that one thing you want the reader to do and lead them straight to it.
Copywriting in many instances seems to have devolved into an almost used car salesman type of rhetoric. So much emphasis is being put on formulas and mass distribution that it seems as though the baby is being thrown out with the bath water and the importance of integrity and trust ignored. While content geared only towards getting a click may produce, how many of those clicks really turn into customers, and how many of those turn into repeats?
How many people does that content have to reach in order for it to get a worthwhile number of clicks to begin with? By putting more thought into how copy is perceived and addressing the readers specific interests and needs with copy that is intelligently conversational as well as informative, you build trust that will later translate into more action. In the end, it boils down to the age old adage of deciding whether you prefer quality or quantity. It’s up to you where you go from there.
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Posted by paul novak on November 17, 2010 at 10:16 pm
So you’ve decided that directly contacting publishers and pitching your work to them is the way to go. Good for you. Now you’re wondering just how the heck you’re supposed to do that.
Do you send them an e-mail begging them for a chance with a link to your blog? Unless you enjoy filling an editor’s trash bin with deleted items I wouldn’t recommend it.
Do you send them your 4,000 word article and a request for them to read it and reply with a decision of whether they want it or not? Only if they specifically request full pieces in their submission guidelines. Consider that you’re an editor and every day you have fifty potential magazine articles from aspiring writers sitting in your inbox that you didn’t ask for. Think you’ll read them all?
So what do you do?
The first thing to do when considering contacting a potential publisher is to do your research. Familiarize yourself with the type of content they usually produce. Is it something you can work with? Does it fit well with your writing style and preferred subjects, and if not, are you capable of tailoring your work to suit theirs?
The best way to gauge whether or not your work is a good fit for a publication is to visit their website if they have one and read some of their articles. If they have no web presence, be prepared to sit down with a copy of their magazine and read for awhile. Most have several categories, so take the time to read a few pieces from those that seem within your realm of expertise and abilities. Note the overall tone and direction of the publication as a whole as well. Although you may write excellent political opinion ed, a publication that deals in clinical political analysis is not likely to accept such work.
What do they expect?
The next thing to do is find the publishers guidelines for submitting or soliciting. Most online publishers have an area dedicated to spelling out exactly what they will consider and how to present it. Some offline publications do this as well, but you may have to contact them by phone or mail if they have no obvious contact addresses or terms for proposals listed. The guidelines these publishers provide often make it very easy to determine just how you should tailor your approach and you should follow them explicitly if you want your proposal to avoid the recycle bin. If you can’t follow the rules for submitting a proposal, an editor is likely to assume you won’t be able to write according to their needs as well and immediately reject you. The guidelines are there for a reason, so follow them to the letter.
What do I send?
Once you’ve gotten a handle on who you’re going to contact and armed yourself with some knowledge of their publication and their submittal guidelines, it’s time to put something together.
If they require you to submit a complete article or piece, then you may need to include a cover letter. A cover letter allows you to provide the information necessary to inform the editor of your intentions, how to return contact, what you are submitting, and some information about yourself and why you should be accepted. Cover letters should be short, to the point, and demonstrate professionalism. Leave demonstrating creativity to your writing and focus on getting the important information across. At the top of your cover letter include your name, contact information and the date. Follow that with the specific information for the person you are addressing; their name, title, name of their publication and the contact address.
Start off your letter with Mr. or Ms. and use their name to address them and not some generic greeting like “Dear Sirs”, or “To whom it may concern”. Include your reasons for contacting them, what they can expect to find enclosed with the cover letter, and a brief example or explanation of your qualifications or why they should consider publishing your work. This can be something like a list of your prior successfully published works, who you have written for in the past, your education, and anything related to your writing experience. The main thing to do is keep it brief and easily digestible while still giving the editor an idea of who you are and what to expect. Close the letter with an expression of thanks and avoid anything that may sound insincere or like pleading. Your cover letter is little more than an introduction really and it is your writing that follows the cover letter that will make the sale.
Some publishers do not want to receive entire manuscripts or articles and prefer you send them a query. A query is much more involved and is an actual sales pitch that is intended to sell an editor on purchasing your work, or hiring you to write. A query will include as well as the basic information contained in a cover letter, an explanation of what it is that you are submitting and a synopsis of the work you are pitching. The idea is to entice an editor into requesting the full body of your work for review. You can see some examples of query letters here that will give you a good idea of what one should look like and how it should read. Although you still need to keep a professional approach with your query, make it conversational as well. You want an editor to become interested in what you are offering, so imagine you are trying to explain to a friend what a story is about and why they should read it. You don’t want to come across as trying to make a sale, but instead as trying to show why your story is interesting and worth reading.
Ok, I’m going in. Any last words?
Never tell an editor you are new to writing for publication. Likewise, never be self deprecating or apologetic. Don’t be a suck up either. Editors are not going to be impressed that you think their magazine is the best ever published, or that writing for them has always been your dream. Stick to a confident, conversational and informational tone, and keep the letter to one page in length. If you’ve been previously published, include one or two clips with your query as well but do not direct editors to a website or give them pieces of unpublished work.
As you can imagine, queries aren’t easy and are something of an art to craft. Expect writing one to drive you nuts the first few times you take a stab at it. Also expect the first few you send to be rejected. If they aren’t you’ll be pleasantly surprised, and if they are you’ll already be set to make the next attempt.
The most important thing here is to maintain your motivation and determination. Publications actually make it easy most of the time and tell you exactly what they expect from a contact and how to do it. It’s up to you to follow their rules and determine the best approach to use with each publication. That, and to submit your work and queries to as many publications as you can. Stick with it, learn from any feedback you get from either approvals or rejections and modify your tactics accordingly, and eventually you’ll find that combination that works best for you.
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Posted by paul novak on November 10, 2010 at 9:57 pm
After a week of work the dust is finally settling and some semblance of order is being restored here on Writingfourmylife*. Although I’m not quite ready to lift martial law just yet, I’ve determined that it is safe to once again post and allow visitors to peruse through the rubble. Please make sure your tetanus shots are up to date and avoid the rest rooms if possible. The footer area is still in flux and there may be some exposed wiring in the sidebar, so keep an eye on those areas if you choose to enter. Oh, and there are a couple empty rooms like the Samples page; I’m still getting all the furniture moved in you see.
As you can probably tell, I’ve done some restructuring and a complete theme change. While some of the purists may find it annoying, I’ve decided to include advertizing spots. Nothing serious, just some banners, and I’ve no intention of selling out and turning every post into a promotion for the latest and greatest money making ploy. Besides, in order to be a sellout I’d have to be getting paid, and at this point in time getting paid is a rare animal indeed. No,my status as paid shill is still relegated to writing honest copy so you can relax.
With all the changes I’ve been making it occurred to me that there’s a post to be had from all this confusion. Most of us see only the pretty face put on the blogs we visit and rarely get to glimpse the greasy machinery and rusty gears churning in the background making everything grind along so smoothly. With that in mind, I’ve decided to shill, er, reveal some of the plugins I’ve been using for the past 6 months or so that I think you readers may find of use on your own blogs. I’m sticking with listing what has been working and demonstrating effectiveness, so if you decide to give any of them a try it’s a fairly safe bet you’ll get the desired results if you’ve done everything correctly.
Perhaps one of the best and least obvious plugins I have been using is the All in One SEO Pack. This nifty little gadget is great for the blogger who isn’t interested in a lot of manual SEO work and would like an edge they don’t have to think too much about. With this plugin you can easily set your blog title to hold your blog name and a few important keywords with it, just don’t be silly and load it with gibberish.
You can also set your blogs meta description which although not a lot of help with SEO per se, is good for enticing those finding your site in the search results to click on your link. It also has some features that can keep things like archives and categories from appearing to search engines as duplicate content which although arguable in importance, is probably at the least a sensible idea. You can also set it to automatically generate keywords from post content and existing tags, a plus when you’re pressed for time.
Here is one serious All In One Pack tip for those less familiar with manipulating your content for SEO purposes. This plugin has an option at the bottom of each add/edit post page in your admin area for adding keywords and titles. This can be quite effective for getting the pages you really want to push to rank well for specific keywords. The All in One SEO Pack is a very good plugin, but it does require you to change a few of its settings to get the most benefit from it. An excellent tutorial can be found here and I highly recommend reading it before making any changes to the plugin’s settings.
The Easy Contact plugin does pretty much what it says with a minimum of hassle, which if you’re like me and easily hassled due to having only one heavily frayed nerve left, is a blessing. Some of you are loathe to put your e-mail address on your site thanks to spammers (see above and “frayed nerve”) and others of us believe that it simply cannot hurt to have as many forms of contact on our site as possible. Easy Contact simply adds a very clean form to your site that allows visitors to contact you without the need to send e-mail or leave the site. All you need to do is download the plugin, create a new page called “Contact”, add the easy-contact short-code to the page and then any text you want to include below it. Voila, instant contact form. You can see it in action here on my site if you’d like.
One last plugin I use that some of you may like is WP-Ban. This nifty little gadget is great for those days when the poopheads just can’t seem to have anything nice to say to you and you’re tired of that one spammer who insists on leaving 125 spam comments every day. Simply install the plugin and activate it, go to your dashboard and record the ip numbers of the offending or offensive parties to be kicked out of the party, then go to the plugin settings and add their ip# to the ban list and update. In addition to being of some help in reducing spam, it also provides some feeling of satisfaction in knowing that you’ve managed to slam the virtual door shut in the face of those who have maligned you for the last time. BTW, if you’re feeling really frisky this plugin allows you to create a custom message for the banned party to read when they try leaving their usual offal at your blogs door. Just sayin is all.
Each one of these plug ins has been a great addition to my WP based blog and proven its worth. All In One SEO in particular I highly recommend, especially if you’re not that well versed in SEO and need all the help you can get. I hope they prove as useful on your own blogs as well.
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