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Creating Great Content Has Never Been Easier - March 2011
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Creating Great Content Has Never Been Easier - March 2011


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You need great content to grow your business. This great content should be created by great writers who know how to get the great results you demand for your investment. But finding expert writers and …

You need great content to grow your business. This great content should be created by great writers who know how to get the great results you demand for your investment. But finding expert writers and managing the workflow takes a lot of time and experience. Until now!

Join host Byron White, founder of, a new service of ideaLaunch that offers direct connection to thousands of U.S.-based writers available for paid assignments created to your specification. Byron will discuss how to select and manage freelance writers, and how to create assignment specifications and instructions for success. Both writers and clients will learn lessons we learned in the development of WriterAccess and from observations on the tens of thousands of content assignments completed at

Best of all, Byron will discuss the newly launched “project complexity” pricing option now available on WriterAccess, which offers an elevated “fair price” scale for complex projects demanding higher skills and experience for the high quality content you demand.

In this webinar you'll learn:

How to price writing assignments
How to price yourself as a writer
Selecting the best writers
Selecting the best clients
How and why to reject work from writers
Why rejection of your work is a good thing
Writer skill levels evaluation and guide
Tracking content performance

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  • 1. Creating Great Content is Now EasyByron White ideaLaunchChief Idea Officer Monthly WebinarideaLaunch Thursday, March 31 2011
  • 2. Content Great Web Managing GreatMarketing Writing Writing Writers WritersRevolution Tips Tips Tips WriterAccess
  • 3. TheContentMarketingRevolution
  • 4. It’s the art of listening to your customers’ wants and needs Search Box Social Media Web Analytics Keyword Popularity Customer Service Questionnaires
  • 5. And the science of delivering it to them in a compelling way Articles Blogs Books eBooks RSS Feeds Printed Books Newsletters Video Web Widgets
  • 6. It’s catching readers orbiting at high speeds Applet Desktop Events Information Portals Mobile Podcasts RSS Feeds Social Networks News
  • 7. With information they want and need Engagement Webinars Workbooks Podcasts How Tos Don’t Do’s Tips and Advice
  • 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 salesThe Trust Pipeline Offer Content Score Engagement Identify Consideration Confirm Intent Induce Trial Motivate Purchase Gather Feedback
  • 10. TipsforGreatWriters
  • 11. Understand the paradox of choice Understand the new age expansion of choice Discover the rules for decision making Develop decision making map and process Create new methodology for buying decisions Forge simplicity into the art of content creation
  • 12. Customer 2.0 Customers Needs 2.0 Customers Needs • Credibility, Belief and Logic • Info in a Hurry • Exposure to New Information • Access to Specific Things • To Laugh • Personalization • Mystery and Bravery • Authority Advice • Surprise and Delight • Relevant Content Content Critical by Gerry McGovern and Rob Norton
  • 13. Develop the characteristics you need for success Curiosity Storytellers Passionate Voice Journalists Well Traversed Researchers Make Meaning Socratic Keep it Simple Optimizers Less is More Knowledge Seekers Short and Sweet Wordsmiths Fresh Insight Deep Diggers Results Driven Big Picture Thinkers Inquisitive Connect the Dots
  • 14. Learn how and why to tell stories 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
  • 15. Learn why some stories get passed on and on. Inform atio n A Story Fills You Up Mo ves Yo u O n Facts Acts Citing Exciting Rea m s Dream s Prom otional Em otional Static Dram atic Che ck lists Casts of Cha racters Com piling Com pelling Anno tated Anim ated Feeding the Brain Touching the Heart Expires Inspires
  • 16. Know how to find the positive story Great stories introduce great characters Great stories are contagious Great stories focus on “what happens next” Great stories teach us to be smart Great stories surprise and delight
  • 17. Create informational content that sells WITHOUT sellingInfo Content Speaking Events White Papers Webinars Podcasts Books Online Courses WorkBooks Press Releases
  • 18. Keep It Simple Stupid Speak the language of readers Create deep info for deep readers Create light info for impulsive buyers Use super-simple navigation architecture
  • 19. Find new meaning Find new value in products Try and make the Web world better Deepen the understanding of your products Right a terrible wrong Offer value, insight and wisdom
  • 20. Act like an actor Get under the skin of the target audience Develop an engaging and passionate voice Learn the lines (rich keywords) Revise the script (split testing) Perform flawlessly, day after day (conversion)
  • 21. Understand what readers want and need Readers want credibility, belief and logic Readers want exposure to new worlds Readers want to laugh and cry Readers want intimacy, mystery and bravery Readers want surprise and delight
  • 22. Develop your own content creation Haiku Haiku: Japanese 3 line poem, 17 syllables Clarify the goal of the content you’re creating Get under the skin of the reader’s wants and needs Test what works and what does not work Measure success and return on investment of time
  • 23. WebWritingTips
  • 24. Competitive Research: Lots of Free ToolsFree Research Tools
  • 25. Learn to optimize content for SEO
  • 26. Put the Power of Links to Work Not all links are created equally Distinguish contextual validation vs. orphans Build Internal links that support your SEO Surround the link phrases with rich keywords Find direct external links that support your SEO
  • 27. Get in tune with an SEO Plan The SEO Plan Competitive Intelligence Keyword Research Keyword Silos Market Share Timestamp Content Asset Allocation
  • 28. Understand how and why keywords are important
  • 29. Learn about keyword silos and why they’re important
  • 30. Score content for SEO strength
  • 31. ManagingGreatWritersTips
  • 32. Respect the art of writing “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
  • 33. Learn to recognize talent beyond printed words Well-furnished minds and well traversed experience Exceptional curiosity about every subject Above average wit and sense of humor Vivid imagination and powerful analytical thought
  • 34. Find the information writers need and pass it along • Search Box. Track what prospects are looking for and what they find. • FAQ’s. Review what customer ask for and the language used. • Customer Service Reps. Learn the FAQ’s and knowledge requests. • Customers. Speak with customers and learn the wants and needs. • Analytics. Discover the source of traffic and navigational pathways. • Surveys. Ask for feedback on your content, navigation and methodology.
  • 35. Develop a content plan What’s the Plan? Content Curation Content Analysis Content Recommendations Content Creation Guide Editorial Calendar
  • 36. Content Creation Guide: Customer Personas
  • 37. Content Creation Guide: Style Guide
  • 38. Content Creation Guide: Mantra Winning is Everything Greenbay 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
  • 39. Get writers in tune with the overall content allocation plan
  • 40. Get writers in tune with the information architecture plan
  • 41. Keywords silos for both readers and the search engines
  • 42. Make easy for writers to optimize content for SEO
  • 43. Make it easy for writers to score content for SEO
  • 44. Time stamp the date you publish content
  • 45. Measure content performance in a variety of ways
  • 46. Keep writers in-the-know with performance success
  • 47. Align content goals with writer selectionHow good?+ Industry Experience+ Customer Needs+ Project Complexity+ Impact on BusinessHow much?+ Content Curation+ Competitive Research+ Word Counts+ Link PopularityHow often?+ Competitive Research+ Publishing Frequency+ Cross Pollination+ Channel Distribution
  • 48. CreatingGreatContentis NowEasy
  • 49. Brief History
  • 50. Mantra: Great Writers. Great Content. Great Results.
  • 51. Average Factoids Time to Complete Assignment 31 Hours Article Word Count 361 Words Article Delivered Word Count 453 Words Love Lists Per Writer 1.75 Writers Per Love List 3.55 Payment to All Paid Writers $274
  • 52. “Most” Factoids for WriterAccess Love Lists by a Single Writer 35 Assignments Single Writer 339 Popular Writer Level 4 Payment Single Writer (WriterAccess) $7,265 Payments All Writers (ideaLaunch +) $74,621
  • 53. Most Popular States for Orders California Massachusetts New York Texas Florida Illinois
  • 54. Challenge #1: Screening
  • 55. Challenge #2: Easy Order Process
  • 56. Challenge #3: Pricing
  • 57. Pricing: Writer Level
  • 58. Pricing: Project Complexity
  • 59. Assignment Checklist Topic Title Asset Type (Article, Blog, Press Release, Tips, Whitepaper, ect) Resources for Reference Company Information Purpose of Asset Keyword Instruction Style Guide (Conversational, Authoritative, Humorous, Tone) Target Audience Details/Personas Governance Specifications (Do’s and Do Not’s) Additional Notes
  • 60. Writer Reject Checklist Lack of information and/or clarity in your instructions --> #1 reason Word count is too small considering the scope of the assignment Star level of writing isnt appropriate for the assignment Pay is too low for the level of writer or project complexity Unreasonable deadline considering scope of assignment
  • 61. $10 Bonus Trial Offer: White, ideaLaunchChief Idea OfficerTwitter: @ByronWhiteByron[at]ideaLaunch.comPhone: 617-227-8800 x 201