Creating Great Content is Now EasyByron White                               ideaLaunchChief Idea Officer                  ...
Content      Great     Web       Managing   GreatMarketing    Writing   Writing   Writers    WritersRevolution   Tips     ...
TheContentMarketingRevolution
It’s the art of listening to your customers’ wants and needs  Search Box  Social Media  Web Analytics  Keyword Popularity ...
And the science of delivering it to them in a compelling way Articles Blogs Books eBooks RSS Feeds Printed Books Newslette...
It’s catching readers orbiting at high speeds   Applet   Desktop   Events   Information Portals   Mobile   Podcasts   RSS ...
With information they want and need Engagement  Webinars  Workbooks  Podcasts  How Tos  Don’t Do’s  Tips and Advice
It’s testing campaigns to learn what works best  A/B Testing  Multivariate Testing  Eye Track Testing  Segmentation Testin...
And finding the most efficient path to engagement and salesThe Trust Pipeline   Offer Content   Score Engagement   Identif...
TipsforGreatWriters
Understand the paradox of choice     Understand the new age expansion of choice     Discover the rules for decision making...
Customer 2.0               Customers Needs                           2.0 Customers Needs               • Credibility, Beli...
Develop the characteristics you need for success   Curiosity                                 Storytellers   Passionate Voi...
Learn how and why to tell stories                           Great Stories   --> Solve problems                            ...
Learn why some stories get passed on and on.          Inform atio n        A Story          Fills You Up         Mo ves Yo...
Know how to find the positive story          Great stories introduce great characters          Great stories are contagiou...
Create informational content that sells WITHOUT sellingInfo Content Speaking Events White Papers Webinars Podcasts Books O...
Keep It Simple Stupid         Speak the language of readers         Create deep info for deep readers         Create light...
Find new meaning    Find new value in products    Try and make the Web world better    Deepen the understanding of your pr...
Act like an actor      Get under the skin of the target audience      Develop an engaging and passionate voice      Learn ...
Understand what readers want and need     Readers want credibility, belief and logic     Readers want exposure to new worl...
Develop your own content creation Haiku Haiku: Japanese 3 line poem, 17 syllables     Clarify the goal of the content you’...
WebWritingTips
Competitive Research: Lots of Free ToolsFree Research Tools   WordVision.com   SpyFu.com   Compete.com   QuantCast.com   S...
Learn to optimize content for SEO
Put the Power of Links to Work     Not all links are created equally     Distinguish contextual validation vs. orphans    ...
Get in tune with an SEO Plan The SEO Plan    Competitive Intelligence    Keyword Research    Keyword Silos    Market Share...
Understand how and why keywords are important
Learn about keyword silos and why they’re important
Score content for SEO strength
ManagingGreatWritersTips
Respect the art of writing       “Writing is easy: All you do is sit staring at       a blank piece of paper (screen) unti...
Learn to recognize talent beyond printed words          Well-furnished minds and well traversed          experience       ...
Find the information writers need and pass it along  • Search Box. Track what prospects are looking for and what they find...
Develop a content plan What’s the Plan?    Content Curation    Content Analysis    Content Recommendations    Content Crea...
Content Creation Guide: Customer Personas
Content Creation Guide: Style Guide
Content Creation Guide: Mantra                  Winning is Everything        Greenbay Packers                  Think      ...
Get writers in tune with the overall content allocation plan
Get writers in tune with the information architecture plan
Keywords silos for both readers and the search engines
Make easy for writers to optimize content for SEO
Make it easy for writers to score content for SEO
Time stamp the date you publish content
Measure content performance in a variety of ways
Keep writers in-the-know with performance success
Align content goals with writer selectionHow good?+ Industry Experience+ Customer Needs+ Project Complexity+ Impact on Bus...
CreatingGreatContentis NowEasy
Brief History
Mantra: Great Writers. Great Content. Great Results.
Average Factoids         Time to Complete Assignment    31 Hours         Article Word Count             361 Words         ...
“Most” Factoids for WriterAccess         Love Lists by a Single Writer          35         Assignments Single Writer      ...
Most Popular States for Orders          California          Massachusetts          New York          Texas          Florid...
Challenge #1: Screening
Challenge #2: Easy Order Process
Challenge #3: Pricing
Pricing: Writer Level
Pricing: Project Complexity
Assignment Checklist     Topic Title     Asset Type (Article, Blog, Press Release, Tips, Whitepaper, ect)     Resources fo...
Writer Reject Checklist     Lack of information and/or clarity in your instructions --> #1 reason     Word count is too sm...
$10 Bonus Trial Offer: WriterAccess.com/Extra10Byron White, ideaLaunchChief Idea OfficerTwitter: @ByronWhiteByron[at]ideaL...
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 managing the workflow takes a lot of time and experience. Until now!

Join host Byron White, founder of WriterAccess.com, 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 WriterAccess.com.

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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Creating Great Content Has Never Been Easier - March 2011

  1. 1. Creating Great Content is Now EasyByron White ideaLaunchChief Idea Officer Monthly WebinarideaLaunch Thursday, March 31 2011
  2. 2. Content Great Web Managing GreatMarketing Writing Writing Writers WritersRevolution Tips Tips Tips WriterAccess
  3. 3. TheContentMarketingRevolution
  4. 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. 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. 6. It’s catching readers orbiting at high speeds Applet Desktop Events Information Portals Mobile Podcasts RSS Feeds Social Networks News
  7. 7. With information they want and need Engagement Webinars Workbooks Podcasts How Tos Don’t Do’s Tips and Advice
  8. 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. 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. 10. TipsforGreatWriters
  11. 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. 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. 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. 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. 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. 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. 17. Create informational content that sells WITHOUT sellingInfo Content Speaking Events White Papers Webinars Podcasts Books Online Courses WorkBooks Press Releases
  18. 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. 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. 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. 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. 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. 23. WebWritingTips
  24. 24. Competitive Research: Lots of Free ToolsFree Research Tools WordVision.com SpyFu.com Compete.com QuantCast.com SEOMajestic.com Raven-SEO-Tools.com Tools.SEOBook.com SEOToolSet.com LinkVendor.com MarketLeap.com
  25. 25. Learn to optimize content for SEO
  26. 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. 27. Get in tune with an SEO Plan The SEO Plan Competitive Intelligence Keyword Research Keyword Silos Market Share Timestamp Content Asset Allocation
  28. 28. Understand how and why keywords are important
  29. 29. Learn about keyword silos and why they’re important
  30. 30. Score content for SEO strength
  31. 31. ManagingGreatWritersTips
  32. 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. 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. 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. 35. Develop a content plan What’s the Plan? Content Curation Content Analysis Content Recommendations Content Creation Guide Editorial Calendar
  36. 36. Content Creation Guide: Customer Personas
  37. 37. Content Creation Guide: Style Guide
  38. 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. 39. Get writers in tune with the overall content allocation plan
  40. 40. Get writers in tune with the information architecture plan
  41. 41. Keywords silos for both readers and the search engines
  42. 42. Make easy for writers to optimize content for SEO
  43. 43. Make it easy for writers to score content for SEO
  44. 44. Time stamp the date you publish content
  45. 45. Measure content performance in a variety of ways
  46. 46. Keep writers in-the-know with performance success
  47. 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. 48. CreatingGreatContentis NowEasy
  49. 49. Brief History
  50. 50. Mantra: Great Writers. Great Content. Great Results.
  51. 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. 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. 53. Most Popular States for Orders California Massachusetts New York Texas Florida Illinois
  54. 54. Challenge #1: Screening
  55. 55. Challenge #2: Easy Order Process
  56. 56. Challenge #3: Pricing
  57. 57. Pricing: Writer Level
  58. 58. Pricing: Project Complexity
  59. 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. 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. 61. $10 Bonus Trial Offer: WriterAccess.com/Extra10Byron White, ideaLaunchChief Idea OfficerTwitter: @ByronWhiteByron[at]ideaLaunch.comPhone: 617-227-8800 x 201

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