Lessons Learned from 90,000 Orders

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Lessons Learned from 90,000 Orders

  1. 1. Lessons Learned from 99,999 Content OrdersByron White Content Marketing Webinar V35Byron@WriterAccess.com November 29th, 2012
  2. 2. 10 Lessons Learned from Creative Ideas for New Tools and Technology 99,999 Orders Content Creation Betterment for Content Betterment
  3. 3. Data, Facts and Stats Pulled from 99,000 Content Order
  4. 4. The Data: 99,999 Content Orders Orders 99,999 Customers 3,314 Writers 6,069 Blog Posts 44% Articles 27% Copywriting 26% Whitepapers 1% Press Releases 1% Other 1%
  5. 5. 1.) Higher Quality Content
  6. 6. Order Type
  7. 7. Order Type
  8. 8. 2.) Revision Requests
  9. 9. Request Revisions
  10. 10. 3. Live Chat
  11. 11. Live Chat
  12. 12. 4. Help Desk Tickets
  13. 13. Help Desk Tickets
  14. 14. 5. Casting Calls
  15. 15. Casting Calls Please have my Account Manager recommend writers.
  16. 16. Casting Calls
  17. 17. Casting Calls
  18. 18. 6. SEO Requirements
  19. 19. SEO Requirements
  20. 20. SEO Requirements
  21. 21. 7. Blog Word Counts
  22. 22. WordPress API
  23. 23. 8. InMail Communication
  24. 24. InMail Communication
  25. 25. 9. Star Rating
  26. 26. Average Writer Star Rating Selected by IndustryStaffing 4.79 Green Services 3.71Government 4.20 Beauty 3.37 Tax 3.70Transportation 4.12 Construction 3.34 Hardware 3.69Non Profit 4.00 Other 3.31 Relationships 3.68Health 3.98 Medical 3.31 Nutrition 3.68Appliance 3.98 Office 3.29 Food 3.67Pets 3.98 Home Living 3.28 High Tech 3.66Women 3.97 Education 3.23 Kids/Family 3.62 Fitness 3.22 Electronics 3.61Outdoor/Recreation 3.96 Sports 3.17 Legal 3.58Green Products 3.90 Consumer Goods 3.56 Utilities 3.16Garden 3.89 Fashion 3.48 Real Estate 3.15Software 3.87 Travel 3.48 Entertainment 3.09Marketing 3.86 Science 3.47 Humor 3.09Insurance 3.84 Green Living 3.44 Search Marketing 3.09Politics 3.82 Spirituality 3.44 Auto 3.09Career 3.81 Finance 3.40 Manufacturing 3.04Bio/Pharm 3.78 Craft 3.40 Gaming 3.03Self Help 3.75 Publishing 3.40 Agriculture 2.94Hospitality 3.71 Banking 3.39 Hobby 2.90 Music 2.33
  27. 27. 10. Content Order Instructions
  28. 28. Master Instructions
  29. 29. Master Instructions
  30. 30. Tone and Style
  31. 31. Tone and Style
  32. 32. Creative Ideasfrom the Lessons Learned
  33. 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!
  34. 34. 2. Placing OrdersTry All The Options Crowd Orders Standard Orders Premium Orders Editing Orders Idea Sourcing Orders
  35. 35. 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
  36. 36. 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
  37. 37. 5. Rating Writers
  38. 38. 6. Premium Orders • 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
  39. 39. Premium Order Pricing http://www.writeraccess.com/download-center/
  40. 40. Premium Order Pricing
  41. 41. 7. Define Your Target Audience 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
  42. 42. Target Audience
  43. 43. 8. Encourage Storytelling 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
  44. 44. Why Storytelling Inform atio n A Story Fills You Up Mo ves Yo u O n Facts Acts Citing Ex citing 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 Ex pires Inspires
  45. 45. Storytelling to Propel Your Mantra 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
  46. 46. 9. Diversify Your Content Asset Portfolio Printed Books Informational White Papers Webinars Podcasts Books Online Courses Workbooks Press Releases
  47. 47. 10. Reward Content Performance GoalsGreat Content = (Usability + Motivation + Incentive) - (Friction + Anxiety) 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?Get Writers In-Tune with Performance Increased Traffic Improved Conversion Rate Improved Listing Positions in the Search Engines Repeat Visitation Social Impact
  48. 48. New Tools andTechnology for Content Betterment
  49. 49. Style Guide Wizard http://www.writeraccess.com/style-guide-wizard/
  50. 50. Creative Brief Wizard http://www.writeraccess.com/creative-brief/
  51. 51. Content Planning and Performance Software
  52. 52. Byron WhiteChief Idea OfficerideaLaunch and WriterAccess “The only marketingTwitter: @ByronWhite left is contentByron[at]WriterAccess.com marketing.” Seth GodinPhone: 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/
  53. 53. “Writing is easy: All you do is sit staring at ablank piece of paper (screen) until the drops ofblood form on your forehead.” —Gene Fowler“There’s nothing to writing. All you do is sitdown at a keyboard and open a vein.” —Red Smith
  54. 54. 5. Style Guide

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