Writing for Online Audiences: What Clients Want and How to Land Online Gigs

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This presentation, originally given at a panel discussion for the American Independent Writers, outlines the kinds of content needed by online clients, the types of skills online content writers need to have, and where to find online writing gigs and projects.

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Writing for Online Audiences: What Clients Want and How to Land Online Gigs

  1. 1. Online Writing: What Clients Want and How to Land Online Gigs Kari Rippetoe Freelance Content and Copywriter
  2. 2. Online Writing Provides a Plethora of Opportunities <ul><ul><li>Promote their products or services </li></ul></ul><ul><ul><li>Inform and engage their prospects and customers </li></ul></ul><ul><ul><li>Achieve higher search engine rankings and increase traffic </li></ul></ul>Content is the name of the game, and clients are looking copy and original content for their websites to:
  3. 3. <ul><li>Types of content clients typically want: </li></ul><ul><ul><li>Website copy – navigation pages, product descriptions, sales landing pages </li></ul></ul><ul><ul><li>Original content – articles, blog posts, forum posts </li></ul></ul><ul><ul><li>Online marketing & PR materials – press releases, email copy, online ad copy </li></ul></ul>What Do Clients Want? Many content-writing projects can be long-term if the client needs their content to be updated on a continual basis.
  4. 4. <ul><ul><li>Basic SEO skills – keyword research and implementation into content at proper density </li></ul></ul><ul><ul><li>Sales & marketing copywriting – writing to engage the reader and generate sales conversions, writing for readability and “scannability” </li></ul></ul><ul><ul><li>Email marketing best practices – capturing attention to generate opens and click-throughs, knowledge of “spammy” keywords </li></ul></ul><ul><ul><li>Technical writing and/or industry-specific knowledge </li></ul></ul><ul><ul><li>PR and/or journalistic writing styles </li></ul></ul>What Skills Do You Need? Depending on what is needed, different skills are required :
  5. 5. Online Tools You Can Use <ul><li>Learning Basic SEO: </li></ul><ul><ul><li>SEO Fast Start Ebook by Dan Thies – http:// www.seofaststart.com </li></ul></ul><ul><ul><li>Aaron Wall’s SEO Book – </li></ul></ul><ul><ul><li>http:// www.seobook.com </li></ul></ul><ul><li>Keyword Research Tools </li></ul><ul><ul><li>SEO Book Keyword Research Tool - http://tools.seobook.com/keyword-tools/seobook / </li></ul></ul><ul><ul><li>Google Adwords Keyword Tool - https:// adwords.google.com/select/KeywordToolExternal </li></ul></ul><ul><ul><li>Google Insights for Search - http:// www.google.com /insights/search/ </li></ul></ul>
  6. 6. Where to Find E-Signments <ul><li>Online Bidding Sites – great for starting out, but look out for low-paying projects </li></ul><ul><ul><li>Elance.com </li></ul></ul><ul><ul><li>Guru.com </li></ul></ul><ul><li>Freelance Job Boards </li></ul><ul><ul><li>FreelanceSwitch.com – blog, forum, subscription job board </li></ul></ul><ul><ul><li>FreelanceWritingGigs.com – blog and free job postings </li></ul></ul><ul><ul><li>Sologig.com – job site for freelance and contract projects and positions </li></ul></ul><ul><ul><li>Problogger.com – blog and job board for freelance blogging gigs </li></ul></ul><ul><li>Working with complementary service providers </li></ul><ul><ul><li>Online and digital advertising agencies </li></ul></ul><ul><ul><li>Web designers </li></ul></ul><ul><ul><li>Social media strategists </li></ul></ul>
  7. 7. What to Look Out For <ul><ul><li>Low-paying projects - most prevalent on bidding sites due to competition and small budgets </li></ul></ul><ul><ul><li>Writing PLR(Private Label Rights) articles </li></ul></ul><ul><ul><ul><li>How it works: you write a &quot;pack&quot; of articles for a buyer at a reletively low rate; buyer sells content to other publishers for a profit; content is rewritten or &quot;spun&quot; to avoid copyright and duplicate content issues </li></ul></ul></ul><ul><ul><ul><li>Buyer is typically not concerned with accuracy of content </li></ul></ul></ul><ul><ul><ul><li>Not bad or illegal; but a decision you'll need to make from a moral standpoint </li></ul></ul></ul>
  8. 8. Kari Rippetoe Content & Social Media Strategist   The Caffeinated Blog : http:// thecaffeinatedblog.typepad.com Contact Me Email: kari.rippetoe@rippetoe.net   Thank you, and Good Luck!

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