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![Byron White
Chief Idea Officer
ideaLaunch and
WriterAccess
“The only marketing
Twitter: @ByronWhite left is content
Byron[at]WriterAccess.com
marketing.”
Seth Godin
Phone: 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/](https://image.slidesharecdn.com/20121129-lessons-learned-byronwhite1-130205124654-phpapp02/85/Lessons-Learned-from-90-000-Orders-52-320.jpg)
![Byron White
Chief Idea Officer
ideaLaunch and
WriterAccess
“The only marketing
Twitter: @ByronWhite left is content
Byron[at]WriterAccess.com
marketing.”
Seth Godin
Phone: 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/](https://image.slidesharecdn.com/20121129-lessons-learned-byronwhite1-130205124654-phpapp02/75/Lessons-Learned-from-90-000-Orders-52-2048.jpg)
Uploaded byWriterAccess
Lessons Learned from 90,000 Orders
This document discusses lessons learned from analyzing 99,999 content orders. Key findings include: 1. Higher quality content received fewer revision requests. 2. Live chat and help desk tickets were commonly used support methods. 3. Writers in certain industries like staffing and government received higher star ratings on average. 4. Providing clear content instructions upfront helped produce better work. New tools and technologies can also help improve the content creation process.
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Lessons Learned from 90,000 Orders
- 1. Lessons Learned from99,999 Content Orders Byron White Content Marketing Webinar V35 Byron@WriterAccess.com November 29th, 2012
- 2. 10 Lessons Learnedfrom Creative Ideas for New Tools and Technology 99,999 Orders Content Creation Betterment for Content Betterment
- 3. Data, Facts andStats Pulled from 99,000 Content Order
- 4. The Data: 99,999Content 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. 1.) Higher QualityContent
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- 12. 4. Help DeskTickets
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- 15. Casting Calls Pleasehave my Account Manager recommend writers.
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- 21. 7. Blog WordCounts
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- 26. Average Writer StarRating Selected by Industry Staffing 4.79 Green Services 3.71 Government 4.20 Beauty 3.37 Tax 3.70 Transportation 4.12 Construction 3.34 Hardware 3.69 Non Profit 4.00 Other 3.31 Relationships 3.68 Health 3.98 Medical 3.31 Nutrition 3.68 Appliance 3.98 Office 3.29 Food 3.67 Pets 3.98 Home Living 3.28 High Tech 3.66 Women 3.97 Education 3.23 Kids/Family 3.62 Fitness 3.22 Electronics 3.61 Outdoor/Recreation 3.96 Sports 3.17 Legal 3.58 Green Products 3.90 Consumer Goods 3.56 Utilities 3.16 Garden 3.89 Fashion 3.48 Real Estate 3.15 Software 3.87 Travel 3.48 Entertainment 3.09 Marketing 3.86 Science 3.47 Humor 3.09 Insurance 3.84 Green Living 3.44 Search Marketing 3.09 Politics 3.82 Spirituality 3.44 Auto 3.09 Career 3.81 Finance 3.40 Manufacturing 3.04 Bio/Pharm 3.78 Craft 3.40 Gaming 3.03 Self Help 3.75 Publishing 3.40 Agriculture 2.94 Hospitality 3.71 Banking 3.39 Hobby 2.90 Music 2.33
- 27. 10. Content OrderInstructions
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- 32. Creative Ideas from theLessons Learned
- 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. 2. Placing Orders TryAll The Options Crowd Orders Standard Orders Premium Orders Editing Orders Idea Sourcing Orders
- 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. 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
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- 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. Premium Order Pricing http://www.writeraccess.com/download-center/
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- 41. 7. Define YourTarget 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
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- 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. 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. Storytelling to PropelYour 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. 9. Diversify YourContent Asset Portfolio Printed Books Informational White Papers Webinars Podcasts Books Online Courses Workbooks Press Releases
- 47. 10. Reward ContentPerformance Goals Great 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. New Tools and Technologyfor Content Betterment
- 49. Style Guide Wizard http://www.writeraccess.com/style-guide-wizard/
- 50. Creative Brief Wizard http://www.writeraccess.com/creative-brief/
- 51. Content Planning andPerformance Software
- 52. Byron White Chief IdeaOfficer ideaLaunch and WriterAccess “The only marketing Twitter: @ByronWhite left is content Byron[at]WriterAccess.com marketing.” Seth Godin Phone: 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. “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
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