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Lessons Learned from 90,000 Orders | PDF
Lessons Learned from 99,999 Content Orders




Byron White                  Content Marketing Webinar V35
Byron@WriterAccess.com       November 29th, 2012
10 Lessons Learned from        Creative Ideas for       New Tools and Technology
     99,999 Orders        Content Creation Betterment    for Content Betterment
Data, Facts and Stats
 Pulled from 99,000
   Content Order
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%
1.) Higher Quality Content
Order Type
Order Type
2.) Revision Requests
Request Revisions
3. Live Chat
Live Chat
4. Help Desk Tickets
Help Desk Tickets
5. Casting Calls
Casting Calls




 Please have my
 Account Manager
 recommend writers.
Casting Calls
Casting Calls
6. SEO Requirements
SEO Requirements
SEO Requirements
7. Blog Word Counts
WordPress API
8. InMail Communication
InMail Communication
9. Star Rating
Average Writer Star Rating 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
10. Content Order Instructions
Master Instructions
Master Instructions
Tone and Style
Tone and Style
Creative Ideas
from the Lessons
     Learned
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!
2. Placing Orders



Try All The Options
   Crowd Orders
   Standard Orders
   Premium Orders
   Editing Orders
   Idea Sourcing Orders
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
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
5. Rating Writers
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
Premium Order Pricing




                http://www.writeraccess.com/download-center/
Premium Order Pricing
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
Target Audience
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
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
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
9. Diversify Your Content Asset Portfolio



 Printed Books
 Informational White Papers
 Webinars
 Podcasts
 Books
 Online Courses
 Workbooks
 Press Releases
10. Reward Content Performance 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
New Tools and
Technology for Content
     Betterment
Style Guide Wizard




                     http://www.writeraccess.com/style-guide-wizard/
Creative Brief Wizard




                  http://www.writeraccess.com/creative-brief/
Content Planning and Performance Software
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/
“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
5. Style Guide

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%
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    4. Help DeskTickets
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    Casting Calls Pleasehave my Account Manager recommend writers.
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    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
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    10. Content OrderInstructions
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    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
  • 37.
  • 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/
  • 40.
  • 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
  • 42.
  • 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/
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    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
  • 54.