Ta kontakt med oss

MARKNADSFÖRING

How To Find Good Writers and Help Them Craft Great Content [Checklist]

Publicerad

How To Find Good Writers and Help Them Craft Great Content [Checklist]

Updated June 16, 2022

When you finish this article, you will leave entirely and utterly convinced.

That’s every writer’s hope, right? Yet, a great deal of writing fails to convince anyone of anything because it’s poorly written, and that carries a tremendous cost.

Some rather dated studies put that cost around $400 billion. I imagine that number has only increased in recent years.

Why are marketers paying so much and wasting a lot of people’s time? Well, you may not have the right writer. Or you may be feeding the right writer garbage. Or perhaps it’s both.

Writers emit boring, derivative #content for two reasons: They aren’t the right writer, or they were fed garbage, says @cgillespie317 via @CMIContent. Click To Tweet

Finding the right writer

As the editor-in-chief at the writing and design studio Fenwick, I’m both a writer and an employer of writers. After six years of helping clients set up content operations, I am certain the responsibility for great writing lies with you, their employer. Many a promising writer was fired not because they lacked skill but because they were not provided the necessary materials to execute well. In some cases, they were assigned the wrong project.

The responsibility for great #writing lies with the employer, says @cgillespie317 via @CMIContent. Click To Tweet

Finding any suitable writer can be a slog. Almost every organization I talk to is in some phase of looking for a new or additional one, but the marketers have a difficult time finding prospects or gauging their skills.

Of the writers you’re likely to encounter, most will fall into three groups:

  • Journalists– Trained to be precise, journalists are supposed to adhere to a code of ethics and be objective. This makes them excellent fact-checkers and concise writers, but they often abhor self-promotion and find the principles of marketing foreign. Writing content for marketing takes some adjustment.
  • Copywriters– These are writers raised in the marketing world. They’re often bloggers. They understand web writingheadlinesSEO, and marketing and intuitively grasp what the business wants to accomplish. They have domain knowledge. But they sometimes lack the fact-checking, storytelling, and literary finesse of journalists.
  • Creative writers– This category encapsulates people who write as an art and freelance for brands to merely fund their passion. They are screenwriters, comedians, essayists, playwrights, and novelists. I’ve never found one who cut it as a content writer. That’s not to say they can’t be found, but they are rare.

In my experience, you’re best off hiring a copywriter or journalist and teaching them about your industry. They already understand working under a deadline and anticipating readers’ questions. And they tend to know how to kill their darlings.

Your best #content bet? Hire a skilled writer and teach the domain knowledge they lack, says @cgillespie317 via @CMIContent. Click To Tweet

To refine your list, consider the trade-off between writing proficiency and subject expertise. These factors don’t have to be at odds, but they often are. Most writers either excel at their craft but know little about the topic, or they are middling writers well versed in the industry.

Which is better? That depends on how you plan to support them. If you can’t devote much time to rewriting, give more weight to writing proficiency. It’s probably better to have content that’s enjoyable and shared than dense and ignored. And you can always pair the writer with subject matter experts for interviews and gut checks, a la, “Hey, does this sound right?”

This chart reflects that concept as the y-axis indicates writing proficiency and the x-axis is about subject matter expertise. Someone who is highly proficient with lesser expertise will create content people will read but not find very useful, while someone who is an expert but not a proficient writer will create useful content, but people won’t want to read it.

But if your content topics are highly technical or emotional in nature, it can be better to select a subject expert. Real expertise is tough to fake. Writers for an analytics software firm, for example, will struggle if they aren’t familiar with concepts like regression analysis.

Or if your organization markets to a tight-knit audience whose members share a common experience, such as sales leaders, an inexpert writer will quickly expose themselves. They’ll spend a lot of time writing about basic topics that beg questions nobody is asking, like “What’s the difference between sales and marketing?” Industry insiders quickly sense an impostor.

Where can you look for writers? Consider these four places:

  • Referrals and word of mouth: Of all the options, referrals net the best results. As a rule, the best writers rarely look for work. They’re inundated with clients starving for their rare mixture of writing proficiency and industry expertise. The easiest way to find them is to ask around. You know you’ve found a quality one when they flip the interview around and ask you questions, are weirdly limited to one niche, and are already booked solid for the next few months.
  • Content marketing platforms: Content marketplace platforms are pricier than other alternatives but potentially worth the cost. Platforms like Contently och Skyword curate their pool of writers and sometimes provide an editor (often a former news editor) who ensures top quality.
  • Writer job boards: These forums connect writers and employers and include ProbloggerFreelance Writers DenFreelancers Union, Craigslist, or LinkedIn groups. Because they’re often lightly moderated, the quality of applicants varies widely. And because most boards cover all industries, it is difficult to find domain experts.
  • Freelancing platforms: Sites like UpworkFiverr, and Freelancer.com promise to make matchmaking easier with automation. You can view the writers’ profiles, client reviews, and past work. But, with millions of freelancers, it takes a lot of dredging to find a fit.

To evaluate candidates, simply looking at their past work won’t do. According to Brad Hamilton, editor-in-chief of the investigative journalism nonprofit The Hatch Institute, “You can’t tell how good someone is based on something they’ve published – you never know, they might have had a fantastic editor.”

If you really want to save time in your evaluation, schedule a call and have them walk you through their samples to tell you how they got the story. Their ability or inability to explain will tell you a lot about what would come from them.

Finding the correct writer takes time. It is work. But unless you’re happy to spend money on content nobody will read, it’s worth it. Once you’re certain you have that writer, it’s your job to give them something worth writing about.

Once you’re certain you have that #writer, it’s your job to give them something worth writing about, says @cgillespie317 via @CMIContent. Click To Tweet

HANDPLOCKAT RELATERAT INNEHÅLL:

Supply your writer with substance

The first rule of content writing is GIGO – garbage in, garbage out. If you don’t supply your writer with substantive, thought-provoking material, they’re unlikely to invent it. It’s like casting a great actor in a movie with a rotten script.

The first rule of #content writing is GIGO – garbage in, garbage out, says @cgillespie317 via @CMIContent. Click To Tweet

I’ve talked with many marketers who have content created because, well, everyone else is. They think it’s simply a matter of filling a bucket with words. Sometimes they begin the conversation, “Will you need anything from me?” To a skilled writer, that’s a deeply worrisome thing to hear. It’s on you, the marketer, to understand your audience and what the content is supposed to achieve – and offer that as a foundation to the writer.

What can you give your writer to improve their writing?

6-step checklist to help your writers be better

  • Buyer persona research: The more your writer can get inside your customer’s head, the more precise the writing will be. Personas based on real people, not composites, are best, and they should include first-person quotes.
  • Access to your team: Most writers do better work when they feel included. Invite them to the office or to a virtual gathering to meet your team and set up ongoing opportunities for them to communicate with the team.
  • Access to your customers: For all writers, the well of ideas eventually runs dry. Give them ways to get reinvigorated, such as interviewing It breaks them out of their pattern and gives you a never-ending fountain of fresh, authentic stories.
  • Data: Content marketing writers rarely see data on how their content’s performance. Sure, they might see the number of shares, but they don’t get to track their engagement from piece to piece or A/B test headlines. Subscribe them to performance reports in your marketing system or Google Analytics.
  • Feedback: Most writers never get more feedback than “thanks.” If they don’t know how they did, they can’t grow. Always track and share edits. Even better, build a style guide together. It’ll save you both a lot of time.
  • Structure: If every deadline feels like an emergency, your content quality “I’ve never regretted waiting until the next day to publish,” says Caroline Vella, freelance content writer and editor. “I can’t say the same about rushing work through. Sleeping on it not only saves you from mistakes, but it also brings a fresh perspective.”

To provide structure to your writers, consider a project management tool like Notion (my personal favorite), Asana, or Airtable. Oh, and invest in a written content marketing strategy.

HANDPLOCKAT RELATERAT INNEHÅLL:

Stay involved throughout the writing process

It’s been a journey, so let’s recap. Have a writer? Have research? Have data? Have structure? Great. You’re halfway to effective writing. The next step? Remain heavily involved in the creation process if you want results.

Marketers I meet frequently want writers who run the content operation on their own. But it’ll be much more fruitful if you play the role of editor. It’s one thing to be creative and invent; it’s another to provide constructive criticism and play devil’s advocate. Rarely can one person do both, which means it takes a team of at least two.

If you entrust writers with the responsibility to do it all, you may develop a case of what the eminent psychologist and author of the book Influence Robert Cialdini calls the tapping problem.

In his test, one person thinks of a song in their head and taps out the tune on the table. The other person guesses the song’s name. Try this with a colleague. You’ll find the tapper is invariably frustrated with the guesser because they think the answer is beyond obvious. But it’s only obvious because they already hear the tune in their head.

Marketers who don’t offer clear briefs with suggested outcomes, quotes, links, and statistics to their writers are like Cialdini’s tappers. They shouldn’t be surprised when their writers create something different than what they had in mind.

HANDPLOCKAT RELATERAT INNEHÅLL:

Behind all great content is a great writer supplied with material

Great content doesn’t happen by accident. Neither does great writing. If you want to savor the fruits of content marketing, you must invest in finding and training the writers who ultimately determine its worth. For their part, writers need to see content creation as a partnership in which they receive substantive information to build from and feedback to improve.

When marketers are paired with the correct writers, magic happens. And that’s when you truly get high-performing content like this article, which hopefully leaves you convinced.

Please note: All tools mentioned are identified by the author. Feel free to include additional tools in the comments.

Want more content marketing tips, insights, and examples? Prenumerera till arbetsdags- eller veckomail från CMI.

Omslagsbild av Joseph Kalinowski/Content Marketing Institute



Källlänk

MARKNADSFÖRING

How CTV can deliver market research for B2B marketers

Publicerad

How CTV can deliver market research for B2B marketers

Connected TV (CTV) is the fastest-growing digital ad channel, as more TV watchers cancel cable subscriptions and turn to lower-priced or free a la carte streaming options they can watch on TVs, laptops and mobile devices. Many streamers are also potential B2B prospects, but not many B2B marketers are leveraging CTV for advertising.

“We believe connected TV advertising is undervalued, and there’s so much that digital, data-driven marketers can do with connected TV advertising that goes beyond the scope of any other ad channel,” said Hooman Javidan-Nejad, director of performance marketing for CTV advertising platform MNTN, at The MarTech Conference.

Varför vi bryr oss. Hit shows on streaming services get the credit for the CTV surge. But within these mass audiences there is data for targeting and segmentation. B2B marketers ahead of the curve have also experimented with streaming for delivering on-demand video content to prospects. 

Serving prospects ads on ad-supported Netflix, or managing your own video programming like a kind of B2B Netflix, is a much different experience than traditional whitepapers that recognize professionals’ changing media consumption and self-serve research habits.

CTV data. “Data-driven marketing has picked up in the last decade because the nature of all those digital channels are enabling you, and empowering you, to have access to the data and to act on it,” said Javidan-Nejad. “This is something that we never had for a TV — [traditional linear] TV advertising has always had limited or no reporting.”

Because of CTV’s digital infrastructure, ad campaigns on that channel have performance and measurement data that can be used as a market research tool.

“The beauty of approaching connected TV just like another digital channel is that you can apply the same targeting criteria you are applying today on LinkedIn, or on Facebook,” he added. “The insights that you’re getting from connected TV advertising can be applied to all the other channels, or the insights that you’re getting from the creative can be applied into the other channels.”

Dig deeper: Bringing your ABM strategy to CTV

Finding audiences on CTV. When advertising on CTV, B2B marketers should execute multiple campaigns, or target different audiences with a single campaign.

For example, a B2B marketer could run one campaign based on job titles, and another one based on firmographic criteria. You could also launch a retargeting campaign, based on first-party data acquired from those who have visited your website and shared their info.

“For each of these audiences, you will get audience segment reporting,” Javidan-Nejad explained. “So you will be able to see which of these audiences have performed better, which of these audiences had a better verified visit rate, and all the other metrics [to discover] which audiences are performing better. And then you can take those audience insights and apply them to the other channels.”

Matched audiences. B2B marketers can also use existing customers and prospects from their CRM and match them with a CTV adtech partner, in order to deliver CTV ads to those prospects when they’re watching streaming TV.

“This is the same audience that you’re using across all the other paid social channels,” said Javidan-Nejad. “The insights and learnings that you get from CTV can be extended and implemented across the other channels.”

Testing creative. Before committing a large budget on a robust TV campaign, B2B marketers can test different kinds of creative on CTV to determine what messages and visual cues stick with customers and prospects.

While every digital ad channel has its own sweet spot for what works in video ads, some of these insights about what works best on CTV can be applied to other channels.

“We are all familiar with A/B testing,” Javidan-Nejad said. “As digital marketers, we always try to leverage this feature or functionality across all the other digital channels. Now you’re able to do that for your TV advertising.”

Register for The MarTech Conference here.


Skaffa MarTech! Dagligen. Fri. I din inkorg.


Källlänk

Fortsätt läsa

MARKNADSFÖRING

How to Write YouTube Titles for SEO

Publicerad

How to Write YouTube Titles for SEO

Creating a video is a creative process which involves a lot of brainstorming, editing and producing. But the success of your video does not 100% rely on the quality or originality of that video.

Whether your video is going to be a success is determined by how many people will be able to find it and watch it.

Don’t underestimate the discoverability of your video. It may make or break your whole video marketing strategy performance.

One of the biggest channels that can drive findability of your video is search engine optimization, i.e. optimizing your video page for it to rank in search engines (mainly Google and Youtube search) for relevant keywords.

And one of the most important SEO elements of any page is its title.

What is a Youtube title?

“Title” is what you see on the browser tab when you open any Youtube page:

It is controlled by the “Title” field which is required when you upload your video to Youtube:

In the code of the page the title can be found within <title></title> tags.

On a Youtube video page, the title is also repeated underneath the video as the main heading making it also an on-page SEO element.

Youtube allows you to enter up to 100 characters to the title field and I recommend making the most of those 100 characters.

How can titles impact the findability of your video?

Page titles are key on-page SEO elements because they do both:

  • Page titles are direct ranking factors (Google uses them to understand what the page is about)
  • Page titles impact click-through by being the most visible parts of standard search snippets.

In that respect, Youtube SEO is not much different from any other types of SEO. The only slight difference is Youtube videos also get an additional section in organic results which you can target: Page titles are also included next to video thumbnails in video carousels:

Since titles are so important for your video findability and clickability, spend some extra time brainstorming effective video titles. Here are a few ideas:

How to create an effective Youtube title

1. Include your keyword

This is important in the context of this article. Keywords are still very important for SEO because they still help search engines understand the main topic of your page.

Keyword research is also a great way to estimate a demand for any topic (by looking at the search volume).

Identifying your main keyword and including it into the page title will help that video page rank for that keyword driving views for your video and generating additional brand visibility to your business. There are lots of tools and plugins allowing you to identify your target keywords.

It is a good idea to grab URLs of your competing videos and run them through this SEO Content Checker to identify their keyword usage and learn from that:

2. Make it sound interesting

I know it sounds obvious but there are too many boring video titles for me not to mention it.

Your video title needs to invite a click, so make sure it is interesting enough to invite one.

I realize it sounds easier than it really is and in many cases it is also highly subjective. But there’s a tool to help.

Using ChatGPT will help you find some ideas, in case you are stuck. Here’s what the tool was able to generate when I requested the following “Generate video title ideas that will include “Youtube marketing” keyword. Make those titles sound intriguing:”

There are quite a few pretty nice ones. If you don’t like what the tool suggested, keep asking it for more, changing your request just a bit to make it think harder.

This tool is great but make sure to pick a title that won’t over-promise. There’s a fine line between “intriguing” and “click-baiting.” Try and avoid the latter as it may reflect badly on your branding strategies.

3. Include numbers

Including a number in your page title has proven to be an effective way to get more people to click it. Click-through is likely to be an (indirect) ranking factor, so if more people click your title, there’s a good chance it will rank higher.

You cannot make each of your videos a listicle though, so you won’t be able to use this trick in each of your Youtube titles. But it is a good format to keep in mind and use from time to time.

Content Marketing Certification

Want to get certified in Content Marketing?

Leverage the tools and channels to predictably and profitably drive awareness, leads, sales, and referrals—EVERYTHING you need to know to become a true master of digital marketing.​ Click Here

4. Mention a brand (if there’s one to mention)

Finally, if your video is about a well-known brand (for example, if that video is of you speaking at an event) or, more importantly, if you create it in collaboration with a well-known expert and/or influencer, include that name in your title.

Not only will it help your video rank for that searchable name, it will also increase its click-though thanks to people recognizing that name. 

Youtube also allows you to tag that name in the title (much like tagging works on Twitter or Facebook). If you add @ and then start typing that name, Youtube will allow you to select that name from the drop-down (if that brand or person has a Youtube channel). This will notify them on the mention and urge them to engage with the video helping its visibility:

No need to include your brand name though (unless that video is all about you or your company). If you pick your Youtube name well, it will help you build your brand’s recognizability with every high-ranking video because the channel name is always included in search snippets.

Keep a close eye on your results

Finally, creating an effective title is something that you can never do perfectly. There’s always room for improvement and experimentation. Learn from other well-performing videos in your or outside your niche and never stop experimenting.

Monitor video carousels for your important keywords to get notified when a new video succeeds in getting there and not what may have brought them that success. There are SEO monitoring tools that can help you with that task:

Additionally, keep a close eye on your Youtube analytics to monitor keywords that generate views from Youtube search and learn from those results:

Slutsats

You spend hours creating your video. It deserves a good title which will help your video get found. Spend some time brainstorming an effective title, experiment with different formats and measure your success. Good luck!



The post How to Write YouTube Titles for SEO appeared first on DigitalMarketer.

Källlänk

Fortsätt läsa

MARKNADSFÖRING

Amazon Announces Auction System for FBA Storage Space [What Sellers Need to Know]

Publicerad

Amazon Announces Auction System for FBA Storage Space [What Sellers Need to Know]

Amazon’s FBA program is a tremendous asset for brands who sell products on the platform. With FBA, retailers can outsource the heavy lifting of logistics such as warehousing, fulfillment, and distribution for a fee. In the last few years, sellers have expressed the need for more capacity, predictability, and control over their inventory. Amazon’s recent update helps sellers tackle those challenges and so much more.

Amazon just announced a new streamlined FBA capacity management system that will go into effect on March 1, 2023. With this new system in place, Amazon FBA will be turned into an auction where sellers can bid for additional storage space.

The system will now incorporate a single, month-long FBA capacity limit rather than weekly restock limits that can make inventory planning challenging for sellers. Now, capacity limits for the upcoming month will be announced in the third full week of each month via the Capacity Monitor in Seller Central and email notification. According to Amazon, the majority of sellers will now have access to greater capacity volumes than before.

With this new update, Amazon also announced they will provide estimated limits for the following two months to help sellers plan over a longer period. In a recent blog post highlighting the announcement, Dharmesh Mehta, Vice President of Amazon Worldwide Selling Partner Services stated, “We will forecast how much space and labor we expect to have to provide these estimates, but these estimates may vary up or down based on how efficiently sellers are using their capacity, as measured by the Inventory Performance Index (IPI) score.”

With the new Capacity Manager in place, sellers will also be able to request additional capacity based on a reservation fee that they specify. Mehta noted…

“Requests are granted objectively, starting with the highest reservation fee per cubic foot until all capacity available under this program has been allocated. When additional capacity is granted, sellers’ reservation fees are offset by earning performance credits from the sales they generate using the extra capacity. Performance credits are designed to offset up to 100% of the reservation fee, so sellers don’t pay for the additional capacity as long as their products sell through.

 

Our goal is to provide sellers with more control over how much space they can have while limiting unproductive use. We’ve piloted this feature with certain US sellers, and we’re excited that with this launch, we will expand it so all sellers can request higher FBA capacity limits.”

 

The recent announcement also highlighted how Amazon will set capacity limits and measure sellers’ inventory usage in cubic feet (vs. number of units), which better represents the capacity sellers’ products use in our fulfillment centers and transportation vehicles. As many sellers prefer to plan in units, Amazon will continue to show inventory usage in units but will also provide an estimate of how many units specific cubic volume capacity limits are likely to permit.

 

Tinuiti’s Take on the New FBA Capacity System

 

Change is certainly on the horizon. Let’s hear from Tinuiti’s own Bjorn Johnson on tips for how you can prepare for the FBA change coming March 1st.

“These changes are likely to be impactful, especially to sellers with larger products. Amazon reverting to cubic foot-based storage limits is likely to reintroduce previous issues for these clients in maintaining healthy inventory levels. Their difficulties look to be exacerbated by the addition of the bidding system. In order to keep their already high-fulfillment-fee products in stock, they’ll need to bid on large amounts of space. On the other hand, sellers with smaller products are likely to be able to store more units than before, and have the flexibility to bid on smaller amounts of space. The decision from Amazon looks like a clear effort to encourage small, light, easy-to-ship and fulfill products.”

– Bjorn Johnson, Operations Manager at Tinuiti

 

Want to Learn More About the New Auction System for FBA Storage Space?

 

We will continue to keep you informed as we learn more about the new FBA capacity system. If you’re interested in learning more about our Amazon offerings or if you have any questions concerning FBA, contact us today.

 

Källlänk

Fortsätt läsa

Trendigt

sv_SESvenska