You Need a Content Strategy
Let’s discuss why book editors need a content strategy in order to market their business effectively.
Why Book Editors Need a Content Strategy
A while back, I mentioned on a LinkedIn post that for years, my best-performing content for my personal website had been a screed about how I hated wind chimes. That post drew more people to my blog than almost everything else I’ve written. (“For Jessica” was the biggest – it broke my website a couple of times.)
Anyway, on that LI post, someone added a comment about how their biggest draw was a post on how to get a free illegal download of someone else’s intellectual property. I deleted the comment because “I hate wind chimes” and “I help people steal things” are not in the same universe, and please don’t pretend they are.
But it got me thinking about what that person was trying to accomplish. What was the purpose of offering free illegal downloads? Sure, it got people to visit his website, but . . . so what? These are not the kind of people who’ll turn into paying clients. And advertisers don’t want to be associated with scammy websites. So . . . what was the point? Other than to be a jackass?
One of the most essential things your content does, or should do, is attract the right kind of potential clients to your website (and your social media, etc.). What it shouldn’t do is attract the wrong kind of potential clients.
What does this mean in practice?
- If you’re hoping to land clients who want a gentle, understanding editor to help them improve their work, sarcastic zingers aimed at mistakes newbie authors make are a disconnect that will draw the wrong potential clients to you.
- If you aim to attract clients who can pay big bucks for an edit, don’t write posts about hiring an editor on a budget.
- If you’re trying to attract genre novelists, don’t spend all your time reviewing self-help books.
Make sure your content aligns with your vision for your ideal client. Write for that client.
Tips for Editors & Writers
The Editorial Blooper Reel
Back when I edited a custom magazine, I assigned and edited a package about an upcoming event (similar to a business conference) which included profiles of some of the attendees and speakers, a how-to-get ready checklist, a travel piece on side trips to take at the location, a celebration of highlights of the event over…
Using information products to boost your bottom line
People like to pretend that you can write a book and make passive income from it. You can’t. If you write a book and stick it up on Amazon and never do anything to promote or market it, you’re not going to sell any copies. Okay, you might sell three or four to people who…
The Fine Art of Copyediting Fiction
When copyediting fiction, it’s common to run up against issues that pit author preference against standard editing approaches. For example, in a story I wrote some years ago, the main character’s neighbor is referred to as “3-B” as that is her apartment number and the MC doesn’t know her name. Fine. She can be referred…
