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
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The Type of Editing That’s More Powerful than AI
AI is going to kill routine jobs. But it won’t kill jobs that require expertise and human judgment. That’s why it’s important for editors to move beyond basic skills like proofreading. It’s not enough to say, “But homophones!” Most people will accept a small error rate if it means they can save three thousand dollars.
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When You Don’t Have the “Right” Background
Many students at Club Ed have an English or journalism background, and it makes logical sense that editing is a potential career path for them. But I do have students with a variety of other backgrounds: some are (or were) lawyers, or psychology majors, or history majors. And they sometimes wonder if this is a
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What to Do When an Edit Turns Into Book Doctoring
As a developmental editor, you’ll occasionally (maybe even frequently) encounter clients who need more than what you can offer in a developmental edit. Sometimes they don’t have the skill to do the necessary revision or they simply don’t have the time to do the writing. Seize the Opportunities In these cases, rather than sending the
