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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Avoiding Burnout in Your Freelance Business
When you’re first starting out as a freelancer (and at other times, too, such as when business slows down or a major client closes shop), it’s tempting to work all hours of the day and night to keep things moving. There’s a strong hustle culture around freelancing that suggests you should be working twelve- and…
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Helping Clients Understand the Differences Between Beta Reading and Developmental Editing
Authors often use beta readers to give them feedback on their work and I think this can be a great way for them to get a sense of a reader’s experience of the novel. Some editors offer beta reading as a lower-cost service for authors. And this can be a great way to give authors…
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Establishing Client Trust (A Cautionary Tale)
A while back I subscribed to a software service that backs up my website. No more than a week later, I got an urgent message from the company saying that I was running out of room for backups and that I needed to upgrade my plan. They threatened that they wouldn’t be able to save…
