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
-
Coaching and Editing Discovery Drafts
Discovery drafts are typically the first draft of a novel that an author uses to explore the story they’re writing, whether the story has been prompted by a situation, a setting, a character, or a theme. The discovery draft typically includes stops and starts, directions the story could take but doesn’t, characters that fade in…
-
Editing for Character Development
When you’re editing for character development, keep in mind that even small changes have ripple effects throughout the entire manuscript. So any changes you suggest need to be important, or else you’re asking the author to do a lot of work for little reward. For example, sometimes I’ll see editors suggest things like, “Hey, you…
-
Editing for Character Consistency
Because writing a novel manuscript takes place over a long period of time, character inconsistencies can crop up. Maybe in Chapter 1 the author says that Joe has never been in trouble with the law but in Chapter 12 he has a history as a felon. As the editor it can sometimes seem puzzling to…
