Yesterday, after two months and a dozen iterations, I tasted what I can definitely describe as success through content. A landing page for an analytical product suddenly began to perform.
Here’s how it went:
Recognizing the Initial Problem
We had something I could term as a Master Landing Page. It simply had everything anyone needed to know about two of our products, and was used extensively across a majority of our campaigns. This means whether a person was searching for “analytical reporting tool” or “database report” or “report writing” they would come to the same Master page. And over time, as the page showed some success, it had generally been extended to other campaigns as well, until about 60% of our campaigns were pointing at this one page regardless of the keyword.
By studying the results of these various campaigns over a period of time, it became clear that only a couple of campaigns were actually converting from the Master Landing page, while a few like Analytics were performing rather poorly.
Creating a Focused Landing page
We first created a landing page, with new content and supporting material (case studies, brochures) that focused completely on analysis and what our product could do. What we also did was tailor the page content towards corporate analytical requirements, as our product was mainly an enterprise product.
It didn’t work.
Redesigning the Page
We then enhancing the visuals that supported our content, sample analytical reports, screenshots of the product, graphs charts etc. I had the download buttons placed regularly across the page so that our call to action was always visible regardless of how much a visitor scrolled.
It didn’t work.
Making the Content Personal
While reviewing the content, it seemed to me that the language was not direct enough. Talking on an enterprise level tends to be a little impersonal, and so we rewrote the content to be more on a first-person basis.
It did slightly better, but not really the success I was looking for.
What are my Competitors Saying?
I then went into research mode (something I should’ve done first) and looked at what our competitors were doing and adopted some of their good points into my page. Some of these activities included, making the page headline more visible, increasing the size of the download buttons, putting some important keywords/phrases in bold, linking to flash demonstrations.
Performance still average.
At this point it must be noted, that point of comparison was against the Master Landing Page. When I say performance was average, visitors were downloading, but no more that they were on the Master Landing Page.
What do visitors want?
Having also redone a lot of the ads (with much greater success) I was familiar with both the keywords and headlines that were bringing visitors to my page. So I went back to the basics: What can I say that answers/reemphasizes the headline that they clicked on? How do I bring the top keywords into the content? How do I make the content (which by now was a VERY long page) short and succinct?
After answering these questions, I finally began to see the results I was looking for.
So what worked? No doubt about it. ALL of the above.
The Winning Combination…
Getting the right content on your landing page is a process. You have to try multiple ideas, and even harder, combinations of these ideas to see what’s going to work for you.
This is what I think worked for me: focusing and personalizing the content, making the visuals and buttons larger and accessible, adding supporting material like flash demos and screenshots, ensuring top keywords were clearly visible on the page, and bringing the page content down to a single scroll.
…Trial & Error
It always seems obvious when we list it out like that, but when I applied these tactics to another poorly performing page… it just didn’t work, so here I go again.
It’s tedious and frustrating to say the least, but when you hit the jackpot I can assure you, it will be worth it.
Saturday, November 10, 2007
Monday, October 15, 2007
(Re)Learning Content Strategy from Landing Pages
If you ever written content for a landing page, especially one which has an obvious measure of success or failure, like a sign-up or download, then you’ve probably been through one of the most challenging (if not frustrating) experiences of a writer/content strategist.
I work with landing pages on almost a daily basis. These are mainly pages on which visitors have landed after being directed there by a PPC (pay per click) campaign. We measure results based on a visitor downloading a trial version of our products.
When I took over content and campaign management, I inherited a legacy of keywords, ads, and landing pages that had been created over a period of three years. I’m going to put down individual posts regarding my experiences, frustrations and learnings gained while working with these pages.
I work with landing pages on almost a daily basis. These are mainly pages on which visitors have landed after being directed there by a PPC (pay per click) campaign. We measure results based on a visitor downloading a trial version of our products.
When I took over content and campaign management, I inherited a legacy of keywords, ads, and landing pages that had been created over a period of three years. I’m going to put down individual posts regarding my experiences, frustrations and learnings gained while working with these pages.
Tuesday, May 29, 2007
Chasing down the bogus leads
Spiderman 3, American Idol winner, Britney Spears.
These are the keywords that brought you here. This is something any online communication manager or web strategist learns first. But what’s often overlooked is the importance of knowing which keywords to avoid to keep unwanted traffic away.
For those who landed here by accident, this is a blog about online content writing and marketing communication. You were brought here because of the combination of words at the start of this article (generated by Google trends/zeitgeist, as current top searches). My apologies for wasting your time.
The subject of my post for today is keywords search relevancy. Most online communicators understand search relevancy as how a search engine determines whether a Web page or site is important for a particular search query. But I’m looking at it from an online business perspective.
These days, with the numerous online tools available, most business websites can quickly figure out the basic set of keywords that will drive traffic towards them. Once regular traffic has been established, the next step is in ensuring that a higher percentage of traffic results in sales. This means focusing on the quality of your traffic, rather than quantity.
As always, the first step is measurement. Which of your keywords are resulting in sales and which are not? Most good web analytical tools will tell you this, once you’ve set your conversion goals. But they won’t tell you what percentage of each keyword is bringing in people who have no interest in your product or offering.
For example, if you’re selling the Volkswagen Beetle, you may be driving a large number of naturalists to your site, who may be more than happy to fill a form for a free-test drive. But as a target they are unlikely, if ever to make a purchase. And if you’re paying for every naturalist who clicks on your Beetle ad, that’s just money down the drain. This gets further compounded when multiple teams are involved in following each lead up.
You will therefore need to track backwards (from your sales team, registration page or whatever your conversion goal), every bogus lead based on the keyword search. And then identify which keywords are resulting in the highest misses.
This is basically the opposite of lead conversion. By tracing bogus conversions and knowing which keywords are resulting in high misses, you can then take action.
Unfortunately, once you find the problem there’s really no single way to solve it. For me, it’s a combination of trial, error, fine-tuning and getting specific with negative keywords.
If you know of another way, do let me know.
These are the keywords that brought you here. This is something any online communication manager or web strategist learns first. But what’s often overlooked is the importance of knowing which keywords to avoid to keep unwanted traffic away.
For those who landed here by accident, this is a blog about online content writing and marketing communication. You were brought here because of the combination of words at the start of this article (generated by Google trends/zeitgeist, as current top searches). My apologies for wasting your time.
The subject of my post for today is keywords search relevancy. Most online communicators understand search relevancy as how a search engine determines whether a Web page or site is important for a particular search query. But I’m looking at it from an online business perspective.
These days, with the numerous online tools available, most business websites can quickly figure out the basic set of keywords that will drive traffic towards them. Once regular traffic has been established, the next step is in ensuring that a higher percentage of traffic results in sales. This means focusing on the quality of your traffic, rather than quantity.
As always, the first step is measurement. Which of your keywords are resulting in sales and which are not? Most good web analytical tools will tell you this, once you’ve set your conversion goals. But they won’t tell you what percentage of each keyword is bringing in people who have no interest in your product or offering.
For example, if you’re selling the Volkswagen Beetle, you may be driving a large number of naturalists to your site, who may be more than happy to fill a form for a free-test drive. But as a target they are unlikely, if ever to make a purchase. And if you’re paying for every naturalist who clicks on your Beetle ad, that’s just money down the drain. This gets further compounded when multiple teams are involved in following each lead up.
You will therefore need to track backwards (from your sales team, registration page or whatever your conversion goal), every bogus lead based on the keyword search. And then identify which keywords are resulting in the highest misses.
This is basically the opposite of lead conversion. By tracing bogus conversions and knowing which keywords are resulting in high misses, you can then take action.
Unfortunately, once you find the problem there’s really no single way to solve it. For me, it’s a combination of trial, error, fine-tuning and getting specific with negative keywords.
If you know of another way, do let me know.
Thursday, April 05, 2007
If your home page could talk…
“Welcome to thiswebsite.com. Now that I’ve finally got you here, I suspect you’d like to understand our offerings. You can browse through our assortment of services by clicking on the menu bar at the top, or just let your eyes wander to our Key Activities that we’ve emphasized for your interest right here on the home page.
Be sure to check out the news items and assorted collateral to understand how big a company we really are. If you’ve enjoyed your experience, do spend 10 seconds or so entering your mail id for our database, as there’s more useful information we’d like to send you.”
Ok so I’m dramatizing. But if you’ve sat and pondered over what needs to be covered on a home page while creating the information architecture, then perhaps personifying your website could help.
If not, here are some other ways to get a hold over what goes on your home page.
Go to your objectives. The home is the first face, or window to the rest of the site. The objectives for the website therefore apply directly to the home page. So while the rest of your site must support your website objectives, your home must reflect them accurately. The sequence of importance in objectives will also give you both the priority of elements, for placement in your IA, as well as act as a checklist for you to ensure your home page is doing everything you expect it to do.
Look at your sitemap. Your next immediate layer (the ones that usually appear as your top menu) are gateways to more information. But if a person doesn’t enter, what would they miss? Scan through the pages of each sub-section. If a visitor never saw those pages, which objectives would be lost? You’ll then get an idea of what needs to be highlighted on the home page. You may find at time this won’t even be a page, but some information on a page, or a particular white paper that shows your product in good light.
Think company size. One of the first decisions a visitor wants to make when they see your home page is on company size. Overplaying a small company or inadequately representing a large one, are both mistakes that can send a visitor away. Try and be as accurate as possible while reflecting size. Large companies are reflected through press releases, quality white papers or industry reports by recognized experts, important case studies, or key partnerships. Small companies are seen through individual statements, internal news features, upfront contact information, etc.
Know your finish line. An email id? Software evaluation? A filled-in contact form? Figure out how you get a visitor from A to Z, in as few steps as possible. The answers could lead to some new ideas like an email entry box for a free whitepaper on the home page or an ad spot for a free 30-day product trial.
Give visitors what they want. If you’ve defined your target, you should be able to list out the top ten things they are looking for. Make sure the answers (or pointers to the answers) are available on your home page.
When creating the information architecture of a home page keep in mind that a visitor can instantly perceive when you’ve done your homework. And that perception does reflect on what they think of the company.
Be sure to check out the news items and assorted collateral to understand how big a company we really are. If you’ve enjoyed your experience, do spend 10 seconds or so entering your mail id for our database, as there’s more useful information we’d like to send you.”
Ok so I’m dramatizing. But if you’ve sat and pondered over what needs to be covered on a home page while creating the information architecture, then perhaps personifying your website could help.
If not, here are some other ways to get a hold over what goes on your home page.
Go to your objectives. The home is the first face, or window to the rest of the site. The objectives for the website therefore apply directly to the home page. So while the rest of your site must support your website objectives, your home must reflect them accurately. The sequence of importance in objectives will also give you both the priority of elements, for placement in your IA, as well as act as a checklist for you to ensure your home page is doing everything you expect it to do.
Look at your sitemap. Your next immediate layer (the ones that usually appear as your top menu) are gateways to more information. But if a person doesn’t enter, what would they miss? Scan through the pages of each sub-section. If a visitor never saw those pages, which objectives would be lost? You’ll then get an idea of what needs to be highlighted on the home page. You may find at time this won’t even be a page, but some information on a page, or a particular white paper that shows your product in good light.
Think company size. One of the first decisions a visitor wants to make when they see your home page is on company size. Overplaying a small company or inadequately representing a large one, are both mistakes that can send a visitor away. Try and be as accurate as possible while reflecting size. Large companies are reflected through press releases, quality white papers or industry reports by recognized experts, important case studies, or key partnerships. Small companies are seen through individual statements, internal news features, upfront contact information, etc.
Know your finish line. An email id? Software evaluation? A filled-in contact form? Figure out how you get a visitor from A to Z, in as few steps as possible. The answers could lead to some new ideas like an email entry box for a free whitepaper on the home page or an ad spot for a free 30-day product trial.
Give visitors what they want. If you’ve defined your target, you should be able to list out the top ten things they are looking for. Make sure the answers (or pointers to the answers) are available on your home page.
When creating the information architecture of a home page keep in mind that a visitor can instantly perceive when you’ve done your homework. And that perception does reflect on what they think of the company.
Tuesday, March 13, 2007
Reduce, Reuse, Recycle.
You’ve heard it a million times. The three Rs of environmental conservationists across the globe. I was listening to a song by Jack Johnson when it struck me that the three Rs can be applied to content writers as well.
Every piece of writing you churn out comes from a process. Some of us follow established processes and while some of us just create our own over time. But it still boils down to this: Write. Rewrite. Rewrite. Rewrite.
But if you hate rewrites as much as I do, here’s how the three Rs can see you through.
Reduce: Online content is best when short. When you’re done with the first draft, go through it and cut out whatever is unnecessary. Remember your précis writing exercises? This is it. Ignore the ‘longer is better’ mantra of Indian schools, and keep only what is central to your message. In other words, reduce.
Reuse: Take a look at the communication. How many times have you re-emphasized your message? This is online communication, so remember no one reads. If you need to repeat “Download now” at three different places on the page, do it. If it works to have the benefits in bullets in a text box along with the content, go ahead. Maximize your communication through reuse of content. But be careful about how and where you do this. You don’t want to be perceived as a cut-paste artist.
Recycle: Great idea, but not for this piece? Witty line, but doesn’t fit? Store these little sparks of your writing capabilities. Over time you’d be surprised how long that list can grow. Don’t force fit something that sounds great. Its time will come. Recycle.
Every piece of writing you churn out comes from a process. Some of us follow established processes and while some of us just create our own over time. But it still boils down to this: Write. Rewrite. Rewrite. Rewrite.
But if you hate rewrites as much as I do, here’s how the three Rs can see you through.
Reduce: Online content is best when short. When you’re done with the first draft, go through it and cut out whatever is unnecessary. Remember your précis writing exercises? This is it. Ignore the ‘longer is better’ mantra of Indian schools, and keep only what is central to your message. In other words, reduce.
Reuse: Take a look at the communication. How many times have you re-emphasized your message? This is online communication, so remember no one reads. If you need to repeat “Download now” at three different places on the page, do it. If it works to have the benefits in bullets in a text box along with the content, go ahead. Maximize your communication through reuse of content. But be careful about how and where you do this. You don’t want to be perceived as a cut-paste artist.
Recycle: Great idea, but not for this piece? Witty line, but doesn’t fit? Store these little sparks of your writing capabilities. Over time you’d be surprised how long that list can grow. Don’t force fit something that sounds great. Its time will come. Recycle.
Thursday, March 08, 2007
Freshness guaranteed!
One of the most common refrains you hear from clients in India, while working on their website content or marketing material is this: “Have your writer take a look at this content and make it fresh.”
If you’re not from India that basically means “do a rewrite”.
This used to be the source of endless frustration for me as a writer, because if I think the content has been well-written, I prefer to use it exactly as it has been given.
In India, that could be a problem, because:
1. The content is not client-original, meaning they’ve ripped it off competitor sites.
2. The content has been written by the CEO, CTO, VP-whatever for a completely different purpose and your client is actively recycling.
3. The client wants his money’s worth out of the writer.
The above cynical view developed over my time with agencies. However, now that I’m on the other side of the table, I not only see it was remarkably accurate, but I now have a few more reasons to add:
1. The content was written in 1987 when the company was founded. It was never updated and by “making it fresh” they want YOU to get their sales material up-to-date.
2. The content has been used so many, many times in multiple formats across group websites, intranet pages and newsletters, that they are just sick of seeing it, and want to “repackage” it in a way that’s “fresh and new”.
3. SEO is the flavor of month and so the client wants content to be constantly updated. Unfortunately, there’s no new information.
If you have a tone or theme for your content, this issue of new content usually sorts itself out. Or if you understand what’s going on behind the curtains, you can usually get a general idea of what the client expects to see in the rewrite. However, if all you’ve heard is “make it fresh” without the knowing the reason why, you’re in for a long rally of submissions and rejections.
So as always, I encourage you to pick up the phone and ask.
If you’re not from India that basically means “do a rewrite”.
This used to be the source of endless frustration for me as a writer, because if I think the content has been well-written, I prefer to use it exactly as it has been given.
In India, that could be a problem, because:
1. The content is not client-original, meaning they’ve ripped it off competitor sites.
2. The content has been written by the CEO, CTO, VP-whatever for a completely different purpose and your client is actively recycling.
3. The client wants his money’s worth out of the writer.
The above cynical view developed over my time with agencies. However, now that I’m on the other side of the table, I not only see it was remarkably accurate, but I now have a few more reasons to add:
1. The content was written in 1987 when the company was founded. It was never updated and by “making it fresh” they want YOU to get their sales material up-to-date.
2. The content has been used so many, many times in multiple formats across group websites, intranet pages and newsletters, that they are just sick of seeing it, and want to “repackage” it in a way that’s “fresh and new”.
3. SEO is the flavor of month and so the client wants content to be constantly updated. Unfortunately, there’s no new information.
If you have a tone or theme for your content, this issue of new content usually sorts itself out. Or if you understand what’s going on behind the curtains, you can usually get a general idea of what the client expects to see in the rewrite. However, if all you’ve heard is “make it fresh” without the knowing the reason why, you’re in for a long rally of submissions and rejections.
So as always, I encourage you to pick up the phone and ask.
Thursday, March 01, 2007
Overcome your tech content troubles
Dedicated to web writers who shudder every time their agency lands another tech company project:
Yes, I know, the bigger they are, the harder your job is. Because like any large enterprise with hundreds of applications bandaged one over the other, a large tech company usually has swarms of free-floating content that have been written and then rewritten a gazillion times by the myriad of hands it’s traveled through before reaching your inbox.
Of course with Content Management Systems doing the rounds, hopefully your client can find the relevant, updated version of information that you need. But if not, you’re in for some serious hair tearing.
In India, it’s hard to be an agency and not have a good percentage of software companies amongst your clientele. So if you find yourself staring blankly at a long list of software service solutions here’s why there is hope:
Everyone is looking for an easier way to understand technology. Most of these companies’ business readers are in the top management bracket. CXOs. Yes, they understand technology, but what’s more pertinent is they know technocrap* when they see it.
In case you don’t, here is an example of technocrap*:
From the depth of our domain expertise and our proprietary intellectual property to our onsite/offshore delivery model, our work is not finished until there's a solution that meets the challenge.
Technology simplification is the name of the game and that goes for content writing too.
Infosys Consulting is a great example of a tech company that bucked the trend. Though their main site sticks to the content quagmire norm, their consulting site content (and design, I might add) is head and shoulders above the rest.
Check out this page: http://www.infosysconsulting.com/about_us.htm
Examine the phrasing:
“Half the battle in consulting is winning the war for talent.”
“If it won't make you more competitive, we won't do it.”
“Using global resources, we deliver high quality technology while still managing to save clients money.”
Who said tech companies can’t be interesting? Or their content hard-hitting?
With every complex phrase and technically correct sentence, there comes challenge to the communicator in you. What does my target want to know? How do I translate this info in a way that quickly digestible and serves the purpose?
The next time you’re facing technology content, get back to the basics. Think briefly on the who, what, why and how of the page. Do a few quick sentences of what you think would be an interesting way of communicating the same point. Then see what other people are saying on the same subject. Understand their communication failings, not just their information gaps. Now enhance your content to cover those failings.
You’ll find your clients will either be impressed, surprised or just plain relieved with the outcome.
* Not to be confused with technobabble.
Yes, I know, the bigger they are, the harder your job is. Because like any large enterprise with hundreds of applications bandaged one over the other, a large tech company usually has swarms of free-floating content that have been written and then rewritten a gazillion times by the myriad of hands it’s traveled through before reaching your inbox.
Of course with Content Management Systems doing the rounds, hopefully your client can find the relevant, updated version of information that you need. But if not, you’re in for some serious hair tearing.
In India, it’s hard to be an agency and not have a good percentage of software companies amongst your clientele. So if you find yourself staring blankly at a long list of software service solutions here’s why there is hope:
Everyone is looking for an easier way to understand technology. Most of these companies’ business readers are in the top management bracket. CXOs. Yes, they understand technology, but what’s more pertinent is they know technocrap* when they see it.
In case you don’t, here is an example of technocrap*:
From the depth of our domain expertise and our proprietary intellectual property to our onsite/offshore delivery model, our work is not finished until there's a solution that meets the challenge.
Technology simplification is the name of the game and that goes for content writing too.
Infosys Consulting is a great example of a tech company that bucked the trend. Though their main site sticks to the content quagmire norm, their consulting site content (and design, I might add) is head and shoulders above the rest.
Check out this page: http://www.infosysconsulting.com/about_us.htm
Examine the phrasing:
“Half the battle in consulting is winning the war for talent.”
“If it won't make you more competitive, we won't do it.”
“Using global resources, we deliver high quality technology while still managing to save clients money.”
Who said tech companies can’t be interesting? Or their content hard-hitting?
With every complex phrase and technically correct sentence, there comes challenge to the communicator in you. What does my target want to know? How do I translate this info in a way that quickly digestible and serves the purpose?
The next time you’re facing technology content, get back to the basics. Think briefly on the who, what, why and how of the page. Do a few quick sentences of what you think would be an interesting way of communicating the same point. Then see what other people are saying on the same subject. Understand their communication failings, not just their information gaps. Now enhance your content to cover those failings.
You’ll find your clients will either be impressed, surprised or just plain relieved with the outcome.
* Not to be confused with technobabble.
Friday, February 16, 2007
Knowing what to say before you figure out how to say it
Seems obvious doesn’t it? But in my years as a copywriter and content writer, and more critically as a content strategist, I am still surprised every time clients, managers, colleagues (or even myself), put down a 50-word line which has said absolutely nothing. Unfortunately, it happens more often than not.
Does this sound familiar...
You need to fill a page of content for a specific service offering or subject on which you have receive zero inputs, (and the net could only take you so far).
You sit in front of a screen with the heading typed in exactly the right font and color, below which are pasted 3-4 disconnected and unrelated sentences, which may or may not be related to your topic.
Then you start writing, or I as call it, ‘weaving’ together these sentences, and many adjectives later re-read a VERY long sentence, which may have fooled your teacher in high school, but will certainly get nowhere with your client.
Having taken this road several times myself, I’m now able to see whether I’m writing myself to a dead-end just before I get there. As a result, I’ve developed a little method to write myself out of that dark alley.
1. How many words do I need?
Believe me, knowing this often comes as a relief. The job of trying to write about something you know nothing about, within an ever reducing time frame, for people who seem to be the least cooperative, and yet, the most discerning, can tend to stress you out.
Realizing you only need 150-200 words (this is online writing) can take quite a load off your mind. If you’re handling a large document, do this section by section. Ask instead, how many words do I need for the introduction?
2. What do I know?
List it out. Even if its just the name of your client and the title of the page.
3. What is this page here?
Unfortunately answers like, “Because the f#$&*ing client wants it!” won’t get you anywhere. So try and see why the client wants this page. To project the company in a certain light? To reach out to a particular section of the audience? To place some information which simply doesn’t go anywhere else? There can be a dozen reasons. Knowing them will give you a new perspective.
4. What other information can I put in, that will satisfy the above reasons?
List it out. Skim through brochures or other popular web pages you know and see how the writer has handled it.
5. So what am I trying to say?
When you’re writing for a website you tend to build upon what you already know. You’ve understood the company, and therefore know the tone. You’ve read their brochures and talked to people, and therefore under their positioning. You’ve written the home page and perhaps a few overview pages, and so now you understand the technical levels of the content, or the layers of the company a little better than before.
But now you’re stuck. So take a step back. What do I want the company to say? Say in your mind, “I wanna say:” and then start typing. This is a conversation between you and an imaginary person on the other side of your screen. Start typing in simple short sentences, what you want them to know, why they need to know it, and what they should keep in mind at the end of it (the takeaway). Stop.
Take a look at your page. Now you have the meat.
6. Rewrite, and edit. Repeat as needed.
Works for me. Hope it helps you.
Does this sound familiar...
You need to fill a page of content for a specific service offering or subject on which you have receive zero inputs, (and the net could only take you so far).
You sit in front of a screen with the heading typed in exactly the right font and color, below which are pasted 3-4 disconnected and unrelated sentences, which may or may not be related to your topic.
Then you start writing, or I as call it, ‘weaving’ together these sentences, and many adjectives later re-read a VERY long sentence, which may have fooled your teacher in high school, but will certainly get nowhere with your client.
Having taken this road several times myself, I’m now able to see whether I’m writing myself to a dead-end just before I get there. As a result, I’ve developed a little method to write myself out of that dark alley.
1. How many words do I need?
Believe me, knowing this often comes as a relief. The job of trying to write about something you know nothing about, within an ever reducing time frame, for people who seem to be the least cooperative, and yet, the most discerning, can tend to stress you out.
Realizing you only need 150-200 words (this is online writing) can take quite a load off your mind. If you’re handling a large document, do this section by section. Ask instead, how many words do I need for the introduction?
2. What do I know?
List it out. Even if its just the name of your client and the title of the page.
3. What is this page here?
Unfortunately answers like, “Because the f#$&*ing client wants it!” won’t get you anywhere. So try and see why the client wants this page. To project the company in a certain light? To reach out to a particular section of the audience? To place some information which simply doesn’t go anywhere else? There can be a dozen reasons. Knowing them will give you a new perspective.
4. What other information can I put in, that will satisfy the above reasons?
List it out. Skim through brochures or other popular web pages you know and see how the writer has handled it.
5. So what am I trying to say?
When you’re writing for a website you tend to build upon what you already know. You’ve understood the company, and therefore know the tone. You’ve read their brochures and talked to people, and therefore under their positioning. You’ve written the home page and perhaps a few overview pages, and so now you understand the technical levels of the content, or the layers of the company a little better than before.
But now you’re stuck. So take a step back. What do I want the company to say? Say in your mind, “I wanna say:” and then start typing. This is a conversation between you and an imaginary person on the other side of your screen. Start typing in simple short sentences, what you want them to know, why they need to know it, and what they should keep in mind at the end of it (the takeaway). Stop.
Take a look at your page. Now you have the meat.
6. Rewrite, and edit. Repeat as needed.
Works for me. Hope it helps you.
Saturday, February 03, 2007
What does it take to be an online writer?
I’m always on the lookout for a writer to join my team. Based on my experience, and interaction with a number of writers, here are some of the basic qualities I’ve seen (and look for) in an online content writer.
No fear of technology
Let’s face it. This is a technology driven world and a LOT of what is on the net has to do with technology. Working in an agency, it’s very likely you will be writing for a tech company at some point in your career. Unfortunately, most of those who drift away from the sciences into arts, do so for a very good reason. Therefore, the content tests I’ve developed often incorporate a small write-up on an unknown technology. The writer is allowed to use the net as a resource, but the catch is that they need to explain what the technology is about in a way their grandmother could understand. This exercise is also a good way of weeding out the writers from the editors. It even saves me from writers who believe learning isn’t part of the job. Replies like the following: “I have not attempted to answer question number three, as I don’t know anything about the subject ‘Open Source’,” can tell you a lot about the writer.
Ability to communicate:
Simply. Effectively. Quickly. It seems obvious to write content such that another person can quickly understand, and take action on what you are saying. Yet at times writers are given pages of content that need to be squeezed into 200 words, and often end up with paragraphs that are actually single sentences.
The ability to communicate sometimes means doing away with long copy. And that often stumps young writers who are more concerned with the style of writing as opposed to what is being communicated. Also, in India the ‘more is better’ mantra has yet to be broken. A lot of clients believe that if they are paying for a page of content, they had better get their money’s worth! Do not give in. Your readers do not care if you’ve filled the page or elaborated on 21 benefits. They want the takeaway and they want it fast. So how do I see if my writer-to-be fits the bill? I pick the most tedious para I can find, and ask them to bring it down to 100 words. Writers who think from the audience perspective usually find the task easy.
Critical eye
“So what do you think of the content on this page?” To be a good writer, you also need to be able to judge good and bad writing as well as overall communication. This is a tricky scenario, because not many people want to be critical during an interview. Especially when you don’t know who wrote the piece (and yes, I usually do show my write-ups).
It’s a simple question, but the answer can tell you loads. Good and bad writing may be a little subjective, but good or bad communication is fairly obvious. Your opinions speak volumes about you as a person and the level of writing experience you have.
Left and right brain
Our writers are usually involved in an online project from sitemap to development. This requires the ability to view the project as a whole and think along the lines of information flow, logical sequencing or even do a bit of spot IA (Information Architecture). Since interactive agencies in India are relatively new, they are usually small, team-wise. So a content writer could find herself working on a corporate sitemap in the morning and scripting a flash ad storyline in the evening.
Ability to research on the net
To write for the net you need to understand it. To write for clients for whom giving info is often like pulling teeth, you need to be able to supplement your base content with factual information. You also need to know what your competitors are saying. It may seem obvious, but believe it or not, there are writers out there who just don’t surf the net.
Editing, basic writing skills
Content writing in India is still picking up. We mainly get applicants from ad copywriters, journalists, and the publishing industry. But that doesn’t mean doctors, lawyers and TV show hosts haven’t applied. Writing for the web does not require extensive literary skills. But you do need to know the basics.
No fear of technology
Let’s face it. This is a technology driven world and a LOT of what is on the net has to do with technology. Working in an agency, it’s very likely you will be writing for a tech company at some point in your career. Unfortunately, most of those who drift away from the sciences into arts, do so for a very good reason. Therefore, the content tests I’ve developed often incorporate a small write-up on an unknown technology. The writer is allowed to use the net as a resource, but the catch is that they need to explain what the technology is about in a way their grandmother could understand. This exercise is also a good way of weeding out the writers from the editors. It even saves me from writers who believe learning isn’t part of the job. Replies like the following: “I have not attempted to answer question number three, as I don’t know anything about the subject ‘Open Source’,” can tell you a lot about the writer.
Ability to communicate:
Simply. Effectively. Quickly. It seems obvious to write content such that another person can quickly understand, and take action on what you are saying. Yet at times writers are given pages of content that need to be squeezed into 200 words, and often end up with paragraphs that are actually single sentences.
The ability to communicate sometimes means doing away with long copy. And that often stumps young writers who are more concerned with the style of writing as opposed to what is being communicated. Also, in India the ‘more is better’ mantra has yet to be broken. A lot of clients believe that if they are paying for a page of content, they had better get their money’s worth! Do not give in. Your readers do not care if you’ve filled the page or elaborated on 21 benefits. They want the takeaway and they want it fast. So how do I see if my writer-to-be fits the bill? I pick the most tedious para I can find, and ask them to bring it down to 100 words. Writers who think from the audience perspective usually find the task easy.
Critical eye
“So what do you think of the content on this page?” To be a good writer, you also need to be able to judge good and bad writing as well as overall communication. This is a tricky scenario, because not many people want to be critical during an interview. Especially when you don’t know who wrote the piece (and yes, I usually do show my write-ups).
It’s a simple question, but the answer can tell you loads. Good and bad writing may be a little subjective, but good or bad communication is fairly obvious. Your opinions speak volumes about you as a person and the level of writing experience you have.
Left and right brain
Our writers are usually involved in an online project from sitemap to development. This requires the ability to view the project as a whole and think along the lines of information flow, logical sequencing or even do a bit of spot IA (Information Architecture). Since interactive agencies in India are relatively new, they are usually small, team-wise. So a content writer could find herself working on a corporate sitemap in the morning and scripting a flash ad storyline in the evening.
Ability to research on the net
To write for the net you need to understand it. To write for clients for whom giving info is often like pulling teeth, you need to be able to supplement your base content with factual information. You also need to know what your competitors are saying. It may seem obvious, but believe it or not, there are writers out there who just don’t surf the net.
Editing, basic writing skills
Content writing in India is still picking up. We mainly get applicants from ad copywriters, journalists, and the publishing industry. But that doesn’t mean doctors, lawyers and TV show hosts haven’t applied. Writing for the web does not require extensive literary skills. But you do need to know the basics.
Monday, January 29, 2007
Publicis May Bring Digitas to India; Acquisition Of Interactive Agencies Also On Cards
Now this is something I'd like to follow...
Leading French advertising agency Publicis Groupe may bring its recently acquired Digitas to India, reports DNA. The latter is a Nasdaq-listed digital advertising and direct marketing agency which Publicis acquired last month for $1.3 billion. But what is interesting is Publicis plans to acquire more properties in the digital space in go-go markets like India, China, and Eastern Europe. Maurice Levy, the CEO of the $5.11 billion Publicis Groupe, recently told the media that “in the wake of the entire Digitas buy-up, he will look at acquiring digital firms” in fast-growing economies, which should include India. So will Digitas’ entry into India through an acquisition?
Source: Content Sutra
Original Article: http://www.contentsutra.com/entry/publicis-may-bring-digitas-into-india-acquisition-also-on-cards/
Leading French advertising agency Publicis Groupe may bring its recently acquired Digitas to India, reports DNA. The latter is a Nasdaq-listed digital advertising and direct marketing agency which Publicis acquired last month for $1.3 billion. But what is interesting is Publicis plans to acquire more properties in the digital space in go-go markets like India, China, and Eastern Europe. Maurice Levy, the CEO of the $5.11 billion Publicis Groupe, recently told the media that “in the wake of the entire Digitas buy-up, he will look at acquiring digital firms” in fast-growing economies, which should include India. So will Digitas’ entry into India through an acquisition?
Source: Content Sutra
Original Article: http://www.contentsutra.com/entry/publicis-may-bring-digitas-into-india-acquisition-also-on-cards/
Saturday, January 27, 2007
What the heck is a Content Strategist??
For those not in the know, a Content Strategist is responsible for working with the client, to understand and translate the project’s communication objectives into the final result. Based on these objectives a strategist develops a communication strategy, which defines the best way(s) for the project objectives to be met. The strategist then works closely with the writers to identify or brief them on key messages, themes, and tone of voice for written content. In my case, I also doubled as an Information Architect and developed the IA, which would then go to the designers and developers, along with my brief on project and objectives.
A content strategist will also usually supervise the progress of the project to ensure the final result meets the original communication objectives.
That’s my understanding. But for clarity here’s a proper definition:
The role of the Content Strategist is to scope and plan interactive media product’s1 content and determine its overall style – what to say, how to say it effectively, when and where to say it. He or she will usually work alongside an Information Architect2, and the role has similarities with that of Web Editor, though the latter is mostly concerned with on-going web site maintenance after launch, and is usually found within the client organisation, whereas the Content Strategist tends to work within the supplier company during the product’s development.
1 This role probably relates mostly to web sites, though it can also apply to multimedia products.
2 The Information Architect role is about deciding the product’s features, functionality, organisation of content, and navigational structure. These may be documented through wire-frame diagrams, site maps, and/or detailed functional specifications that together serve as a design brief and technical blueprint.
Courtesy: http://www.skillset.org/
A content strategist will also usually supervise the progress of the project to ensure the final result meets the original communication objectives.
That’s my understanding. But for clarity here’s a proper definition:
The role of the Content Strategist is to scope and plan interactive media product’s1 content and determine its overall style – what to say, how to say it effectively, when and where to say it. He or she will usually work alongside an Information Architect2, and the role has similarities with that of Web Editor, though the latter is mostly concerned with on-going web site maintenance after launch, and is usually found within the client organisation, whereas the Content Strategist tends to work within the supplier company during the product’s development.
1 This role probably relates mostly to web sites, though it can also apply to multimedia products.
2 The Information Architect role is about deciding the product’s features, functionality, organisation of content, and navigational structure. These may be documented through wire-frame diagrams, site maps, and/or detailed functional specifications that together serve as a design brief and technical blueprint.
Courtesy: http://www.skillset.org/
Friday, January 19, 2007
Why it’s so hard to write good content
The project has begun and you’re raring to go. You’ve understood the subject, done the research, checked out the competitors and developed a site map and content tone.
It’s time to start the writing…
… and two weeks later you hope you never have to set eyes on the client, website or company again.
What went wrong?
Issue #1: No core information from client
The company has been in existence for 5 years but has exactly three pages of written information to give you. Strangely, whatever content you manage to create “does not accurately reflect the nature of the company”.
What you can do: Call the person who does the rejecting. If you cannot do this directly, go up in the ranks to find someone who can. It very important that you understand the viewpoint of the person who has the power to accept or reject. This person often has access to vital information that your contact person may not be aware of.
Communicate your needs clearly. Clients sometimes cannot figure out what you are looking for, so be very specific. Try quoting examples like, “Any facts or measurement data that was collected before and after the solution was implemented?” as opposed to simply asking for a list of results.
If that doesn’t work, ask for five bullet points that the client thinks the page should cover. At this point a difficult client may begin to see the website from your point of view.
Now explain very politely the principle of GIGO. It is important to let the client know you’re both on the same side, and want the same results.
Issue #2: Last minute changes
It’s now one day to delivery and your client has asked for significant rewrites that will impact content across the site.
What you can do: Let your boss / project manager know of the problem, and let them know how time-consuming the job will become. Bandy words like ‘double-effort’, and ‘complete rework’ around. In business, this translates into costs or project escalation, and is likely to get both management’s and client’s attention, and result in a compromise.
Issue #3: Client hates the content
So you redo it. They still hate it. You ask for an example of what they want, and they send you some of the worse written copy you have ever read.
What you can do: Try and understand if it’s the style of writing that they like in the sample, or the information that’s being presented. If relevant, see if you can incorporate it into your work. If not, try explaining why the chosen style of the sample content will not work for the client’s business.
Analyze the sample for errors or inconsistencies and point them out. Talk about target audiences, and their various business awareness levels.
If all fails, try getting another writer with a very different writing style to take a stab at it.
Issue #4: Information overload
The client has sent you brochures, leaflets, white papers, case studies, marketing material, conference folders and even a few coasters with ‘advantage us’ bullet points on them.
What you can do: Junk the things you don’t need. Make a list of content you do need and compare what you’ve got, against what’s missing. Send the client the missing list.
Bring relevant content onto one format. Either get typing assistance or request for soft copies.
Ask the client why he sent you the 125-pager technical industry report. It’s possible they’ll point out a relevant para or two.
Issue #5: Your client has literature confused with website content
The client is a writing enthusiast and feels your content isn’t high-brow enough to reflect the culture of the company. Your lines are being made longer, thoughts more complex, words bigger, and active is being turned passive.
What you can do: It is essential you accept the fact that most companies in India are still relatively new to the web and how to communicate effectively on it. Don’t get irritated because your client is looking down on your copy skills. Educate him or her on why online content has to be simple and engaging. Show samples from top companies who support your cause. (Note: As a writer you should ALWAYS have a list of these ready). Explain usability and the concept of ‘content scanning’. Talk about the need to exude warmth on the Internet and the importance of one-on-one communication.
These are a just a few of the basic problems which can make writing turn sour. I’ll try to add to this list as and when more crop up.
It’s time to start the writing…
… and two weeks later you hope you never have to set eyes on the client, website or company again.
What went wrong?
Issue #1: No core information from client
The company has been in existence for 5 years but has exactly three pages of written information to give you. Strangely, whatever content you manage to create “does not accurately reflect the nature of the company”.
What you can do: Call the person who does the rejecting. If you cannot do this directly, go up in the ranks to find someone who can. It very important that you understand the viewpoint of the person who has the power to accept or reject. This person often has access to vital information that your contact person may not be aware of.
Communicate your needs clearly. Clients sometimes cannot figure out what you are looking for, so be very specific. Try quoting examples like, “Any facts or measurement data that was collected before and after the solution was implemented?” as opposed to simply asking for a list of results.
If that doesn’t work, ask for five bullet points that the client thinks the page should cover. At this point a difficult client may begin to see the website from your point of view.
Now explain very politely the principle of GIGO. It is important to let the client know you’re both on the same side, and want the same results.
Issue #2: Last minute changes
It’s now one day to delivery and your client has asked for significant rewrites that will impact content across the site.
What you can do: Let your boss / project manager know of the problem, and let them know how time-consuming the job will become. Bandy words like ‘double-effort’, and ‘complete rework’ around. In business, this translates into costs or project escalation, and is likely to get both management’s and client’s attention, and result in a compromise.
Issue #3: Client hates the content
So you redo it. They still hate it. You ask for an example of what they want, and they send you some of the worse written copy you have ever read.
What you can do: Try and understand if it’s the style of writing that they like in the sample, or the information that’s being presented. If relevant, see if you can incorporate it into your work. If not, try explaining why the chosen style of the sample content will not work for the client’s business.
Analyze the sample for errors or inconsistencies and point them out. Talk about target audiences, and their various business awareness levels.
If all fails, try getting another writer with a very different writing style to take a stab at it.
Issue #4: Information overload
The client has sent you brochures, leaflets, white papers, case studies, marketing material, conference folders and even a few coasters with ‘advantage us’ bullet points on them.
What you can do: Junk the things you don’t need. Make a list of content you do need and compare what you’ve got, against what’s missing. Send the client the missing list.
Bring relevant content onto one format. Either get typing assistance or request for soft copies.
Ask the client why he sent you the 125-pager technical industry report. It’s possible they’ll point out a relevant para or two.
Issue #5: Your client has literature confused with website content
The client is a writing enthusiast and feels your content isn’t high-brow enough to reflect the culture of the company. Your lines are being made longer, thoughts more complex, words bigger, and active is being turned passive.
What you can do: It is essential you accept the fact that most companies in India are still relatively new to the web and how to communicate effectively on it. Don’t get irritated because your client is looking down on your copy skills. Educate him or her on why online content has to be simple and engaging. Show samples from top companies who support your cause. (Note: As a writer you should ALWAYS have a list of these ready). Explain usability and the concept of ‘content scanning’. Talk about the need to exude warmth on the Internet and the importance of one-on-one communication.
These are a just a few of the basic problems which can make writing turn sour. I’ll try to add to this list as and when more crop up.
Saturday, January 13, 2007
Welcome to online content writing in India
Content in India
Try that in a Google search and as of Jan 13, 2006, 9:03 am IST, you will find 270,000,000 results.
So this is an extraordinary belated attempt to add my two 50-paise coins (well this is a blog about content in INDIA, right?) to the mix.
But first an introduction. I started writing, like most people do, from the second standard. I started enjoying writing when I became a copywriter at a small agency in 1999. I remained an ad copywriter till 2003, when I took a brief hiatus to the US for 10 months exploring other kinds of writing including scriptwriting, marketing and technical writing.
Subsequently back in India, I got into content writing with an interactive agency in Bangalore, where I moved from Content Writer to Content Lead to Content Strategist.
I am now settled in Chennai with enough time and drive to start this blog, which I hope will project my professional views on online content writing, and content strategy with a specific focus on India.
Try that in a Google search and as of Jan 13, 2006, 9:03 am IST, you will find 270,000,000 results.
So this is an extraordinary belated attempt to add my two 50-paise coins (well this is a blog about content in INDIA, right?) to the mix.
But first an introduction. I started writing, like most people do, from the second standard. I started enjoying writing when I became a copywriter at a small agency in 1999. I remained an ad copywriter till 2003, when I took a brief hiatus to the US for 10 months exploring other kinds of writing including scriptwriting, marketing and technical writing.
Subsequently back in India, I got into content writing with an interactive agency in Bangalore, where I moved from Content Writer to Content Lead to Content Strategist.
I am now settled in Chennai with enough time and drive to start this blog, which I hope will project my professional views on online content writing, and content strategy with a specific focus on India.
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