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.
Friday, February 16, 2007
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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