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
Focusing on the Big Picture
One of the first things I teach newer developmental/story editors is to focus on the big picture. That means looking for problems with a novel manuscript’s plot, character development, and setting. It means noticing perspective/point-of-view problems, flabby scenes, unnecessary exposition. It does not mean pointing out every unnecessary adverb or overused word. Don’t Overwhelm the…
Unpacking Your Assumptions about Fiction
If you’ve ever taken a class from me, you know that I have a pathological hatred of using questions in editorial queries. By this I mean asking questions like, “What is Joe’s motivation?” where you are, or think you are, asking the author to address the problem of Joe’s lack of motivation. Use statements instead…
What Is the Difference Between Line Editing and Copyediting?
Line editing (LE) and copyediting (CE) are related skills, as they both focus on the sentence level. Obviously there is significant overlap between the two skills. Basic Definition of Copyediting But copyediting is about ensuring consistency across a manuscript, correcting egregious errors, making sure the manuscript conforms to a specific style guide, and otherwise smoothing…
