Author: Mahesh Raj Mohan

Are You a Copywriter or a Content Strategist?

are you a copywriter or a content strategist?

A few weeks ago, a financial advisor friend of mine and I had a conversation about the terminology of our respective professions.  I mentioned how a few people seemed ambivalent about calling themselves copywriters, and some had started using the term, “content strategist.”

I get it.  “Copy” is a journalism term and one that evokes smoky newsrooms and clattering typewriters. And when you talk about “copywriting,” people think you’re talking about patents and intellectual property, e.g. copyrights.  (I help educate my editing clients about copyrights, but that’s a different subject.)  My friend mentioned there was a similar distinction being made between “socially responsible investing” and “impact investing.”

Earlier this month, the Copywriter Conclave of Portland held a lively discussion about what we call ourselves (and a necessary discussion since “copywriter” is such an important part of the Conclave’s branding).  There was speculation that content strategists are different because some are responsible for managing data sets and keeping track of a company’s content libraries.  Some content strategists are also responsible for creating directions for a brand or a product line.  We all agreed that content strategist sounded sexier than copywriter.

I include the title content strategist on my marketing materials (including my website), but I list my role as writer first.  I believe writing is a strategic activity.  Many may feel writers are passive creators.  Writers implement, but strategy is created by someone else.

That’s not me.  It’s true that when I started writing professionally in Portland, I took direction from my bosses.  But within two months, my overwhelmed direct boss was unable to give me much content direction.  So I started running comps and creating product descriptions based on what the customer would like.  I didn’t always get it right, but I was also the in-house editor, so I was able to adjust during the revision process.  It made me a more proactive writer, and I tried to encourage strategic writing when I moved into a managerial role.  The key here is that the strategy and writing were interwoven in my approach.

Today, as the owner of my own content-focused business, I’ve extended that process even further, starting with the proposal phase:

  • Determine the initial “power content” (book, e-book, website, and so on)
  • Create a consultation strategy based on client comfort (phone/e-mail/in-person/Skype)
  • Build a deadline schedule
  • Offer regular content (preferably evergreen) that solidifies their reputation or allows them to reach a goal (through blog posts and whitepapers)

Information-rich content is being touted as search-engine friendly now, but it was a survival strategy for me in the beginning of my business. I want my clients to know I’m invested in their prosperity. When prospects hire me, they get the benefit of my entire experience … strategy, editing, consulting, the whole thing.

But I am a writer first.

If you own a business, what sounds better to you … a writer or content strategist?   If you’re a fellow content creator, what do you call yourself?

(This post originally appeared at Enlighten Writing.)

How To Create a Marketing Campaign

Last week, we talked about freelance money insights from Shell Tain, a Portland-based money coach. The Conclave hosted Shell at our first event for 2015.  We already discussed the genesis of why we wanted Shell Tain to talk to freelance content creators and editors.  But what you may not know is that I started designing the marketing campaign in October 2014, and we had several challenges to overcome. how to create a marketing campaign

The Challenges

1.  The event was not centered on copywriting/editing/content advice, which has been one of CC: PDX’s major value propositions for members and prospects.

2. Shell Tain wanted to specifically talk to Portland copywriters and Conclave members.

3. Talking about money makes people nervous.

4. It was on a Thursday evening during dinnertime.

Our primary target pool was 45 people.  I also designed a complementary Twitter and blog strategy that would, if nothing else, help the Conclave’s visibility in the Portland community.  My main aim was to be visible without spamming people.

I scheduled e-mails to go out two weeks prior to the event, one week prior, and then three days prior.

The Metrics

Here’s our e-mail metrics (averaged for the entire 45-person target pool):

  • First e-mail’s open rate: 83%
  • First e-mail’s click rate: 27%
  • Second e-mail’s open rate: 73%
  • Second e-mail’s click rate: 16%
  • Third e-mail’s open rate: 59%
  • Third e-mail’s click rate: 10%

As for Twitter, I started with tweets two weeks in advance, and then slowly ratcheted them up to once-a-day tweets.

Here’s some analytics from Twitter:

  • First tweet: 355 impressions; 10 engagements
  • Second tweet: 409 impressions; 8 engagements
  • Sixth tweet: 305 impressions; 2 engagements

The Takeaway

How did all of this marketing translate to dollars?  We enjoyed a 20% sales conversion rate. Those who attended said they received a lot of value from the event (I certainly did), which will lead to more people joining the organization. We also received social media support from the venue itself (Forge Portland), and a kind shout-out from Mathys+Potestio.

Our next event, Momentum Drivers for Writers and Artists featuring Lynette Xanders, is currently scheduled for May. We’ve developed a content strategy for this event, and the Conclave in general, that will guide us through the rest of the year.

Interested in learning more about what we do?  Leave a comment below!  We love to share ideas.

Untangle Your Freelancing Money Knots

The Copywriter Conclave of Portland will host its first event of 2015 on Thursday, February 5th at Forge Portland.  The event features Shell Tain, a veteran life coach and money knot “untangler.”

Untangle Your Freelancing Money Knots

Shell Tain

The event is designed for Portland freelancers and business owners, helping to untangle the “money knots” we find ourselves in.  Some examples would include what to charge prospects (or even regular clients), how to negotiate more effectively, and how to avoid the feast/famine work cycle.

Below is a brief Q&A with CCPDX President Amber James on why Shell Tain’s event is sponsored by CCPDX.

What led to requesting Shell Tain as the presenter for CCPDX’s first event of 2015?

A while back I asked our members to share ideas for event speakers. Member Sheila Ashdown knew of Shell Tain and recommended her. Considering the work Shell does (helping people live better lives by unpacking and overcoming their hang-ups around money), she’s a perfect speaker for the Conclave and for all the self-employed professionals in Portland.

What “money knots” do you notice freelancers running into?

There are only a few, but they’re biggies: the ability to set competitive rates and stick to them, giving yourself a well-deserved raise, and negotiating contracts with confidence. For the most part, we’ve been trained to be very polite and accommodating, to not fight over money or push back too hard when someone want to pay us less. That’s a bad habit for a self-employed professional because if you don’t get paid, [your business] can’t thrive.

How do you think this event can help the freelance community in Portland?

This event will do two primary things:

1) Give freelancers permission to question their money habits and thoughts around money; and

2) Make them aware of Shell, and the services and advice she has to offer the community. Portland has a wealth of freelance resources and educational professionals ready to assist. Shell is one of them, and I’m extremely excited to learn from her.

 —

Want to meet Shell Tain, The Untangler?

Register here for the event

5:30-7:30 p.m. on Thursday, February 5th

Free food and libations

Easy access to bike racks and nearby parking lots and garages

The Value of Freelance Content Creators

Value. Our friends at Merriam-Webster note that “value” can mean utility or importance; a fair return on goods or services; and something intrinsically desirable.  Too often,value and freelance content creators it has come to mean a code word for “cheap.”  Well, I don’t know about you, but I’m done with that.  Whether we call ourselves content strategists, copywriters, editors, or consultants, our value as freelance content creators is ripe for a redefinition.

Our worth is not tied to a dollar sign or how much of our abilities we will sell cheaply.  It’s not something that can be bought and sold.  Value is something you work hard to provide, and it’s based on data that can be measured and verified.  Seven years of experience.  Twenty pieces of content.  Testimonials.  Open rates.  Prospect conversions.  Clients who say they are so happy they found you.

The Conclave has an agenda for 2015. It is about redefining value. To our clients and prospects (in Portland and beyond), it is to educate them on the value of our words and ideas.

For you, our members and prospective members, it is how we can be of service to you. The Conclave exists to share ideas, support each other, and have fun.

Here’s what we plan to do over the next several months:

  1. Event with “financial untangler” Shell Tain on February 5th at Forge Portland.
  2. Spring event with branding expert Lynette Xanders.
  3. Private forum for our members.
  4. Speakers with expertise at the freelance life.
  5. Blog posts at least twice a month.
  6. A few surprises up our sleeves…

2015 is shaping up to be an awesome year, so stay tuned.  And maintain your own personal and professional values.

P.S. Regarding image attribution for our blog posts; the last few have included images from Pixabay.com which provides images available in the public domain under the Creative Commons Deed CC0.  We will always provide image attribution if the image creator desires it.

Happy Holidays!

The Copywriter Conclave of Portland bhappy holidayslog wishes you “happy holidays!” and hopes freelancers, business owners, organizations, and magical elves all have a safe and happy new year.  We have some cool stuff cooking for 2015, so watch this space for more details!