Those people that form the collective `they', as in the `they say', would have us believe confession is a cleansing process and leaves you in a state of relief and satisfaction. After writing my last post, Confessions of a Content Marketer, I find I'm still bubbling over with little secrets and haven't found much release. Maybe I didn't do it right. Or maybe I just haven't finished the job. Either way, I'm going to continue with the confessional theme and let you in on a few more truths from a content marketing professional. Here goes.
I don't keep track of my analytics
Here's the problem with analytics. They're habit forming. They make promises and give you hope. Analytics make you think you can make a few tweaks and pretty soon you'll be getting rock star traffic. But analytics can't do anything a lot of passion, consistency and good writing can do for you. I find when I focus on the statistics I lose site of the goal producing quality content people want to read. I spend more time trying to game the system. Interestingly, when I immerse myself in the planning and writing required for a good content marketing strategy, I get results.
I make up quotes
There's a big difference between marketing and reporting. A media release has a specific purpose and is always well-defined within the scope of the project. It's easy for me to put words in the mouth of the client. It guarantees their message is presented exactly as the audience should hear it. It also means my writing job is easier because the manufactured quote flows with the story. Of course, the client always signs off on the content for distribution so there's no liability of misrepresentation on my part. You know what? I almost always get the same comment back, "You said that much better than I would have." I've yet to meet a client that wasn't appreciative.
I'm not attached to the words
Copywriting and creative writing are two separate things. While copywriting has elements of creativity involved (see the previous confession), my writing is for the benefit of a client. If they want a change, I'm not going to get upset. I'm not emotionally attached to any of this. I have reasons for constructing a piece of content in a specific way and I'll defend those reasons. Still, most of what I write is a product for a client and the client is entitled to have what they want. Ask for changes. My feelings won't be hurt.
I do my best to make your content sound `unofficial'
Unless you're working for the Politburo, you're content shouldn't sound 'official'. I would argue governments should work harder to make their content less official too. Why? Because you want your readers to keep reading. You want them to be interested in what you have to say. You don't need to pander to them or `dumb down' your writing; you just want it to be more readable.
It's nothing like Mad Men around here
I started this post at 4:00 am. I haven't looked in the mirror so far. I made a pot of coffee in the dark, not wanting to risk my morning solitude and possibly wake someone in the house. I haven't even brushed my teeth yet. A lot of what gets done in this office is a long way from glamorous. None of that matters because copywriting and content marketing is not about me, it's about the client and their goals.
Maybe it's a bit unwise to be open about life as a content marketer. I'm not exactly exposing a soft underbelly here. My goal is to give people an idea about my experience in content marketing and, more generally, in copywriting. A certain amount of mystery surrounds the profession but, mostly, it's just a lot of solving problems for people that want to improve their business. As all businesses move towards a publishing strategy thanks to the internet I hope these confessions lend insight to others working with content.
What would surprise someone about the way you do your job?
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