“Description begins in the writer’s imagination but should finish in the reader’s.”– Stephen King
What is content writing?
Content writing is the process of planning, writing and editing web content, typically for digital marketing purposes. It can include writing blog posts and articles, scripts for videos and podcasts, as well as content for specific platforms, such as Facebook, Instagram, or LinkedIn.
Why is content important?
Content has come a long way from the days of print advertising. With the introduction of concepts like Search Engine Optimization (SEO) and digital marketing, content has become the most effective way to get your brand into the digital sphere. Consistent, high-quality content writing is an invaluable way to connect brands with their consumers. Content also improves audience engagement and retention. Encouraging your audience to participate in your brand and delivering useful information will ensure your customers keep coming back for more.
In India, many young individuals with a flair for the language are now taking up content writing as a serious profession. It is soon becoming a fairly competitive sector, with evolving strategies to deliver more tangible results for clients.
In this article Team YLCC guides you to understand how you can launch your content writing practice, either full-time or as a part-time gig. Read on!
- Select a niche area of your choice
For most people who are unfamiliar with the profession, content writing entails only writing articles. Contrary to that perception, content writing usually offers a variety of work in different niche areas. Types of content writing include- Web content, Blogging, Social media, Ad and sales copy, Expert, or industry writing, Journalistic/news writing, Creative writing, etc. Each of these areas require a different approach and strategy in order to serve the purpose.
The first step for any content writer should be to identify one or more niche areas he or she wishes to work in. This choice may be influenced by the writer’s interests, skills, opportunities available, etc. When you combine a skill like content writing, with a specific niche, then not only do you become an expert content writer but also an expert in the industry. This can be a very attractive proposition because now, not only do you have subject matter expertise but also a specific skill around this subject matter. Once this has been done, the content writer can start taking on projects.
- Build your work portfolio
A writing portfolio holds your best writing as a freelance writer. Your writing portfolio demonstrates your writing skill in your niche topic and shows off the places you have written for. You can flaunt your portfolio on your blog – the best place – or on social media profiles like Contently or LinkedIn.
As a content writer who is fairly new to the profession, your portfolio is your biggest asset- and therefore this should be treated as a crucial step. If you are only starting out, it is reasonable to expect that no client will be too willing to give you work. You can start building an impressive portfolio by taking up small projects on a pro bono basis, writing your own blog posts and so on.
Since a portfolio is testimony of previous work, it is needless to say that a superlative portfolio will attract more clients and build your reputation in elite circles- in other words, it provides you a stable platform to grow from.
- Create and Enhance Your LinkedIn profile
Unlike many other social media platforms, LinkedIn can prove to be extremely useful for a professional’s personal growth. Most people do not use LinkedIn seriously, and therefore tend to miss out on all its potential.
Especially for content writers, dedicating adequate time and effort into building an impressive LinkedIn profile can reap a number of benefits including reaching out to fellow content writers (often others may refer you to a client if they are busy or unavailable) and network suitably, get notifications for vacancies, and land assignments.
An ideal LinkedIn profile has all the information filled out, a professional display picture (no casual pictures, please) and a well-designed cover photo that highlights you and the services you offer. The use of the correct keywords is also very important for employers to increase your profile’s visibility and allow potential clients to find your profile at short notice.
- Build your own blog/website
A blog or a full-fledged website is a great way to build your personal branding and show your profile, previous projects, skills and overall portfolio. Although maintaining a website may entail certain expenditures, it is worth it as clients can get comprehensive information about your work. A blog embedded in a website also allows a writer to give readers free access to articles on a variety of issues, effectively influencing clients to hire you.
Some platforms, especially WordPress, is extremely well-suited for the requirements of a blogger- and most basic layouts are free of charge. One may only have to bear minimal expenses for the domain registration and hosting charges. It is a reasonable inference that the return from a carefully curated website will far exceed the expenditure incurred.
- Start Creating Social Proof
What is social proof, you ask?
Social proof is based on the idea of normative social influence, which states that people will conform in order to be liked by, similar to, or accepted by the influencer (or society). When you’re browsing a landing page and see a testimonial from an industry expert you respect, that’s social proof. When you’re cruising a pricing page and you see that an industry giant is already using the tool, that’s social proof. When you sign up for a demo because you see the tool solved the exact problem you have for a similar company, that’s social proof.
A good share of how successful you will be as a freelance content writer depends on the amount of social proof that you create. As suggested above, social proof can be created in a number of ways- through one’s own social blog or website, through testimonials from past clients, by interacting regularly on platforms such as Reddit and LinkedIn.
- Mastering The Art of Client Pitching
Your pitch to prospective clients is everything in your freelance business. Simply put, you cannot land projects without it. While there is no standard pitch that will work for all freelance writers, great pitches do include several common elements: An explanation of who you are and your background as a writer, an overview of why you are the right person to help them with their content needs and further details about your work, such as links to your portfolio and writing samples.
Following are the things to avoid in a client pitch- making it too lengthy, speak too much about yourself, writing cliché statements like ‘I am good at what I do’, expecting an immediate response, and not following up at regular intervals. Instead, focus on how working with you can be beneficial for them.
- Exploiting Fiverr and Upwork
Fiverr and Upwork are the two fastest-growing lead generating sites for all freelancers. It has a wide ranges of categories or services which clients can choose from and once they do, they are shown an extensive list of freelancers who offer services in that nice. Imagine a Zomato for freelancers- Fiverr and Upwork do it better.
Needless to say, you cannot simply register and expect work to keep flowing in- you have to invest time and effort to keep your profile updated and more importantly, relevant. Once a freelancer registers, he or she is also given an option to upload previous work and clients have the discretion to rate and review the freelancer they have already worked with. If you are a beginner, a pro tip to enhancing your profile and improving your ranking would be to give away free work in return for positive reviews. Good reviews are extremely valuable on these platforms, so in the end it is a win-win.
- Look for vacancies in companies
Some freelancers do not prefer working in short-term projects, where the rewards are also relatively less. However, it has been found that it is usually not easy for companies to recruit full time-writers and even if they manage to recruit one, it is more difficult to retain them. This also includes advertising agencies and digital marketing agencies, which are always on the lookout for writers.
Therefore, if you are looking for a long-term commitment, you may look for companies or brands which have vacancies and speak with the concerned person. There is a chance that they might be willing to consider a freelancer for the role. Also consider that working with a well-known company will be a massive boost for your portfolio- this can prove useful even when you have moved on. However, if you are putting in the long hours, make sure that your remuneration and perks remain the same as that of a full-time employee!
- Join groups and communities on social media
It is common knowledge that Facebook has unlimited groups on any given subject. There are several groups exclusively dedicated to content writers and digital marketers.
These groups are usually used to post requirements. One can also network with the community here, exchange information and build meaningful relationships.
In conclusion, it must be remembered that good content should be clearly written, emotionally engaging, and include SEO best practices like keyword research and integration. The ultimate aim is to write content that people want to read. Great content suits your brand persona, educates your audience on your products and services, and creates avenues for future consumer engagement. Consistency is also important when delivering your written content. Weekly, bi-weekly, or monthly posts will keep your content at the top of search engine algorithms and ensure that your message is consistently delivered. The model writer also keeps learning, keeps himself updated with latest trends and market demand, and never lets his writing become monotonous. One must keep experimenting and finding out new ways to deliver more effecting pieces.
Content writing is challenging, satisfying and often also rewarding as a career. However, as is the case with all freelancers, perseverance is key and one must overcome initial snags to achieve long-term success.
YLCC would like to thank Sourajit Bhattacharyya for his valuable inputs in this article.
