Tips for Digital Copywriters Writing for the Web
As I’m approaching the end of my first year as a freelance digital copywriter, I’m noticing a difference in the way people respond to me when I tell them what I do for a living. I still get the occasional, “Really, you get paid for that?” Now though, it’s often followed by another question: “How do you get started?” I’ve even been approached by complete strangers on Twitter with requests for tips for beginners, so here they are.
I have to say upfront, I don’t consider myself an expert. I’m still learning the craft. I do, however, manage to make my living from doing nothing other than providing content for websites, so I am living proof that it can be done, and that you don’t have to be a trained journalist or well known to make it happen. You just have to have the guts and determination to get started, and to learn from your mistakes.
Content Mills and Freelance Sites
Content mills, where writers are encouraged to provide content, in exchange for a byline and sometimes small compensation, are often looked down on by print media journalists, but they offer almost anyone the opportunity to break into digital copywriting. Some, likeezinearticles.comoffer a resource box and the chance to self-promote. Others, likeHelium.comdon’t allow self-promotion, but instead share advertising revenues with writers.
If you’re going to start with a content mill, Helium is one of the best to work with, not just because you can earn a small fee for writing to certain titles, but because your writing is rated against that of other contributors on the site, and you can receive feedback that helps you learn to improve your craft. Helium also offers additional ways to earn, from competitions to the Marketplace, where established users compete for publisher assignments, and if the publisher likes your work, you may be picked for on-going assignments which provide a better rate of pay.
Freelance sites likeelance.comalso offer listings where new writers can prove themselves and connect with potential clients. Joining these sites and bidding on suitable gigs can be time consuming, and the rates of pay are not great, but if you want to refine your skills, sometimes taking on low paying work can pay off in the long run – just make sure you don’t get into the habit of relying on it to pay your bills.
Build your Portfolio
Instead, use these lower paying sites to build a portfolio of your work that shows what you can do. Tackle a broad range of subjects and writing styles. Learn to write magazine style, and avoid the use of the first person where possible, unless the article title specifically requires it. You may occasionally need to break this rule to indicate personal experience to the reader, but as a general rule, try to keep self-references to a minimum unless you are writing a personal blog or column.
Write for Search Engines
Experienced digital copywriters understand Search Engine Optimization (SEO) and write their copy accordingly. Learn how to search for profitable search terms that will keep Google et al. happy. Then learn to write copy that includes those search terms liberally, but not excessively. Keyword stuffing has had its day and is now penalized by most major search engines, so you don’t need to cripple your natural writing style or keep repeating the exact same phrase over and over. Don’t worry too much about keyword density. Instead, concentrate on providing content that answers questions, provides solutions to problems, or in some other way adds value to the search term you’re targeting.
Write for Publishers
One of the best things about Helium is the Marketplace, not only because some of the assignments there offer reasonable rates of pay, but because they give you a good idea of the kinds of articles, titles and content real online publishers are looking for. If you want to build an attractive portfolio, consider writing articles for Helium with similar titles and in related subjects. This will not only improve your knowledge of the subject and make similar titles easier to write to when they come up, it will show publishers, who often browse the site for Stock Content articles, that you are capable of writing quality content suitable for their readers.
Write to your readers
When you write an article, write to a specific audience. Imagine a single reader searching for your keyword phrase, or asking the question posed by the article title and write as if you were writing to them alone. Unless required by a publisher, your writing doesn’t need to be academic or overly formal in style. Most of the time, on the web, contractions are OK, and make your writing flow more easily and seem more personable. Don’t lapse into slang, though, unless you’re going to explain it to the uninitiated as part of the article.
Learn to Promote your Work
Once you have produced an article, don’t assume that just having it out there on the web will be enough. Just as web site owners, bloggers and other online marketers have to learn to promote their work, if you want to be successful as a digital copywriter, you’re going to have to blow your own trumpet too.
Have a website or blog where you post links to your articles regularly, and where potential clients can reach you. Get on Twitter and announce each piece of work as you publish it. Have a Facebook fan page and link your work to that, preferably though an RSS feed.
You don’t need to go overboard, but you do need to show that you are a fully paid up member of the web 2.0 social scene and understand how to be both visible and professional.
Learn From Constructive Criticism
Whether it comes in the form of feedback though a site like Helium, from Tweets, Facebook status updates, or comments on blog posts, if you are writing regularly, at some point you are going to get both praise and criticism. Some of it will be constructive, pointing out typos or questioning your assumptions or sources. Some of it will be downright rude, unhelpful and untrue, and may even be in the form of a personal attack.
Learn how to accept praise graciously, thank helpful readers whose input increases your knowledge, and resist the temptation to be drawn into flame wars with people who just want to put you down. Learn to question the motives of those who make hurtful comments, and look for the grain of truth in them. Thank them for reading your work and caring enough to contribute, and ignore further comments. As a professional copywriter, you don’t want to tarnish your image, so just trust that most of your readers will see the spiteful comments for what they are.
Believe in Yourself
Most importantly, don’t let a few bad comments put you off. If your English could be improved, work on it, but keep building your portfolio as you do. Your first few attempts to find well paid work may meet with rejection, but if you keep at it and learn from each one, eventually you will attract paying clients who appreciate and pay for your work. Just remember, search engines and readers alike love to find a constant supply of fresh new content, and someone has to write it. Why not you?
