| Top writers and content managers are on a new | | | | there (and even non-fledgling writers, as veteran |
| page - one without margins. This absence of borders | | | | reporters from the Los Angeles Times, Chicago |
| is a direct result of the digitalization of content, and the | | | | Tribune, and The Baltimore Sun, to name a few, have |
| fact that information is more available than ever | | | | been thrust from their offices with floor-to-ceiling |
| before. And that means it interacts with the audience, | | | | windows to cubicles at a temp agency, or more |
| and we can see the results. | | | | commonly, their own kitchen tables, staring at their |
| Results are becoming real-tangible, present, palpable | | | | laptops, wondering if they have the stamina to make a |
| for writers of all stripes, as well as for their managers. | | | | podcast) who will pitch and write stories to be posted |
| The experts say the world of content creation is | | | | on news sites for free that writers who want their |
| indeed creating itself quickly. Yet today's professional | | | | living situation to include walls and a roof can be |
| writers are, for the most part, sitting out the big game | | | | hard-pressed to find gigs that actually pay. And by |
| on the sidelines, discussing style guides, grammar and | | | | pay, I mean not in the form of "experience," |
| linguistic drift, while touchdowns are scored by those | | | | "exposure," and "a flexible work schedule and the |
| who put function over form. | | | | ability to work from home" - all choice phrases used |
| Writing Trend #1: Gutenberg is so dead, even his | | | | by publications who solicit this kind of voluntary slave |
| bones have rotted. | | | | labor. |
| Writers are married to a system and a process that's | | | | Writing has no barrier to entry. |
| extinct in most cases. Writing itself doesn't need to | | | | In a world where: |
| respect old formats-but writers have been taught | | | | - Hundreds of thousands of "wanna-be" writers enter |
| them, and are now challenged to separate form and | | | | the job market annually, like Claire |
| function. Thinking about writing's function is a new idea | | | | - AND many of them are willing to work without pay, |
| for most writers, who by nature of their art, are | | | | - AND the Internet globalizes the industry (India speaks |
| traditionalists. | | | | English as a first language, for example),writers who |
| According to Scott Abel, "Writers need to get over it." | | | | want to rise to the top are going to have to look for |
| Scott is a writer among writers-a charismatic and | | | | ways to reinvent writing-new and improved for 2010. |
| self-proclaimed Content Wrangler who's created the | | | | One of those ways is by paying attention to "source |
| Web's liveliest online writing community. He spends his | | | | work." |
| time jet-setting from conference to conference, | | | | Source work is such an old fashioned term that when I |
| discussing how to improve content development | | | | Googled it just now, it had no links on the first page |
| today. Scott touches more writers in a week than | | | | that were thematically relevant. That even surprised |
| most editors marketing managers do in a decade. | | | | me. Back in the 70s, when I had the joy of hanging |
| For Gutenberg and those who used his press to | | | | around press rooms and breathing in the last |
| communicate, the reader was invisible and the writer, | | | | exhalations of hot lead type, source work was the |
| or author, was lord of the page. Even before | | | | kind of thing editors screamed at writers about. That |
| Gutenberg, illuminated manuscripts still gave power to | | | | one phrase meant a host of things, including relevancy, |
| the wielder of the pen, which created phrases in our | | | | accuracy, and immediacy. |
| lexicon like, "the power of the pen" or "the pen is | | | | In 2010, writers who want to land on the top of the |
| mightier than the sword." | | | | heap need to do their source work. In the content |
| Here on the eve of 2010, the page doesn't exist and | | | | meritocracy writers live in, better content is the only |
| even its ghost is up for grabs. So what happens to all | | | | currency. Real research is one way to tilt the topics in |
| that latent power? | | | | your favor, by covering them with more care. |
| It's bleeding into form, when it should empower function. | | | | Why will this be a winning 2010 copywriting strategy? |
| Writers are imprisoning themselves in a static, | | | | |
| long-form, narrative content that has more to do with | | | | 1. The internet delivers lots of "information," less |
| the medium that delivered (past tense) content than | | | | knowledge. |
| the message. Writers are swaddled by their own | | | | 2. Much of what is posted is banal, bland and baloney. |
| education and ego, wrapped in the grave linens of | | | | (Think: white papers written to sell, not teach--and |
| essay form, report form, and paragraphs with topic | | | | these are often cited.) |
| sentences and great transitions. That's not how | | | | 3. There's more posting every day. |
| today's audience necessarily reads. | | | | Writing Trend #4: Smart writing |
| "Back in the day, it was all about the printing press, the | | | | Peter Shankman, serial entrepreneur, skydiver, and the |
| play, the novel-things that could be delivered by the | | | | founder of HARO is a hero for journalists and public |
| quarto," says Scott. | | | | relations professionals, because he updated venerable |
| And then, there came the PC-badly named, because it | | | | and outdated database services like Bacon's, ProfNet, |
| made writers feel it was "theirs," a true, "personal | | | | and other services in one fell swoop when he invented |
| computer." Even worse, Scott goes on, the PC soon | | | | Help A Reporter Out (HARO). Help A Reporter Out is |
| sported a "My Documents" folder. "Writers take that | | | | an email that goes out 3 times a day to over 100,000 |
| nomenclature much too seriously," he says with a | | | | would-be experts and public relations firms, with |
| smile. | | | | requests from journalists about what they need to |
| And writers started to horde digital content, while still | | | | make that all-important deadline. It's self-regulated, |
| delivering static long-form work: | | | | entirely free, open to anyone, and completely |
| - The white paper | | | | revolutionary. The one caveat? If you break the rules, |
| - The article | | | | you're out. We asked Peter a few questions and here |
| - The essay | | | | are his responses about what it takes to stand out in |
| - The page | | | | the wide open world of writing: |
| Is the page user friendly? Scott dares to ask. Top | | | | Looking forward into 2010, is writing the same career |
| writers in 2010 go off-page into the wilds of what | | | | today that it was 10 years ago? 100? |
| content consumers want. | | | | No. Writers have to be smarter-quicker-understanding |
| "Let's say you go to the doctor," he says. "You like | | | | of the fact that the majority of the writing they'll do will |
| your doctor-she's a great person, and you keep | | | | be for the digital realm-where they'll need to be much |
| bringing her your troubles. But time after time, your | | | | more aware of trends, breaking information, and |
| condition just doesn't improve. What do you do?" Scott | | | | sentiment-lest they be looked upon as "slow," or "left |
| pauses. "You STOP going to that doctor." | | | | behind." And even more-they can't be quicker by |
| He relates that today's professional writer is no | | | | sacrificing quality, content, or integrity. |
| different. Businesses and companies turn to the writer, | | | | Writing is one of the world's oldest professions. What |
| and ask to be healed of their lack of connection with | | | | makes a writer competitive TODAY that wasn't in |
| audiences. And writers think because they went to | | | | play 2-3 years ago? |
| school, love language, know their grammar and swing | | | | The ability to spot trends before they |
| around a stellar vocabulary, that they have the | | | | happen-previously, writers only had to spot trends to |
| answer. They churn out pages, papers and pap that | | | | write about them-that made their content compelling. |
| have been done for decades, just like they learned in | | | | Now, they also have to spot the trends that are |
| school. | | | | threatening to put them out of business, and be better |
| "Writing is becoming a commodity. High level writers in | | | | quicker/faster than them. |
| 2010 won't be known for the writing-they'll be known | | | | What does it take to be a profitable professional |
| for the thinking that went into it, and the usefulness that | | | | writer in 2010? Top three ingredients? |
| delivered to the reader," he mandates. | | | | Stamina, determination, and the ability to be relevant. |
| For example, he pointed out how marketing firms are | | | | For established writers, what do they need to add to |
| known for pegging 1-3% ROI as the typical success of | | | | their bailiwick in 2010 to stay competitive? |
| direct mail campaigns. "Ridiculous. Great campaigns | | | | Rather, work on seeing 12 to 24 months ahead-accept |
| have 18-20% ROI. The difference is, smart writers | | | | that social media will be come part of the |
| weed out non responsive people using PURLs or other | | | | lexicon-Facebook, Google, Twitter, won't be something |
| scientific techniques, so the overall ROI of their | | | | you "have to do," but rather, a means to an end-your |
| message is much higher than the traditional | | | | status updates automatically when you enter a |
| benchmarks you're used to seeing." | | | | location not because it's "cool," but because that in turn |
| His advice to writers is straightforward: | | | | updates @foursquare, which updates twitter, and |
| | | | anyone who wants to find you immediately for a quick |
| 1. Learn a field beyond grammar and vocabulary. | | | | money-making freelance job can do so based on your |
| 2. Apply your verbal skills to that field in deep, rich | | | | coordinates first-and whether you respond to their text |
| ways that broaden human understanding. | | | | second. That's when we'll know "social media" is what |
| 3. Apply math and science to your results so you | | | | "Google" was twelve years ago-and we've finally |
| know your ROI and the people who pay your bills | | | | moved into the new world. And as scary as it may |
| have every reason to pay you what you're worth. | | | | sound, trust me-it's gonna be a hell of a lot of fun. |
| In 2010, Scott foresees lots of jobs that require | | | | Trend #5: Agencies ask for more |
| writers-but few that mandate English students and | | | | Let's describe the Average Agency. A group of bright |
| grammarians that pay above minimum wage. "Writers | | | | minds working in multiple industries, demanding all sorts |
| want success to be about writing. It's not-it's about the | | | | of talent on tap, from organic/botanical design to |
| publishing process and the end result-the engagement | | | | urgent heavy metal inspirations, from insipid to inspired. |
| with the reader. Until writers start focusing on readers, | | | | Average Agency works with a "stable" of writers. |
| they'll be chained to Gutenberg and suffer the same | | | | Notice the "work horse" mentality, the implication of |
| fate-burial. | | | | drudgery. If you're in the stable... |
| Writing itself doesn't need to respect old formats-but | | | | But I digress. The agency says they have a "stable" |
| writers have been taught them and are now | | | | that specializes in ad copy, web copy, annual reports-in |
| challenged to separate form and function. | | | | other words, show horses, draft horses, dressage |
| Writing Trend #2: Mastering the immediate | | | | horses, horses that pace and trot and barrel race. |
| Founder of one of the most successful etailers, | | | | (Yes, that's you, writers.) But agencies aren't getting |
| Amazon, and the passionate inventor of Kindle, Jeff | | | | the same mileage out of that arrangement that they |
| Bezos has spent some serious time thinking about | | | | used to. |
| ideas and their distribution. So how does that play out | | | | Take Nona Carson, Vice President of Client Services |
| in his every day business strategy? | | | | at Cre8ive, an agency working in the heartland of |
| "We base our strategy on customer needs instead of | | | | Huntsville, Alabama. She's worked in creative services |
| what our skills are," Bezos told CNET last year, | | | | for almost 20 years, and when I asked this vivacious |
| speaking with Dan Farber, Editor of CBS Interactive | | | | aristocrat of attention-getting services what it takes to |
| News. "Customers will eventually need things that you | | | | win the horse race in 2010, she said: |
| don't have skills for, so (you) need to renew yourself | | | | "Here's the word for copy in 2010...shrewd. |
| with new skill." | | | | Copywriters need to think like a fox and blend |
| Dan Farber got this from the interview: | | | | intelligence and craftiness with creativity and artfulness |
| Regarding the fate of physical books, Bezos said the | | | | to create engaging content. Foxy copy is transparent. |
| vast majority of books will be read electronically. Just | | | | If you're writing ad copy, remember that today's |
| as horses haven't gone away, books will be around, he | | | | consumers can smell hype from a mile away. Tell the |
| quipped. "We see Kindle as an effort to improve the | | | | truth and keep it simple |
| book, even though it hasn't changed in 500 years," he | | | | Foxy copy is intelligent. Consider the medium. Are you |
| added. | | | | writing for a website? Well, bless you if you are, |
| Content is not hoarded and updated on a strict | | | | because then you have to worry about SEO and |
| schedule-it's always on. The sifting and judgment of | | | | things like keyword density and an SEO guru who |
| editors and "the worthy researcher" is | | | | believes in functionality over form. (And "form" can |
| removed-allowing the person seeking knowledge to | | | | mean your creative prose as well as design.) |
| directly interact with all the grit, grist and grind of | | | | I'm a musician, so I'll close with a music analogy. The |
| information in its raw and ugly form. | | | | notes (words) are the same. The instruments |
| This is where the great writer will shine in 2010-master | | | | (channels) are changing. And your audience is not in |
| of the immediate. | | | | the concert halls and venues they used to be in. |
| There are still knowledge aggregators you can rely | | | | They're increasingly online - on Facebook, Twitter, etc. |
| on-if you want to pay for the fine tooth comb, or are in | | | | Plus, they are exposed to so much music (messages) |
| a hurry, or like subscriptions. Gartner, Forrester, and the | | | | every day that they have almost become |
| New York Times all come to mind, but these outlets | | | | desensitized to it. Sometimes all the notes run together |
| are under pressure. | | | | and sound the same....like a cacophony. The challenge |
| Yet for the masses, knowledge is not a luxury as it | | | | is to make your music resonate. |
| was in the past-for royalty, scribes, and literati. Now, it's | | | | "Writing is thinking... |
| a service industry-and an increasingly public service | | | | ...It is more than living, for it is being conscious of living."- |
| industry. The content provider that serves it up fast | | | | Anne Morrow Lindbergh, 1906-2001 |
| and hot gets the billion burgers served, and with | | | | In summary, looking at what it takes to succeed as a |
| today's channels of information, that superstar is the | | | | writer in 2010, it's simpler and more profound than |
| writer. | | | | previous years. |
| Trend #3: Resurgence in research | | | | In the far past, writers were philosophers, poets and |
| So what does it take to serve up solid content today? | | | | the companions of kings. In the recent past, they've |
| Relevance. It's not enough to repost, retweet, and | | | | been the workhorses of the information age. 2010 |
| mash up information-although this can be valuable. Real | | | | holds a new promise-a return, for the best writers, to a |
| value for readers comes from taking disparate | | | | position of empowerment like never before. The best |
| sources of information and braiding them into a cogent, | | | | writers will come from the best thinkers, their work |
| creative new piece-fast. There's one secret to doing | | | | powering the distribution channels they chose to use. |
| this well: expert research skills. | | | | Writers have more tools to publish than ever before, |
| Consider today's writer-solidly grounded in their career, | | | | when and wherever they want, and also greater |
| 28-48, years old, managing 90% of the ideas that flow | | | | access to a greater audience for the work. |
| through and around corporate America, 100% of the | | | | Say goodbye to your style guide |
| creative copy, 80% of the social media mania and... | | | | Through widespread adoption of applications like |
| Got that writer solidly in mind? Wait a second. Where | | | | Twitter and Facebook, wikis and blogs, ebooks, |
| did those stats come from? | | | | e-readers, and digital publications, the demand for this |
| Exactly. I made them up. Like much of what you read | | | | sort of always-on content is only growing. |
| on the internet, material that sounds like research isn't. | | | | Today's writer will illuminate culture and commerce by |
| In fact, let's look at BLS data from 2008-facts-about | | | | applying the right tool, the right approach, and the right |
| writing professionals. The median hourly wage for a | | | | message-in a heady, immediate blend that showcases |
| writer of any stripe, technical or media, is $25.51. There | | | | top intelligence as well as insight. |
| are about 300,000 employed writers--a number not | | | | So rather than focus on craft-grammar, style, |
| expected to change as a percentage of the | | | | punctuation, topicality-the top 2010 writer will focus on |
| population, and BLS coyly calls the writing job market | | | | the actual art and science of writing, perhaps for the |
| "competitive." Claire Morgenstern, a student writing in | | | | first time since monasteries illuminated manuscripts. |
| the Carnegie Mellon student newspaper The Tartan, | | | | The distribution of that writing will be more flexible than |
| expresses the frustration talented young writers feel: | | | | ever, rewarding writers who focus on message and |
| Unfortunately, there are so many fledgling writers out | | | | function over form or format. |