Some job responsibilities are “non-negotiable”, especially when it comes to audience development
The job of modern online editors is constantly evolving.
Today, companies are focusing on metrics to inform editors on how their content is working from a business standpoint. Some of these companies are even incentivizing editors with bonuses if they reach specific editorial goals.
A recent article from eMedia Vitals discovered the strategy being used by FierceMarkets, a B2B e-media company that creates original content and curates additional content for a variety of industries.
As an editorial strategy, FierceMarkets educates their editorial staff on how content is a revenue generator.
Nowadays editors have to provide content that delivers answers to questions Internet users are seeking. Doing so can be the difference between hundreds conversions or subscribers.
When Maurice Bakley, the Chief Operating Office at FierceMarkets, began discussing his hiring process, he noted that SEO and social media skills are “non-negotiable”. This standard helps weed out about 70% of applicants.
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This same hiring strategy is going to be used by more and more online publishers, if it’s not being used already. SEO and social media skills help build bigger communities by increasing website traffic, which ultimately can lead to more converted members. These members are then added to email lists for future correspondence and product promotions.
In order to become an applicant that a company like FierceMarkets would be interested in, here are three tips for being a better online editor:
#1: Learn SEO and social media practices – This may be a no-brainer, but it has to be mentioned again. Familiarize yourself with the Google Keyword Tool so you can find relevant keywords that your audience members are looking for. Make sure to properly include keywords in all of your article, and attempt to reach a density of at least 3%. Share all of your articles via Twitter and Facebook after they publish. For assistance, download our free SEO Copywriting Handbook and SEO Campaign Management Basics.
#2: Google Analytics is your friend – Get more familiar with your analytics package so you can discover trends in articles or topics that are most popular with your audience.
#3: Create interest in your headline – If your headline isn’t interesting, chances are your audience members won’t bother to even click on it. Remember to include keywords in your headline as well. For help writing better headlines and email subject lines, download a free copy of The 17 Best Email Subject Lines.
And for more on the topic of motivating online editors, take a look at this article from eMedia Vitals.