![]() ![]() When you’re thinking through I always try to start with the customer. So having an understanding of page rank and just the keywords that are used and how those are used in ranking pages and links. So when I say average understanding, I mean you need to know like how search engines work, and you need to know how people use them, they go on, they’re searching, and then like what is it exactly Google does to deliver those actual pages and not these other pages. ![]() ![]() Well, I mean, that’s the first characteristic that you see a modern web writer should have is an average understanding of SEO.ĭan Levy: I was wondering why only average do you think, when search engines are so fundamental to how content gets discovered these days?ĭemian Farnworth: Yeah, that’s a great question. It’s in the way we write and how we write and mainly being brevity.ĭemian Farnworth: Yeah, I actually worked for a traditional publishing company for a little bit, and I found that – it was a magazine company – and there’s a big tradition in magazines of having kind of like colorful and like maybe undriven titles and stuff.ĭemian Farnworth: And in this case I actually found thinking about things like SEO and being super clear and leading with the benefits – I’m using keywords even if they didn’t think of them as keywords that people were searching for – just that mentality was trickling its way into print as well so.ĭan Levy: That’s a great point yeah, right, instead of benefit laden and what’s the actual article about and the lead-in paragraph being well written.ĭemian Farnworth: Totally. It’s always been in there but I think as people saw how it worked and influenced the way people read online that people in the print world began to take notice and say things like that need to change. print even though I think that’s been through the print world. How did you find that the online world was bleeding into the print world?ĭemian Farnworth: Well, in the sense of brevity and headlines we lean towards more sensational provocative headlines online vs. But SEO, they would never use that.ĭan Levy: Fair enough, yeah. And I make that distinction because like someone who writes in print strictly, which I think is a dying breed, but wouldn’t need to know a lot about SEO or maybe something about usability but that’s in some sense kind of out of their control because of the constrictions on real estate in the print world. So you actually started online and then went into print – that’s unusual.ĭemian Farnworth: Yes. So, yeah, really the distinction I’m making is a person who is focused on writing for the web.ĭan Levy: That’s interesting. It seemed like a lot of what we were doing online was bleeding into what was being done in print. I did both, but I went and did print, and I noticed that the people who were bred in the school of print did things differently. And so I make the distinction because I grew up in my career online and actually about six or seven years in, I went and did print for a while. But are you thinking about something specific when you talk about a web writer?ĭemian Farnworth: I think everyone who writes on the web is a web writer. We know what copywriting is and there’s lots of talk about content marketers. Well, before we get into the anatomy of a modern web writer, we should probably address what exactly you mean by web writer. Plus, they discuss how to tackle that dear old friend, writer’s block.ĭan Levy: All right. Unbounce’s Dan Levy spoke with Copyblogger’s Demian Farnworth about his concept of the web writer’s anatomy – the parts that make up a successful web writer and how to pick a well rounded writer out of the crowd when hiring. SEO knowledge… and a whole lot of caffeine. But what does it take to truly make a splash in the web writing world?ĭetermination. Stephanie Saretsky: Jobs in print may be drying up, but the demand for writers on the web is booming due to the success of the content marketing industry. In this episode: Dan Levy, Unbounce’s Content Strategist, interviews Demian Farnworth of Copyblogger. Theme music brought to you by the great folks at Wistia.The Perfect Anatomy of a Modern Web Writer by Demian Farnworth via Copyblogger.Why having a working knowledge of SEO is no longer optional.The difference (and similarities) between web writers, content marketers and copywriters.Why any compelling piece of content needs to begin with thorough research.In this episode of the Call to Action podcast, Demian breaks down the anatomy of a successful web writer. On this new playing field, what exactly does it take to set yourself apart from the army of other content marketers?Īccording to Demian Farnworth of Copyblogger, it takes great determination, a healthy dose of usability knowledge… Jobs in print media may be drying up, but content marketing has created thousands of jobs for writers.
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