A common mistake that editors make is that they do not give enough weight to the business side of their editorial business, thinking that if they edit manuscripts well, business will come with little to no marketing effort. Perhaps that was true 30 years ago (in my experience it was more true 30 years ago than it is now, but even 30 years ago it wasn’t all that true), but today — with all of the competition and the ease of entry into the profession — it is not. Today, marketing is a key part of a successful editorial business.
How to market, to whom to market, and what to market are the pillar questions that editors must face. Not so long ago, marketing amounted to preparing a resume and sending it out. Then when email became ubiquitous, email solicitation became the method of choice. No thought was given to how well these — or any other — methods worked; if the editor did some marketing and received a new project, the marketing effort was considered a success and was repeated during the next dry spell.
Alas, there is much more to marketing, and the more knowledgeable the editor is about the science and art of marketing, the more successful the editor will be in having a steady stream of business. In years past, I conducted regular marketing campaigns. They were planned and measured. The result was I not only did I have more work than I could handle myself, but I rarely had a day without a backlog of work nor a week without an inquiry as to my availability.
But I came to editing from a business route and so had some experience with marketing a service. What I didn’t have — and wish I had had — was Louise Harnby’s newest guide, Content Marketing Primer for Editors & Proofreaders: How to Add Value to Your Editorial Business (2017; £3.99).
Louise Harnby is a well-respected proofreader who also has a handle on the business aspects of proofreading business. Louise does not rely solely on passive marketing to promote her business; she engages in active marketing, too. Although she recognizes the importance of websites and other forms of passive promotion that require the person looking for her type of services to find her, she also recognizes the importance of active marketing. In her Content Marketing Primer for Editors & Proofreaders, Louise shares her insight into active marketing.
As Louise illustrates, marketing is much more than listing one’s services (passive marketing). Good marketing has a very active component that tells the potential client why the client needs services like those you offer and, more importantly, why those services are best obtained from you rather than from someone else. It is this that is the substance of content marketing.
Louise’s earlier books (Marketing Your Editing & Proofreading Business and Business Planning for Editorial Freelancers) provide more detail and a step-by-step guide to creating a business plan, but Content Marketing Primer for Editors & Proofreaders gives you the information you need to identify, create, and execute an active marketing plan for your editorial business.
Content Marketing Primer for Editors & Proofreaders discusses various types of content marketing (with some examples) and includes a framework that you can use to create your own content marketing plan, along with some case studies. Importantly, Louise discusses branding and timing — two very important parts of any marketing strategy that are often overlooked.
Recognizing that it is not enough to have a good marketing plan, Louise also offers advice on how to be seen among the crowd. Editors need to recognize that the editing profession grows daily as an increasing number of “editors” hang out their shingle and seek clients. The successful marketer is the one who is quickly spotted from among the sea of editors. Standing out is key and Louise offers advice on how to do so.
Louise Harnby’s Content Marketing Primer for Editors & Proofreaders: How to Add Value to Your Editorial Business is a guide that every professional editor who wants a successful editorial business should own and read, and implement its advice.
Richard Adin, An American Editor
(Note: I have no interest, financial or otherwise, in the Content Marketing Primer nor have I received any consideration in exchange for this review/mention.)