Your web content will be derivative and boring, unless…

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key to original contentMillions of new content pages are published online each day. Most of them are derivative and boring.

How come? Several reasons. But perhaps the biggest reason is that the environment of marketing online demands that we keep publishing new posts and new pages, at an ever-increasing rate. And photos. And videos. And slide shows.

If we don’t keep publishing, we look like we’re falling behind our competitors.

Plus, Google has made is clear that it likes “fresh’ content. And social media is driven by what’s new, and what’s happening now.

New, new, new. Publish, publish, publish.

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The power of vertical networking.

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networking for freelancersA while back I was interviewed for a book on networking. My first response was, “Hey, I don’t network. I hate that stuff.”

In other words, you won’t catch me dead shaking hands and passing out business cards at a local Chamber of Commerce breakfast meeting. Nor do I cold call. Nor do I wander around conferences with my hand thrust out saying, “Hi, my name is Nick Usborne.” It’s just not part of my character.

I guess that was my view of “networking”.

But as I started writing, answering each of the interview questions, I realized that I network as much as the next person. I just go about it a different way.

The more I think about it, we all network, one way or another. If you think this doesn’t apply to you, just make a quick mental tally of the people you know in your industry. People you have worked with, exchanged emails with, met somewhere.

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The topic for your own money-making website is right there in your head.

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money making website ideas in your headAs you may know, outside of my regular work I also have a hobby website about coffee. It’s called CoffeeDetective.com.

This is a site I started 7 years ago, and I’m still adding to it and improving it today. How come? Because I’m a huge coffee lover and enjoy writing about it and helping people brew a better cup of gourmet coffee at home.

Another reason to enjoy writing my site is that it has become a second source of income for me and my family. Best of all, it’s pretty much passive income, through ads and affiliate partnerships. I don’t have to sell or ship anything. I just have to keep writing and adding great content to the site, which I enjoy doing.

Anyway, a few years after starting the site I decided to share what I had learned with other people by writing a program which explains, step by step, how to write your own money-making website.

Over a thousand people have now taken the program, and hundreds of new websites have been published. And some of those sites are now coming close to or even exceeding the income I make from my coffee site.

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To succeed as a freelancer, make yourself uncomfortable.

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uncomfortable bicycle for freelancersI was talking with a freelancer the other day who explained how he was working with just two clients who had been giving him almost all of his work over the last 3 years.

In one sense, that feels like a dream situation for any freelancer. He has a constant, reliable source of work, every day. He doesn’t have to spend time marketing his business. He doesn’t get stressed about finding new work each month.

Perfect!

Not so fast.

If you think about it, he’s actually in a horribly vulnerable position. I have had clients like that myself. Sometimes they stay with you for a year, or maybe 3 years, or even 5 years. But they’ll never stay with you forever. Companies are bought and sold, key staff change positions or employers. And so on.

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Do you have an internal linking strategy for your website?

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internal linkingIf you write web sites, for clients or for yourself, you probably know about the importance of linking.

Attracting inbound links from other websites is a great way to attract new visitors, and also sends a strong message to Google that your content is of high quality. (If your content was of low quality, other people wouldn’t bother linking to it.)

However, paying attention to links is not just about maximizing the number of quality inbound links from other sites. You should also pay attention to internal linking, within your own website.

Why does internal linking matter? A couple of big reasons.

– It helps your readers find related content on your website. Instead of having to search through your navigation system to find other pages they might be interested in, they can find the links right there within the body of the page, or listed at the end.

– These links also help Google make sense of your website. They let Google know which pages are related, and also the relative importance of pages on your website. Lots of inbound links pointing to a particular page suggest it’s an important page.

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How to build a brand through subtraction.

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michelangelo's DavidAs a small company or a freelancer it can be tough to build a brand from the ground up.

Yes, you can create a logo and a tagline within just a few days. But a brand is a lot more than simply a cool logo and a snappy tagline.

And, no, you can’t build a brand within just a few days, a few weeks or a few months even.

Your brand will grow and develop through a combination of your own efforts, and the ways in which your customers see and respond to you. You brand is as much a function of customer reaction as it is a creation of your own making.

For example, if you sell a great product, but your customer service is horrible, that horrible customer service will become part of your brand.

You take the first step in creating your brand through design and writing. After that, once it’s out there in the wild, your brand will evolve. It will get some support from some customers, and take some hits from others. Your job is to both develop your brand, and to protect it.

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