Take a look at any recruiting site - there are always vacancies and editors' resumes. Inspired by the notes in "TF", business owners are looking for people who will turn the letters into sales. And at the same time they expect a result from a freelance editor as from the head of a web agency.
To begin, let's define who is meant by the editor. In the Gorbunov Bureau he is compared with the captain of the ship:
... He manages illustrators, photographers, layout designers and technologists. He directs the attention of the reader and puts accents, makes the maker-ups override, the designer to redraw, and the art director to come up with a new layout. The editor protects your product in front of customers, advertisers and shareholders. He edits what his subordinates wrote and teaches them to write correctly. Last he writes himself. The editor is responsible for the success of the product.
We are talking about a professional who coordinates a team of such professionals. This is cool, this is commendable. We studied the labor market and can say with confidence that the primary understanding of the profession has been lost. The editor is a kind of man-orchestra who is responsible both for the texts and for setting up advertising, in some cases even for attracting new clients.
Logically, we should hate these guys, because they kind of take our bread. We talked to freelance editors and realized that they were not pulling competition with full-fledged marketing agencies. And that's why:
The editor can (and most likely will) lead parallel projects. Even if you pay him a very fat salary. Money does not happen much. What's bad about it? In theory, nothing, in practice, this will affect the quality of work. As soon as another client of your editor sets an urgent task for him, the transfer of calls and publications will begin.
Of course, the web agency is also not one client. But the staff there is much more than one.
Sucking that of a finger
Let's be honest: business owners do not delve into the intricacies of content marketing. If a person hires an editor, he expects new materials to appear regularly on the blog. And do not care that all relevant topics have already been disclosed. The editor must work out the salary, so he posts the articles sucked from the finger. Surely you have seen such blogs.
The services of a web agency can be ordered for any convenient period: month, half year, year. If the goal is achieved (articles on relevant topics are written, the site has risen in the search), you can continue cooperation in the light mode. For example, to order articles for blog for future use, for several months in advance. It is much more profitable than paying the editor full time every month + spending on content.
When developing a blog concept, the editor relies only on his knowledge and experience. He steers in everything: texts, design, promotion. On the one hand, this is cool: there will be no situations a la "swan, cancer and pike." You can count on the fact that the blog will be elegant, in the same style. On the other hand, the editor may not notice mistakes in his strategy if there is no one to point them out.
At the agency, a whole team of brainstorming specialists are developing the concept of a blog.
The editor can turn off the electricity, the Internet, finally, it can simply swell. And the work will rise.
The agency has remote employees who complete the task on time, even if a tornado rages around the office. And all the workers just will not leave at the same time in the bout.
Note that these disadvantages apply to freelance editors, not outsourced agencies with a stable staff.
A good editor is a rare beast.
The main problem of the profession - the lack of professionals. Everything is edited: former authors, journalists, stock writers who have "risen" to outbid. There are no clear criteria separating pros from amateurs. In marketing and marketing marketing blogs they write the same thing: "the editor must be a capable leader, know the trends, blah blah blah ...". Everything is correct, but everyone has his own understanding of professionalism. You can collect several stock writers, attract novice designers and layout designers and proudly call themselves team leaders.
There is a demand for editors precisely because, for all the apparent diversity, there is no one to choose. As in the field of copywriting, PR and marketing, this is affected by the monstrously low level of competencies of the average applicant. From my own experience, I can say that in no field do candidates have such a number of unwarranted ambitions, low self-esteem and increased employers, as here.
There are several reasons for this:
First, the system. The growing level of functional illiteracy, the global loss of the skill of reading (and hence the creation) of texts, the primitivization and fragmentation of the bulk of the meanings broadcast by the media. For all this, thanks to the Bologna process, the Unified State Exam and "education as a service."
The second, practical. From the side it seems that the threshold for entering the profession is low, but this is not at all the case. It’s not enough for an editor to have skills like perfect literacy and content strategy development. It is absolutely clear that one must also be a tough enough administrator, put out creative fires, squeeze content from authors on time and at the same time maintain good relations with everyone. I don’t speak here about basic hard skills such as fluency in the MS Office and Google Platform, as well as analytics. If you don’t really understand what to lay out this or that material, what it will give to the publication in monetary terms (in the end) - you as an employee are unprofitable.
And the third, age. For young people aged 25-30, work 10-12 months in one place, and then go on normally. They are so comfortable, and the long work in one company is annoying.
Maxim Ilyakhov advises growing editors independently. But this is possible if there is a specialist on the staff of the company, groping in marketing trends and distinguishing good content from slag. Not all companies have such specialists. And an amateur can only grow an amateur.
We in no way diminish the importance of editors. There are experts from God who are able to promote the most deadly blog. But the same Ilyahov notes that the salary expectations of such specialists are at the level of leading managers of Moscow banks. This is 150-200 thousand rubles. per month. And these figures are justified: pumping to a cool editor is expensive.
What do you think about fashion editors? How long will it last and will such specialists be able to compete with web agencies in principle?