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Game 1: #1 Seed Copyblogger Versus #8 Seed The Struggling Writer

The Matchup

With superior resources and budget, Copyblogger uses a team-oriented approach to dominate the competition. Many fans think this blog could go all the way. The Struggling Writer plays a more personal game, but is hampered by its small-time status and slow post game.

Introductions

Copyblogger

This site is devoted to copywriting. The emphasis is on professional, how-to articles that take a mildly irreverent approach to the subject matter. Brian Clark is the founder and driving force behind the site, but there are many other frequent and occasional contributors . The tone of the site is light, with emphasis on motivation and information but it occasionally delves into more academic or theoretical analysis. Also, perhaps because it is a site about copywriting, you often get the feeling they are trying to sell you something.

The Struggling Writer

The Struggling Writer mixes information with personal reflection. Freelance writer (when he can find work) Andy Humphrey gives the details of his struggles to make a career out of freelance writing.

Archives

Copyblogger

Copyblogger’s ten-part Copywriting 101 series is probably their best offering, but you can spend a solid month reading all of their articles without a break. Anyone who does so will come away with a much greater knowledge of copywriting, albeit with a strong web bias.

Result: Copyblogger swishes a three pointer, getting off to a fast start.

The Struggling Writer

The archives extend back to February 2006. Read as a whole, they make for an interesting tale about the ups and downs of a freelance writer, but their usefulness is limited when it comes to increasing your skills. The posting pace is only about an article or two a month, so you can easily get through the whole blog in one sitting.

Result: The Struggling Writer makes one of two free throws for a single point.

Copyblogger leads 3-1.

Design

The Struggling Writer

All Blogspot blogs look pretty much the same. The design is serviceable, but not particularly attractive. The choice of an orange and brown color scheme does little to help out. There are no pictures to accompany the posts and nothing to make it stand out.

Result: The Struggling Writer makes the first of two free (blogging service) throws for just one point.

Copyblogger

Copyblogger is so proud of their theme that they make it available for other blogs. They have reason to be proud. The base theme is elegant and attractive. I know because I have seen that attractiveness on other sites. Unfortunately, they have chosen to litter their site with a hodgepodge of ads and other graphics. Every ad is a different color and there are many different shapes. Virtually all of their posts come with graphics as well, which even further clutters the landscape. This is definitely a blog that is more pleasant to read using a feed than by going to the site.

Result: It’s Copyblogger’s turn at the free throw line, and they can do no better. Making one of two for a single point.

Copyblogger leads 4-2

Usability and Navigation

Copyblogger

Copyblogger makes it easy to subscribe to their syndication feeds, even by email. They also make it easy to read their most popular articles. To their credit, they have several series of articles under “Resources” that you can quickly access, including the “Copywriting 101″ series. On the down side, there is no site map or general archive that is reachable from the home page, and some of their “Resources” are actually materials that they have for sale, which feels a bit like a bait and switch.

Result: Copyblogger launches a long one that looks like a three but it turns out their toe is on the line. Two points.

The Struggling Writer

The Struggling Writer has little to offer in the usability and navigation arena. Their archives are sorted by month, which isn’t very useful. There is no easy way to subscribe to his feed and the “about me” information is limited to the blogger’s name, industry and location.

Result: The Struggling Writer misses an easy six-footer. 0 Points.

Copyblogger pulls away, 6-2.

Purpose

The Struggling Writer

The Struggling Writer bills itself as, “The chronicles of a freelance writer as he tries to make a living.” It lives up to that description. There isn’t a hidden agenda or sales pitch. It is a simple blog with a simple purpose.

Result: The struggling writer scores a layup. Two points.

Copyblogger

The Copyblogger slogan is, “Copywriting tips for Online Marketing Success.” Their “about” page claims that “Copyblogger is all about helping you: get traffic, gain subscribers, attract links, sell something!” In general, they live up to all of those goals. You can find articles that discuss all of those aspects of copywriting. This is clearly not a site about copywriting as a general profession so much as copywriting as a way to drive traffic to web sites and make sales at those sites. What they don’t say is that this site is also trying to sell you things such as tutorials and reports. While the sales pitch isn’t sledgehammer hard, it does tend to crop up in places where you don’t expect it.

Result: Copyblogger scores a slam dunk. It’s a spectacular looking shot, but still only worth two points.

Copyblogger maintains its lead, 8-4.

Personality

Copyblogger

Copyblogger is more about the information than the people, but Clark & Company do sometimes let you know when an assertion is their opinion rather than an objective fact. If you are looking for a blog in which you get to know the writers, this isn’t it.

Result: It’s Copyblogger’s turn at the free throw line, picking up a point.

The Struggling Writer

Andy Humphrey’s blog is a more personal affair. While some articles are advice, others are about his struggles as a freelance writer and still others are about more personal thoughts. His blog is a classic mix of the informational and the personal.

Result: The Struggling Writer scores two from the top of the circle, narrowing the gap slightly.

Copyblogger leads 9-6.

Five Most Recent Posts

Struggling Writer

• Motivation for Freelancers
• The curse of the lazy freelancer
• Not dead yet
• Slowly getting back to it
• July = total bust

After closing the gap a bit in the last round, The Struggling Writer quickly loses steam. Its last five posts stretch back all the way to July, showing a dramatic drop-off in posting frequency, although the latest post came just days ago. The posts are virtually all about adapting your freelance schedule to an increasingly hectic lifestyle (perhaps the reason for the decreasing number of posts). Whatever the case, it is not a strong finish.

Result: Another single point free throw.

Copyblogger

• Agile Content Development: The Ready, Fire, Aim, Reload Strategy for Social Media Success
• How Bloggers Profit FromNiche Media Disruption
• 3 Sure-Fire Steps for Beating the Boring Content Blues
• Getting Writing Done: How to Stop Thinking About It and Write
• Freelance Writers: 7 Advantages ofWorking in Your Dream Market

This category plays right into the hands of Copyblogger. The posts are longer than the average blog post and cover a variety of topics all related to the general theme of copy writing and online marketing. All of the articles have appeared within the past week and are packed with content. Because there are multiple writers, there are several different voices that give their own perspectives.

Result: Copyblogger stays focused and sinks a three pointer to close the door on The Struggling Writer.

Final Score: 12-7

Post Game Analysis

As expected, Copyblogger had no trouble handling the relatively light competition from The Struggling Writer. It can expect stiffer competition in the sweet sixteen when it faces the winner of Confident Writing versus The Renegade Writer.

What they can work on:

The Struggling Writer would benefit greatly from moving to its own domain and getting off the Blogspot platform. Increasing the number and variety of posts would be the next big hurdle after that.

Copyblogger is strong but not invincible. There is definite room for improvement in their cluttered, distracting design and their lack of an expansive archive section.

Tune in next time when we get to watch fourth seeded Confident Writing take on fifth seeded The Renegade Writer.