Ah, content. There’s no better formula for showing the main three things that will make your customers trust and respect you: Expertise, authority, and personality.
But with over 53% of businesses using content marketing, the bar is constantly raising. You need something to give you a competitive advantage.
You need a content creator. And a good one at that.
In this article, we’ll show you why you need a content creator, how you can use them to get maximum ROI, what to look out for when hiring a content creator and, of course; where to find the right person for your business.
Why Do I Need a Content Writer?
If you’re a solopreneur or a marketer who’s running the entire multi-channel show for your company, things can get tough.
You have to juggle a lot of things and content marketing, with all of its long-term benefits, often ends up at the bottom of the heap. After all, writing tweets are easier than writing a 2000 word article and setting up ads gives you instant validation.
But since 77% of B2B buyers consume blog content before making a purchasing decision, content is necessary for any content marketing strategy.
Good consistent content is also key to raising organic search traffic to your website. Articles on your own blog, as well as offering articles out to other blogs, is going to increase your search engine visibility and reputation.
Hiring a content creator saves you a tonne of time
With content, the more you put in, the more you’ll get out. Good quality articles can take a lot of time to produce. From the strategy and research to distribution and promotion.
Good content takes time to produce and it’s lack of resource that slows down most SMEs.
Your time might be best spent elsewhere, like:
- Researching other content topics people are looking for
- Implementing on-page SEO changes
- Creating social media posts and setting up ad campaigns
- Finding influencers to amplify that content
- Using Contento to place articles with media
The list goes on and on …
And this is why a lot of people hire content writers. Even if you’re an excellent writer, as a marketer there are other things you could be focusing on.
By hiring a content writer, you free up your time. Easy as that!
And once you find your content creation process, you’ll be able to scale.
Copywriting is a practice to master
As an SME marketer, your expected to be able to ‘do’ everything, but copywriting is a practice in itself. You might prefer to hire a master content creator.
While you might be a great marketer, you don’t necessarily have to be an equally skilled content writer.
In fact, writing great content and crafting a great content strategy are very different things.
It takes an understanding of article structure, the buyer intent, channel and format, as well as applicable SEO factors to create a value-adding blog article.
Copywriters are good at creating value-adding content readers enjoy. 71% of buyers say they were turned off by content that seems like a sales pitch.
Good writers will create content that increases trust. They reduce filler words and pay attention to details that seem minuscule to most people, but important to your customer’s purchasing decision.
The content creator’s perspective
Working with a content creator can also give you a new perspective. They will be able to add value to your articles in a way you hadn’t thought of.
A new perspective or slant on topics you’ve already discussed might be just what your content needs.
The way you look at your brand, product or service, can be completely different from how others see it. You’ve developed tunnel vision. It’s not until you discuss strategy with a content creator that different perspectives arise.
The average read rate is around 20%. Everyone else will just skim the first few sentences or the headlines and bounces.
With a unique perspective, your content can keep the reader’s attention.
A good content creator knows the value of a good story and will improve your ROI on content.
If you want to find the right content creator, there are a few things to consider:
Find a relevant content creator
Is this content writer/photographer/videographer skilled in your industry? Or have they worked with brands in a similar niche?
So while experience in writing about your industry matters, so does the style you’re going for.
The best way to assess this is by asking them for their samples and their previous experience. Do you research and find someone that aligns with your audience, values, and aesthetic.
So you’ve found a content creator that’s relevant and aligns well with your brand. It’s time to think about readability.
Do they write in a meaningful way? Can they tell an engaging story and not just general ‘guff’ aimed at some keywords? How’s their grammar? Spelling?
If every sentence feels choppy and unconnected, it’s probably not very high-quality. If their writing flows nicely and you find yourself reading because you’re generally interested – they’ve got what it takes.
And if you have to pick between spelling and flow – go with the flow. You can always run their copy through Grammarly.
Be clear about your needs
You need to find a content creator that is available when you need them.
Consistency is key in content marketing. If you’re committing to one article per week then you need to find a writer who can achieve that.
Good communication is also very important. Do you require them to be available over Skype or Slack? If so, you might need to look at content creators in a similar time zone as you.
If you’re not clear about your expectations upfront, you might find your contact has ghosted, never to be heard from again. It happens.
Turnaround and corrections
In addition to understanding rates, make sure you’re clear on their policy for the following:
- Timeframe to complete an article.
- Do they charge for an urgent turnaround?
- Edit, or correction fees.
- How many edits are included in their rate?
- Do they provide other article assets, such as images?
Additionally, decide on whether you want to give them a byline or have them ghostwrite the content. Some writers will charge less if you credit them in your articles.
There are many places to find content creators on the internet. Here is our list of places you can find good blog article writers.
Order articles through Contento
We only use high-quality writers to craft together great content. Once your article is complete, it’s loaded up in your account ready to be offered out to media and blogs through the Contento app (sign up free here).
Content Creation Agencies
There are loads of content creation agencies that specialize in writing all forms of content. From blog articles to whitepapers and technical papers. You can find a local agency or look at working with one from overseas. You might be able to get a better price by taking advantage of exchange rates.
Writing Services and Article Marketplaces
There are a number of blog writing services you can take advantage of. These web-apps are less touch than the more traditional content creation agencies and some operate more like marketplaces with pre-make articles ready to purchase.
If you want to work with one writer then it might be best to seek and hire them through one of the many freelancer platforms.
The main downside of these platforms is that you have to manage them yourself, and there’s a huge pool of writers with varying rates. It’s almost impossible to find the right person without waddling through hundreds of applications.
If you go through blogs in your industry or niche, you might stumble across some contributors you like. It would be worth emailing them to see if they are interested in doing more contract writing. If you can’t find their email, you might be able to find them on LinkedIn.
Conclusion: Test and iterate
You might try a mix of content creation methods. Some will work for you better than others. Spending some time and money to find the right mix is going to be worth it. The aim is to get your content creation into a streamlined and efficient process that is going to pump out consistent, high-quality content to use across your blog and others.
ABOUT THE AUTHOR | Carl Thompson
17 years of playing in the digital marketing space. Over that time Carl has worked with many companies, created a clothing label, and co-founding tech companies Tradegecko.com, Bronami.video, and Contento.marketing
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