Once you’ve embraced inbound marketing and content marketing and get to work developing a game plan for your business, you’ll soon realize that you’re going to need lots of high-quality, engaging content for your website. The truth is that many marketing agencies and their clients don’t have the in-house staff, time, subject matter knowledge, and/or skills to write about all of the topics that will yield their desired results (i.e. leads, conversions and high search engine rankings).
As an inbound agency, we work with clients in a wide array of industries, from plumbing and HVAC services to dental and medical practices to preschools to engineering firms. There is no way we would be able to write for all of those varied subjects ourselves, with our small staff. We simply don’t have the subject matter knowledge or time to do so. Many of our clients face the same issues. Although they have the subject matter knowledge, they don’t have the time or marketing knowledge to create strong blog content on their own. A scalable approach to content production is required for content marketing success.
The answer lies in using talented freelance content writers. By leveraging the power of outsourcing these skills, we’ve found that we can generate the content our clients need on a consistent basis.
There are some challenges inherent in contracting out this type of work. Gaps in communication, vague content production processes and a lack of firm timelines can lead to content that misses the mark and missed deadlines. Over the past year, we’ve learned a few lessons about using freelance writers which we are sharing below. We now have an excellent pool of writers who help us stay on target with content while staying on budget and meeting deadlines.
Tips for Working with Freelance Writers
Hire Great Writers
A good writer can take a topic and produce a well-written article. A great writer tells a story that is engaging, prompting the reader to take action. It’s not easy to find great writers and it may take some trial and error. When you find them, hold onto them because they will become one of your firm’s greatest assets. The longer a writer writes for a specific client the better they will get at writing for them as they learn their voice, their mission and values, and their subject matter.
A great writer will also understand the principles of content marketing and inbound marketing. They grasp the importance of keywords, calls-to-action, and writing for specific personas. Make sure your writers have this knowledge and use it in their writing or you will find yourself having to edit their articles to suit your target audience and lead generation goals.
There are many sources online for writers. We use Zerys, Belay Solutions, and an independent freelance writer. Take your time finding writers. In addition to online sources, ask other agency or business owners about writers they have hired and use referrals.
Hiring writers is as important as hiring for any other staff position. Ask potential writers for Go to the full article.