How Much Should You Pay for Your Content?

By: David Tile| Founer @ Article-Writing.co
Posted On: July 10, 2014
Your business has content needs, and you need to contract it out. So, you peruse all the various writing firms to do some comparison shopping looking for content articles for sale.
Finally, after a couple of days, you pair down your list to about a dozen firms you’re interested in. That’s when the troubles start – prices vary wildly. Some firms are charging $10 for a 500 word article, while other firms are charging $100.

When it comes to buying high quality articles, it’s all about testing, said David Tile, owner and president of Nimble Media.

Industry Prices are “Insanely Elastic”

Don’t feel guilty if you’re farming out the work to a freelancer or writing firm. About six in 10 companies outsource their content. Furthermore, marketers spend about a quarter of their overall marketing budget on content marketing, according to. It comes down to resources: most companies don’t have a writer on staff, or they’re simply not confident or have the time to handle the content.


And you liked all the companies, too. Of course, it’s tempting to hire the cheapest one, but is that wise? After all, everyone has heard of the saying, “You get what you pay for.” Does that apply to this situation? What if you liked the most expensive company but can’t quite afford them? Should you be nervous about hiring someone more cost effective?

The problem, Tile said, is that the market for content is “insanely elastic.”

“You’ll find companies delivering work at the $100 mark that’s equal to the work of companies that’ll do the same content for $20,” Tile said, “However, you’ll find some companies that charge $100 that are leaps and bounds better than $20-a-story companies, but you’ll also find that the reverse is true. Content from (Nimble Media) at $20, for example, is … closer to something you’d get from companies charging $100 for it.”

So when you’re buying high quality articles, give a few companies you’re interested in a trial run (if your budget allows for that).

“So you test it out,” Tile said. “I once purchased 25 articles for $25 total, and I’m not kidding, three or four of the articles came back in Spanish, all were terrible, and I never heard from him again.”

“If you’re willing to burn $120 on two companies – one that charges $100 and one that charges $20 – then you can give both companies the same article and test their services,” Tile said. “If the $20 article will suffice, then you go with them.”

Other Considerations

Before hiring anyone, though, you have other factors to consider. For example, if you find a company you like that’s within your budget but can’t seem to connect with them on the phone or Skype, then that could be a sign of things to come. And you should look over the actual content on the prospective writing firm’s website. If it’s full of grammar and punctuation errors, then that’s a red flag, too.

“It’s a simple matter of testing,” Tile said. “If you like what you see (from the tests), then give the job to the more cost-effective company.”

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.