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Why Spending More for Great Writers is a Smart Idea

By: David Tile| Founer @ Article-Writing.co
Posted On: October 02, 2014
As more businesses realize the value in relationship building with their customers online, there’s been a beeline towards the development of content. However, while businesses are willing to invest and spend big bucks on the web developers and graphic designers of the world, they’re shortchanging their best article writers.
Your writers are the voice of your brand. The visuals of your company, including your website layout and logo, have a great impact on the way your customers perceive you, but it’s the writing that will serve as the direct communication with your audience.
“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting”, said Bill Gates, in an article he wrote called “Content is King”. If you expect to pick up clients through your content, then doesn’t it make sense to hire only the best writers? (see more information about the Renown SEO Viral Blogging program at the end of this post).

 

Here’s a look at the top attributes your scribe should possess and what you should expect to pay for them.
Talent

First and foremost, you want to find talented writers. That may sound obvious, but you would be surprised how many freelancers are claiming they have expertise in crafts outside their scope.

Additionally, don’t cheap out. It’ll take you double the amount of time to rewrite someone’s work if you hire an inept writer. Or even worse, if you don’t hire right the first time, you’ll be pressed to find another writer in a short amount of time and pay for the same article twice.

“For my company and for me personally, quality content is everything,” said Samantha Pena, a content strategist for Hudson Horizons. “It doesn’t make financial or mental sense to pay someone for a piece of content, whether that is a simple 400-word article or content for a website, if you have to go back and heavily edit the content.”

Interest

You can’t fake passion. If your writer has a genuine interest in the subject they’re writing about, then the readers will recognize that shared passion and feel an immediate connection.

“Check that your candidates are interested in more than a paycheck. They should have an infectious enthusiasm for your field to draw out the best from their sources, build resonance with readers, and go the extra mile for you,” explains Grant Butler from the Content Marketing Institute.

Trust

It’s a telecommuting world, which produces its own set of challenges. “… Maybe your office is based out of Sydney, Australia, but the writer you’re working with is based out of Toronto,” Article Writingsays. “There’s little to no face-to-face contact. Even reaching someone in a timely fashion can be a challenge, despite all your instant electronic options.” Therefore, autonomy needs to be high on the priority list when choosing your writer.

Hire writers who understand the value in engaging readers and producing stories that are consistent with your brand.

Marketing Ability

When hiring a writer, it’s important to make sure that writing is not the only trick in their hat. They need to have an in-depth understanding of the ever-changing realm of online marketing and how to promote content.

“In today’s digital world, SEO is possibly the most important aspect of writing. I am shocked by the number of writers I encounter who don’t know how to do keyword research, how to format writing for SEO, how to write metadata, and how to use keywords in content—where to use them, how many to use, how often to use them, etc. Writing, even great writing, achieves nothing if no one reads it”, says freelance writer Lisa Merriam.

As for pricing, “you don’t have to pay an arm and a leg for content, but it’s important to budget to pay the going rate ($0.50–$2 a word) for high-quality content”, says Debra Donston Miller from Contently. If you’ve done your research to recruit the best writers that suit your brand, and they have all the attributes listed above, pay a price that will put you in a position where you can expect the best results.

In the words of Mark Twain, “The difference between the right word and the almost right word is the difference between lightning and a lightning bug.”

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.