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Why Your Business Needs a Content Marketing Strategy
How to hire a freelance writer and build an effective content marketing strategy. Content is your most profitable marketing investment, make it count.
16 may 2019 ā¢ Lectura de 12 minutos
Actualizado el 28 ene 2021 por Product Knowledge T.
Hiring a professional writer can pay enormous dividends.
Creating written content helps you reach new customers, form your brand's identity and increase your revenue. Why is content effective, and how can you create a strategy to leverage on this? Read on to find out.
Why you need a content marketing strategy
Content is one of the most effective tools you can use to market your business. In fact, 90% of companies use content in their marketing strategy. It's little wonder, considering the return on investment content represents. Content marketing costs 62% less than traditional marketing, and generates three times as many leads.
Communicates brand identity
Content helps to determine your brand voice. There's a brilliant test from the Content Marketing Institute that challenges companies to question whether their audience could identify their brand from written content without their company logo. Building a brand voice helps you achieve this.
Brand voice sets you apart as an authority your business field. It helps you connect with your customers on a more human level. It gives you a consistent way to communicate what your brand is about and what problems you're helping your customers solve.
Written content can capture an audience that you might otherwise never have contact with. Your customers have likely developed some strong barriers to advertising. In fact, marketing data shows that 86% of consumers skip TV ads, 44% ignore direct mail and an alarming 91% of consumers unsubscribe from company emails.
However, the same studies show that 70% of consumers would rather learn about a company through written content rather than advertising, 60% actually enjoy reading relevant content from brands and 82% feel more positive about a company after reading custom content. Content marketing breaks through barriers that advertising can't.
Helps you understand the audience you have
In addition to gaining you a new audience, content marketing helps you better understand your current audience. You can track the performance of the written content you post to see which content returning users most engage with. You can measure which content actually leads your customers to a buying decision. You can even see what geographic areas your audience is coming from, and what device they're using to access your content. All of this is invaluable data for your marketing decisions.
Makes you look professional
As we've already mentioned, the vast majority of companies use written content as part of their marketing strategy. Custom content is what consumers have come to expect from brands. A content marketing strategy gives you a seat at the table and lends legitimacy to your brand.
Gives you a better return on investment
Content marketing provides a better return on investment than traditional marketing. As stated above, content marketing costs 62% less than traditional marketing, and delivers three times as many leads.
Drives conversion
Custom content has a measurable impact on your bottom line. A report from Aberdeen found companies that adopted content marketing saw 6 times as many conversions as companies that didn't adopt it. And a recent study found that consumers who read a brand's content were 131% more likely to convert than consumers who didn't.
What much does it cost to hire a writer?
There are a range of options for content marketing solutions. The one you choose will depend on both your budget and needs.
Hiring in-house
If your business has the scale, you could consider hiring a full-time content marketing manager. In fact, 73% of major organizations hire someone in-house to lead their content marketing strategy.
If you do hire a content marketing manager, you may still need the services of other professional writers. A content marketing manager can oversee your strategy on a broad scale while writers can be responsible for the day-to-day production of content.
If you don't have the scale to hire a full-time content marketing manager or writer, you could consider hiring an agency. An agency can help build and execute your content marketing strategy, and will have a stable of writers to help produce content.
The downside of hiring an agency is that your business will be one of many clients, so the size of your account could determine how much priority you receive. You also are unlikely to be able to communicate directly with the writers working on your content.
The cost of an agency will depend on the pricing model you choose, whether you choose to pay a retainer or to pay per project. It will also depend on the type of content produced. However, expect to pay up to $20,000 a month for an agency on retainer, and at least $0.50 a word for content.
How much does it cost to hire a freelance writer?
A freelance writer can work on specific projects for you, or can work for you on an ongoing basis. A good freelancer can turn content around quickly, and will communicate with you to determine the proper brand voice, as well as the keywords to target.
Even if you choose to hire a full-time content marketer, you can still rely on freelance writers to produce much of your content. This enables your content marketing manager to focus on your overall strategy rather than day-to-day content production.
The average cost of a freelance writing project completed on Freelancer.com is $136.50 USD.
How much does it cost to hire a professional writer?
Solution
Cost
Solution
In-house content marketer
Cost
$81,078 USD per year
Solution
In-house writer
Cost
$53,777 USD per year
Solution
Content marketing agency
Cost
Depends on the service, but expect to pay at least $0.50 USD per word
Solution
Freelance writer
Cost
The average project on Freelancer is completed for $136.50 USD
What kind of writing might your business need?
A good content marketing strategy is multi-channel, and you'll need good writing for each channel with which you engage.
Website copy
Your business needs a website to compete. Good design is important for your website, but you shouldn't let your design efforts be undermined by poor quality copy.
Good website copy engages your customers, communicates the benefit of your brand and leads people to a buying decision. Sloppy, poorly written website copy communicates that your brand is unprofessional and untrustworthy.
Ad copy
While your content marketing strategy will be a key point of focus, it's likely you'll engage in traditional advertising as well. For this you'll need compelling copy that educates, informs and motivates consumers to engage with your brand.
Blog writing
Blog writing is one of the cornerstones of a good content marketing strategy. Research has found that companies with 400 or more blog posts get twice as much traffic as companies that have published between 301 and 400 posts. Likewise, companies that publish 16 or more posts per month get 4.5 times the amount of leads of companies that publish 0ā4 posts per month.
Your blog posts position you as an expert in your industry. They build trust with your customers, and they bring your site traffic through organic search. Well-written blog posts aren't just a sales pitch. They provide actual value to your customers.
Technical writing
Technical writing consists of drafting materials like training manuals, instructional materials and troubleshooting guides. If your business works with technology, it's likely you'll need a good technical writer. While this might be secondary to your content marketing strategy, it's important to provide your customers with materials that help them use your product or service.
Ghostwriting
A ghostwriter authors materials that appear under someone else's name. If you want to position yourself as an industry expert, you could use a ghostwriter to help you author blog posts on your own site as well as guest posts on other sites.
Facebook's latest statistics show the platform has 1.56 billion daily active users. Twitter has 126 million daily users, while Instagram has daily active users. In order to meet your audience where they are, social media has to be part of your content marketing strategy.
Writing for social media is an art of crafting the right message for each social channel. While Facebook offers the opportunity for longer posts, your brand has only 140 characters to communicate its message on Twitter. And in all social channels, short, punchy messages perform best. It will take a skilled writer to convey your brand's message in a medium where space is at a premium.
E-book writing
For longer form content, e-books can help bring your brand credibility while being simple and inexpensive to produce. E-books have perceived value in the minds of your audience, and are a good way to position yourself as an expert. You can even repurpose some previously published content marketing material for your e-book.
How do you produce good content?
Effective content marketing means you have to produce content that offers value to readers. Just pumping out blog posts won't be enough to set you apart from your competitors. The content you offer has to be high quality.
Know your audience
Knowing who you're speaking to will help guide your brand voice. It's worth conducting some market research to understand who your audience is. Knowing key demographics like age, location, income and education level, along with some data on other brands they interact with, can help you produce content that targets the right audience and addresses their needs.
Take a stance
Don't be afraid to voice your opinion on your industry. Taking a stance on issues in your industry is what will give you your unique brand voice. Moreover, opinion pieces engage readers. While you don't want to be so polarizing as to alienate your audience, taking a middle road on industry issues will make your content seem flat and boring.
Be conversational
Write the way you talk. A conversational tone makes your brand seem more approachable and human. You want to connect with your audience on an emotional level. Writing conversationally helps you achieve this.
Don't hard sell
Readers can see through a sales pitch pretty easily. Yes, the purpose of your content marketing is to drive conversions and revenue. However, you won't offer value to your readers if all you do is flog your product or service.
Use different content formats
Different content formats engage different audiences. Use the format best suited to the subject matter. Content doesn't just have to be a long-form blog post. You can branch out into other mediums like: