You’ve done it! You’ve started to see returns on your content marketing efforts. Not only has your site started to get organic traffic (i.e. from Google) and social media traffic, you’ve gotten some leads and a few sales from it! But it was a ton of work! You had to:
- Write the blog posts and social media posts,
- Create your lead magnets,
- Set up the landing pages,
- And automate email campaigns.
As a small or mid-sized business owner, you understand the value of content marketing, but you know managing it all yourself just isn’t sustainable! Enter: your freelance content team!
You have a lot of work to do before you can actually hire anyone. All of this work is an investment though. Because once you hire quality content creators, marketers, and/or a manager, you won’t have to worry about your content creation anymore.
Decide on Your Content Goals
What do you want from your content professional(s)? Do you want someone to write blog posts? Social media? Emails? All three?
What about your lead magnets? Lead magnets can be ebooks, quizzes, fillable workbooks and template, slide shows, and so much more. It takes more time to create lead magnets, which means they normally cost more. However, the shelf life of a lead magnet and ROI of the lead generation you get is well worth it. What is a lead magnet?
“Lead Magnet — noun — an irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information. The goal of the Lead Magnet is to maximize the number of targeted leads you are getting for an offer.” via Lead Magnets | 9 Lead Magnet Ideas with Examples
Also, you need to decide on your budget. Everyone can write, but not everyone can write well. Don’t expect to find great writers on the cheap. Content marketing is worth the investment, but you have to actually be willing to invest.
Freelance Content Strategist or Marketer
So obviously there is a lot going on here. If you need help deciding what your content strategy and plan should be (they aren’t the same), then you’re likely looking for a content strategist or marketer. This is someone who can:
- research your industry and business,
- create your buyer personas,
- plan your strategy,
- and create your monthly/quarterly content plan
If you also like their writing style and they have management experience, then they may also be able to manage any content creators you hire. (Most content marketers and strategists can also create content, but there’s really only so much you can expect from one person. Hiring a strategist and/or marketer who can then manage a team of writers is the most cost-effective option)
Freelance Content Writer
If you feel like you have your strategy and plan well in hand, then you’re likely looking for a content creator (or content writer). This will be someone who will actually create the content laid out in your plan. You may need more than one writer depending on how aggressively you want to grow your content footprint. Another thing to consider here is what other peripheral tasks you want your creators to do. Should they look for photos to go with the content? Should they be able to upload into your Content Management System? What about writing things like meta descriptions and alt text for your blog posts? If your freelance writers can do these things, it will save you a lot of time.
Keep in mind that you may not find that “unicorn” content professional. There aren’t a lot of people who can do EVERYTHING. So do you want one person who performs most tasks in a mediocre fashion? Or two-three people who perform well?
How Do I Find Great Freelance Writers?
There are a lot of different places you can search for your ideal freelance writers:
- networking events
- online job boards and sites
- Referrals from family and friends
You may also find content professionals you’re interested in while you’re researching content in your industry. Don’t be afraid to reach out and see if they’re taking on more clients.
Many businesses are making use of job platforms like Upwork, Freelancer, Fiverr (and the list goes on). One of the main things you can do to make your job search on any of these platforms easier is to create a great job ad. When you create a job ad that is unspecific or vague, the best writers are likely to pass that job by (I do). These job boards can have a bad reputation for low-quality work, but many clients on these platforms write poor job posts that only low-quality writers will respond to.
To entice the best writers to submit a cover letter and samples to you for consideration, you need to create a job ad that shows:
- Your passion for your business
- Your intent to invest in your content
- Benefits of working with you and your company
- The tools they should know how to use
- Any required topic, niche, or industry experience
- What you expect from your freelance writers
The more specific you are in your job post the more likely you are to weed out the unqualified writers from the beginning. As a content strategist and marketer, I have a list of things I look for that either qualifies or disqualifies any prospective job post or client I come across.
You may wish to specifically include:
- Information about your company and your website
- Your ideal customer or target audience
- What you think you need in terms of content strategy, marketing, planning, creation, or distribution
- Other requirements or desires that would further qualify anyone considering your job post.
Something I DON’T AGREE WITH:
“Sites like UpWork, Fiverr or Craigslist might be a good fit, depending on the type or quality of content you’re working with. You are unlikely to find excellent B2B writers with industry experience on these sites, but you may find writers for lightweight, consumer-oriented content.” via How to Hire Freelance Writers to Scale Your Content Marketing
You can find excellent freelance writers, content marketers, and strategists on these platforms. YOUR job ad is going to determine whether or not they apply. Most successful content writers have a full plate, so if you want them to work with you, put some effort into your job post or they may never reach out.
I Have My Freelance Writer Shortlist. Now What?
Now you have to vet your shortlist. You’ll disqualify most to get down to the few you think may be a good fit for your business. Some of the things you can do:
- Check their work examples thoroughly. You’re looking for:
- Great grammar
- Tone and style that you like
- Demonstrated ability with past clients
- Experience in your industry (or the ability to learn your industry. You may find someone who has everything BUT experience in your industry. This shouldn’t disqualify them if you have time for them to learn)
- Do you like their writing? Do you think it will resonate with your target audience?
- Finally, consider the quality of their proposal? They should craft a tailored proposal for your review.
- If you think you received a copy and paste proposal or cover letter, then they aren’t showing you they take your job post seriously.
What Should I Ask These Content Writers During the Interview?
Next, you’ll conduct your interviews. Don’t be surprised if the writer prompts you to go over your job post again. In fact, they should. This helps them determine if they can actually help you. Prior to the interview, you want to identify any specific requirements that are particularly important to you. Now is a great time to ask them about any of their work examples that you really liked.
Most writers don’t expect to know if they’ve gotten the job during this initial call. Be upfront that you’re interviewing other writers, and let them know when they can expect your final decision. It’s tempting to just never talk to the writers you don’t select, but it’s not very professional. You never know if you’ll need to reach back out to them.
Now It’s Time for a Test Writing Piece
Now that you have selected 1-3 writers that you’re really interested in, it’s time for a test project. A test project helps you determine if you like working with a particular writer. If your personality types grate on each other, then you won’t enjoy interacting with this writer, and they’ll probably dread working with you.
Have your test projects due around the same time frame so you can determine who you would like to move forward with. Again be up front and let your writers know that other candidates are submitting test projects, and when they can expect your final decision.
That’s It! No Big Deal Write? (Haha, get it?)
Delegating content creation, marketing, and strategy benefits you as a business owner. You’re a pro at what you do, and you shouldn’t have to be a pro at what I (and my freelance colleagues) do as well. Bringing on freelance content professionals can seem intimidating, but it will free you up to work on other aspects of your business.
If you find a writer, marketer, or strategist you enjoy working with and you need to expand your content team, ask them who they know! Great professionals network with one another! You’ll have a stellar team in no time! Reputation is everything in the freelance world, so I know I would only recommend the best!
Have you hired a writer to create your content before? How was that experience for you? Please let me know in the comments!
Below is a video from Neil Patel titled How to Hire Writers to Create Killer Content For Your Blog. You may find some of the strategies they present in this video useful as well. I’m interested in your thoughts!