Hiring a Freelance Content Writer? 8 Things to Get Clear on First
As our digital world expands, the “shoulds” on our marketing to-do lists multiply. With ever-increasing demands, there are about a million reasons why you may want to work with a freelance content writer on your marketing content. For example:
You heard long-form blogging is the new thing, so you need to stretch all of your old blog posts into novels, like yesterday
You’ve had “figure out that whitepaper” on your to-do list for 2 years
Your competitor is somehow publishing articles hourly, and if they start ranking higher than you on Google, after all of that money you spent on SEO, you’re going to SNAP
Deep breaths.
You can frantically type “CONTENT WRITER FOR HIRE RIGHT NOW!!!” into your browser’s search bar (and you’ll find people willing to do the work).
But… I’d like to offer a better way. Rushing right into the help-seeking process often results in a perpetual never-finished project as you struggle to find the right fit. To get what you want, you need to know what you want. Start by making sure you’re clear on these 8 things.
First things first: The Actual Content
Your goal for the content
Most people can name a generic goal for wanting content written: Awareness. Exposure. More leads. More sales.
These vague goals are… well, vague! It’s impossible to measure success if you haven’t defined it. Your goal doesn’t have to be lofty. It just needs to be specific.
For example, a gourmet dog food company might want to send a monthly newsletter. The email will provide helpful information to dog owners and remind customers of current offerings. Food For Fido hopes it’ll keep them top of mind in a way that isn’t intrusive, resulting in repeat customers. They can measure success by looking at newsletter conversions.
2. Your audience
Who is the piece of content for? Hint: It’s not anyone and everyone (that will just mean it doesn’t resonate deeply with anyone, making you no one’s favorite or first choice).
Like your goals, the more specific you can be here, the better. Since Food for Fido sells gourmet dog food, their audience probably isn’t college students. It’s also probably not me. (Sorry Snow and Finn!)
Food For Fido’s ideal audience might be people with 1+ dogs who are retired and have disposable income. If their customers typically don’t work, have time to research dog food brands, and are more concerned with quality than price, this is who Food For Fido’s content writer should be keeping in mind as they write.
3. Your brand voice
When you’re unhappy with a piece of content, it’s often because it’s written in the wrong voice or tone. But if you don’t know your brand voice, you’ll go in circles requesting vague revisions, never quite landing on the perfect piece.
The good news? Once you know your audience, it becomes easier to pin down your voice. Is it formal or conversational? Witty or empathetic? Friendly? Informative? Ambitious?
There isn’t a “right” answer here. Think about the writing style that most represents your brand and resonates with your audience, then write in that voice consistently. Bonus if you can share examples with your writer.
4. The particulars of the piece of content
How many words are you looking for? How many rounds of revisions would you like your writer to be available for? Are there SEO keywords you’d like to target? Do you require certain sources? Take a moment to think through the content, noting what your writer will need to know to do a good job.
Second things second: The Logistics
5. Your budget
Will talking about money ever not be awkward? One can hope. To be considerate of your potential writer’s time (and your own!), think about your budget for the project prior to seeking help. Freelance writing rates vary widely depending on experience level, subject matter, turnaround time, and type of content. Clarify your budget and confirm rates before assuming you’ve found the right writer for your project.
6. Your timeline
“As soon as possible” is not a super helpful answer to “When do you need this by?” I could show up at my vet and ask them to look at my dog as soon as possible. They would probably say their next available appointment is Tuesday at 3 p.m. In this case, it’s better for everyone involved if we agree to a time before I walk in the door.
It’s okay to say “As soon as possible, but definitely by the 5th.” Any clarity around your timeline will help your writer prioritize as they juggle multiple projects. If you need something yesterday, however, be prepared to spend more on it. Having a long-term content plan and looking for help sooner rather than later is always a great best practice here.
7. Communication preferences
Do you require all freelancers to join your Slack channel? Do you hate phone calls? Are you unlikely to respond to email? The writer you hire will also have communication preferences, so it’s good to be aware of your own. No one wants to be surprised by conflicting communication expectations after signing a contract.
8. Project management style
Are you looking for someone to work independently, or do you want your writer to collaborate with your team? Does your business have a project management system you need your writer to know how to use? Do you want a writer to keep the entire project organized, or do you prefer to do that yourself and simply assign tasks? Again, each writer will have their own preferences. Knowing where you stand will help you hire the best person for you!
Wrapping up…
If you walk through these 8 things and feel increasingly overwhelmed, that’s okay! It might just mean you’re not yet sure what you want. In this case, start by looking for branding or marketing strategy help (not writing help).
A professional writer will ask you about each of these items before starting work on your project. Have your answers ready so you can get right to the good stuff. If you are clear on each of these items, your project will be primed for success and you’ll set the tone for a wonderful working relationship - win/win!