It may not feel like an easy process to hire a content writer the first time you do it.

At The Allyson Group we are copywriters, content writers, and visual content creators. We produce the kind of information that powers the web – using words and images. Behind those elements are the big ideas, incentives, and calls to action used to market goods and services. Far too often, we assume everyone understands what we do.

But that’s not the case. So we’ll attempt to demystify copywriting and content services and make clear:

• what professional business-to-business writers do,
• how we charge, and
• what you should expect when you hire a copywriter or content writer to create content for your website, blog, or social channels*

What do copywriters and content creators do?

A copywriter – or content writer – is a professional writer who creates the copy and images used to market products, services, or ideas (usually causes).

The copy may educate, inform, or entertain. The objective is always to move the reader to take an action.

Big goals may be to motivate customers to buy, inspire donors to donate, influence voters to vote, and so on. In narrower terms, the desired action may be to “join my mailing list” (i.e., drop your email), “visit my website,” or “read my blog.” This is the realm in which we work, although it is all basically the same process.

Companies that use a steady stream of original content to motivate customer actions employ a strategy called content marketing.

Where does the copywriter’s work show up?

Today, it’s mostly about websites, blogs, and social media channels. In the current business environment, you would typically hire a content writer to write original articles and create visual content for:

Content Marketing

Businesses using the web as their primary way to generate leads are using content as a strategy (called content marketing). They are among the most likely to hire a content writer, either independently or through their website developer.

They may require many different kinds of content. This content is the fuel for the online marketing strategy. Every piece of it will be search engine optimized (SEO) – structured, formatted, and seeded with keywords – to be more easily read and indexed search engines like Google. This is what helps companies rank in the first page of consumer search results.

What do you charge for copywriting?

Copywriting will not be the largest chunk of your marketing budget. (See below some good guidance from professional writers associations on how writers’ calculate fees.) And professional accuracy and speed can save you time, money, and heartache, and are worth paying for if you have the budget. A competent professional should be able to match the pace of your internal marketing team, if you have one; and can consistently meet deadlines.

You’ll need experience working with a copywriter before you can calculate your own return on investment (ROI). But remember that a freelance or agency copywriter won’t charge for health care and other costs that you incur with direct-hires. Consider also that an experienced professional will probably deliver in half the time it takes an amateur.

A professional will deliver search engine optimized copy, if you are generating leads online (and if you aren’t, you should be!) This is copy that contains all the keywords and tags that communicate behind the scenes with search engines and direct “organic traffic” to your site.

Get a Contract

It goes without saying that you should have a contract with anyone you hire to write for you — just as you would for any other service.

A professional content writing service should be able to give you a very detailed proposal, one that:

• demonstrates they understand your objectives
• specifies the exact scope of work
• lets you know pretty accurately what you can expect to pay

Like any other business contract, deviations from the proposal/quote should be handled transparently, and increases in cost should require your prior approval (make sure your contract specifies this).

Timeframe

Timeframe is dependent on scope of work, but it should be estimated in the proposal.

Milestones

Milestones and benchmarks are excellent ways to break up a contract into chunks that all parties can understand. As the client, milestones and benchmarks offer some protection, especially if they are tied to releases of project fees.

Especially with someone you’ve never worked with before, put in some benchmarks till you see how well they meet project timelines and deadlines. That way, you’ll never pay for product you don’t receive.

Fees

Ways to Pay

When you hire a content writer you will usually pay by:

• the hour,
• the project,
• or by retainer

Writers’ Fees: Do a Little Research in Advance

The Writer’s Market , published by Writer’s Digest Books, is an excellent resource for writers, but can also help consumers learn what you should expect to pay for copywriting.

American Writers and Artists, Inc. (AWAI) also has a helpful guide.

What you pay may depend on where you live. Products and services tend to cost more on the two coasts, where the cost of living is high. This calculator from Payscale may be useful.

Content Calendars/Publication Schedules

Professional content writers will create a content topic list from their understanding of the brand. From there, the integrated team will craft a content calendar.

The content calendar lets the copywriter know exactly when copy will be needed – down to the day and the hour – and which type of content is to be produced for each phase of the campaign, or the calendar quarter.

A content plan is an excellent device for keeping all parties on the same page.

What is the Content Planning and Writing Process?

A content writer is a surrogate for you and your company. The process should always begin with a deep dive into the heart of your brand – your company’s mission, vision, values, workplace culture, products, and brand promise to customers.

The copy will be used to educate your customers and potential customers about the awesomeness of your products and services; how to use them and how to get them, and everything else they need to know to do business with you.

The writer will have to understand the problems that your products solve for customers, and your unique value proposition (UVP) — the characteristics that distinguish you from all others in your industry.

Only then can the writing begin.

The Content Planning Steps:

1. Brand Audit
2. Key Phrase Research
3. Competitor Reviews
4. Taxonomy Development
5. Content Calendar Development

Brand Audit

This is a quick review of your brand. How you look, feel, and sound online. Is your look and feel consistent? Is your messaging supporting your strategic goals?

Key Phrase Research

We use digital tools to research what potential customers for your product are searching for — and the exact words they are using to search. 

Competitor Reviews

Tracking competitors in your field is a basic business marketing function. At bigger companies, researching competitors is somebody’s full-time job.

Taxonomy Development

Taxonomy describes the network of “Categories” and “Tags” that give order to website pages. Organizing the site this way makes it easier for search engines to deliver the right content to the right people. On the flip side, it also helps searchers quickly find the best content to meet their current need.

Content Calendar Development

After careful planning, the Content Calendar is the document that allows any skilled writer to step in and execute. Sometimes called a Publication Schedule, this calendar keeps all parties aligned.

If you have a marketing team, you will want to integrate an outside content writer with your in-house team. Your marketing director should be involved in selecting the writer or firm. This will help you hire a content writer who can blend seamlessly with your own people. And, this synergy will give you the highest chances for success.

The Allyson Group

At The Allyson Group we write expert, original copy for websites, blogs, and digital content marketing programs. Our work articulates the essence of social enterprise and small business brands.

Here’s our list of services.

Still got questions? Call anytime for a free consultation and to talk through your project.