Hiring a freelancer is something you’ve probably thought about in passing, but it seems like a lot of work to figure out how to do it right.
You have an internal team perfectly capable of writing articles or an eBook — those projects are just on the backburner.
You know your subject matter best. How do you find a trustworthy external person to take control of something that impacts your brand image and voice?
Most importantly, do these efforts pay off?
Why Written Content Matters
Marketers who prioritize blogging efforts are 13x more likely to see positive ROI. (HubSpot, 2019).
Blogging is a big deal.
- It gets your name out into the world consistently.
- It allows customers to find out what you want them to find about your company (because they will look into you before they buy from you).
- It gives you a platform to build trust with your customers and expand your reach to new ones.
But this is not just exclusive to blogging. Anything written in your company’s name impacts how they feel about you.
- How much thought are you putting into your social media posts, LinkedIn articles, and website copy?
- When people sign up for your email list, what do the emails you send to them say?
- How useful is the free eBook you give out in exchange for an email address? Is it worth your customer’s time to read, or will they see it as a cheap attempt to get their information?
In other words, if your content doesn’t build trust, it hurts — not helps — you.
47% of buyers viewed 3–5 pieces of content before engaging with a sales rep. (Demand Gen Report, 2016)
While you may realize how important your written content is, why hire a professional writer to do it?
5 Reasons to Outsource to a Professional
- Strong writing builds trust. Trust in your brand is what it’s all about. Written content with errors in spelling or grammar will leave your potential customers questioning your professionalism. Instead of hearing the message you’re trying to send, they will be distracted by the mistakes or click on to the next company.
- Professional writers save time. Your marketing team has a lot of tasks on their to-do list. Writing done correctly takes focus and time away from other tasks. Professional writers have that focus, which allows them to churn out quality and compelling content in a fraction of the time.
- Writers focus on the customer. While it’s true that no one understands your company as you do, you may be too invested to write for your target customer. Especially if you are in a technical industry, writing what you know may mean unintentionally speaking a foreign language to your audience. If your target customer does not understand your message, the message is not worth much. Someone outside the company with an understanding of what you’re trying to say can say it in a way that effectively reaches your customer.
- Professional freelancers invest in you. A freelance writer is running their own business. They are dedicated to the outcome of their writing because they know it means you’ll hire them again. They want to do the job efficiently and work hard to earn your trust. Outsourcing to a branding or marketing agency, on the other hand, means you’ll get assigned to a writer who has less of a personal interest in your project. From a freelancer, you receive the same dedication as an internal employee without the cost to train or provide benefits.
- Most importantly, well-written content pays off. When someone is searching for a service your company provides, will they find you? If you were to look at the written content on your website, would you be impressed? Would you trust your company? Writers understand what creates engaging content. They know how to make a strong first impression and build trust in your brand. 90% of searchers haven’t made their mind up about a brand before starting their search. (Status Labs, 2018). Let a professional who specializes in compelling content help you be the chosen brand.
90% of searchers haven’t made their mind up about a brand before starting their search. (Status Labs, 2018)
You know you need strong written content. You see the potential of outsourcing. But how do you start the search?
How To: Finding a Freelancer
- Check your professional network. LinkedIn is a platform of professionals primed and ready for this search. Connect with writers or ask your connections where they outsource their writing.
- Review the content you already read. Is there a writer already writing content that engages your target audience? Who wrote the copy for the last website that convinced you to buy something? Did you come across an article that spoke to you? Message the author — they may be willing to work with you or recommend someone to handle your projects.
- Try out their work. If you find a freelancer but are hesitant to commit, agree to one or two small projects to test them out. Let them show you how they do with your content. Let them explain their methodologies and ideas. Let them prove that they can take an idea and run with it.
“If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur.” — Red Adair