Half of marketers say they outsource a content marketing activity. That's not surprising given that 60% of B2B and B2C marketers operate a content marketing team of no more than five people.
Finding partners with enough thematic experience and understanding your brand's audience were the challenges most frequently cited in CMI's most recent study.
Half of #B2B and #B2C marketers say they outsource a #ContentMarketing activity, according to @CMIContent #research. Click to post a Tweet
To help you overcome those challenges and hire top freelancers with confidence, I've put together this five-step guide based on my experience working with contract writers.
1. Make the right budget
Before you start looking for writers, you should set a realistic budget.
You can't simply take a full-time employee's salary and divide it by 40 to estimate a freelancer's hourly rate. With freelancers running their own businesses, they charge more. They must calculate a ratio that covers their expenses – both the employer and the employee share income taxes, insurance and operational costs such as computers, software, internet, etc. may also affect their rates.
You can't set an hourly #freelance simply by dividing an employee's weekly pay by 40, say @emanuelp 986 via @CMIContent. #ContentMarketing Click to post a Tweet
If you are challenged with find writers have enough topical experience, enough budget to pay the higher fees that experienced writers charge more. You're much better off getting a writer to produce a top-notch piece within a try or two than hiring a cheaper writer and doing a lot of editing.
If you're having trouble finding writers with enough topical experience, budget to pay @emanuelp given the higher rate experienced writers charge via @CMIContent. #ContentWriting #Freelance Click to post
You should also decide on a budget based on expected product deliveries. The more labor and research the project uses, the higher the budget.
Rates vary considerably depending on the individual as well as the industry. To work out your budget, ask your industry colleagues what they should pay. Look to associations and freelancers for benchmarking research.
While a budget sets an expectation of how much you can pay the writer, it is not a predictor of how successful the relationship will be. That's why you need to follow the next steps.
2. Create the perfect post for a help request
Freelancers read through posts they want to help with to gauge if it's a good opportunity and right for them. Your listing should clearly explain your expectations and deliverables in order to attract lots of quality feedback and accurate recommendations.
But just because you're contracted to work with someone doesn't mean you need a complete job description like you would with a full-time employee. Among the relevant details should include:
- Description assignment including what information will be provided by the company and what information the writer is expected to find.
- Specify any special knowledge or Necessary skills
- Estimated product delivery, including estimated length
- Start and end dates, including temporary periods
- Compensation coverage with terms such as hourly or flat rates as well as bill payment time
It helps to add some personality to your list as it gives freelancers an idea of what they will work with you. And most importantly, don't hesitate to ask the additional questions you deem necessary to find the ideal candidate for your job.
Add some personalities to your #freelance wish list to provide an idea of how it works with your brand, @emanuelp says 986 via @CMIContent. #Write content Click to Tweet
TIP: To gauge how well they are following the guidelines, include a small “test” such as, “Please put the word 'freelancer' in your subject line.”
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3. Find the best writer for your brand
It's much easier these days to contact and find quality writers for your task or project. Among the options:
- Ask your professional and personal network for referrals. Their input is invaluable as they already know or have worked with the suggested writers. Those word-of-mouth referrals give the candidate an extra boost in the first place.
- Switch to the task board. While many writers look to job boards for long-term gigs, part-time writers also use them to find work. Make it clear in your listing that you are looking for someone for a part-time job.
- Post on social media. Post opportunities on Instagram and Twitter, and use hashtags that are relevant to the industry and #Freelance. Posting to relevant social media groups can also be a great way to reach writers in a particular niche.
- Visit freelance websites. Use platforms, such as Content , Skyword , ClearVoice , etc. These stores facilitate finding, hiring and paying writers. Most platforms help you quickly find better quality content creators who create optimal quality work in your niche or for content type you want to create. (I recently hired a writer who specializes in privacy policy and terms of use pages.)
Visit #freelance sites like @contently, @skyword and @clearvoice to find quality #content creators for your brand, @emanuelp says 986 via @CMIContent. #Write content Click to Tweet
TIP: Create an authentic and engaging profile on freelance websites to showcase your brand's personality and culture. attract writers interested in that environment.
TIP: If you hire a writer who only freelances part-time, be aware that it may take them longer to get the job done than if they were on a full-time freelance writing schedule.
4. Evaluation of written candidates
First, you should come up with your pick list. You can then omit answers that didn't pass your test, such as including "freelance" in the subject line. Then, review the remaining answers and eliminate those that do not meet the basic requirements.
Freelance platforms also help you find qualified wordsmiths by filtering them based on specific prerequisites and inviting only qualified writers to respond to your listing.
With your shortlist determined, do a video interview. I do this with every writing opportunity. While phone interviews can be effective, I find it easier to interact with a person on video.
During the interview, ask them revealing questions:
- Their professional background and expertise in areas important to your work (e.g.: SEO , write title )
- Their experience in your niche and with your content type(s)
- How they approach writing assignments, such as the one you will give
- How they handle meeting deadlines when they are working on multiple projects
- How they react to unforeseen obstacles, such as an unanswered interviewee or unexpected power outages
TIP: Sometimes asking for narrative examples can help you better understand the candidate's thought process.
If you have an outstanding candidate, you can proceed to the next step. If you've narrowed your search to two or three candidates, ask them to complete a small paid project related to your topic. You can then compare and evaluate the capabilities of each writer, from understanding the task to implementing the content.
Ask 2 or 3 #freelance finalists to complete a relevant paid assignment to gauge their abilities, @emanuelp told 986 via @CMIContent. #Write content Click to Tweet
5. Hire a freelance writer
After you've chosen a freelance writer to hire, it's time to detail what you want them to do.
There is a distinct difference in hiring a freelancer versus an employee. While you tell employees what to do and how they must do it, you cannot give the same instructions to freelancers. They control that.
With freelancers, you should be clear about the criteria, including start date, detailed scope of work, deliverables, payment terms, etc. All these details should be included in the document. a contract protects your business and the writer, and can help prove to the IRS that the writer is a contractor, not an employee.
A detailed, clear and concise contract includes:
- Name, contact information
- Ask for the correct assignment with delivered products
- Deadlines, including milestones
- Terms of payment
- The owner of the completed project
- Confidential Information Terms
- Limited
- Freelance copywriters terms and responsibilities
- Compensation Terms
Do not begin a working relationship until both parties have signed a contract and you have paid any required deposits.
TIP: To get your writers engaged faster, share examples and documentation of similar work so they can better understand your expectations.
TIP: Make sure the writer can access any server or communication necessary for their work. It will improve their productivity in the first place.
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Expand your team with freelancers
The process of hiring a freelance writer is similar to hiring an employee. You need to know what you want, make it clear on your help list, narrow down the candidates, do an interview and then make your preferred choice.
However, you also need to respect the transactional nature of the relationship. While you can't control how they do the job, you should describe exactly what they will deliver in the formats you prefer and on the schedule you set.
By following this process, you are more likely to Find Valuable talent that can help your content marketing team drive results for your brand.
Cover photo by Joseph Kalinowski / Content Marketing Institute
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