Author: Mary Klest

What Should I Pay a Content Writer?

Pay rates for content writers vary. Did you know you can buy 250-word articles for $4 to $8?  Especially when they are written as poorly as this:

“We’ve done it through junior high, it expanded longer through high school, then on college it became chapters. No matter how many times a person have done it, writing articles has proven to be a task many has continuously avoided. Now at a time when writing articles could help your job or work, facing the job at hand can be still faced with unfriendly behavior.”

How much are 17,500 words worth? At .028¢ a word, the client below may find a stressed out amateur blogger with productivity problems:

“I am looking for 50 blog articles that I can post on my blog. I will use these articles to post periodically. Word count between 300 – 350. Topic is workplace productivity, organization, focus, reducing workplace stress, etc. Fixed price (Less than $500)”

Need a content editor to give your website some spin? Viewers might get dizzy reading “good enough” content from this client:

“I am looking for a talented writer to revamp my website content and give an edgy spin. Project would be initially for 5-7 pages of content but would turn into more if the content provided is good enough. Hourly (1-2 wks ($5-$10/hr))”

Based on my experience as a professional content writer working in a variety of client environments from corporate to solopreneur, these rates are unrealistic and will only lead to disappointment.

Content writer rates may be paid by word count, by hour, or by page. Rates are influenced by geographic area, experience, industry focus, and scope (how much research, source interviews, etc.). On average, an article written by a professional writer will cost in the range of .25 to $2 per word. Hourly rates average between $75 and $125. Website content page rates can average $75 to $250 per page. Content for specialized audiences may be more.

To edit existing text many writers charge between $35 – $50 per hour checking for grammar and misspellings. A rewrite of the text will be more, often charged by the page.

Again, this is based on my experience not on an industry survey. Writers may charge more or less depending on their workload. Ongoing relationships are valued by both writers and clients so that may be a pricing factor as well.

Before discussing pay rates with a content writer describe the scope of the project and a timeline. Good content is a valued asset. It works 24/7 delivering information to the marketplace. How do you find the right writer for your project?

Point-of-View Journalism Can Benefit B2B Companies

Point-of-view journalism is a phrase I heard from a recruiter in the communications field. For me, it offers a definition for skilled content writers who work with companies that are advancing their industries, innovating, stimulating action, and building relationships through their products and services.

Point of view refers to who is telling the story and how it is told. Journalism is a craft based on gathering and portraying facts for an audience. Combine these two and B2B companies can produce thoughtful and well positioned communications that get their customers talking and referring, while providing value in the media landscape.

Content writers at the Mayo Clinic address multiple audiences including patients, medical professionals, researchers, students and those seeking credible health information about symptoms, drugs or health-related lifestyle issues. This is information with a point of view developed using guidelines of the Mayo Clinic, yet it is credible and fact filled. From the Clinic’s Health Information menu a viewer can find out about Nutrition Basics with loads of links to specific topics relating to eating well. A free health topics E-newsletter is also offered. The Clinic leverages its medical expertise with blogs such as this one on the Mayo Clinic Diet. The blogs are written by subject matter experts who act as point-of-view journalists.

GE’s new electric vehicle charger, the GE WattStation™ is featured as one of their Innovation Stories, a collection of brief stories on why the products were developed. Facts about conditions, issues, and solutions proposed by the company are included.

Often times, content writers do more than write. They act as interpreters between the subject matter experts and audience. They evaluate newsworthiness, usability, shareability and audience receptiveness.

I am guided by the following thoughts when I undertake a point-of-view journalism project:

  • Ask and answer the important questions. Viewers feel under served when questions are not asked.
  • Be transparent. Allow the real issues to surface. Facts are your friend.
  • Thoughtful communication can in itself be a call to action.
  • Include research from neutral sources. Interpret.
  • Investigate and show intent.
  • It may take courage. New and better information may cause a paradigm shift but when integrated into a knowledge network it is often beneficial.

Developing factual content that shares a point of view is a B2B benefit that pays off in multiple ways: increased word of mouth, social network sharing, trust building, and industry influence to name a few. Winning in the marketplace may well be a matter of communicating what you know to be true.

Storify Content Tool Gathers Social Media Reactions

Storify, a content curation tool, went public today.  Storify allows you to search multiple social networks including twitter, Facebook, and YouTube from one site, grab entries, and organize them into a story. Businesses can compile customer reactions to products, services or events.  Go to the Storify website and open an account or sign in using your twitter account. Add a title and brief introduction text, then start selecting entries from social networks. Click on the embed story button and insert the code on your site, much the same way as inserting a video from YouTube. Here is what I created in just a few minutes time.

Included are some tweets, a blog post, and a video from YouTube. See what you can do or ask a content writer for help in creating a story for you. A content writer can add context and help you choose what entries are best for meeting your business goals.

Content Expands Customer Experience

ConversationAgent.com brand strategist Valeria Maltoni posted: Does Your Brand Have the F-Factor? Referring to friends, fans and followers. The influence of social networks on buying preferences is becoming so pervasive and persuasive that marketers are looking for F-Factor possibilities.

Maltoni writes: “The biggest opportunity for brands is still to provide content that expands and improves the experience around a product or service. To build relationships with the people who choose to be inside that experience around what the brand makes.”

Who Follows the Ordinary?

How do I create content for a client that provides an ordinary, everyday service but later surprises me by naming well known celebrities and professional athletes who have used their services? The possibility for endorsements is limited because celebrities don’t want to be associated with an ordinary, everyday service. Their privacy is of concern to my client as well.

I focus on making potential and repeat customers feel good for making the right decision. I offer some pizzazz by including names of high line brands used with the service. Next, I find social footprints of people who follow these brands on Twitter and Facebook and listen in on some forums to help my client see the possibility for sharing and increasing the company’s F-Factor.

Become Extraordinary

Unfortunately for some marketing managers and companies the time factor rules out the F-Factor. This doesn’t need to be the case because outsourcing is available at a reasonable rate. What I like about my client is their openness to try something new. Also, they are trustworthy and care about quality. Their ordinary, everyday service becomes extraordinary through the care and craftsmanship they offer.

I am excited now. I want my client to prosper from a friend’s recommendation, share praise from a fan, and know why followers appreciate their insider news. The relationship is expanded and improved for both company and customer. How are you working on building your F-Factor?

 

Why Tone & Mood Matter in Custom Content

Most B2B websites exist to build relationships and brand awareness, not direct sales (except e-commerce sites). Getting the tone and mood of your site right allows the viewer to pass through the first gate to engagement. People use visual design as an initial filter. “Do I like how this site looks?” You have more control over this than you may think.

Studies show that opinions about what a website should look like are influenced by what industry it is found in. In my work as a content writer, I see this influence from within an industry as well. Let’s look at the automobile industry and the differences between an auto body shop, luxury car manufacturer, and auto parts manufacturer.

How can tone influence the mood of the viewer (who already has preconceived notions)? It is up to the content planner and writer to understand audience expectations and set the tone that creates the mood for building good interaction with a brand or business.

Tone Creates Mood

Tone is a feeling or atmosphere created by content writers using text, visuals and sometimes sounds. The choice of words, images and graphic details reflect tone. Tone is set with intent by the content writer to be serious, professional or
light hearted, etc.

Mood is what the audience perceives or feels while viewing the content.

An auto body shop or “collision repair” (new term being used) often caters to vehicle owners in distress. This audience may not be interested in reading tons of text or viewing pretty pictures. They want a cost estimate. Help with an insurance claim. Something that indicates the shop fixes their type of car.

The tone can be created using before and after photos to show the car owners there is hope for returning the vehicle to its original condition. The text may emphasize real-time response (readiness), customer convenience (caring), competence (quality) and satisfaction. The mood might be that of a prize fighter reclaiming his title or a sense of renewal.

On the other hand, an audience for luxury cars is looking for distinction. There is time to read some of the detail on performance, accessories and style. How is each described? The text is concise instilling a sense of scarcity, desire and pride. The photos on these sites change before our eyes, showing action. As a result the mood created may be racy or progressive. Lexus uses the phrases “Brace Yourself” and “Embrace cutting edge over convention” on their site.

E-Commerce Sites Create Tone and Mood Too

A manufacturer of auto parts may set up an e-commerce site that lists all parts by vehicle type. The tone (efficiency) is created through easy-to-use navigation devices such as search boxes, as well as accurate descriptions and photos of the part. When the phrase “Get the Perfect Fit” is placed above search boxes for make, model and year as JC Whitney does on their site, the buyer may feel more assured of their selection. The mood assurance is skillfully intended by the content writer.

Stay steps ahead of the competition by using tone and mood to distinguish your brand or business. Look at some of your favorite websites and see if the mood makes you want to do business with them.