OK, before we even get started I’ll declare my self-interest in this one. I write content for clients and, as such, am keen to ensure that I’m fairly rewarded for my work.
But I also commission content for both client projects and my own. And while I’ll always push for a good deal, I also want to ensure that the end-result is of discernably high quality and that the writers I hire are willing and motivated to put the effort in.
So how much should written content cost?
I recently bumped into a job listing on a freelancers website that, if I’m reading it correctly, was hoping to attract bids for 350 word articles at around $1 each.
Assuming that you could – at a push – create an article in 30 minutes (that being itself an indication of the quality), you’d still be working for $2 an hour. You may think that this is an exception but it is quite common to see bids in the region of $5-$20 per 500 word articles on freelancing websites.
Hopefully anyone reading this blog will appreciate the difference between the poorly written filler content that can be bought at that price and the engaging, professional content that you need to effectively build an audience online or off.
Hopefully.
But still, how much should you be paying if you choose to outsource some or all of your content creation needs? There are certainly cutprice providers but by the same token there are bloggers who charge upwards of £100 ($150+) per post.
How I Price Content
My approach – on both sides of the fence – is to weigh up the amount of work that should go into creating good content and the value of that content to the business commissioning it.
Here are a few things that I consider when commissioning writers – and when quoting for projects:
- What’s it really worth? If you are using content for marketing purposes then you need to assess the value of content you commission in that light. Online, in practical terms you should be able to get a feel for the amount of traffic a piece of content can deliver and what value that represents (in the same way you might assess a PPC campaign). Less obvious might be the positive impact on your brand reputation or the value of a new subscriber to your blog or newsletter.
It’s also worth considering the opportunity cost – i.e. how long would it take you to produce content to the same standard, and what is your time worth? - How much time do I want the writer to put into this? It’s perfectly possible to write a blog post in half an hour – but if you want a well researched piece with lots of examples and unique quotes it will take longer. Consider what you need/want and be clear about this when requesting quotes.
- How do content creation costs fit into my overall marketing budget? We all need to work within budgets and sometimes paying for top-quality journalistic content might simply be beyond that budget. Be realistic, be clear about what you can and cannot do yourself and learn to factor in the costs of content into your future plans.
- Is there anything ‘extra’ that the writer can bring to the table? Hiring a high-profile named contributor for your website can be an excellent way to both create content and attract readers/visitors. Even if you’re not in a position to hire a big name, you might look to your content writers to help with elements of social media marketing, lend credibility through their experience or expertise and engage with readers via comments.
- How else might I be able to use the content that’s created? Content is not so much a service as it is an asset. Look for ways to repurpose and reuse the content you commission to maximise your ROI.
If you’re serious about using content – blogs, whitepapers, ebooks, microsites or anything else – to help drive your marketing efforts, then it stands to reason that you should seek out quality. You wouldn’t hire someone to deisgn your logo for $1 or handle your PR for $10 – the old maxim of ‘you get what you pay for’ is an old maxim for a reason.
Give some thought to the kind of content that you need and the value of that content to you. If you then search for someone with the professionalism and expertise to realistically fufill those needs, the price they quote will usually be a fair one.
Even if I do say so myself.
{ 3 comments }
Great article.
As a Copywriter, I’ve noticed the increase in these ‘bidding’ sites and must say, they seem nothing but desperate, underqualified people hawking for a fast buck. I still believe that quality speaks for itself and hopefully clients will realise this.
Here’s a question — are these ridiculously low rates works for hire? If you’re only selling first electronic rights, then is a low price appropriate? And what if they’re willing to accept repurposed work?
Hi James
Not sure if I fully get the question but it’s not uncommon to see article writers offering their services at these sorts of prices for ‘unique’ content. Although I can’t speak for any individual writer it seems that they are offering full copyright ownership rather than first rights or repurposed work (which would make the price a little more understandable).
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