Outsourcing Your Blog Writing

Perhaps the biggest challenge in creating a company blog is the realization that it is a big responsibility. Developing an effective blog is not something you can do when time allows. To be effective a blog has to be well written, valuable to the readership, and posted on a regular schedule, not sporadically.
Blog writing is hard work. It takes time and effort to write high-quality posts on a regular basis. Because marketers are so busy, more and more are outsourcing their blog writing. That makes perfect sense, but there are a few things to consider before hiring someone to do your blog writing, specifically:
  1. Have a specific business goal for your blog so you’ll know if you’ve been successful and, just as important, your blog writer will know why he or she is writing. If the goal is to increase traffic, for example, to your website a good writer will incorporate your keywords into their titles and copy so the search engines can easily find your site.
  2. Similarly, to be an effective SEO tactic and drive more traffic to your website you should blog a minimum of four times a month, such as every Monday. Many digital marketers insist that you need to post at least three times each week to be effective. The truth is the more the better.
  3. Hire someone who is already familiar with your industry and its lingo. Every industry has jargon, common terms with specific meaning that differs from Webster’s definition. In addition, someone with relevant industry experience will know the proper style and tone of your company and your target audience.
  4. Your job is to be Chief Editor. No matter how qualified the writer, you still need to take ownership for every post. I encourage my clients to edit everything I write because I want the words in their blog to be their own. Besides, it’s easier to edit than it is to create so think of your blog writer’s job as completing 95% of your post so, in 5-10 minutes, you can finish and approve it for posting.
  5. Hire the best. Blog writing talent is not expensive. There are a lot of agencies, freelance writers and out of work marketers who would love an opportunity to write regularly. Before you hire someone, however, review multiple writing samples and ask for references. You are, in effect, hiring someone to represent your company with words that, once posted, will live forever in the ether, so take your time and hire the best available person.
  6. Expect to pay from $50.00 to $250.00 for 150 to 350 well-written words. The cost range has to do with the writer’s qualification, skill, specific industry knowledge, and the kind of content you require.

Blogging is a great way to get your name out, increase traffic to your website, become a thought leader in your industry and accomplish other, equally important, business goals.

Outsourcing your blog writing is a great way to accomplish serious business objectives and increase your productivity.  Feel free to contact me if you’d like to discuss the  risks and rewards in more detail.

  8 comments for “Outsourcing Your Blog Writing

  1. March 17, 2010 at 2:35 pm

    Great piece on blog writing, Steve. I suspected that a blog writing service industry of sorts would have developed in the last decade. And, it apparently has.

  2. March 17, 2010 at 4:37 pm

    Wonderful information! Consistency, consistency, consistency.. a word I use quite often when assisting people with their Visibility Marketing. This is a valuable service you offer.

    In Appreciation,

  3. March 18, 2010 at 5:41 am

    Thanks, Chris and Tami, I appreciate your taking the time to leave a comment. All the best.

  4. March 18, 2010 at 6:36 am

    You are right on target with this! The business owners we work with understand the importance of having a blog but don’t have the time or internal resources to maintain it in order for it to be an effective SEO tactic or thought leadership tool. I am going to start recommending to our clients that they outsource their blog writing. It’s a marketing expense that can easily be tracked and measured for ROI.

  5. March 18, 2010 at 8:05 am

    Excellent target. While I write several blogs for different small businesses, the biggest issue I experience is the negotiating of pay. I believe in providing quality content and do the necessary research when needed. However, with the emergency of sites like eLance, and even ads on Craigslist, many want to pay less than $10 a post. I am also finding there is a lot of overseas competition who will accept that level of pay, which make competing very difficult. Do you have any suggestions on negotiation tactics for this type of work? Thanks!

  6. March 18, 2010 at 10:27 am

    Andrea, in a nice way I tell them you get what you pay for in this world.

    I remind them that I know them personally, I know how they talk and I know a good bit about their industry and their company. I leverage my “insider track.”

    I do not solicit companies offering my blogging services, blogging is an add-on service for my existing clients.

  7. March 19, 2010 at 4:13 am

    Thank you for your thoughts and suggestions Steve. It is absolutely a valid point. That is generally what I do, I just look at sites asking for bloggers to see what else is available and know based on their budget I can’t compete. I was even speaking to a friend of mine who has a successful online furniture business and he was telling me how he gets blog posts and product content for $2-$5 each. Sad…

  8. March 27, 2010 at 1:08 pm

    This is cool, but especially in the legal community, I think you will want to try to establish your own “voice” pretty strongly and let your personality come through before you start using a ghost writer. Reputation on the internet is established through the comments and ideas of individuals, not generic subject matter posts.

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