You want to create awesome b2b marketing content that attracts visitors and converts them to qualified leads. We’re happy to see that you recognize the value of content, but we have one question: Who’s going to write your content?
While you may have a love of words, as a busy marketer, we’re guessing that you don’t want to spend all your time writing blog posts. So, it’s safe to assume that you’re considering hiring a content writer.
Much like the latest version of a computer program, b2b marketing content writing has an ever changing FAQ section: How much does it cost? What type of writer do I need? These are questions that can keep you up at night. We believe in getting a full night of sleep, so we won’t let that happen to you.
Without further ado, here’s what you need to know to hire the best writers for B2B content marketing.
Got get ‘em!
What Does It Cost to Hire a B2B Marketing Content Writer?
No sense in saving this bit for the end. Expenses are usually the first thing on everyone’s mind, so let’s get right to the dollars and cents.
It’s important to note that content writing doesn’t have a unified price structure. What one writer will charge will differ from another, but here is what you can generally expect:
- Some writers still prefer to be paid based on word count. Typically, rates fall in the range of 5 cents to 30 cents per word.
- Let’s say your average article is about 600 words. For a polished, carefully researched post, you should expect to spend anywhere from $100-$180. It’s likely that you’ll post around 10 articles per month, so in total you’re looking at $1,000 to $1,800.
Keep in mind that these projections are only for the written portion. A Designer, Developer, SEO Wiz, and a Content Strategist are key members of any winning content creation team.
Who’s the Best Writer for Me?
You never know until…you really know. Writing samples aren’t a bad place to start your evaluation, but they can be deceiving. It’s similar to how a trailer is sometimes better than the movie that it advertises.
Follow these tips to help you determine if a writer is the best fit for you:
- Whenever possible, ask their references about the quality of the writer’s first drafts. If an editor had to heavily rework the drafts on a regular basis, it could be a deal breaker. Everyone has to make edits, but if a writer has to essentially rewrite each piece, it’s doubtful that they’ll be able to keep up with your needs.
- Does their past work showcase versatility? In the best case scenario, your writer would be a specialist in your field, but that won’t always happen. You can always count on writer who’s an excellent researcher, though.
- Measure their level of interest. Writers that sincerely believe in your company’s mission will churn out better content. As an added bonus, there’s a good chance they’ll stick around for the long haul. You can never have enough dependable collaborators.
How Do I Retain My Writers?
Who doesn’t like to hear they’re doing a good job? Assuming that someone isn’t being sarcastic, that is.
Content writers need to feel appreciated, but it works better when you show it instead of say it:
- Test their abilities with thought-provoking content ideas that encourage them to grow.
- Make sure you have a set style and tone. No writer can produce material that is tailored to your brand if they don’t know what you’re looking for. A lack of consistency is one of the major factors that sends writers (and readers) heading to the door.
The Bottom Line
See, finding the best writers for B2B marketing isn’t so bad. It will take some patience, but you’ll snag your match. Even if you stumble a bit, know that everyone goes through the same process. Building a partnership is never easy.
Neither is attracting visitors and converting them to qualified leads. Thoughtful wordplay is a big part of the equation, but the makings of great content also include design, search engine awareness, technical savvy, and strategy.