There are a lot of professional writers that are just cutting their teeth, while others have been doing this since dial-up speeds clocked in around 28.8K. Both are the right people to hire, but the one you should hire depends upon a lot more than just the type of project.

Over the years, I’ve seen a lot of freelance platforms, such as Upwork and  Fiverr, gain popularity. The great thing about them is that members can choose from a wide range of services and the platforms get their cut (One in particular, Textbroker, takes a 30% cut, reducing the professional writer’s take home pay of just $0.05 per word, roughly $25 a blog).

When a writer needs to build a portfolio, they often use these platforms, but the discrepancies in pay need to addressed. At $25 per blog, a writer is essentially getting minimum wage, while covering their own expenses. I know it’s up to us—the writers—to settle on where to hang our shingle, but business owners need to be aware that they will get what they paid for with this type of service. They may be getting a bargain on writing services that don’t work, because the writers are churning out as much as they can which results in a lack quality content.

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Google Looks for Quality of Content

In their website evaluation guide, Google has strict criteria for placing one page before another. This quote sums up their stance on how they will rate the quality of a site’s content:

“We will consider content to be Low quality if it is created without adequate time, effort, expertise, or talent/skill. Pages with low quality MC (Main Content) do not achieve their purpose well.”

A professional writer will know what Google considers to be quality content and how to write it.

Content Is Your Brand

Your brand is more than just your logo. It’s a combination of everything the company does, the products it makes, the clients it embraces, and the employees it hires. The content in your brochures and on your website help define your brand. I would even go so far as to say it fine tunes it, by making it less ambiguous.

When choosing a content writer, it’s best to think about some of the biggest challenges others have had. These challenges are some of the most common and often difficult to overcome. The list below has 5 challenges that reflect my experience with a wide-range of client types.

  1. Lack of Experience

Finding a writer with industry experience is not as easy as it may seem. Finding ones with multiple industries under their belt is even more difficult. But they are there and write meaningful content that will align with your brand.

Tip: A writer should have the experience to understand conversion optimization, as well as techniques to capture the reader’s attention in a matter of seconds.

  1. Time

Your time. It’s one of the most challenging obstacles to hiring a writer. There’s time in building a content strategy. Also, researching about the writer, their portfolio and interviews take time. Last of all, the time it takes to manage it all.

Tip: Find a content strategist and writer who will save you time, cause fewer headaches and get a better return on your investment.

  1. Connecting with the Audience

This is really important. Writers have to be marketers, too. They need to know marketing and they absolutely must know how to connect with your audience. They should know how to reach out to millennials, or the silent generation, and other segments of the population.

Tip: Look for writers that understand tone and voice.

  1. Consistency

Can they consistently write about your topic? Consistently meet deadlines? Consistently interact with you or your team? A consistent writer will help you achieve your goals.

Tip: Ask for case studies or about the writer’s process.

  1. Problem Solving

A professional writer should understand when something’s not working and how to fix it. Or, the least they can do is try something new and work with you to get the results you need. This may even require technical assistance from a website developer.

Tip: The writer should know how the platform works, especially in the digital world where messages need to change to fit the audience.

Quality Content Matters

Choosing discount writing services may work for a handful of industries, but there are some—health care and finance in particular—that require engaging and informative content. Writing quality blogs and articles takes time and research. This is why writers deserve honest pay for their work. In order to get ready to hire a writer, set a budget that aligns with your goals and follow it. Then, be patient, because elevating your ranking on Google search results takes time.

Please, feel free to contact me if you have any questions about quality content or how to hire a professional writer.