That the Web offers many affordable marketing opportunities is pretty much common knowledge. Optimized Web site content, blogs and articles are all inexpensive ways to build inbound links and attract visitors to your Web site. But there is one drawback to this kind of marketing. It requires you to write content. A lot of content. And for this content to be really successful, it needs to be written with keyword optimization in mind.
As a business owner, you likely lack the time to write. You may also lack the knowledge required to optimize your writing for the Web. If this is the case, you may want to consider a professional business writer.
A basic Google search for freelance business writers in your area should return a long list of potential candidates. But before you hire a writer, there are a few questions you should ask.
• Rates are probably your first concern. Most writers charge by the hour or by the word. Some may offer a flat rate based on volume. For example, they may offer one rate for a short blog post and a higher rate for a 500-word article. Try to determine a budget before you talk to the writer so you can accurately gauge whether their rates will fit within your financial limitations.
• If you don’t indicate a deadline, the writer will ask. Be clear and try to give adequate time for the writer to complete the work. Ask if the writer charges a higher rate for rush jobs.
• Don’t be afraid to ask for a written estimate on cost and completion date. If the writer charges by the hour, ask how many hours it will take to complete your project. And remember that it is an estimate. Writing projects can take longer than expected, so you should be prepared for the final charge to be a little higher. Ask about taxes too – Canadian writers will often, but not always, charge GST.
• Research is another factor in the cost. If you have research or ideas that the writer can use, be sure to pass those along. If the writer needs to research topics for you, ask about the rate for research and be sure that research time is built into the estimate.
• Similarly, you should ask about edits and rewrites. It is normal for clients to want changes to a first draft, especially on their first project with a writer. Some writers may opt not to charge for minor revisions while others will bill all revisions at their standard hourly rate.
• Despite everyone’s best efforts, there are times when the final product is not what you were expecting. Before you start your project, be sure that you and the writer have clarified what will happen if you are not happy with the end result. How much will you have to pay? How can you terminate the work arrangement? You should also ask the writer about his or her policy on late delivery of a project. Will you still have to pay full-price when the deadline is missed?
• In business, confidentiality is often a major concern. Many writers will include a confidentiality clause in their contracts, but if they don’t, you can ask them to sign a confidentiality or non-disclosure agreement.
• Always ask for samples to see whether you like the writer’s style. Many writers have a portfolio on their Web site, while others have past projects they can email to you for review. You can also ask writers for references or a list of clients for proof of experience.
• On the subject of experience, remember that writing, like any other profession, has specialties. Someone who writes book reviews or freelance articles for a consumer magazine may not be suited to blog postings and search-engine-optimized Web content. If you are looking specifically for Web content writing, ask about the writer’s experience in that area.
One final piece of advice – get it in writing. A written agreement should cover all of the issues mentioned above, along with project scope and payment terms. It may also include a confidentiality clause and an indemnity clause freeing the writer from charges of libel or copyright infringement. The written agreement protects the writer and the client. It is in your best interest to review and sign a contract, or to ask for one if the writer does not offer it.
What a Freelance Writer Needs From You
Here is some idea of what writers need from their clients in order to make the project a success:
• If this is a large project, the writer may ask for a deposit. “Large” is a subjective term, but the writer will make it clear what is required for work to begin.
• Business writers need a clearly defined scope for the project. Many clients will ask for content without specifying how much they need. Read other Websites and articles to determine what your competitors and colleagues are doing and then get a word count for the writer.
• Remember to have reasonable expectations of the time required to complete your project. A 500-word article doesn’t look that long, but consider what goes into it. The writer needs to do the research, write an outline of the main ideas, contact you with any questions (if applicable), write a first draft, review the draft and make any edits, and then send it to you for review.
• If you are late delivering source material or reviewing a draft, you have to expect that the writer will also be late.
A little understanding of the writing process will help you find the right person for your specific project and lay the groundwork for a long and fruitful partnership
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