You’re a mid-sized or larger company and you need a raft of blogs and white papers to launch a new product or to reframe your existing core competency. When it comes to writing talent, you have a lot of options. Perhaps too many.
For starters, eliminate the urge to get writing on the cheap. It will suck. Excuse the crass language, but it will suck up your time because you will end up revising it or rewriting it. It will suck time and energy. To call this a fool’s errand would be too kind.
If your business is complex, such as finance, commodities, etc., you need to find someone sophisticated, well-educated and extensively experienced with writing for B2B audiences.
How much is your time worth? If you’re making six figures in a corporate role with full benefits, just plug your salary into a typical salary>contractor rate conversation formula and you can get a sense of how much you are worth in hourly terms. Granted, how you spend your time each day varies (think fruitless meeting). Now, imagine wasting your time vetting and correcting bad writing. Actually, there is a job description for that: editor. Is that really your job? It is essential, but do you have time for it?
Roles and Responsibilities
The job qualifications of a top-notch professional writer go beyond spinning out beautiful prose. A B2B writer is also an analyst, who can glean trends from complex data points. The highly-compensated writer is also a strategist, who gathers your objectives and pinpoints carefully chosen wording to drive home a message.
A business writer is also a collaborator, who can efficiently canvass other principals, including senior executives, to ensure all key viewpoints and decision-making are incorporated in the final product and then conveyed across the entire digital spectrum to reinforce that message (social media, paid, organic, earned).
The professional business writer is also an editor. Be prepared for this person to gather up all your past efforts and shred what was unnecessary, fluffy, tedious or just plain terrible. Don’t take it personally. It’s a professional assessment. Also, be prepared for the editor to capture the best of what the company has done and reinforce that messaging.
When you find the right writer, you can engage them on an ongoing basis with a contract that can button down the hourly rate and other considerations, such as NDAs and non-compete clauses. Such an arrangement provides you with the assurance your writer is available as a reliable extension of your team. The collaboration fosters an even more refined understanding of your business and, by extension, more effective marketing by the contractor. This way, you gain all the benefits of an inside marketing professional with all the nimbleness and responsiveness you need. The question is are you willing to pay for it? You could end up paying $75 to $150/hr or $1-2/word. The value gained is worth it.
For more information about contract writing and editing, contact Katharine Fraser at email@example.com.