For many organizations and companies, to hire freelance writers is to assume no cause for action. Rather, people prefer to do everything in-house or spread the responsibility across the team. Or, some organizations and companies do nothing at all. The first preference is pretty common and not cause for concern. However, the next two can be.
Spreading the responsibility across a team can work. However, it is a huge gamble, especially when you have a small team. Furthermore, if communications is the secondary job, it’s likely the less valuable one as well. In other words, if it had to be spread across a team to begin with, it’s probably not seen as important across a team.
It sucks when organizations and companies decide not to do anything progressive with their communications. I know that more often than not, that decision always comes back to bite. For example, some organizations and companies scramble to get their communications and marketing in order when:
- They launch a campaign
- They want to fundraise for giving season during holiday months
- Their team is interested in improving their content strategy
- There’s a huge annual report due soon
This is not an exhaustive list. However, it should tell you that having any upcoming project that doesn’t include communications and marketing input is bound to fail.
Let’s be very clear: crafting compelling content isn’t as simple as just writing. It takes time, research and evidence. You want said evidence to back up your business decisions. After all, you want to meet your goals, right?
This is where hiring freelance writers can be beneficial.
When you should hire freelance writers
It might be time to hire freelance writers if:
- Have an inexperienced communications or marketing team
- Can’t find the time to write everything
- Tasks and deadlines overwhelm you
- Don’t have enough staff and resources
If you’re looking to create something new or improve something preexisting, such as a website, landing page or press release, it’s worth hiring a freelance writer. Let them take on that challenge for you so that you can focus on other priorities. If you’re looking to strengthen your existing brand, it’s also worth hiring a freelance writer to get you the results you want.
But what should you look for to make the right decision?
What to look for in a freelancer
Great writers take content and turn it into something compelling. That “something” captures your brand voice and captivates your target audience. You want someone who has strong writing skills, experience in and knowledge of whatever industry you’re in. Also, you want someone who has a track record of successful writing for that industry.
Everyone’s backgrounds vary. Some have experience writing for magazines while others have teaching experience. Some writers also have experience in senior executive positions where they’ve spearheaded strategic communications plans. No matter where their experience comes from, they should all share three core understandings:
- Content should accomplish a business goal
- Complicated information is better as easy-to-understand text.
- Compelling copy helps customers take action
Look for an experienced writer in this context. The last thing you want to do is have to teach the writer about the industry you expected them to be knowledgeable about or worse, how to write! Always ask for samples of work to gauge their skill level.
See if there are any testimonials or references that describe how they work. It makes a world of difference if their clients describe them as easy to work with, deadline-oriented and responsible. In other words, it makes your decision easier to make!
Keep in mind that you get what you pay for. A freelancer with a low hourly rate is not always the best choice. You may end up paying for it in the end through too many rewrites, edits and meetings that shouldn’t be necessary. Freelancers should be making your life more manageable, not adding to the stress.
Over to you
You’ll want a freelancer who adds value to the content they’re crafting for you. Does their copy yield results and leads? Does their work convert leads? Do they have good research skills? Are they knowledgeable about the market? These are questions you should consider when looking at portfolios of work.
You know your time, resources and schedules better than anyone else, so you’ll know when it’s time to consider hiring a freelance writer. I hope these suggestions serve as a guide that leads you to the right writer for you.