Note from Jennifer: Today is our second post in  Mridu Khullar Relph’s guest post series on content marketing. Mridu is offering a fantastic course on content marketing (Content Marketing for Journalists) starting next week and wanted to share her insight with my readers as well. She is offering a discount to my readers (see below for details.) I highly recommend this course to anyone who wants to take their content marketing career to the next level. 

Mridu Khullar Relph is the founder of The International Freelancer, a website that teaches globally-minded writers and bloggers how to navigate the world of freelancing so they can tell meaningful stories, have fulfilling careers, and find financial freedom.

 

By Mridu Khullar Relph

If you want to stay happy, productive, and well paid as a content marketing writer, there’s one question you’re going to have to ask yourself repeatedly, each time a potential assignment walks through your Inbox and says, “Pick me?”

And that question is this: What’s going to be my hourly rate on this?

Let’s be straight here. We’re all here because we love writing, because we like the freelance lifestyle, and because we quite enjoy that freedom that living this life affords us. But none of it would be possible if we weren’t making enough money to feed those insatiable children, keep the liquor cabinet stocked, and buy those chew toys for the dog. I’ve been a journalist, a blogger, a novelist, and more. These days, content marketing is the thing that provides the fuel—the money—to keep those fires burning.

When it comes to content marketing writing, the purpose is not to win awards, it is to help a business generate income. And I don’t know about you, but if my work is helping others make money, then I’d like to make some (or a lot) of it as well, thank you very much.

So, ask that all-important question each time a potential assignment lands at your door. What’s going to be your hourly rate at the end of that project?

And in order to figure that out, you’re going to have to work out the answers to these following questions, too.

1. What’s the format? How much does it pay? Deadline?

If you haven’t already got a list of these questions somewhere, make one today. These are the basic barebones questions that you need to ask about every single assignment as a freelancer, no matter whether it’s a blog post, a content marketing deliverable, or an investigative report.

You need to get clear on a few things before you say yes. These are:

• What’s the format? (Article, blog post, white paper, profile?)
• Word count?
• Deadline?
• What does it pay?
• When does it pay? (How soon after submission of work?)
• Will it be bylined?
• Will I get a bio? Will that bio include a link to my website?
• Is there a contract you’ll be sending?

In content marketing writing, rights are usually not discussed, mostly because it’s understood that the business is going to hold on to the rights of the material. It’s not work you’re going to be able to resell, so make sure you get paid well initially.

2. What are the deliverables?

As a writer, you’re probably already used to asking this question, but be warned. Depending on the client, the deliverables for content marketing writing work can range from images to SEO-friendly titles, to social media status updates, to a whole lot more. That’s why it’s important that you ask upfront what the scope of the project is likely to be so that you can accurately calculate how much time you’ll need to spend on it.

3. How much reporting is required?

Does your assignment require sources and interviews? If so, how many? Corporates and agencies can both get pretty specific about these things. There may also be a restriction on what kind of sources you can use. Don’t quote the CEO of a competing business is the most obvious one, but these rules can be wide-ranging and variable depending on the business. One of my clients also has a rule that we can’t use the same sources in two stories, which increases the reporting time because I can’t be efficient by repeatedly calling on sources I have a relationship with. So you’ll need to factor in those details as well.

4. What is the purpose of this piece of content?

Remember, you’re writing for a business. They’re not asking you to write this because they have pages to fill. Every piece of content you’ll write for a business has a function, a motive. It will be a spoke in the wheel of the content marketing strategy. It’s important to understand what the goal for the content you’re writing so that you can keep those goals in mind as you write.

For instance, one client of mine is a national bank and they ask me to write straight up how to stories on how to increase your savings because their goal for their content is to educate their customers and provide them with motivation to put more money into their bank accounts. But another large company I work for hires me to write well-researched reports that are distributed internally and helps them in making big decisions in which technology areas to invest over the next five years as a company. They do end up publishing these reports on their website, but the goal is not to inform customers or clients. The goal of these reports is to help employees and decision-makers be up-to-date on options and plan the company’s future growth. Yet another client, a developing world government agency, asks me to find and write about unique projects originating in that region because they’d like to improve the image of their country in the world.

Knowing the goal behind each piece of content helps me to target my research better and to help them to achieve that goal. It also saves all of us endless rounds of revisions, which we all know can be a major source of frustration for us writers.

5. Who’s the audience for this piece and what’s in it for them?

This ties in with what I said above. If you know the purpose for writing that particular piece of content, it’s likely you already know the audience as well. But it helps to dig deeper as well. For instance, for my bank client, it helped to know the demographics of the people who were reading their content and what they expected to get out of it, because it helped me find a voice and a style that worked with that readership. This not only ensures that I produce work that is the right fit, but eventually saves me time and hassle as well.

So, those are the five questions I routinely ask before taking on an assignment and while I’m writing it. Not only does asking the right questions ensure that you’ll be delivering exactly what the client wants, but that you’ll be making your life easier in the process as well. .

In my Content Marketing for Journalists course, we delve deeper into the types of assignments you’ll be handing as a content marketing writer and how to pick and choose the ones that most appeal to you.

You can click on this link to sign up, and as a special thank you to Jennifer for hosting this series and for all of you for reading, I’d like to offer a 30% discount to any reader of this blog who wants to take the course. Use the coupon code “jennifer.” We’ll be closing registrations on April 27.

 

Check our Mridu’s free 10-part series on content marketing writing.