Today’s online marketing landscape is peppered with independent freelancers and content writing services. Some claim to have the knowledge and experience to tackle content in any industry, but not all are created equal.
The hospitality industry has a particular need for relatability with its various audiences. It is not an easy task to find writers who can write with authority. It begs the question: should any hospitality business, in any niche, even consider farming out content creation to freelance writers?
The critical issue with hiring freelancers is a lack of knowledge of your company’s business or the audience you want to attract. It takes a specific kind of writer with specific experience creating content within that niche produces genuinely authoritative content. It is possible to find good writers, but not easy. How, then, does one decide who to hire?
The answer to this dilemma is to be careful and thorough when hiring a writer. It isn’t good enough to merely ask a freelancer or agency if they can handle the task. Any writer you trust with your brand or property must be thoroughly vetted to ensure good quality work. Here are a few things you should always do when deciding to hire a writer:
Research the history of their agency, when applicable – If you choose to work with a writing service, learn everything you can about them including:
- How long they’ve been in business
- Names of some of their major clients, past and present
- All relevant policies, rates, and fees
All of the above also applies if you directly hire an independent freelancer.
Choose your own writer – Only work with agencies that allow you to broker deals with writers directly. Never leave it up to an owner or representative to choose who writes your content.
Insist on seeing samples – It is not enough to accept that an agency or freelancer has worked with Client X. Get a firsthand look at what their agency has produced in the past and inquire on specific writers if you see pieces you particularly like.
Choosing A Writer or Agency
Acadeic writing services are particularly good sources of all kinds of content. Some have time and reputation on their side that smaller agencies don’t. EssayPro is just one example. It is among one of the best writing services for college students, but they also manage blogs, other writing projects and even “write my college essay for me” requests. EssayPro and services like it typically employ or contract with writers whose levels of experience surpass those of most copywriters and copy editors.
Still, there are plenty of other options out there as well, and no one knows your business better than you do. For that reason, it is highly recommended to choose a writer or writing service you think best understands your brand and its audience.
Is it a good idea to trust your copy needs to a freelancer? The answer is yes, but with a few conditions. Here is some good parting advice that can help avoid some of the pitfalls and frustrations of working with freelancers.
First, take the above advice seriously. Do all the necessary vetting to ensure that whomever to choose to write for you is capable of building and/or maintaining an excellent reputation for your brand. Next, don’t be in a hurry. Start vetting writers far ahead of any content creation deadlines.
Lastly, don’t skimp on price or nickel and dime your writers. Good content comes with a higher price tag, but the cost of working with the wrong writer can be higher still. Be prepared to invest in good content. The return on investment can be significant with the best possible writer managing your company’s content creation efforts.