When you examine the golden egg that has just plopped out from the rear end of your rather special goose, you have to know whether it has value, do you not?
It’s the same when your content writer hands over the latest blog. What’s it worth?
In the digital space, your blog can be a golden egg only if it delivers active engagement from your desired audience. If it fails to do that, its value decreases and dwindles to nothing, and its cost is lost.
So, for the non-editorial person and company, what’s the best means to price and buy a blog-writing and editing service? By the word? The size of the space that needs to be filled? The week’s egg market price stats?
None of the above, actually.
The best way to buy a blog is to buy the services of a writing expert who takes the time to find out what you want to achieve; who spends time getting to know the person whose voice will be reflected in the blog; who researches your company’s vision and mission to be fully up-to-speed with your tone of voice, your product and your market.
If you want your blog to work and deliver the engagement that you need, you need to pay for a highly qualified person’s time, knowledge and experience.
The alternative is to confuse cheapness and quantity with cost and value. And if you fall for the cheap and poor quality end of the blog-scribbling market, it doesn’t matter what your blog is about, no-one will read it to the end – or want to say hello and buy your product.
Sometimes it’s worth measuring your company against a shop brand.
Are you Fortnum and Mason? M&S, John Lewis or Poundland?
A good blog writer will charge exactly the same for each of those brands … so will a crap one.
The question you have to ask yourself is this: do you want a good blog or a crap one?