Month: December 2019

I recently saw a comment on LinkedIn that went something like this: “All the brand equity in the world won’t help you make payroll.” This comment hits at one of the conversations happening among marketers, executives, and entrepreneurs alike. Brand equity is great and valuable. But you have real business needs right now. You may…

Good freelancers can be the best of both worlds. That’s why many companies who want to scale their content marketing operation are looking for freelance content writers. Their subject matter expertise and experience means they’ll give you high-quality content consistently. And their independence makes them a lower risk and more nimble than a content agency…

You’ve hired a content vendor. They’ve started creating content on your behalf. Perhaps your audience is starting to engage with that content.  Things are off to a good start. Or are they?  Answering that question isn’t always simple. And it’s certainly one that you can’t leave unanswered for three, six, or even twelve months. According…

Pricing a content vendor can get complicated. You want the most bang for your buck. But you also don’t want to go cheap because, well, you’ll get cheap results. That’s because the work we do as creatives isn’t mere “labor” in the traditional sense. Content writing, and copywriting for that matter, isn’t about following a…

No matter how you slice it, hiring a content marketing partner is a significant investment. Whether you’re using an agency, freelancer, or other vendor, there are real costs to attract, onboard, ramp up, and fully leverage a third party’s talent. And if you have to switch agencies at any point, that’s yet another cost. In…

I’m going to say something here that will probably upset some startup founders. You ready? Here it is. You should plan for a two-year lag from the moment you start creating marketing content to when you see the full returns. I once said that to a CEO at a small startup I was working with,…