How to Manage Freelance Writers Like a Pro
Written by Sarah Noel Block and originally published on ManagingEditor.com.
Sending out writing assignments. Keeping track of deadlines. Getting edits back in time. Ensuring that all content is aligned with strategy.
Wait.
“Does that article meet SEO needs? I need to double-check.”
Content management is no joke.
How do I manage people while also managing the content marketing process? This was what was going through my mind three years ago when I started adding writers to my team.
Adding people to the marketing team did two things
It allowed me to grow. The limitations that were placed on my time were now gone!
It forced me to refine my systems.. Customers don’t need to know the behind the scenes on how content is managed, they just need content that converted. Now that I had people who got to see behind the curtain, the system that worked for me, worked only if it was just me. My new team needed a solid, organized process, if we were going to be successful.
How do you build a great experience for your freelance writers?
Provide clear direction when assigning work
Alexis Zgud’s comment on this post about managing freelance writers cites the No. 1 rule of managing freelance writers: BE CLEAR.
“As a writer, I prefer clients who understand the audience and the intent and provide clear instructions via a creative brief. But I also like to be treated like a professional, not just a workhorse, and be compensated appropriately. Sure, there are a lot of writers out there, but not a lot of great writers,” she wrote.
Treat your freelance writers as strategic partners. For my own writers, I developed a template (which you can download here) that I use to deliver any new writing project. It includes the topic, subtopics, keywords we’re targeting, required word count, links I want to include, helpful resources and the action I want the reader to take at the end of the piece.
By providing clear direction for writers, they should have fewer rewrites and you should have fewer edits. A little upfront work becomes a win for both sides. From my experience as someone who manages multiple digital marketing projects with a long list of freelancers and contractors, having a clear creative brief will always save you money.
2. Layout expectations from the beginning
When hiring freelance writers, be upfront about what you need from the first discovery call. When I interview writers, I make four things clear from the beginning: 1) my budget; 2) my assignment process; 3) assignment requirements (topics, audience, word count, SEO expectations), and 4) revision expectations.
By the time I interview a writer, I have already read their work. I know that their writing style meets my needs. The purpose of the interview on my part is to gauge their personality and inform the writer so THEY can make the best decision for them, and WE can decide if it is a good fit. My projects might not always be a great fit for them and before we begin is the best time to find out. Even if the current project may not be right, I may have something perfect for them in the future.
Side Note - Don’t have them write a 5 paragraph essay about why they are interested in working with you or something else equally demeaning. Be informed, read what they’ve already written for others.
Andy Crestodina of Orbit Media and Cathy McPhillips of Content Marketing Institute have a whole other set of expectations. If they are going to use freelance writers, they only hire top subject matter experts.
Crestodina said, “Fun question! We don't use freelancers at all for our own content. It's expert guest contributors or articles written by me or Amanda.
I'd be open to it, but the quality would have to be there. Hard to find people who can write this stuff!
Wait... there's one exception: Barry Feldman. We hire him to write several posts per year. They are always A+. He is the best.”
While McPhillips said, “I recently worked on a project with Maureen Jann and it really came down to trust. An angle she took on a project was a little bit off from what I initially thought, and then she ran with it and made it 100x better. The good news: She understands our product/service, is a customer/community member, and it's great to have a fresh perspective, vs. me who is in the weeds every day. She also has learned my/our voice, and while it was a little different, it was a great complement to the voice of our blog.”
What types of expectations are important for you to set from the beginning?
Build a system
Freelance writers and contractors have it hard. They can have a new manager every day of the week. It’s hard enough having one! Make it easier on them (and yourself) by having a system in place.
What tools could you use?
Trello - I used Trello to manage an award-winning blog with multiple freelance writers. You can assign projects, provide details, assign due dates, and it syncs with Google Suite! Writers can submit their content via Google Docs. Another great aspect of using this combo of tools is that SEMRush has an add-on with Google Docs that enables you to check SEO just like Yoast works in Wordpress.
HubSpot - Hubspot has a project tool. I am currently using HubSpot to manage my writers in the project tool. I can add my creative brief, editorial guide, and due date in the project tool. The article can be written directly into the HubSpot blog that has a built-in SEO checker.
CoSchedule - CoSchedule has an abundance of tools to manage and organize your marketing activities, but two of their products stand out for content management: Work Organizer and Content Organizer. These tools help you organize and systemize your processes and make collaboration much easier.
2. Communicate
As someone who both manages writers and occasionally takes jobs as a freelance writer, I can tell you that communication is the key to a successful relationship.
I have had both clients and contractors drop away without a trace like a bad Tinder date. Is that “ghosting” in the business world too?
We’re left thinking, “what happened?”
Continuous communication is not only a professional courtesy but communicates respect. The client/contractor relationship is a professional relationship. Transparency is the key to success. Once that trust is broken, you can’t go back. It’s back to square one with a new writer or a new client.
How can you communicate effectively?
Set a weekly, bi-weekly, or monthly call to discuss past projects, upcoming projects, and future plans.
Be clear about the project workload. Is there ongoing work or is this a one-time project?
Communicate the payment process and stick to it.
What should content managers do to build loyalty with their writers?
Content managers need to be someone that a writer wants to keep working with or they will always be sourcing new writers. Do this through coaching, appropriate budget, and respect.
Understand that the first time you work with a writer, there will be some growing pains. Coach your writer and provide the edits for them to do themselves so they understand what you want. By editing the content yourself, you are providing a disservice for your writer. They will never meet your expectations without clarity and coaching.
Pay writers appropriately. Offering less than $100 an article is a good way to lose great writers. Set a budget that is fair to both you and the writer. Freelance writers usually charge between 10 cents and one dollar per word, depending on experience, according to a Clear Voice survey.
Last, treat your writer with respect. Their income relies on you and clients like you. Help manage expectations with your writer so they can plan accordingly. Respect their time. Don’t contact them late at night or constantly request quick turnaround projects. The writer needs to be able to manage their time.
In Conclusion
Content Marketing is effective. That is why B2B marketers are investing in it. 55% of marketers say that blogging is their top inbound marketing priority. B2B blogs are no longer a “nice to have,” it is a necessity. As marketers grow their content creation, bringing freelance writers onboard is the fastest way to expand. Do this effectively. By managing freelance writers well, B2B marketers will get their best return on investment: more content, better quality, and less turnover.
