You’ve probably got some questions. Below, I’ll try to anticipate and answer them as honestly as possible.
Essentially, it’s a transaction in which a business provides free content to potential customers and those potential customers tacitly consent to have that content-providing business front of mind when making a purchasing decision.
Some of it works spectacularly, some of it is a waste of money, much of it provides a reasonable ROI.
Nobody precisely knows and you should be wary of anyone who pretends marketing is a science rather than an art. (To accurately measure ROI, you’d need to hold all other variables constant then measure what happened to a business’s sales after it started publishing content.)
Pre-Coronavirus, businesses across the globe were estimated to be collectively spending US$300 billion a year on content marketing. Few consumers buy anything nowadays without going online first. Businesses that produce content that propels them to the top of the search results garner a significant competitive advantage.
This is the sensible choice for large companies with large budgets that need a large amount of content. But if you’re spending your own money, you might want to consider options that potentially provide better value for money.
This can work out well but has some downsides. You will be up for at least $80,000 a year to hire someone competent and you’ll need to keep paying their salary regardless of the ebb and flow of your business’s content requirements. Plus, employer-employee relationships can be tricky to terminate if things don’t work out.
If the above options don’t appeal, this can be an excellent way to source the content you need at a reasonable price without having to enter into a contractual relationship with an agency or employee.
My advice is to look for an agency or individual with a solid portfolio – the best predictor of future effective tech content is past effective tech content. Ideally, the agency or individual in question should also be easy to work with.
Not too much. Once you’ve told me about your business, your customers and your goals, I’ll take care of the rest. Depending on your needs, I can either simply write the content you’ve commissioned or create and implement a content strategy for your business.
Yes, I’ll be your point of contact and will aim to respond to any of your emails or phone calls as soon as I can.
No content provider can honestly promise guaranteed results. I can guarantee that you’ll be able to quickly terminate our business relationship if I ever fail to deliver the content or customer service you expect.
My rates start at AUD$1 a word or AUD$100 an hour. (There are no hidden charges – I will provide the agreed content for the quoted price.)
My clients see the value in paying me decently to provide the kind of well-researched, engagingly written, SEO-optimised content that’s most likely to deliver impressive results. But please do click on the links provided above if you want to give the ‘$1 for a 10,000-word whitepaper’ guy a try-out before exploring other options.
Sydney, Australia. (I currently work with clients based in Australia, Singapore, the UK and the US.)