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September 10, 2021 (Updated: February 9, 2023)
Blogging can be a great way to drive organic traffic to your website, and it’s one of the easier and more scalable content marketing tools. As your company grows, you may find you need more help in this area to keep the quality consistent. Hiring a company blogger may be the best solution for your business.
Some bloggers view writing for the online market as a hobby rather than a career. They may run their own blog but post infrequently, or they may write for other outlets for free. Conversely, those who blog for a living share some characteristics that set them apart. Some of those qualities may include:
Professional bloggers read other blogs as part of their daily or weekly routines. They look for new ideas and trends in other people’s content. These writers may also use their time to take a free course or read an article about the latest best practices in the industry.
Good bloggers understand how to build and nurture an online community. Even if they’re newer to blogging, they may have developed these skills through social media marketing or forums. They understand that some ways to get people to keep coming back to your site are by posing questions to an audience and engaging in discussions with readers.
Professional bloggers know how to find credible sources. They may also have connections within your niche industry. From previous jobs, they could have a list of reference contacts or a network for interviews. In addition to their skills, these writers bring real-world resources with them to your company.
If your blog is new or going through an update, professional bloggers understand that it can take time to build great content. They also know building a following is a process that’s tricky to sustain if you rush it. These writers put in the time and effort to reach these goals while trying different strategies along the way.
Long-time bloggers understand that setting a goal for the blog can make it appear more focused to the audience. They know that setting a target for each specific post can help your company stay relevant and on brand. They might also use metrics to track these goals and understand which numbers to watch to measure the impact of the content.
Though it may sound like common sense, good bloggers are also talented editors. They’re able to reread and proofread their own work for grammatical and structural mistakes before making a post. They may also be able to edit other writers’ work for things like guest posts.
Exceptional bloggers understand the importance of keyword research when creating content, such as how to find the keywords that consumers in your niche often use. Then they can take those keywords and turn them into interesting pieces of content. This helps your business compete with other companies targeting the same customers.
Blogging is more than just writing words and hitting the “send” button. These professionals understand the publishing process and what makes a piece look polished online. They understand the necessity of using features like titles, headers, meta descriptions, images, and alternative text. They may use different publishing programs to best showcase these features in each post.
Good bloggers know the ins and outs of the online marketing industry. This includes understanding the basic principles of SEO, like:
Because this area of internet marketing can change quickly, professional bloggers may review best practices a few times per year to make sure they’re following the latest SEO rules.
Expert bloggers know how to share your content across channels in a way that increases reach and engagement. They’re familiar with the best practices and etiquette of sharing content online. Bloggers also know how factors like word count, images, and specific platforms can help build and attract your desired audience.
No part of your business exists in a vacuum, including your blogging. Professional writers work well with others, and they’re often good communicators. They’re comfortable working with guest writers, conversing with your technology department, and interacting with followers from your audience.
The best bloggers know how to meet deadlines. They also understand the importance of posting on a regular schedule. Your writers may also conduct research to see how to time posts to get more viewers and readers.
Most bloggers can write an article when given a subject and sources. Great bloggers can choose their own topics and still create amazing, targeted content. They’re able to choose relevant and timely subjects from high-traffic keywords. Then, they can turn those ideas into articles that people actually want to read.
At their cores, the best bloggers understand what makes a wonderful piece of writing. They understand tone, style, grammar, word choice, and the needs of the target audience. Some may have a knack for avoiding filler content and finding the heart of the article. Writers with this ability can create naturally engaging content for your readers.
Even if you’re considering getting additional help for your blog, you may wonder if hiring someone is worth the effort. Some benefits of hiring a professional blogger are:
Many steps go into creating a blog and keeping the content current and interesting. Professional bloggers understand this process and know how to use it to their—and your—advantage. These tasks are second nature to them, and bloggers perform them easily and competently.
If you have a professional blogger on your payroll, you can give them your expectations and login information and forget about the rest. After some initial discussions of your vision for the blog, you shouldn’t have to think about it again. While someone else is running the show, you have more time to work on other aspects of your business, like researching new markets or building customer relationships.
With all the knowledge bloggers can bring to the company, they can also give you a fresh analysis of your online presence. They may tell you which features to upgrade to stay competitive. Additionally, someone who works in or with multiple industries may understand what works well across the entire internet, not just in your niche. Hiring a freelance blogger is like having someone both on the inside and the outside of your company analyzing your online presence. They understand your company’s vision, but can look at things objectively and determine where improvements might be helpful.
If you’ve decided hiring a blogger is the right move for your company, how do you then find one of these outstanding employees? Here are some things you can do to find blogging talent:
Create a “help wanted” or “we’re hiring” ad and share it on the internet. You can post the ad to your own website, use a blog job board, or share it on social media. The channels where you share this information may dictate the types of responses you get. The content of the ad itself may also affect who applies.
In the headline of your post, be sure you list which type of blogger you’re looking for, such as a business or technical blogger. Include the number of posts you expect them to complete within a certain period, like four posts per month. Putting this information in the headline may help the right people click on the link and read more about the job. Inside the posting, add the project scope so people can determine if the job is right for them. The scope includes:
You can also include the qualifications you want in a blogger. This can increase your chances of finding the right person quickly rather than reviewing a bunch of applications that don’t fit your criteria. As with other job postings, you can include minimum requirements for:
You may also consider listing the pay rate for your positions. There are both pros and cons to this approach. Some highly qualified bloggers may not apply if they don’t know what you pay. But overpricing or underpricing can skew the applicants you get. As a way around this, try asking candidates to include their expected pay rate in the application. This way, you can find someone who aligns with your vision and is also in your price range.
If posting on a job board isn’t your style, you can go out and find bloggers on your own. Visit job sites and look for bloggers seeking work, and contact them to ask if they’d like to write for you. You may also have bloggers commenting on your online posts. If you notice one of these people who might be a fit to join your team, try replying to their comment or messaging them about your opportunity.
You can also explore other blogs in your niche and browse their freelance writers. If you like someone’s work, contact them to see if they’re open to taking on additional projects.
Sometimes you can find the best freelance bloggers through referrals. Who can you ask for these recommendations? Other writers and editors on your staff, followers on social media, colleagues, and industry entrepreneurs are all people who may have bloggers in their networks. Additionally, these people know your niche, and they’re likely to know quality people looking for work who can write in the industry.
Once you’ve found the right person for your blog, the next step is to hire them and welcome them to your team. How do you do that? Follow these steps to learn how to enter a partnership with your new blogger:
After you’ve received an application or connected with an interested blogger, check out their previous content. Even if you’re sure this person is the fit for the job, look beyond the writing samples they send you. Those are likely their best work, so doing your own research can help determine if the writer is consistent or if they’ve just had talented editors. When researching, look at:
Conduct a formal interview to get to know the writer better. You can do this on the phone, through a video call, or in person. Ask questions about their work background, their knowledge of certain topics, and their ideas for the future of your blog. An interview is also a good chance for you to tell the blogger more about your goals and visions for the content so you can make sure your expectations align with their capabilities.
During the interview process, consider asking the blogger to complete a test piece of content for your site. Provide them with a topic, potential resources, a word count, and any other necessary writing requirements. Set a deadline that works for both of you. You may even consider offering to pay a flat rate for the piece if you intend to use the content on your site or just as a general courtesy to the writer.
A test piece gives the writer an idea of what kind of content they’ll work with at your company. It also lets you see if they can follow your instructions and write content that’s up to your standards.
If you’re satisfied with the test piece, make the blogger a job offer. Whether you’re hiring a staff writer or a freelance blogger, put the terms of the employment agreement in writing. Consider including information like hours, payment, and other expectations of the role. Both you and the blogger can sign the agreement, and you can even make the document official with your legal team if you choose. This protects both parties in the partnership and sets the standard for employment.
Outsourcing blog work or hiring a freelancer can be less expensive than hiring a full-time employee to do your writing. Bloggers typically earn payment by the word, post, or hour. Freelancers don’t make a salary and rarely receive a benefits package.
According to ZipRecruiter, bloggers make, on average, $27 per hour. Some companies pay flat rates per piece. For example, a blogger may receive $50 for a short 500-word article. Taking the ZipRecruiter wage into account, that’s about two hours of work for one piece. You might increase the rate per piece as you add more words.
If you choose to pay your writers by the word, there may be more discretion in setting the price. Companies pay between two cents and one dollar per word. If we use that same 500-word article as an example, that blogger could make anywhere between $10 and $500 for the piece, which is a large range. If you choose to pay by the word, consider a rate between five and eight cents. That makes the range for a 500-word article between $25 and $40, close to ZipRecruiter’s hourly rate for one to two hours of work.
Freelance bloggers get paid in a similar way to other contract workers. You can require them to invoice you for their services on a biweekly or monthly schedule. Then you can pay out that invoice through a check or with direct deposit into their bank accounts.
If you find bloggers through gig sites like Fiverr or Upwork, you may be able to pay them right through that platform. Just remember that gig sites may charge extra fees, so writers may inflate their rates to cover those costs. If you work with an agency that supplies bloggers, you may receive an invoice from that company, and then it pays the individual bloggers for their services.
Here are a few websites and resources you can use to help find a blogger for your company:
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Job boards are sites that allow you to post ads and encourage talent to send you an application. Before posting your listings, it’s good to familiarize yourself with the terms and conditions of each site:
Freelance gig sites can help you find bloggers looking for jobs. Different sites have specific requirements and fees for using their services, so read through the terms and conditions for any platform you use so that you know what to anticipate:
A good blogger can be one of the most important pieces of your content marketing strategy. There are many ways you can find one who’s the right fit for your company. With dedication to their profession and a knack for engaging audiences, a quality blogger can increase your brand’s reach and overall engagement.
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