Thinking about hiring a content creator for your business?
Just do it.
You’ve probably heard that line a few thousand times before.
The magic of Nike’s signature call-to-action wasn’t built by accident.
The content creators, writers and marketers behind the campaign crafted a line that would make the brand feel more inclusive.
It speaks to everyone, not just athletes, by urging them to follow their aspirations.
Plus, it’s catchy as heck.
Would you want the same thing for your brand?
A lot of your success and reach online comes down to finding the right content creator.
This is a necessary step when it comes to building your brand.
91% of B2B marketers agree.
Adding an expert content creator and writer to your creative team will save you time, money and shape your brand’s identity.
So what are you waiting for?
Just do it.
Let’s talk more about the role of a content creator in business, why a content creator benefits you, and a brief history behind today’s modern content creator.
What is a Content Creator?
You may already be familiar of the job of content writing and content creation without ever having come across the terms.
Unlike some of it’s comrades that disguise themselves in tricky acronyms – LBO, BT, BI, SQL, GN – content writing and creation is exactly what it sounds like. (By the way, at least one of those acronyms doesn’t exist, see if you can find it!)
Content writers create content to garner interest in your brand. Blogs, web pages, ad copy, social media posts, ebooks, how-to guides, videos, this very paragraph you’re reading – it’s all the work of highly skilled content creators.
The main difference between anyone simply making a WordPress site, creating a post and jotting down their feelings and a content writer is the hidden technicality of this type of writing.
As you read this blog you’re coming across keywords, links and other techniques that content writers weave in to the content to optimize it for the web.
Can you tell?
I hope not. Content creators are ninjas of the written word. They adhere to the rules of SEO by sneaking them in without interrupting the natural flow of the content.
No matter what, the ever-changing algorithms of optimizing online content will always fall behind the number one rule. The one rule to rule them all: creating high-quality content.
Why You Need a Content Creator
Unless you plan on heading up your company by day and transforming into a content writing ninja by night, the best solution is to hire an expert content writer.
Fulfilling a detailed content strategy shouldn’t be another box to check on your daily to-do list.
Gaining the full benefits of content writing requires 100% attention. You want someone passionate about growing your brand who can bring fresh eyes and follow through on your content strategy.
Not convinced? Let us show you why you need to hire a content creator:
1. It’s Cost Effective
How often do you come across ways to both grow your business and save money?
Outsourcing content creation to a freelance writer or agency will save you the time and cost of training them. In fact, the highest percentage of outsourced content marketing is content creation.
Content creators charge a multitude of prices, so the best strategy before hiring is to know what you want and how much you’re willing to pay. Remember that quality is key to successful online content.
You may be able to get a cheap deal on Fiverr, but quality content isn’t something you bargain for.
We break down our pricing into three quality levels to cover a range of content needs.
2. It Will Save You Time
Content writing is more complex than churning out a few blogs when you feel like it. It takes time to produce high quality content because it’s more than just writing.
This type of content creation is a mix of research, editing, proofreading and formatting to craft high-ranking and high-traffic content relevant to your brand.
It’s okay that you don’t have time to memorize the latest SEO trends for 2018. This responsibility will be taken on by your content writer.
3. Fresh Content Will Keep Your Brand Relevant
Bringing in a content writer to be the voice of your brand will give your audience a whole new perspective.
Content creators are like students taking a course on what your company is. They will learn the ins and outs of your brand identity and turn it into a conversational piece to relay to your clientele.
Consistent content will also keep your online presence up to date. Posting fresh content across all platforms will help you rank higher in search engines.
Are you convinced yet?
Before you hire a content creator it’s important to have a clear understanding of what you want. Set your goals so that you can communicate them:
- How do you want to sell your brand?
- What type of content do you need?
- What is your budget?
- Do you want someone in-house or outsourced?
Answering these questions will point you in the right direction.
How Did We Get Here? The History of Content Creators
Content writing wasn’t born out of thin air.
It comes from a long ancestry of using messages to communicate.
Finding a connection between a blog centered on Apple’s new iPhone robot and Egyptian hieroglyphics may seem like a stretch, but just hear me out.
From the prehistoric era to today, writing has been one of the top modes of disseminating information.
Perhaps we’ve traded out wooden tablets for Android tablets since then, but at its core, the goals of writing have always remained.
Where Today’s Content Writing Originated: Going Back to Mesopotamian Cuneiform in 8,000 B.C.
The essence of all writing is described as a “system of graphic marks representing the units of a specific language.”
The first recorded writing system was the Mesopotamian cuneiform, which evolved into four phases from 8000 to 1500 BC:
- Clay tokens: stood for symbols of a code to categorize and track the amount of items you had. Clay was formed into geometric shapes to mirror the goods they were representing.
- Pictographs: signs and impressions that represented numbers and specific items. These symbols replaced physical tokens.
- Logographs: or symbols that represented phonetic sounds. For the first time, writing was no longer tied to counting or tracking objects. People wrote names and titles.
- The Alphabet: signs that stood for one particular sound that the voice made. This made room for combining multiple signs to represent a whole new word. From the first alphabet came many more renditions, each originating from a particular region.
With each new written form of communication, came the intrigue in spreading that information to a wider audience.
By the time 1450 rolled around, Johannes Gutenberg’s printing press brought forth a revolution. There was an enormous demand for sharing and preserving ideas in print.
In the 1970s, the first renditions of the internet were introduced and the written word was launched into cyberspace.
We’ve been disseminating information from pixels on a screen ever since.
Today: The Shift for Content Creators and Businesses
The power of words is undeniable.
From Shakespeare to hashtags, it’s all about condensing down your identity into a series of signs and symbols.
You can persuade, influence, communicate and create an impact without ever making a sound.
Imagine the impact you can make writing to the four billion people using the internet worldwide?
Well, that made your ears perk up.
The demand for creative content has always been a major part of business strategy. Whether it’s print ads, press releases or commercials, companies have found ways to speak directly to their audience.
Then came Facebook, Twitter, Instagram and YouTube.
With over 3 billion active users, social media has become the language of the people. It didn’t take long for companies to realize that they needed to jump on board to become a part of the conversation.
But it’s more than just showing up.
Having a Facebook account or generic landing page is not enough to sell your brand. The audience on the web today researches services and products they want to support. They buy from brands they want to be associated with.
Customers are looking for a full fledged relationship with your brand, not a one night stand.
To build that relationship, you need to speak to their needs. The best way to do that is through carefully crafted content.
Content writers can turn generic blogs into love letters.
It’s not a skill to be overlooked. Content writing was named one of the top freelancing skills for 2018, with the median salary of over $40,000 a year.
Creating Great Content: It’s More than a Blog
Even if you spend only a few minutes scrolling through articles, chances are that you soak in some of the information.
With the unique ability to speak directly to their targeted audience, content writers are able to recognize what is important to the reader.
The impact of their words reaches far beyond the time you spend actually reading or viewing their content, even if you don’t recognize it.
Remember, we’re ninjas.
The best content creators find what’s at the core of the product they are selling, and emphasize that. Dos Equis was never associated with the most interesting anything until their manly mascot came around.
Putting creativity at the forefront of your content strategy is a way to reach consumers without overselling your brand.
One content creator, Nanette Burstein, and her team turned the negative connotation of “like a girl” on it’s head in the Always marketing campaign. The #LikeAGirl movement urged girls and women of all ages to aspire to reach bigger goals and celebrated their accomplishments. The content Nanette created associated Always with female empowerment while also selling more feminine products.
Metro Trains had a very simple message for passengers: don’t mess around on trains. Instead of posting signage and warnings, their creative team designed a video depicting “Dumb Ways to Die” with a catchy jingle and cute characters to match. The result? Over 165 million views on YouTube and counting.
I think they got their message across.
Content creation does not have to be directly associated with the products you’re selling. It’s about creating content that’s appealing to your target audience while also sharing your message.
Creating valuable content transcends your products. At the end of the day, you’re building a relationship between your audience and your brand.
Content Creators that Care: Building My Team to Support a Growing Industry
Though my brand, Express Writers, absolutely does offer high-quality content services, I also grow it as a means of supporting a community interested in online content.
Have you read our ultimate guide on What is a Content Strategist, yet? Check it out here! You can read it online or download and save for later.
Beyond the products we sell, we offer resources to businesses, freelancers and anyone wanting to learn about content marketing.
I started the Write Blog, Write Podcast and #ContentWritingChat as a way to continue the conversation about what’s important in the writing world to everyone, not just our customers.
I’ve even built an online content marketing and strategy course to help everyone learn the skills to be successful in the content realm.
You, too, can become a member of the content creator ninja society.
There’s no need to keep these skills secret. Content creation is not about competition. The purpose of writing has and always will be to share and preserve valuable content.
Maybe your creative content team will come up with the next gem worthy to have a seat next to Coca Cola’s “Share a Coke,” or Wendy’s “Where’s the Beef?”
The possibilities are endless when it comes to building content around your brand.
So don’t take Volkswagen’s “Think Small” advice, no matter how well it worked for them.
It’s your content.