This article was written by us for the portal Seonews.ru, but it seems to us that it may be interesting to visitors to our site.
Not so easy. It is very difficult. This is me to the question that is in the title of this article, I answer.
On the one hand, there are no difficulties. Because today everyone already knows: content means a lot - both in search results and in converting users into customers. That is why the demand for content for sites is very high. Content is needed by all - mountains of content, seas of content, whole continents of content. And demand, as we know, creates supply.
Difficulty of choice
But who satisfies the customers demand for content today? No need to have seven genius in the forehead to answer this question unequivocally. Today, the market for writing content entirely owned by freelancers. Various freelancers - good and very good. And bad. Very, very bad. Find copywriters working in the truest sense of the word "for food", today is not easy. A very simple. It is enough to register on any content exchange and advertise, without naming the proposed price, but by writing something like “price matters”. Provided that the ad you place on a fairly popular site, in 5 minutes you will receive a full box of messages, in which you will be offered services at a price of 80, 50, and even 30 rubles for 1000 characters.
I don't want to blame freelancers for dumping. The market is always right. If their services are in demand today, it means that someone needs it. But let's do some simple arithmetic. The average production rate for journalists in the media is 5000-7000 characters per day. She did not come from the ceiling. You can write more. But the quality of the texts will fall exponentially. It is clear that not all and not always, but in general, these figures can be called "the average temperature in the hospital." Imagine that a freelancer works with us every day, seven days a week. For 30 days he gives 150-200 thousand marks to the surface. With average exchange rates (50 rubles / 1000 characters), such a freelance copywriter can earn 7500-10000 rubles. At the same time exhausting on such work is more than a slave in the galleys. Exactly: to work in this mode is always physically impossible. Is the work of a journalist worth as much today as a janitor?
Let's leave customers 50-ruble content alone with this issue. I want to say the following. Not a single copywriter who knows the price of his work (we add in brackets that it’s not easy work) will not work at a rate of 50 rubles / 1000 characters. Just because it is unprofitable. At this rate, either a journalist who is in very harsh life circumstances (and work for a short time), or a layman, with all the consequences, can work.
Parlez-vous in Russian? Lack of conceptual apparatus
Can people speaking different languages understand each other? In principle, they can. With the help of facial expressions, gestures, emotions. Approximately the same today looks like communication artist and customer when it comes to writing content for sites. Approximately SEO-optimizers also communicated with their customers 5 years ago: TCI, PR, reference ranking, sickle - this bird's language had to be taught in order to speak the customer in the same language. Today, customers of SEO services are no worse than SEOs themselves in SEO slang. At least it concerns good customers. It’s just not going anywhere. After all, any optimizer working with a client for a long time turned out to be at least once in his life in a situation where the request took off from the output. And it is not necessary that the optimizer did not do what it should do. And that means - let's be honest - it is easier to try to explain to the client why this happened, and not to return the money to the client with a proud look. Otherwise, a loss is formed, which is shifted onto the shoulders of those clients with whom there are no problems after a particular update - and this, you see, is not very honest with respect to them.
When writing content for websites today, there are also problems associated with the lack of a conceptual apparatus. Take the perfect option. A client comes to you, having on hand a semantic core, to which the content should be written, there is a query X, a query Y, a query Z. (Speaking of the ideal variant in this case, I mean that often the client doesn’t even semantic core). Attention, the question on filling - how much text should be on each request?
In the absolute majority of cases, the client has no idea how large the texts should be. The task of content creators is to clearly explain that the number of repetitions of a key and the amount of text correlate directly with the competitiveness of the request under which the text is written. The logic is simple. The more competitive the request, the more repetitions are needed. The more repetitions - the greater the total amount of text. But how much more? It takes a long and tedious to introduce a client to this whole "kitchen". Namely:
- to understand the number of recommended key occurrences (accurate and inaccurate), you need to refer to the issue, analyze the number of occurrences on the pages present in the TOP-5 (TOP-10, TOP-20 - not so important) for this request - to calculate how many keys they use, and on the basis of this data, calculate the arithmetic mean value.
- to determine the recommended amount of text, you need to count the sum of the characters of all occurrences of all keys that must be present on the page. Considering the sum of all keys, we should take for an axiom that the keys on the page should be no more than the value of X of the total value of the text. And X may be different from different content agencies. In our opinion, the amount of keys should not exceed 4.5% of the total text. On the Web, you can find numbers - from 3 to 10% of the total text.
To explain to the average client that it is necessary to dance not from a fixed volume, but from the frequency and competitiveness of the request today, oh, how easy it is.
What does the client pay for?
In fact, this is a question, the answer to which is not as obvious as it seems at first glance. It seems that the client pays for the result. And what is the result? This is a text. But in order for a copywriter journalist to have a text that meets all possible customer requirements, it is necessary that:
- a) the customer service manager wrote a clear terms of reference for a journalist copywriter;
- b) the journalist collected material.
Moreover, the collection of material is also a search for information on the Internet, it is communication with subject specialists (“gurus”; and in order to communicate with them, you need to build relationships with various professional communities), it is, finally, “live” communication with by the customer (personally, by phone, using e-mail or various instant messengers).
Finally, the information has been collected and the text has been issued by the deadline. Can I send? Probably you can. Although some of the content agencies (and we are among them) are too conservative in matters of working with texts. We believe that the literary editor and proofreader are needed by all authors. And, therefore, the texts need to be sent to the reading of the editor and the corrector.
In this case, of course, all the additional financial burden falls on the shoulders of the client. But, you see, you need to inform the client.
Instead of conclusion
So, how do you sell content for sites today?
First of all, there will be an error "to dance from the client". Price and discounts should be the same for everyone - whether it is the owner of a personal page or a major seller of electrical appliances. These are the norms of business ethics.
It is necessary to clearly explain to the client, for which he pays the money. They are not always paid "just for the text." Almost always, value added is created on something else. This could be a blitz interview with experts on the subject, proofreading of texts by the editor and proofreader, text analysis by an SEO specialist, page layout using illustrations and additional information. materials, placing text on the customer's site, etc.
Naturally, all these additional services should be real. The client must receive for their money services that you are able to provide, and not their declaration.
Today, the production of content has become a separate, fairly financially capacious segment of the market for Internet marketing services. This market is young, and much less capacious than the market of web design, coding, and so on. But he is, it is already a reality. How the market will behave, what rules of the game and general corporate standards will be here - depends largely on us, the participants of this market - both single-person freelancers and large content agencies. My personal opinion is that there will be enough customers for everyone. At least in the medium term. The market is still far from saturation. But who will be present in this market in a year or two or three? I am sure: those who are trying to create clear rules today, and follow them despite all short-term trends.