Content Pricing 101: How Much to Pay for Blog Posts
Content pricing is not something to be taken lightly, as it can easily derail even the most sophisticated and well-planned marketing strategy. Pay too much, and you’ll be unable to achieve what you’ve set out to accomplish. Pay too little, and you’ll have a hard time keeping writers engaged, and quality is almost guaranteed to suffer.
To help you avoid this mistake (and others) we’re going to dive a but deeper into content pricing over the next few weeks, with material that’s been re-purposed from our wildly popular Content Creation Pricing Guide.
In the first installment, we’re going to explain how much your company should expect to pay for high quality, well-researched blog posts. Enjoy!
Most companies have recognized the need for some kind of in-house publication that tells the story of what their company is doing, market trends of interest to customers and even coverage of industry research and events. The best of these blogs rival traditional media in terms of their breadth and quality. Others are still finding their niche and voice.
The difficulty with corporate blogs is that those running or working for a company may not have the time to write posts themselves. Sometimes, companies prefer to have third-party contributors or guest authors from the media or other fields who can give their blogs credibility.
Short posts with company updates or linking back to news releases might be as little as 300 words. If that’s the case — and if the content is based primarily on “found content” online, such as other blog posts, market research studies and so on — they might only cost a few hundred dollars. More in-depth or “long-form” posts might include interviews with one or more subject-matter experts, customers or industry analysts, and should be priced not unlike what a newspaper or magazine might charge for a feature story of 1,500 words or more.
Pricing Factors: Length, turnaround time, research required, subject matter complexity, number of edits
Make sure to think about whether your blog posts are intended to be written in a particular voice. Will the post be by-lined with the name of someone on staff, and will the writer need to talk directly with that person? Or will the post be written with a more “objective” tone, similar to what you might see in an industry publication? Generalist writers may require significant coaching, particularly if your firm is highly specialized, so look for some level of subject matter familiarity.
Want More Tips on Pricing Content?
Here at nDash, we’ve helped thousands of brands build elite writing teams around all sorts of budgets. In the process, we’ve compiled some of our findings into a handy Content Creation Pricing Guide. If you’re worried about over-paying (or under-paying) for content, be sure to download the full report.