When you’re a freelance copywriter, one way to keep up with the content trends of the day is to simply pay attention to the leads that come through your inbox. Last year the vast majority of my leads were looking for blog posts for their own website. Now, those leads still show up but they’ve been joined by two main new types of work: long-form content pieces and guest posts.
The former’s straightforward enough and makes sense, both readers and the ever powerful Google have made it clear that they value long-form content. The latter’s where things can get a little tricky.
Guest posts are a powerful method for promoting your brand and expertise. I’ve done a few myself on sites like the Content Marketing Institute Blog and Firepole Marketing to help raise exposure for Austin Copywriter. Both of those posts took time to write, but also, notably, took time to pitch and edit to the blog editors’ liking. You know what else took time? The pitches and guest posts I’ve written that didn’t get published for whatever reason.
I put in the time for my own business because I know the results can be meaningful, but being asked to do it for hire presents some complications.
How Not to Hire a Freelance Writer for Guest Posts
I’m sorry to say some businesses and agencies are going about this all wrong. They’re either skirting ethical boundaries in what they’re asking for, or grossly underestimating what’s involved in getting a high-quality guest post published on a popular blog.
- Don’t act like it’s one job.
When you’re hiring someone to pitch guest blogs and write a post you’re asking them to do two different kinds of work: writing and PR. While some PR specialists are good at writing, and some writers are experienced in PR, these are two distinct skill sets. Many writers (myself included) will decline the PR part of the work, but you may get lucky and find someone prepared to take on both jobs.
Whatever pricing structure you set up needs to acknowledge the two different types of work at play here and the (often extensive) amount of time that goes into building relationships and sending pitches. You’ll probably need to consider an hourly rate for the PR work, along with a project rate for published pieces.
- Don’t offer an insulting rate.
In doing research for this post, I came across a job ad looking for “experienced, well-connected bloggers” offering $30-$60 per published guest post. Sorry to break it to you, but you won’t find experienced bloggers willing to write high-quality posts for that amount. And the kind of rushed, low-quality work that might be worth $30 a pop isn’t going to get you featured on the big-shot blogs you want to target. This isn’t anywhere close to a reasonable rate for a guest post worthy of a popular blog. Don’t just think double – think 10 times this amount if you actually want to end up with a post worth using.
I know that’s not what you want to hear, but really high-quality posts – the kind these blogs will publish – take lots of research, lots of time, and lots of work. That’s going to cost you.
- Keep your expectations reasonable.
Often a very good idea or post won’t get accepted for reasons no writer or PR person can guess – maybe the blog already has a post scheduled on a similar topic, or they just decided yesterday they’re moving in a new direction for their topic focus. Even if the freelance blogger you hire puts in the legwork, they can get rejected. Understand that there will likely be more misses than hits.
- Don’t ask the writer to leverage their own contacts.
Carol Tice recently went so far as to call this kind of writing opportunity a scam. Freelance writers work hard to develop our contacts and earn the trust of our clients. Expecting us to ask those hard-earned contacts for a favor to promote another business just doesn’t make sense in most cases. If a writer sees an opportunity that’s beneficial for both parties – the client and the blog or publication they have a relationship with, then they might feel comfortable reaching out. But don’t demand it or be upset if they turn down that request.
On the other hand, one of the main jobs of a PR professional is developing contacts they can leverage on behalf of their clients. Consider hiring a PR consultant to do what they’re good at, and a writer to do the writing.
- Don’t ask for posts that are overly promotional about your business.
I once pitched a piece on a relevant subject for my client to a publication, got accepted, wrote it up and passed it over to the client for review before submitting it. The client went through and added several specific mentions of the company’s product. You probably see where this is going – when I submitted the piece, the editor said “This is great! Except for all those brand mentions. I took those out and now it’s ready to run.”
Very few blogs or publications are going to accept a guest post that’s blatantly promotional. Your piece can’t be all about you. It has to be about something valuable to the blog’s audience. If you don’t get that, you’ll waste a lot of time working on posts and pitches that get no responses.
- Don’t demand links within the post itself.
Many big blogs see a submission with a lot of links back to the company’s site and immediately label it spam. Every once in a while, there’s a topic that lends itself to internal links that are natural and useful to the reader, but most of the time they look spammy and will get your guest post rejected outright (or they’ll just be removed like the brand mentions in my previous example).
Guest posts will pretty much always earn you at least one link to your website in the byline, along with some links to social media profiles. Treat this as your goal, since it’s an actually obtainable one.
How to Get Hired Guest Posting Right
That’s a long list of don’ts, but that doesn’t mean you necessarily have to rule out the idea entirely. You can hire someone to write guest posts for you in a way that’s legitimate.
- Do the pitching and relationship building yourself.
Or hire a PR person for that, as already suggested. Doing all the preliminary work of researching a blog, trying to understand its audience, generating relevant topic ideas, and sending pitches – that’s not writing. When you hire a professional writer to do writing, you get good results. When you hire us for something else that isn’t our specialty, the results will be more mixed.
Note: It especially makes sense to do your own pitching if you want a guest post to go up under your name rather than the name of the freelance blogger you hire.
- Do be upfront about disclosing your company’s connection to the post.
You don’t get to casually slip in links to your website and hope no one notices. And you certainly don’t get to expect freelance writers to do that for you and risk their reputation in the process. That’s how you lose trust in the online marketing world and alienate the people who could be the best allies for your brand.
- Hiring a writer to ghost write guest posts is fine, but will probably cost more.
Some writers aren’t crazy about ghost writing. I’ve read some eloquent criticisms of the practice, but I also know a lot of professional copywriters that are happy to do it for the right price. The thing you have to keep in mind though, is that if a freelance writer is going to do the hard work of writing a post worthy of a popular blog for the sake of someone else’s business and reputation, the price has to be right.
I know I keep coming back to price, but with good reason. It’s important for you to understand that if you want to take the road of hiring someone to write guest posts, you have to set enough budget aside for it. Guest posting is a competitive arena, especially on the blogs most worth landing a post on. You can’t go halfway on this. If you want to get the benefits of guest posting, you have to do it right.