Professional copywriters know the difference between copy—writing that sells and persuades—and content—writing that educates, entertains, or inspires. They also know that, as copywriters, it’s likely that their clients will call on them to write content at one point or another. But what many don’t know is what they should charge for that content work.
It’s true that content writing doesn’t generally pay very well. There are plenty of jobs offering content work at .$.05 a word as if that’s actually a reasonable price.
Part of the problem is that people don’t think content writing requires any expertise and, as such, there’s a glut of writers in the market and companies want to get that service cheaply.
But just because there are a lot of unskilled writers out there writing content, and there are some people (those writers included) who don’t think content benefits from expertise…well, doesn’t mean that it doesn’t.
Content writing can and should be strategic, and your training as a copywriter helps to make it more so. You know how to focus on benefits, speak to your target audience, and inspire action and content that is built with that kind of backbone is more effective
Skilled writers produce more effective content than unskilled writers and, as such, should command higher rates.
At the same time, I’m still the same writer when I’m creating content as I am when I’m creating copy. My client is still getting the same 15+ years of experience, strategic thinking, and skill when I’m writing content as when I’m writing copy.
So what do I charge for content work? I charge exactly the same as I do for copywriting. Sure, some clients may want to find content elsewhere for cheaper (and best of luck to them!) but most of them respect my skill, what I have to offer, and are willing to pay for it.
I would strongly suggest you structure your rates similarly. You deserve to work with clients who are willing to pay according to your level of skill, and you bring so much more to the table than your average writer.
Your turn! How have you thought about your content rates in the past? Has this article changed your thinking? Let us know in the comments below!