Content marketing is not going anywhere. At least, that is what data from some recent content marketing case studies say. The report states that 84 percent of marketing agencies expect content to become more important moving forward and 65 percent of in-house marketers say they want to increase the amount of content they publish.
Content is no longer a means to an SEO end, but rather, a more important cog in the whole marketing machine. The writing has been on the wall for many years, with search engines penalizing publishers for not producing quality, original content and social media algorithms favoring quality, engaging content over quantity. The trend of increased content and higher-quality will make freelance creatives happy.
In fact, freelance creatives were another group surveyed in the content marketing ecosystem report. The results from freelancers were indicative of that same paradigm shift. 64 percent of freelancers said they worked full time as a freelancer. Of those freelancers surveyed, 78 percent had at least a 4-year college degree. What we can glean from these numbers is that highly-educated people are choosing to work as a freelance creative. We can assume that with an increased education, comes an increase in quality.
The schedule flexibility and opportunity to work remotely are at the top of most people’s wish list for their perfect job and the report shows that more and more people are picking freelancing over a typical 9-5. Not to mention, only 25 percent of the freelancer respondents said they were dissatisfied with their pay, so the industry is starting to recognize the cost of quality content.
So, with content becoming more important and more, qualified freelancers coming into the field, what does that mean for marketers?
It’s time for marketers to invest in developing a sound strategy for recruiting, vetting, and managing content creators. Creative marketplaces like Fiver or Upwork are popular places to find workers, but the discrepancies in quality from one creative to the next is astounding. You might spend more time and resources having an article rewritten multiple times than you would to just pay a premium elsewhere.
Thus, the sooner brands and marketers develop their own closed community of freelancers, the better. This closed group of creatives gives you the opportunity to scale content production up or down accordingly. Creating systems to test and vet creatives will help ensure the quality standards satisfy your internal requirements and can weed out any troublesome creatives before you start working together. Finally, the content will grow to become more cohesive to your brand identity the more frequent these creatives work with you.
If you’re looking to build your own freelance community, it’s important to keep in mind the responses from CopyPress’s study because it will help you frame internal communication and planning for creative quality, costs, and expectations.
Review the infographic below for more of CopyPress’s findings and download their white paper for a more in-depth look at the content marketing ecosystem.