Words mean things. It sounds simple, but it's true, and it's something we forget all too often in a world of buzzwords and marketing slogans.
It's easy to take a business at face value when they make promises about their offerings. Unfortunately, in many cases, empty words and meaningless claims can make something average, or even subpar, sound outstanding. This can be especially true when making a purchase in a field you're not fully familiar with.
If you've purchased content writing services, you may have experienced this uncertainty. There are a lot of companies vying for your business, and they're all doing their best to stand out among a crowded field of competitors. How can you cut through the noise and promotional language to really know what you're getting when you buy articles?
Whether you're getting suspicious of the claims you're seeing or just want some clarity in the copywriting industry, keep reading to see what's often behind the terms below.
Content Writing Services From Vetted Writers
Screened, vetted, approved: Almost every content site you visit uses this kind of language, and it sounds reassuring. No need to worry about the writers' qualifications, since they've all been reviewed! It's not quite that simple, and you need to verify exactly what a firm's screening process looks like.
In many cases, writers are asked to take a grammar test before they can accept assignments, and most of those tests take as little as 10 or 20 minutes. What does that mean for you? You’ll be putting the success of your inbound marketing in the hands of anyone who can manage to pass (not ace, pass) an online quiz.
Plus, your writer may not even have been held to this lax standard – one alarming example allowed anyone over the age of 16 with a PayPal account to begin accepting orders. Because of this, you must always ask how writers are screened before you commit to buying content.
Elite Content Writers
The site you’re visiting promises that if you pay just a little more, you can access their top-tier talent. Surely it's worth the investment. Who wouldn't want the best of the best?
Make sure you understand what this standard refers to before you hand over a payment. In some cases, writers who earn a certain number of stars in each review are granted elite status. This lets you know the client was happy, but not what made their work stand out a tier above the rest.
It's also possible that writers are paying to have their content fast-tracked for review and buying their way into an elite ranking. In that case, you and your writer will both be lining your content agency's pockets with potentially very little to show for it.
And there's one more thing you should consider – if a company has writers who don't rank with an elite status, why are they hiring them to create your content?
Our Content Writing Team
Everybody loves the idea of teamwork. However, team doesn't always mean what you'd expect. In many cases, the real "team" is a group of managers running a distant, expansive network of freelancers. Most of the writers will never interact with each other or anyone in charge of day-to-day operations.
You might also see the option to assemble a team of writers dedicated only to your business. In theory, this should help you scale for large projects and ensure consistency. On the other hand, what you're really buying is the opportunity to manage a group of freelancers.
One reason many companies choose to outsource content is to avoid this kind of oversight work, but in these cases, you'll pay extra for the privilege. Not sure what team means to your provider? Never hesitate to ask.
Expert Writers
What does it mean to be an expert writer? We could write post after post on it – in fact, we already have. We call our writers experts because of their training, educational background and performance track record. But, that doesn't mean all sites do the same.
Expert is often an appellation assigned by writers themselves. Check out the hiring page for your content provider, and you may see promises that writers can choose their own assignments based on expertise. Sounds great, right? Good for you and good for them.
Here's the reality. I read a lot of true crime blogs and listen to My Favorite Murder, but that doesn't make me a forensics expert. Unless someone has carefully reviewed a writer's qualifications, you have no guarantee that they're experts in anything.
Crowd-Sourced Content Writing Services
Crowd sourcing sounds cool and modern. It evokes a feeling of collaboration and suggests almost limitless access to quality writing talent. What it really means, however, is that your content provider operates a freelance network.
The benefits you’ll get from this method are only as good as the crowd itself, which is larger than ever with 34% of the American workforce engaged in freelance work of some kind. Just remember that if crowd-sourced writers were accepted based on the kinds of standards mentioned above, there’s no guarantee you’ll find the level of skill you need. Crowd sourcing is really just want it sounds like – your content is tossed to the crowd and hopefully the right person gets the assignment.
Pay attention to language when you buy articles
You shouldn’t have to read between the lines to feel confident about the content you buy online. But, it’s in your best interest to view every provider's website with a critical eye. If you read something that seems vague or doesn’t quite make sense, always ask before committing. And if you can’t get a straight answer? That’s a good sign it’s time to look elsewhere.
Need more information about hiring a content creation firm? Download our ebook to learn six essential questions you should ask of any copywriting agency.
