Why good content costs what it costs: Breaking down the price tag.

Let's talk about something that often makes both clients and writers squirm: pricing. You've probably wondered why some content writers charge what might seem like a premium price for their work. You’ve probably even thought, "it's just a few words - how hard can it be?"

Well, grab a cuppa, and let me walk you through what actually goes into creating content that delivers real results for your business. As someone who's spent over 10 years writing for brands big and small, I can tell you there's a lot more happening behind the scenes than you might think.

The hidden work behind great content.

When you hire a content writer, you're not just paying for the words on the page. You're investing in research, strategy, expertise, and a process that ensures your content actually achieves what you need it to. Let's break down what that looks like.

Research and planning.

Let’s say you need a blog post about the different business grants available to small businesses (something I actually wrote last week). Easy enough, right? Not quite. Before your writer types a single word, they're deep in research mode. They're reading news reports and government websites to research what’s available. They're hunting down relevant statistics from credible sources and analysing what your competitors are saying (and figuring out how to say it better). They're taking time to understand your target audience's pain points and interests, and mapping out how this piece fits into your broader content strategy.

According to Content Marketing Institute, professional content creators spend about 33% of their time on research and planning, and I can say that’s definitely true. That's a third of the project time before any actual writing happens! This investment in preparation is what separates high-performing content from articles that just fill space on your website.

Multiple drafts and revisions.

Remember writing essays at uni? You probably went through a few drafts before submitting the final version. Professional content writing works the same way, but with higher stakes. The first draft is all about getting the main ideas down and structuring the piece. Then comes the second draft, where we refine the argument, improve flow, and add supporting evidence. The third draft focuses on fine-tuning the language and checking for brand voice consistency. Finally, there's the polish phase - proofreading, formatting, and optimising for SEO.

Each of these stages involves careful consideration and often consultation with the client. A study by Orbit Media shows that blog posts that go through multiple revisions tend to get better results - with 54% of writers reporting stronger outcomes after three or more drafts. It's this attention to detail and willingness to refine that makes the difference between content that performs and content that just exists.

Industry expertise and experience.

Here's something to think about: would you rather hire someone who needs to Google "what is SaaS?" or someone who's been writing about software for five years? Expertise comes at a premium because it brings real value to your content. Industry specialists understand your audience's language and pain points without needing a crash course. They're up to date with trends and can add valuable insights that generalist writers might miss. They know what works (and what doesn't) in your industry, and they can spot red flags and opportunities that others might overlook.

According to LinkedIn's Global Talent Trends report, specialised skills are becoming increasingly valuable, with 89% of recruiters saying specialist knowledge is more important now than ever before. This expertise isn't just about writing - it's about understanding your industry well enough to create content that resonates with your audience and achieves your business goals.

Why urgent content costs more.

We've all been there - you need content yesterday. But rushing comes at a cost, and there are good reasons why urgent work brings in higher rates. When writers take on rush jobs, they often need to reorganise their existing workload, potentially impacting other clients. There's less time for thorough research, which increases the risk of errors or missed opportunities. Quick turnarounds often mean working outside normal hours, and rushed work might need more extensive revisions later.

A survey by Freelancers Union found that 75% of freelancers charge a rush fee for urgent work, typically 20-50% above their standard rate. We’re not looking to take advantage of urgent needs, but are compensating for the disruption to workflow and the increased pressure to deliver quality under tight deadlines.

Quality assurance

Before you see the finished product, your content goes through several quality checks. This isn't just catching typos (though that's important too). This step ensures every piece of content is factually accurate, properly optimised for search engines, and aligned with your brand voice. Writers need to verify sources, check for plagiarism, review technical accuracy, and ensure the content meets all your brand guidelines.

These steps might seem small, but they're crucial for creating content that performs well and maintains your brand's reputation – and it takes a long time. The time invested in these final checks can make the difference between content that drives results and content that falls flat.

Understanding the real value

When you invest in quality content, it’s not just words that you’re paying for - you're investing in your business's future success. Quality content drives increased organic traffic through SEO optimisation. It creates better engagement with your target audience and builds stronger brand authority in your industry. Well-written content can be repurposed across multiple channels, maximising your investment. Most importantly, it professionally represents your brand to the world.

HubSpot's research shows that businesses that invest in quality content marketing see 6x higher conversion rates than those that don't. This isn't just about having content live on your platforms, but about having content that works.

Why cutting corners costs more in the long run

It might be tempting to go for the cheapest option, but this often leads to higher costs down the road. Poor quality content can damage your brand reputation, requiring expensive damage control. Incorrect information might need to be fixed later, costing you both time and money. Unengaging content wastes your marketing budget, while generic writing fails to connect with your audience and drive conversions. 

Fun fact: A lot of the clients I work with have tried a cheaper option first, only to come to me for rewrites and improvements on their content later on.

The bottom line

Quality content is an investment in your business's success. When you understand what goes into creating effective content, the price tag starts to make more sense. You’re not paying for X amount of words, you’re investing in research, expertise, and a process that delivers real results for your business.

Ready to invest in content that works? Let's chat about your content needs and find a solution that fits your budget and goals.