Customer-Centered Content Development

Imagine website content as a toolbox. Inside, you have different tools (types of content) for different jobs (intent), and these tools come in various shapes and sizes (formats).

In essence:

Types define the purpose of the content.
Formats define the way the content is presented.
Intent defines the goal you want to achieve with the content.

Types of Content: These are the different “tools” you use to achieve specific goals on your website.

Informational content helps you explain things and provide knowledge (e.g., blog posts, articles, FAQs).
Marketing/sales content helps you persuade people to take action (e.g., sales pages, product descriptions, testimonials).
Engagement content helps you interact with your audience and get them involved (e.g., quizzes, polls, forums).

Content Formats: These are the different “shapes and sizes” your tools can come in.

Text is like a written instruction manual.
Images are like visual diagrams.
Videos are like demonstrations.
Interactive elements are like hands-on exercises.

By understanding how to match content with user intent, you can create a well-rounded website that effectively informs, engages, and converts visitors.

Content Intent: This is the “job” you’re trying to do with your tools.

Informational intent is like teaching someone how to fix a car.
Transactional intent is like selling someone a car.
Navigational intent is like giving someone directions to a specific location.
Commercial investigation intent is like helping someone research different car models before buying one.

The sales content funnel is a visual representation of the customer journey, from their initial awareness of your brand to their final purchase decision. It’s called a “funnel” because the number of potential customers narrows as they move through each stage.

For example, middle of the funnel (MOFU) content helps potential customers compare options and make informed decisions (e.g., comparison charts, buying guides).

This is a great question, and the answer is: it depends on the agreement between the business and the 3rd party.

Here’s a breakdown of the common scenarios:

1. Business is Primarily Responsible:

• Most common scenario. The business is considered the expert in their own products, services, and brand messaging.
• The 3rd party focuses on design, development, and technical implementation of the website.
• The business provides all the necessary content:
  • Website copy (text for pages)
  • Images and videos
  • Product descriptions
  • Blog posts (if applicable)
• Pros: Business retains full control over messaging.
• Cons: Requires significant time and effort from the business.

2. 3rd Party is Primarily Responsible:

• The 3rd party has content creation as part of their service offering.
• They may have:
  • In-house copywriters
  • Partnerships with content agencies
• They work closely with the business to understand their needs and create content accordingly.
• Pros: Saves time and effort for the business.
• Cons: Can be more expensive; business needs to ensure the 3rd party accurately reflects their brand.

3. Shared Responsibility:

• A hybrid approach where responsibilities are divided.
• Example:
  • Business provides core website copy and product information.
  • 3rd party creates blog posts or other marketing content.
• Pros: Balances control and efficiency.
• Cons: Requires clear communication and coordination.

Key Considerations:

• Contract: The contract between the business and the 3rd party should clearly outline who is responsible for what regarding content creation.
• Budget: Content creation can be a significant cost.
• Expertise: Does the business have the internal resources to create high-quality content?
• Timeline: Content creation can take time, which needs to be factored into the overall project timeline.

In summary: While the business is often primarily responsible for content, it’s crucial to have a clear agreement with the 3rd party to avoid confusion and ensure a smooth website launch.

Choosing the right content writer is crucial depending on the scope and complexity of the project.

Common Content Writing Pricing Structures:

Per-Word Rates: Rates vary based on experience and specialization. Beginners may charge $0.10 per word, while highly experienced writers can command $1.00 or more.

Per-Project Rates: For defined projects like website copy or a blog post series, writers may offer a fixed fee based on estimated word count and complexity.

Hourly Rates: Some writers charge an hourly rate, particularly for ongoing work or close collaboration.

Retainer Agreements: Businesses with consistent content needs may enter retainer agreements with writers, securing a set monthly fee for a pre-determined amount of work.

The cost of hiring a content writer depends on several factors:

Type of Content: Blog posts, website copy, articles, white papers, social media content, email marketing campaigns, and product descriptions all have different average rates.

Content Length: Longer pieces generally cost more than shorter ones.

Research and Revisions Required: Content requiring in-depth research or multiple revisions will likely be more expensive.

Writer’s Experience and Expertise: Seasoned writers with specialized knowledge in onsume behaviour, marketing, and copywriting often charge more than beginners. Writer with specialized industry knowledge may also come at a preimuium (e.g., finance, healthcare, technology).

Additional Points to Consider:

SEO Optimization: Content optimized for search engines may cost more due to the need for keyword research and on-page optimization.

Content Management System (CMS) Integration: Writers familiar with specific CMS platforms (e.g., WordPress) may charge slightly more.

A reputable writer will clearly outline their process, which may include:

• Initial consultation
• Content Strategy /SEO Strategy
• Research
• Drafting
• Revisions
• Proofreading

Red flag alert! Avoid service providers who don’t discuss their process or pricing structure.

Here are some additional factors to consider:

• Case Studies or Samples: Review previous work to assess the writer’s style and quality.
• Content Portfolio: Ensure their work aligns with your brand voice and target audience.
• Client Testimonials: See what other businesses have to say about their experience.
• Contract or Agreement: A formal agreement protects both you and the writer.

Here are some resources to learn more about content writing rates (please note these are not specific website recommendations):

Content Writing Rates in 2024 (Per Word, Per Project, Per Hour)
How Much Does Professional Web Content Writing Cost?
Website Copywriting Rates
How Much Should You Expect To Pay For Website Copywriting?

By understanding these factors and pricing models, you can make an informed decision when hiring a content writer who meets your needs and budget.

Choosing the right photographer for your project is crucial. This service could easily cost a business anywhere from $200 to over $1,000 depending on the scope of the project.

The cost of hiring a photographer also depends on factors like the type of photography (e.g., headshots, product, commercial, events), the photographer’s experience, the duration of the shoot, and the extent of post-processing. As mentioned by Bark.com, photographer pricing often reflects experience. Entry-level photographers will generally charge less than seasoned professionals with extensive portfolios and client lists.

If you need highly specialized work like graphic product photography (as mentioned on Picoftasty), be prepared for potentially higher costs due to the unique skill set involved. This type of photography blends product photography with graphic design elements.

A reputable company will clearly outline their process, which may include consultation, the photoshoot itself, and post-production editing. In our experience, when a service provider’s website doesn’t discuss their process or provide pricing information, it’s a big red flag.

Here are some examples of websites that have good trust signals by outlining price and process:

Buffy Goodman Photography | Business Packages & More

Goodman Photo provides various packages, including options suitable for social media and website content, offering a range of photos like headshots, product shots, and building photography. This is a good resource for understanding the value of comprehensive photography packages.

CREATIVE Promotional Marketing Agency | Business Photography Packages

A Creative Agency offers photography packages geared towards commercial clients, providing another example of structured pricing for business photography needs.

Edmonton Photos | Commercial Business Photograghy

Edmonton Photos provides packages specifically designed for small businesses and hospitality businesses, which can be helpful for businesses in those sectors to understand potential costs.

Choosing the right videographer is crucial. Look for transparency in pricing and process as this service could easily cost a business $1,000-$10,000+ depending on the scope of the project.

The cost of hiring a videographer depends on factors like project scope, equipment, and experience. A reputable company will clearly explain their pre-production (planning), production (filming), and post-production (editing) stages. In our experience, when a services provider’s website doesn’t discuss thier process or provide pricing information, it’s a big red flag.

Consider these additional factors:

• Case studies with cost breakdowns offer valuable insights.
• Experience and Portfolio: Review their previous work to ensure it aligns with your vision.
• Client Testimonials: See what other clients have to say about their experience.
• Communication: Effective communication is essential for a smooth process.
• Contract: A clear contract protects both you and the videographer.

Here are some exmaples of websites that have good trust signals by outlining price and process:

Cut:Thru Media | How Much Does Video Production Cost?

Cut:Thru Media provides a detailed breakdown of costs for each stage of video production (pre-production, production, and post-production), along with case studies showcasing client projects and their associated costs.

Urban Video Inc. | Video Production Prices

Urban Video Inc. offers a detailed breakdown of their video production packages, clearly outlining the added value of larger crews and comprehensive equipment packages. While personalized quotes are always recommended, this resource provides a helpful starting point.