I’ve ventured over to the seemingly endless array of sites offering freelance writing opportunities. I am shocked at what some organizations are offering to pay for, what I assume they hope, is “good” content. We’re talking .5 cents a word. $75 for a 700-word article. Ugh.

I wonder what $75 gets these companies. Something clever, well-thought out, well researched, quoting REAL human beings? I doubt it. More than likely $20 buys you a collection of Internet research from dubious sources. But, hey, at least you’re “content marketing.” This kind of “Content Marketing” prompted Kent Lewis to make “creating content for content’s sake” one of the 9 Marketing Strategies You Must Stop Using – Now.

I get that not everyone can do the gee-whiz stuff we see from RedBull and others. But, it’s very possible you don’t need that. What you do need are good, true stories about the great things your company offers. You need to put a face on your people. You need to share customer successes. That might be as simple as doing a Q&A with a long-time front-line employee. Or, develop a relationship with a good freelance writer who knows your business and pay them fairly. Good content takes time and research. And, that takes money.