Notes from a Web Content Writer: Tips for Online Editors, Publishers, Blog Managers and Zinesters

If you're hoping to start your own blog or hire freelance writers to create content for your website, you're probably already anticipating some challenges when it comes to managing writers. You also want quality content and profit in addition to writer retention. Here are some tips for keeping your best writers, especially if your site is new.

Provide a Contract

Contracts protect you and the writer. The contract is also a formal opportunity for you to explain your expectations to the writer. This can help avoid misunderstandings in the future regarding what type of content was supposed to be written, the style the writer should follow, photo usage, compensation for material and payment method, social media promotion expectations, word count, deadlines and more.

If you don't provide a contract, expect to receive contracts from your freelance writers. The above listed reasons benefit the writer and help him keep focused.

Offer Specific Guidelines

Once a new writer signs up and returns your contract, you should immediately provide her with a set of specific guidelines. You should not hire a single writer until you have created such a document outlining the specifics of your needs. This is especially important for sites covering a variety of topics. Writers need to know the rules of the road. What should writers avoid? Are you looking for controversy? What about an opening paragraph tailored towards SEO (search engine optimization)?

It also helps to provide a sample article or direct writers to specific style guides. Even if you're a news site, always spell out headline requirements. Some sites require strict AP Style headlines while other sites like Associated Content use alternate rules for titles while otherwise clinging to AP. This creates some difficulty-even the AP Stylebook's website follows its own headline style rules most of the time.

To avoid constant updating, it's best to ask writers to adhere to the most recent rules of AP Stylebook as guidelines do change frequently. In 2010, for example, AP changed "Web site" to "website," yet I find "website" changed to "Web site" online and in the newsroom.

Coach the Writers-and Expect Criticism

Writers will need some coaching, even if they're longtime professionals. This is because you have a specific vision for your site. You need your writers to craft their skills to match your vision. More often than not, this results in a discrepancy between the vision of the editor and the material written.

This happens for two reasons. You've either provided guidelines and the writer has not followed them adequately or you have not been specific enough regarding your vision. The latter is more frequent, especially at start-up websites, and it's extremely frustrating for the writer.

You must remember that you're on a journey, too-you need to learn from your writers and value their input while still maintaining the role of decision-maker. Unless you're an experienced online content writer, your writers will be more experienced in the entire process. You should also realize that many of your writers may experience the same problems and frustrations at other publications because they occur frequently.

If your vision is not concrete and you change your mind, you will frustrate writers. If you do not have a concrete vision, expect resistance from writers and readers. It's best to clearly identify your expectations and rules from the start to avoid this-just be sure to make rule changes clear and official when they occur.

Pay for Quality

You need to pay for high-quality content. This doesn't mean you need to offer writers more than you can afford per post. It does mean that you should pay out some type of bonus system to writers who perform well and submit quality content. If they don't have an incentive and they aren't making a lot of money, most of them will leave you in the dust for the next new opportunity.

You can also offer incentives for quality, such as promotions with company growth or swag like free tee shirts.

Fire When Ready

Some writers are too problematic. As a writer, it's difficult to interact with several different editors, all harboring a different vision. It's also tricky; I want to provide solutions for problems I see, but unless the editor is paying a consulting fee, there's only so much time I can spend on that (and remain a viable business). Sometimes the vision doesn't work with the writer. If the writer doesn't realize it's time for him to walk away, you need to step in and make that decision and let the writer go.

If you make the move, you can also prepare for the fallout. While most online freelance writers are professionals, they know how to write and spread the word about negative experiences with publications. This could hurt your writer recruitment and advertising.

Follow Good Examples

There are some successful online content sites that pay writers decently. Part of their success lies in their guidelines. Sites like Associated Content and Demand Media are very different but poignant examples. These resourceful sites provide authors with specific guidelines and keep writers informed of changes. They're also receptive to feedback.

The best way to get a sense of writer frustrations and reactions is to work for some online publications yourself. Check out the major ones, but try getting into some startups, too. After about a month or so of this work, you'll identify the frequent pitfalls of both major and minor sites. Use this personal experience to create and maintain a smooth system for your writers.