Where to Find Good Content Creators?

Question

BP Community: I run a real estate business and want to put a process around creating content. As many experienced multifamily syndicators can attest, a good content marketing strategy can help create an economic moat around your business.

Have you found luck with hiring content creators, and if so, where do you recommend looking for talent?

Yonah Weiss · Answer

@Tyler Kastelberg @Brandon Hall had a post about this recently on Linkedin, how creating content and marketing is very difficult to hire someone else to do for you, especially when you are trying to become a 'thought leader' (and not just a leader in your own thoughts). It's very difficult to have someone create quality content for you without losing your own voice. I can usually tell when content is genuine, or on the flip side, generic. I tend to by drawn more towards those who are authentic, and creating their own content, and not just spewing out blogs similar to everyone else.

John Casmon · Answer

@Yonah Weiss Those are great points. I'd push to add this depends on the voice the content is coming from. If it's your personal brand, then yes, it will not feel authentic. However, you can do it appropriately if it's a company or marketing platform where it would be accepted that someone other than the "CEO" would be creating the content.

No matter what you do, it's critical to play the role of editor and ensure the content is accurate and still in line with the tone and overall style you're aiming for in general.

Joel Owens · Answer

I have been thinking of hiring a full time digital and marketing manager that also does my website, forms, keeps track of videos, etc.

Likely I will just ramp up my spending with my commercial marketing firm I currently use. The digital footprint is almost more important than many items with a business today.

If I have a budget for example of 40,000 a year for it and I just do one extra commercial sale at 60,000 commission I am already ahead of the game. For businesses that work on smaller margins and volume it can be much tougher to pay those types of numbers for services.

Sure there is upwork and all of that. I have found you are at the mercy of different time zones, weather events, people doing multiple jobs in SPRINTS for various parties, understanding the lingo and explaining to them what you want done, etc.

I have reached a point where I want someone working on my stuff everyday. I am redoing my website now but it is not ready yet. My old website looked good but I didn't touch it much in a year because of time. If an expense and schedule isn't allotted for it then something else takes up the space.

All of the firms I talk to say having ME post lends authenticity to blogs, videos, etc. The minute it gets off loaded where it's not me it can become canned and generic. It is a lot of time and work. I have put thousands of hours on this site for about a decade posting but I have generated a lot of quality relationships and business on here as well.

Omar Khan · Answer

@Tyler Kastelberg I have to agree with @Yonah Weiss. Most of the Upworkk type folks just don't cut it if you're looking to become a thought leader in your space. You don't need a part-timer for the type of work you're doing especially as you're looking for consistency in the "voice" you will be projecting with your content.

It's a hard slog but I would try developing a strategy on your own as I'm assuming you're somewhat boot strapping this. We can chat more one of our "once-every-3 months" calls ;)

Tyler Kastelberg · Answer

@Yonah Weiss

100% agree. I'm looking for someone who can help with a hybrid structure ... someone whereby I spend 30 minutes on the phone talking about the topic, and they create a blog using "my voice."

John Casmon · Answer

@Tyler Kastelberg There are a few different approaches, but you will need to understand what type of content your audience needs and provide direction to the creator. There are multiple resources you can use for creating content. There are firms that create real estate content on behalf of RE businesses/operators. You can hire someone full/part time either in the US or a Virtual Assistant in the Philippines. You can also create a gig and hire someone off Upwork, Fiverr or Craigslist. I have had luck hiring someone (VA), but I still spend a lot of time reviewing and editing content. I can share more specifics of where I found my VA through DM.

Mark Sewell · Answer

It doesn't have to be professional or beautiful or polished.  In fact it is almost better if it isn't, some say.

It DOES have to be consistent and genuine.

Scott Morongell · Answer

@Tyler Kastelberg I think a good VA goes a long way. Finding a good one.. easier said than done. Contact Neil Bawa for finding a good VA he seems to have a good process in place.

Henri Meli · Answer

Fiverr and upwork are good places to start. But I'm sure there are other options.

@Tyler Kastelberg

Where to Find Good Content Creators?

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