Question

Topic: E-Marketing

Fees For Industry Experts Content?

Posted by Anonymous on 9/20/2010 at 6:45 PM ET 250 Points
As a newly hired CMO i´m starting to build my marketing budget, and regards to content marketing I wonder what other companies recognize as a "standard" fees. We want industry experts (authors of books and research) to write articles to be published on our website/newsletters and participate in webinars we host. I´m interested to learn what other companies pay for these services? We´re happy to link to the authors website etc so they also get some benefit to this in addition to cash.
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RESPONSES

  • Posted by mgoodman on 9/20/2010 at 8:40 PM Accepted
    Fees are totally negotiable. Some experts will be more interested in the exposure and others will be more interested in getting cash money.

    The high end of the scale is probably $2,500 for a substantial article or whitepaper, though many are happy with half that (or less). It depends on the industry, the experts, and how they value the exposure.

    If you can tell us the industry, frequency and target length of the articles, we can probably be more specific. Of course, each expert sets his/her own fees and determines willingness to negotiate.

    I can share my own experience writing for others if you think it would be helpful. Contact me offline using the email address in my profile.
  • Posted by Jay Hamilton-Roth on 9/20/2010 at 9:26 PM Member
    Besides the "standard" fee, it's also about the networking you're building. What will each of you bring to the "table"? Will their article be read by their potential clients? Ditto webinar participants. Also - who will own the copyright for the material? Will the content be exclusive for your use or can they reuse it again? How much research will the article require? All these variables change the equation substantially.
  • Posted on 9/21/2010 at 5:26 AM Accepted
    Helge,

    Our company carries out ongoing research and writes articles for many online and offline publications. The fee structure varies from client to client.

    Over the last few years many are authoring articles and papers for free to get the exposure. The one telling indicator is the content is not very deep and there is no real substance. Many of these articles and papers are too general to add any real value with plenty of sales and promotion content for the author or their company. The top ten tips, killer applications, make a million… etc

    For substantive content you have to pay and as indicated by Jay the Intellectual property is important.

    I have been paid as much as $2500 for 1000 words and I have made contributions to many sites for free. The amount of work for each article varies. We are a team of user experience and eBusiness specialists who deliver our knowledge through a range of services from Consultancy to Training to publications.

    You do not indicate the areas that you are interested in getting content for but one heads up tip I can give you is know your customers well and make sure that you deliver the content they seek.

    Kind regards

    Nigel T Packer
  • Posted by Frank Hurtte on 9/21/2010 at 7:42 AM Accepted
    I am one of the people you are trying to develop a relationship with. My work revolves around wholesale distribution and knowledge-based sales.

    Here are some of the factors I consider:
    1) the type and number of people you reach
    2) the content of the article
    3) are your readers in my target group?
    4) past experience - do articles on your site generate leads for me
    5) are you considered cutting edge
    6) are there other top name experts working with you
    7) have I already published the work on my own website

    I would be happy to provide more information offline - contact me via my profile
  • Posted by Markitek on 9/21/2010 at 8:47 AM Member
    Figure a low end of $450 and a high end of $650 per page for white paper content.

    Add to that another day's fee for research, meetings and so on associated with the project.

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