Freelance writing online attracts many
March 25, 2008 Some of these pieces bring her mere pocket change. The most
lucrative ones earn about $40. Most of all, though, she's thrilled
to be considered a writer.
"It was just a big surprise that someone would actually want to
give me money for writing," Papple says. "It really shocked me at
first."
The Internet is full of words written for no money at all, just
for passion. And it's veined with pieces (like this one) written in
someone's regular line of work. Now, though, more and more online
copy is being cranked out by a hybrid class: people like Papple,
happy to serve as ultra-low-cost freelancers for sites that -
unlike many personal blogs - actually get readers.
Greasing the wheels are sites like Helium, ThisIsBy.Us and
Associated Content, which dangle micro amounts of pay to amateur
writers willing to contribute material. Virtually any topic is
open, from advice about child-rearing to an exegesis of mood rings.
These sites hope to accumulate big troves of articles that rank
high in search engine results or on media-recommendation sites,
then lure ever more readers and advertising dollars. And people are
biting. Associated Content and Helium each say they've signed up
more than 100,000 writers.
Recently Helium took an extra step to blur the line between
amateur and professional writers: It set up a marketplace where
third-party publishers - both online and in print - can commission
works. That's where Papple has found her best-paid gigs for
software reviews and travel writing.
Among the publishers that have been seeking content from
Helium's pool of writers is BostonNOW, a free newspaper aimed at
public-transit commuters. It recently offered $40 to someone who
could churn out a guide to multivitamins that was "comprehensive"
- though just 350 words. That same day, an aromatherapy-related Web
site was willing to pay $75 for 750 to 1,000 words on the
"positive and emotional benefits of body fragrance."
The pay in the marketplace - as high as $300 so far - is way
better than the occasional checks that even the most prolific
writers can expect from contributing to the main, ad-supported
Helium site. But even the marketplace rates would sink the spirits
of professional freelancers who try to command $1 per word or
better. Indeed, some writers' advocates lament that Helium and
other online word mills lower standards for the craft.
Mark Ranalli, Helium's founder and CEO, counters that his site
is not out to undermine established journalists or copywriters.
Instead he expects to expand the ranks of paid writers to include
part-time talent that otherwise would be sitting fallow.
"My next-door neighbor is far more educated than most freelance
writers," Ranalli says. "She's home with three kids, but she went
to Harvard!"
Ranalli developed Helium to jack into two online currents at
once.
One was how easy it was becoming to mine the Internet's
lucrative systems (especially the one powered by Google Inc.) for
putting contextually relevant advertising along written content.
While that model already fueled information-rich sites like The New
York Times Co.'s About.com, Ranalli wanted to tap a second big
Internet idea - "the wisdom of the crowds" - to make Helium's
content exponentially more abundant.
That same principle fuels Wikipedia, the advertising-free online
encyclopedia generated by volunteers. But while Wikipedians
endlessly redo each other's work, contributions from Helium users
remain intact.
That means Helium has, say, 15 separate articles on the American
black bear. To make that mishmash useful, Helium asks its community
of contributors - excluding the 15 authors of the black bear
entries - to vote on which of those 15 articles is best. The
top-rated ones rise to the top.
Much of the writing on Helium ranges from awful to marginal. But
Ranalli noticed that the very best contributors were actually
pretty good. As the site's user numbers kept rising, the thin layer
of cream on the top amounted to a sizable number of people.
So he launched the marketplace to let Helium's best writers try
to make a bigger name - and more money - for themselves by hooking
up with outside publishers, who pay Helium a 20 percent commission.
The marketplace launched last fall in a limited manner and expanded
this month.
Paul Lines of Britain has sold so many articles through the
marketplace that he's on pace to earn $5,000 to $10,000 from it
this year. He spends about an hour a day filing pieces for various
Web sites on subjects he knows intimately: He's an independent
business consultant and in training to be a family therapist, so
he's penned pieces with relationship advice and how to start a
business. He's also written short takes on the U.S. presidential
election.
"I don't see any reason why my hobby shouldn't make money," he
says.
Pat Stone, publisher of GreenPrints, a 13,000-circulation
magazine that is subtitled "The Weeder's Digest" and devoted to
personal experiences about gardening, has purchased a few
reminiscences from Helium writers at $100 a pop. That's the same
fee he pays contributors who send manuscripts on their own. But the
advantage for Stone is that when he solicits an article, Helium's
rating system guides him to the best pieces.
"I don't have time to read 200 responses," Stone says. "The
readers among themselves rate them - I just read the top 10. I'm
finding good material."
The truth is, however, that the material doesn't always have to
be all that good.
Mike Bell, CEO of Software.com, an online buyers guide, has
purchased more than 80 pieces about software from Helium writers.
Most of these items are less than 200 words. While some have iffy
grammar or stylistic limitations, Bell finds that these low-priced
nuggets are better for Software.com's purposes (his site, too,
needs lots and lots of content that generates ad revenue) than
polished 1,000-word articles from experienced freelancers.
"Our view is that consumers are not that particular," Bell
said. "They would rather hear firsthand accounts from a (software)
user, even if the quality is not that high."
At Associated Content, contributors are paid a cut of ad money
and schooled in ways to make their pieces rank higher in search
engine results. The site's managers also hunt for topics that seem
underrepresented online - but likely to draw the interest of
advertisers - then ask its amateur contributors to produce
something relevant. The site's "Calls for Content" offer board
lets writers grab assignments (planning a NASCAR-themed birthday,
say, or the significance of right-side abdominal pain) for as low
as $5.
"It doesn't work radically different from the way an assignment
desk works in a media company," CEO Geoff Reiss says. For example,
"we'll start talking about lifestyle things for Mothers' Day in
March, April."
Except that the pool of writers ready to respond is way beyond
the bounds of traditional media: "One hundred and twenty thousand
people have signed up," Reiss says. "And I don't think we've
capped the edges of the market."