Hey there, fellow content creator! Ready to turbocharge your blog or website with top-notch content? Imagine having a team of skilled pens at your beck and call. In this wild digital jungle, we’re about to embark on a journey – a guide that unveils the secrets of hiring freelance writers. It’s time to turn your ideas into captivating words that dance on the screen and leave your readers hungry for more.
So, grab your explorer’s hat as we navigate the terrain of hiring freelance writers and transform your online presence into a symphony of captivating stories and compelling narratives.
Introduction
Understanding the Importance of Quality Content
In the ever-evolving landscape of online presence, content is the crown jewel that can set your blog or website apart from the crowd. Quality content isn’t just a buzzword; it’s the backbone of your digital identity. Imagine your website as a charming boutique in a bustling marketplace. What draws people in and keeps them browsing? Engaging, informative, and well-crafted content. It’s the heart of your virtual storefront, making a lasting impression on visitors.
Beyond aesthetics, quality content holds the power to captivate your audience, establish your authority, and foster trust. It’s the virtual handshake that welcomes readers and convinces them to stay. So, before you dive into the realm of hiring freelance writers, recognize that content isn’t merely pixels on a screen; it’s your voice in the vast online conversation.
Benefits of Hiring Freelance Writers
Picture this: you’re a conductor orchestrating a grand symphony. Your business is the melody, and freelance writers are the skilled musicians who can bring it to life. The benefits of enlisting these maestros are as melodious as the tune itself. Firstly, diversity in style and expertise. Freelance writers come from various backgrounds, adding unique flavors to your content. One day, a wordsmith with a penchant for eloquent prose; the next, a specialist in concise technical jargon.
Secondly, the luxury of time. As you juggle the myriad tasks of website management, these wordsmiths toil away crafting your content. This gives you the freedom to direct your energy toward fine-tuning other aspects of your digital domain. Moreover, freelance writers offer a fresh perspective. It’s easy to become myopic when crafting content for your own platform. Writers from the outside bring new angles, injecting vitality into your blog.
Lastly, consider scalability. Your blog is a growing entity, and so are your content needs. Freelance writers provide the elasticity to meet your demands. Whether you need a single article or a whole library, they can adjust their output accordingly. With these virtuosos by your side, your content will resonate like a harmonious symphony with your audience.
Key Considerations for Hiring Freelancers
Now that you’re poised to invite freelance writers to your creative ensemble, let’s explore the key considerations to ensure a harmonious collaboration. Firstly, the dance of compatibility. Just as a choreographer pairs dancers who move in sync, find writers whose style harmonizes with your brand’s essence. A seamless fit will make the words flow naturally and captivate your audience effortlessly.
Next, the rhythm of communication. Like a well-conducted orchestra, clear communication orchestrates a masterpiece. Set expectations for project timelines, feedback channels, and revision processes. A conductor guides with a steady hand; similarly, your guidance ensures flawless performance.
Budget, the conductor’s baton, plays a pivotal role. While the enchanting symphony comes at a cost, ensure it aligns with your financial harmony. Freelance writers offer diverse pricing, so you can find the right tempo that resonates with both your needs and their expertise.”, “In this digital duet, trust is the adhesive. Conduct thorough research, peruse writing samples, and gather recommendations. Just as a seasoned musician earns the conductor’s trust, establish a foundation of trust with your chosen writers.
Defining Your Content Needs
Identifying Your Target Audience
Understanding your target audience is the first crucial step in hiring freelance writers for your blog or website. Without a clear understanding of who you’re writing for, your content might miss the mark and fail to engage your readers. Take the time to create detailed buyer personas that outline the demographics, interests, pain points, and preferences of your ideal readers. By knowing your audience’s background and motivations, you can guide freelance writers to create content that resonates with them.
Additionally, consider conducting keyword research to identify the topics and language your target audience uses when searching for information online. This insight will not only help you better define your content needs but also assist your freelance writers in crafting SEO-friendly content that ranks well on search engines.
Determining Content Types and Topics
The next step in hiring freelance writers is to determine the types of content you need and the topics you want to cover on your blog or website. Start by analyzing your content strategy and business goals. Are you looking to educate your audience through informative articles, showcase your expertise with in-depth guides, or entertain them with engaging stories? Once you’ve decided on the content types, brainstorm a list of relevant and appealing topics that align with your brand and cater to your target audience’s interests.
Remember, variety is key to keeping your readers engaged. Mix and match different content formats such as how-to guides, listicles, case studies, and interviews. This diversity not only caters to different learning styles but also provides a fresh perspective on your subject matter.
Setting Content Goals and Objectives
Before you start reaching out to freelance writers, it’s essential to establish clear content goals and objectives. What do you want to achieve with your content? Are you aiming to increase website traffic, generate leads, boost brand awareness, or establish thought leadership in your industry? Setting specific goals helps you communicate your expectations to freelance writers and gives them a clear direction when crafting your content.
Moreover, consider the tone and voice you want your content to convey. Do you prefer a formal and authoritative tone, or is a friendly and conversational style more suitable for your brand? Clearly defining these elements ensures that the freelance writers you hire align with your vision and produce content that resonates with your audience.
Incorporate a content calendar to organize your publishing schedule and deadlines. Having a well-structured plan in place streamlines the collaboration between you and freelance writers, making it easier to manage expectations and ensure the timely delivery of high-quality content.
Finding Freelance Writers
Exploring Freelance Platforms and Job Boards
When it comes to finding talented freelance writers for your blog or website, one of the first avenues to explore is online freelance platforms and job boards. These platforms serve as virtual marketplaces where skilled writers from around the world offer their services. Websites like Upwork, Freelancer, and Fiverr provide a plethora of options, allowing you to browse through writers’ profiles, assess their expertise, and review their past work. The advantage of using such platforms is the convenience of access to a diverse pool of writers, each with their own unique style and specialization.
To make the most out of these platforms, start by creating a detailed job post. Clearly outline your project requirements, preferred writing tone, and any specific keywords you want to target for SEO purposes. As you receive applications, take the time to review each writer’s portfolio and read their reviews from previous clients. Engage in conversations to gauge their responsiveness and willingness to adapt to your needs. This process ensures that you find a writer who aligns with your vision and can deliver the quality content your blog or website deserves.
Utilizing Social Media and Professional Networks
In today’s interconnected world, social media platforms have become more than just tools for sharing memes and vacation photos. They’ve evolved into valuable resources for finding freelance writers who are passionate about their craft. Platforms like LinkedIn, Twitter, and even Facebook groups offer spaces where writers often showcase their work and connect with potential clients.
To tap into this vast network, start by searching for relevant hashtags or keywords related to your industry. For instance, if your blog focuses on fitness, look for hashtags like #FitnessWriters or #HealthBloggers. Join professional groups and forums where writers gather to discuss trends, share tips, and showcase their expertise. Engage in conversations, contribute valuable insights, and take note of writers whose style resonates with your brand. By building relationships and fostering connections, you can identify writers who not only have the skillset you need but also share a genuine enthusiasm for your niche.
Don’t hesitate to reach out to these potential writers through direct messages or emails. Personalize your communication by referencing their work and expressing why you believe they would be a great fit for your blog or website. This personalized touch demonstrates your sincerity and can significantly increase your chances of getting a positive response.
Asking for Recommendations and Referrals
When it comes to finding freelance writers, sometimes the most valuable insights come from those you already trust. Asking for recommendations and referrals from your professional network, colleagues, or fellow bloggers can lead you to hidden gems in the freelance writing world.
Reach out to contacts who have experience working with freelance writers or who run successful blogs or websites themselves. They might have collaborated with exceptional writers who are open to taking on new projects. By leveraging their recommendations, you not only save time on the vetting process but also establish a level of trust from the outset.
Another approach is to attend industry conferences, webinars, or networking events. These gatherings provide opportunities to meet potential writers face-to-face and assess their communication skills, enthusiasm, and expertise in person. When asking for recommendations or attending events, be sure to clearly communicate your content needs and brand voice so that the referrals you receive are aligned with your vision.
Remember, the freelance writing community thrives on positive relationships and word-of-mouth referrals. By tapping into this network, you’re likely to find writers who are not only skilled but also genuinely excited to contribute to your blog or website.
Vetting and Selecting Writers
Reviewing Portfolios and Previous Work
When it comes to hiring freelance writers for your blog or website, a crucial step in the process is reviewing their portfolios and previous work. This allows you to gain valuable insights into their writing style, versatility, and expertise. As you browse through their past projects, you’ll get a sense of their ability to adapt to different topics, industries, and tones. It’s like taking a sneak peek into their writing journey, discovering the gems they’ve created along the way.
Pay attention to the range of topics they’ve covered – from the intricacies of technology to the nuances of lifestyle. This diversity showcases their capacity to delve into various subjects with finesse. Furthermore, examining the feedback from previous clients provides a glimpse into their professionalism and work ethic. Were they able to meet deadlines? Did they communicate effectively? These are the aspects that will guide you in making an informed decision.
Think of a writer’s portfolio as a window into their artistic soul. It’s where their words come to life, and you can witness the evolution of their craft. With each piece, you’re peeling back a layer of their creativity. So, when you sit down to review portfolios, relish the experience of unearthing exceptional talent.
Assessing Writing Style and Tone
Assessing the writing style and tone of potential freelance writers is akin to selecting the perfect brush for a masterpiece. Every piece of content has its unique voice, and finding writers who can harmonize with that voice is an art in itself. As you read through their work, pay close attention to the cadence of their sentences, the rhythm of their prose, and the emotions their words evoke.
Imagine your blog or website as a symphony, with each article playing a different note. A skilled writer can join the ensemble and play their part seamlessly. Are they able to adapt to a professional, formal tone when discussing business trends? Can they effortlessly switch to a friendly, casual style for a travel piece? These are the questions you should seek to answer.
Just as a chameleon adapts to its surroundings, adept writers can adapt their style to suit the context. It’s the subtle nuances – the way they infuse humor into a narrative or the gravitas they bring to an analytical piece – that make all the difference. By assessing their writing style and tone, you’re ensuring that your blog or website maintains a captivating and cohesive identity.
Conducting Skills and Grammar Tests
Conducting skills and grammar tests is like embarking on a literary adventure with potential freelance writers. It’s a journey that reveals the intricacies of their language prowess and their commitment to the craft. These tests serve as a compass, guiding you toward writers who possess the linguistic acumen to weave words into captivating tapestries.
Grammar is the foundation upon which great writing stands. A minor punctuation mark can alter the entire meaning of a sentence. Through meticulous grammar tests, you’re not only ensuring the accuracy of their work but also the credibility of your blog or website. A skilled wordsmith wields grammar rules like a master sculptor shaping clay.
However, don’t just stop at grammar. Assessing their skills encompasses more than the technicalities. It’s about uncovering their ability to craft engaging narratives, conduct thorough research, and seamlessly integrate keywords for SEO optimization. These tests help you separate the ordinary from the extraordinary, guiding you toward writers who can create content that resonates with both humans and search engines.
In the realm of freelance writing, skills and grammar tests are your compass and map, leading you to the treasure trove of wordsmiths who will enrich your blog or website with their literary prowess.
Communication and Collaboration
Establishing Clear Communication Channels
When it comes to hiring freelance writers for your blog or website, establishing clear communication channels is an essential first step. Effective communication ensures that both you and the writer are on the same page, leading to a smoother collaboration. One way to achieve this is by using platforms like Slack or Trello, where you can easily exchange messages, share documents, and track progress. By having a designated space for communication, you can avoid misunderstandings and stay organized throughout the writing process.
In addition to using dedicated platforms, consider scheduling regular video calls or voice chats. These real-time interactions help build rapport and provide a space for discussing intricate details that might be challenging to convey through text alone. Open and transparent communication fosters a positive working relationship, making it easier for the freelance writer to grasp your expectations and deliver content that aligns with your vision.
Furthermore, don’t hesitate to share your preferred communication style and frequency with the freelance writer. Some writers may prefer daily check-ins, while others might opt for a weekly summary. Flexibility and compromise in communication can go a long way in ensuring a successful partnership.
Setting Expectations and Deadlines
Setting expectations and deadlines is a crucial aspect of working effectively with freelance writers. Clearly define the scope of work, including the topics, tone, style, and target audience. The more specific you are, the better the writer can tailor their content to meet your requirements. If you have brand guidelines or a particular voice you want to maintain, provide examples to convey your expectations accurately.
When it comes to deadlines, it’s important to be realistic. Freelance writers often have multiple projects, so allowing ample time for research, drafting, and revisions ensures that the final product is of high quality. Consider discussing milestones for longer projects, enabling you to track progress and provide feedback at various stages.
Moreover, fostering a collaborative environment where the writer feels comfortable asking questions or seeking clarifications about the project helps prevent misunderstandings and potential delays. Remember, setting expectations and deadlines is a two-way street; be open to the writer’s input and suggestions, as their expertise can contribute to a more refined outcome.
Providing Constructive Feedback
Providing constructive feedback is an art that can significantly enhance the freelance writer’s performance and the overall quality of the content. When offering feedback, start by highlighting the strengths of the work. Positive reinforcement encourages the writer and reinforces their effective writing techniques.
Next, address areas for improvement in a constructive manner. Instead of simply pointing out flaws, suggest specific revisions or approaches that could enhance the piece. Remember, feedback should be actionable and focused on helping the writer grow. Emphasize the importance of aligning the content with your brand voice and objectives.
Incorporating analogies and metaphors can be an effective way to illustrate your feedback. For instance, you might say, ‘Just as a painter adds layers to a canvas to create depth, could we explore adding more examples to bolster your points?’ This approach encourages the writer to visualize your suggestions and implement them creatively.
Also, maintain an open line of communication after providing feedback. Allow the writer to ask questions or seek further clarification. A collaborative feedback process not only refines the current project but also sets the tone for future collaborations that are built on mutual respect and growth.
Negotiating Terms and Rates
Understanding Pricing Models (Per Word, Per Hour, etc.)
Understanding different pricing models is crucial. There are a few common pricing structures you’ll encounter: per word, per hour, per project, and performance-based. The ‘per word’ model is based on the number of words in the article, and it’s a popular choice as it offers clarity and straightforward pricing. On the other hand, the ‘per hour’ model might be suitable for complex or research-intensive topics, where the time invested is a primary consideration. It’s important to evaluate which pricing model aligns best with your budget and content needs.
Another factor to consider is the quality of writing you expect. While some freelance writers may offer lower rates, they might not deliver the same level of fluency and proficiency as more experienced writers who charge higher rates. Remember, investing in well-written content can lead to better engagement and ultimately higher returns for your blog or website.
In addition to these traditional pricing models, you might also encounter performance-based pricing. This model ties the writer’s compensation to the performance of the content, such as the number of views, shares, or conversions it generates. This approach can be beneficial if you’re confident in your content’s potential to drive significant results. Ultimately, understanding these different pricing models will empower you to make informed decisions when hiring freelance writers.
Negotiating Rates and Payment Terms
Negotiating rates and payment terms with freelance writers requires open communication and a clear understanding of your expectations. It’s essential to establish a balance between fair compensation for the writer and staying within your budget.
When negotiating rates, consider factors such as the complexity of the topic, the depth of research required, and the writer’s expertise. A more specialized or technical subject may warrant a higher rate. Keep in mind that experienced writers who can provide fluent and SEO-friendly content might command higher rates due to their skill set.
In addition to rates, discuss payment terms upfront. Some writers may require a portion of the payment as an upfront deposit, especially for larger projects. Others might prefer payment upon completion. Be sure to clarify the timeline for payment and any potential revisions.
Remember, effective negotiation is a two-way street. While you aim for a favorable rate, also be willing to consider the writer’s perspective. Establishing a mutually beneficial agreement will set the foundation for a positive working relationship.
Signing Contracts and Agreements
Once you’ve agreed upon rates and terms with a freelance writer, it’s time to formalize the arrangement with a contract. A contract provides legal protection for both parties and ensures that everyone is on the same page.
Your contract should outline key details, including the scope of work, deadlines, payment schedule, revision process, and ownership of the content. Specify whether the writer will be credited for their work or if it will be published under your name. This is also the place to address confidentiality and any non-disclosure agreements if applicable.
Contracts can vary in complexity, but they don’t need to be overly complicated. The goal is to create a clear and comprehensive document that safeguards your interests and the writer’s rights. If you’re not sure where to start, there are templates available online that you can customize to your specific needs.
By formalizing the agreement through a contract, you’re fostering a professional and transparent working relationship. This step might seem formal, but it ultimately contributes to a smoother collaboration and helps prevent potential misunderstandings down the road.
Managing Work and Revisions
Creating a Content Calendar
A content calendar is the heartbeat of your freelance writing workflow. It’s like a roadmap that guides you through the entire process of producing valuable content for your blog or website. Think of it as a strategic tool that not only helps you plan ahead but also keeps your content production consistent and organized.
Start by determining your publishing frequency. Are you aiming for weekly posts, bi-weekly updates, or perhaps a monthly deep dive? Once you’ve set the pace, allocate topics to specific dates. Consider seasonality, trends, and your target audience’s preferences. This ensures that your content remains relevant and timely.
Your content calendar is also a collaboration hub for you and your freelance writers. Share it with them to align on upcoming topics and deadlines. By having a clear plan in place, you’ll not only streamline the writing process but also maintain a steady flow of fresh and engaging content.
Reviewing and Approving Submitted Work
As you receive content submissions from your freelance writers, the review and approval stage becomes crucial to maintaining a high standard of quality. Remember, it’s a collaborative effort aimed at refining the content and making it shine before it reaches your readers.
Begin by assessing the work for adherence to your brand voice, style guidelines, and overall message. Does the content resonate with your target audience? Is it well-structured with a compelling introduction and a satisfying conclusion? Provide constructive feedback to help your freelance writers understand your expectations better.
Communication is key during this phase. Engage in a dialogue with your writers to address any concerns or questions they might have. Approve the work only when you’re confident that it aligns with your blog or website’s objectives. This meticulous review process ensures that each piece of content contributes positively to your platform’s credibility and authority.
Handling Revisions and Edits
Revisions are a natural part of the writing process, and handling them effectively is essential for maintaining a productive and collaborative relationship with your freelance writers. A balanced approach ensures that the content remains on track while giving writers the opportunity to enhance their work.
When requesting revisions, provide clear and specific feedback. Highlight areas that need improvement and offer suggestions to guide the writer’s adjustments. Keep in mind that open communication fosters a positive atmosphere and helps writers understand your expectations.
Encourage a growth-oriented mindset. Revisions shouldn’t be seen as criticism but rather as a means of refining and perfecting the content. Acknowledge the strengths of the work while pointing out areas that require attention. This approach not only boosts the writer’s confidence but also results in a stronger final piece.
Remember, your goal is to deliver exceptional content to your readers. By collaborating closely with your freelance writers and handling revisions with professionalism and respect, you’re ensuring that your blog or website consistently delivers value and maintains its reputation over time.
Maintaining Consistency and Quality
Providing Style Guides and Brand Guidelines
Maintaining consistency and quality is paramount. One effective way to achieve this is by providing clear and comprehensive style guides and brand guidelines. These documents serve as a roadmap for writers, ensuring that they understand your brand’s tone, voice, and overall style. A well-crafted style guide outlines everything from preferred word choices and formatting to the target audience’s preferences. By sharing these guidelines with your freelancers, you empower them to create content that seamlessly aligns with your brand’s identity.
Your style guide should delve into the nitty-gritty details that make your content stand out. Are you a fun and casual brand, or do you prefer a more formal tone? Do you embrace pop culture references, or do you lean towards a more timeless approach? By addressing these nuances, you pave the way for your freelance writers to produce engaging and authentic content that resonates with your readers.
Moreover, maintaining an open line of communication with your writers is essential. Encourage them to ask questions and seek clarification about the style guide and brand guidelines. This collaborative approach not only fosters a better understanding but also demonstrates your commitment to producing top-notch content.
Ensuring Plagiarism-Free and Original Content
In the realm of online content, originality reigns supreme. When hiring freelance writers, it’s crucial to emphasize the importance of delivering plagiarism-free and original work. Plagiarism not only damages your brand’s reputation but also affects your website’s search engine rankings. To prevent such pitfalls, consider using plagiarism detection tools to review each piece of content before publication.
Encourage your writers to provide fresh perspectives, unique insights, and innovative angles on familiar topics. Emphasize the value of thorough research and fact-checking to ensure the accuracy and credibility of the information presented. When your readers encounter authentic and thought-provoking content, they’re more likely to engage and share, driving organic traffic to your blog or website.
Remember, original content is a cornerstone of successful SEO strategies. Search engines reward websites that offer valuable and distinctive information, making it essential to prioritize originality in your freelance writer hiring process.
Monitoring and Measuring Content Performance
Once your freelance writers are producing high-quality, consistent, and original content, the next step is to monitor and measure their performance effectively. This involves utilizing various analytics and tracking tools to gain insights into how each piece of content is performing.
Start by setting clear key performance indicators (KPIs) that align with your content marketing goals. Are you aiming for increased website traffic, higher engagement rates, or more conversions? With well-defined KPIs, you can objectively evaluate the impact of your freelance writers’ contributions.
Regularly review and analyze metrics such as page views, bounce rates, social media shares, and conversion rates. Identify trends and patterns to uncover what type of content resonates most with your audience. This information can guide your future content strategy and help you tailor your freelance writers’ assignments to maximize their effectiveness.
In addition to quantitative metrics, don’t underestimate the power of qualitative feedback. Encourage your readers to leave comments and engage in discussions about the content. This feedback can provide valuable insights into the impact and relevance of the content, allowing you to make informed decisions about your freelance writer collaborations moving forward.
Building Long-Term Relationships
Recognizing and Rewarding Outstanding Writers
One of the keys to building a successful and lasting relationship with freelance writers is recognizing and rewarding their outstanding contributions. As you work with different writers, you’ll come across those who consistently deliver high-quality content that aligns perfectly with your blog’s tone and purpose. Take the time to acknowledge their dedication and effort. A simple ‘thank you’ note or a personalized email expressing your appreciation can go a long way in fostering a positive connection.
Additionally, consider implementing a rewards system. This could involve offering bonuses for exceptional work, featuring their articles prominently on your website, or even providing them with opportunities to collaborate on larger projects. By making writers feel valued and appreciated, you’re not only encouraging them to continue producing great content but also solidifying a bond that benefits both parties in the long run.
Offering Ongoing Projects and Opportunities
Freelance writers, much like any professionals, thrive on stability and continuous opportunities. To build a long-term relationship, make an effort to provide ongoing projects and opportunities to your trusted writers. This not only ensures a steady flow of content for your blog but also gives writers the assurance that they have a reliable source of income.
When you offer consistent work, you create a sense of loyalty and commitment. Writers are more likely to invest their time and creative energy into your blog when they know there’s a consistent demand for their skills. Additionally, by entrusting them with larger or more challenging projects over time, you’re helping them grow and develop their expertise, which in turn benefits your blog’s quality and reputation.
Fostering a Positive Working Relationship
A positive working relationship is the cornerstone of a successful collaboration with freelance writers. Remember, these writers are individuals with their own ideas, styles, and preferences. To foster a positive atmosphere:
– Communicate Openly: Maintain clear and transparent communication. Encourage writers to ask questions and provide feedback, and be receptive to their input.
– Provide Constructive Feedback: When providing feedback on their work, focus on constructive suggestions rather than criticism. Highlight what they’ve done well and offer suggestions for improvement.
– Set Clear Expectations: Clearly outline your expectations for each project, including guidelines, deadlines, and any specific requirements. This helps writers deliver exactly what you’re looking for.
– Be Flexible: Acknowledge that writers have their own schedules and commitments. Being understanding and flexible when life happens can strengthen your working relationship.”, “By treating your freelance writers with respect, empathy, and professionalism, you’ll create an environment where they feel valued and motivated to contribute their best work. Remember, a positive working relationship not only leads to exceptional content but also sets the foundation for a lasting partnership.
Conclusion
In the fast-paced world of online content, hiring freelance writers can be a game-changer for your blog or website. These skilled professionals bring a wealth of benefits to the table. First and foremost, they offer a fresh perspective and diverse expertise. Imagine having access to a pool of writers with varying backgrounds, each capable of injecting unique insights into your content.
Moreover, freelance writers provide a flexible solution to your content needs. You can scale up or down as required, without the commitments of a full-time employee. This agility is invaluable, especially when dealing with changing content demands or navigating seasonal trends.
Another advantage is the cost-effectiveness of hiring freelancers. Instead of bearing the overhead costs associated with traditional employment, you pay for the specific work you need. This approach not only saves money but also ensures that you’re investing in tangible results.
Let’s not forget the time factor. By delegating content creation to freelancers, you free up precious time to focus on other crucial aspects of your business. It’s like having your own team of content experts working in the background while you steer the ship.
In summary, hiring freelance writers grants you access to diverse expertise, offers flexibility, is cost-effective, and saves you valuable time. It’s a strategic move that can significantly elevate your blog or website in the competitive online landscape.