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April 19, 2021 Content Chat Recap: How To Find And Partner With A Graphic Designer For Content Marketing

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Even the best-written content can be improved with compelling, on-brand visuals. The trouble, though, is that most content marketing teams are tight on time—and budgets—so these visual elements are usually an afterthought or simple box to check in the creation process.

Teams and solo content creators should partner with professional graphic designers to achieve the full visual potential of their work, especially for priority campaigns and launches. Many brands and individuals lack this in-house or personal design expertise, meaning that freelance graphic designers are an essential resource for all types of marketers.

In this #ContentChat, we’re joined by Matt Hanns Schroeter (@MattHanns), freelance illustrator, designer, and developer, to discuss how to partner with a graphic designer for content marketing. Check out the full conversation below, where we trade tips on how to find a graphic designer, realistic budgets and timelines, the necessary information to share when reaching out to a designer for a project, and more.

Q1: Why should a content marketer consider engaging with a graphic design freelancer?

Graphic designers are beneficial for many reasons. At a high level, they can create engaging and effective content marketing pieces that help your brand stand out from the competition.

For specifics, freelance graphic designers provide a much-needed outside perspective…

Compelling visuals help retain readers and increase the value of your content…

Visual content can better reach certain members of your community, especially on visual-focused channels…

Unique graphics are more engaging than stock photos…

And freelance graphic designers provide project-based support to fit your team’s budget.

Q2: When is the right time to loop a graphic designer into your content creation process?

Engage a graphic design freelancer at the earliest stages of your content planning.

Involve the designer in your initial project kickoff to brainstorm and align on direction before starting your content.

Q3: What details should a content marketer provide a graphic designer when first contacting them for a potential project?

Per Matt, give your graphic designer a project overview, due dates/timeline, ideal budget, and customer/audience profiles when first contacting them for a potential project.

Many teams fail to provide appropriate details on their customers or ideal readers. This will hinder the design process.

Share your brand guidelines, any design specifications, and a glimpse at who on the team will interface with the designer.

Explain if this engagement is one-off or part of a larger campaign.

And set expectations around preferred communication methods.

Q4: What are realistic budgets and timelines for freelance graphic design work? Are those 100 designs for $99 sites too good to be true?

Graphic designers require a unique skillset and suite of tools to complete their work. Automated or highly templated designers market their “services” for pennies on the dollar, which distorts the expectation of what good design costs. Per our chat, hourly rates for experienced designers can easily range between $60-250+ USD per hour.

The cost will depend on what you’re looking for and how well you prepare your designer.

Several sites/services offer pre-made designs, which are viable if you’re tight on budget or short on time. However, these designs will not be unique to your brand.

One approach to try: Ask the designer what they think is a reasonable budget based on your project scope.

To reinforce a crucial point: A freelancer’s rate covers their experience, management, and equipment. An in-house designer has their tech provided, a salary, plus benefits. Please pay your freelancers accordingly.

Q5: Can brands or solopreneurs engage with international designers? If so, what should they keep in mind?

International graphic designers are a great option to explore, especially in our increasingly remote way of work.

Just remember that there may be time zone and communication/language considerations.

Confirm pricing (with conversion rates) and preferred payment channels. Erika has used Freshbooks for international clients in the past, but comment if you have a different recommendation.

And agree on communication preferences early on. Ask how the designer would like to do meetings before assuming they will match your brand’s culture.

Q6: How can content marketers best work with a designer to keep the process running smoothly?

Matt recommends honest, open communication when working with designers.

Get to know the designer beyond their work to strengthen the relationship.

Give as much notice as possible that a project may be coming so the designer can plan accordingly.

Agree on how you both would like to work with each other. Decide your preferred communication channel(s) (phone calls, IMs, email, etc.), software, hours of operation, and more.

Establish how you would like to share files, especially since design files can be rather large.

And document all the project details so everyone knows who is responsible for what, and when.

Q7: How do you find freelance designers? Where do freelance graphic designers typically market their services to content creators and marketers? And if you have a freelance designer you love, pitch them here!

When looking for a freelance designer, ask around in your network. You likely know someone who has a go-to designer that they will happily refer you to.

Matt recommends you find designers through We Work Remotely or Dribbble.

 

Q8: As a designer, what do you wish every content marketer understood?

Some parting words from Matt below. Are you a graphic designer who often works with marketers? Let us know what you wish every content marketer understood in the comments.

About Alek Irvin

Alek Irvin is a content marketing professional with a rich history in social media management, executive thought leadership development, and media relations. As a consultant at Erika Heald Marketing Consulting, he creates human-focused content and thought leadership platforms that help brand leaders connect and engage with their communities. Alek has worked with a range of startups and Fortune 500 companies across the B2B technology and consumer spaces, including IBM, Dell Technologies, Hitch Works, Emtrain, Integrate, and Frameable. Connect with him on Twitter @AlekIrvin.

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