Equity does not work in this type of scenario. Equity is the most expensive way to pay someone for you as the owner. For the recipient the value is 0 and the possibility it could be worth something more is not going to motivate them unless you have had a previous exit which would make it far more compelling.

If you are trying to build something like Contently. My suggestion would be:

1. Find a company that wants to create and implement a content marketing strategy
2. Find a writer/s that meets the requirement
3. Post the writing
4. See if you surpass the clients goals
5. Measure your success
6. Repeat 1-6

Eventually you make move into a marketplace model like Contently.

Just my two cents.