Content is really the driving force behind most forms of marketing tactics including SEO, social media, and email marketing. It also is what leads to high converting web pages and helps define your brand. Content that answers the questions your audience is asking in their minds (or out loud). Content that informs and educates, so the audience feels that their time reading it was well spent. Content that tells a story, exudes candor and authenticity, and is ultimately captivating. However, the thought of constantly creating high quality content can be daunting to many business owners and even marketing departments who are pressed for time, or even experiencing writer’s block. And hiring a full time staff-writer often isn’t practical. Luckily, there are some great freelance writers that can help fill or supplement your ongoing need for great content. But how do you find a great content writer who can match the tone of your brand and deliver thought-leadership level quality pieces?
I was recently interviewed by marketing software comparison company Software Advice on the topic of “How to Hire the Right Freelance Writers for Content Marketing.” This piece goes into great detail about what to look for and what to avoid when it comes to hiring a content writer and is worth reading in full. However, I’ll summarize a few key takeaways:
What to Look For
Find writers who have some familiarity with the subject matter, or who have experience writing at a high level on a variety of subjects. My tip was that if you’re on a tight budget or pressed for time, it helps to find someone who has at least some familiarity with the industry or concept. If you need content on topics that appeals to teenage girls, even a highly capable writer might find it difficult to accurately fit the tone and write authoritatively on the subject if they only have experience writing government policy pieces. Ideally, the content writer should be adaptable and able to cover a variety of topics in a persuasive and compelling way, so that you don’t have to look for different writers when you have new topics to cover. A great content writer should also understand the fundamental marketing and business concepts behind content marketing. They should have a strong grasp of how content is distributed and consumed online, how to craft engaging titles and copy and how to align the content with your specific business goals.
There are some telltale signs that you don’t have the right fit as well. A red flag is when there are spelling or grammatical mistakes in direct correspondence, or if they can’t put together a coherent thought. Additionally, like when hiring any freelancer, they should be highly responsive. If you have an ongoing need for content, you don’t want to be constantly chasing after your content writer as your brand suffers. And lastly, I discussed how it’s important to ensure they are not plagiarizing any of the content using simple tools like Google or Copyscape. While it’s perfectly acceptable and recommended to conduct research and reference facts and sources, it’s not acceptable to copy entire thoughts or sections verbatim from another article without attribution. If discovered, this not only damages your brand and credibility, but Google doesn’t give you any love for doing it, either.
Whether you’ve selected a content writer or are still deciding between a few candidates, provide a couple options that can serve as test articles to do a final evaluation of their performance before committing to a longer term engagement. It’s important to communicate with your content writer because you know your business and the tone of your brand better than anyone. So don’t just hand them a topic and ask them to start writing. Clearly articulate the style and purpose so that the writer can understand the context and your expectations.
With content playing such an important role in your overall marketing strategy, finding a capable freelance content writer to support your efforts will allow you to increase engagement with your customers and potential customers, help define and elevate the authority of your brand, and ultimately should help you grow your business.