Finding suitable writers for content marketing

Posted on September 16, 2016


You no doubt know that quality content is essential to any content marketing strategy, but how do you recruit suitable writers for the task? Some writers produce endless reams of paraphrased content, while others take pride in finding unique angles and presenting them in an engaging way. Here are few things to look for when you’re recruiting freelance writers:

A good writer should know what makes content “successful”. When you ask them about this, they should be answering with a good understanding of search engine rankings, how to drive traffic, and ways to solicit repeat visits. You’ll also be looking for someone that appreciates how important analytics are to assessing the success of content.

Next, see if they have a passion for writing. Ask about what they find exciting about writing and how they determine their style and tone for a piece. A good candidate should be able to talk about these things enthusiastically, but he or she should also show a willingness to adapt to the needs of your project. You can delve further by asking about specific examples that he or she is particularly proud of, especially if it educated or entertained its readers.

Content marketing is not just about pure writing of course; you also need someone that knows how to develop content that resonates with the target audience. You can explore their thinking by asking how they would pick topics and frame them to meet readers’ needs. It’s always better to have someone who can generate ideas independently rather than someone who needs constant supervision.

If this sounds like a lot of work, there is an easier way. News writing services and copywriting services already have plenty of good writers on their books. The better agencies also check the quality of their writers’ work, so you can be sure your content will always be up to standard.

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