Effective marketing hinges on compelling content, and that often means working with talented writers. But how do you actually find those writers and get them contributing meaningfully to your marketing efforts? It’s not as simple as posting a job ad. Are you ready to build a content engine that consistently delivers results?
Key Takeaways
- Establish a clear content strategy before hiring, defining your target audience, brand voice, and content pillars.
- Use platforms like Upwork and industry-specific job boards to source writers, focusing on portfolios and relevant experience.
- Onboard writers with detailed style guides and content briefs, emphasizing measurable goals and clear deadlines for each project.
- Provide regular feedback, track content performance using tools like Google Analytics 6, and adjust your writer pool based on results.
- Consider offering performance-based bonuses or long-term contracts to retain top writers and foster loyalty.
1. Define Your Content Strategy
Before you even think about posting a job description, you need a solid content strategy. This is the bedrock upon which all your writing efforts will be built. What are your marketing goals? Who is your target audience? What kind of content will resonate with them?
Start by identifying your content pillars – the core themes that align with your brand and audience interests. For example, if you’re a SaaS company offering project management software, your pillars might be “project management best practices,” “team collaboration,” and “productivity hacks.”
Next, define your brand voice. Is it formal or informal? Authoritative or approachable? Create a style guide that outlines your tone, grammar preferences, and any specific terminology you want writers to use (or avoid). Without this, you’ll get wildly inconsistent content.
Pro Tip: Look at your top-performing existing content (blog posts, social media updates, etc.) to identify what resonates with your audience. What topics get the most engagement? What style of writing seems to work best?
2. Source Potential Writers
Now for the fun part: finding your writing dream team! There are several avenues you can explore, each with its own pros and cons.
Freelance Platforms: Upwork, Fiverr, and similar platforms offer access to a vast pool of freelance writers. You can post jobs with specific requirements and review proposals from interested candidates. I’ve had success using Upwork for finding specialized technical writers, but it requires careful screening.
Industry-Specific Job Boards: Many industries have their own job boards where you can find writers with relevant expertise. For example, if you’re in the healthcare space, check out job boards frequented by medical writers. Similarly, the MarketingProfs job board is a good place to find marketing-focused writers. These writers often command higher rates, but their specialized knowledge can be invaluable.
Content Mills: These services provide high volumes of content at relatively low prices. However, the quality is often inconsistent, and you may not have much control over the writers assigned to your projects. I wouldn’t recommend this option unless you’re on a very tight budget and willing to invest significant time in editing.
Common Mistake: Solely focusing on price. The cheapest writer isn’t always the best. Prioritize quality, experience, and a strong understanding of your industry.
3. Screen and Vet Candidates
Once you’ve collected a pool of potential writers, it’s time to narrow down your options. Here’s a step-by-step process I’ve found effective:
- Review Portfolios: A strong portfolio is essential. Look for samples that demonstrate the writer’s ability to write in different styles, adapt to various topics, and produce engaging content. Pay close attention to the quality of the writing, the clarity of the message, and the overall presentation.
- Check References: Don’t hesitate to contact previous clients to get feedback on the writer’s work ethic, communication skills, and ability to meet deadlines.
- Conduct a Paid Trial Project: This is the best way to assess a writer’s skills firsthand. Assign a small, well-defined project and pay them for their work. This allows you to evaluate their writing quality, their ability to follow instructions, and their responsiveness to feedback.
- Assess SEO Knowledge: A basic understanding of SEO is crucial for marketing writers. Ask them about their experience with keyword research, on-page optimization, and link building. Do they know how to use tools like Semrush or Ahrefs?
Pro Tip: When reviewing portfolios, look beyond the writing itself. Does the content align with the brand’s voice and values? Does it effectively communicate the intended message?
4. Onboard Your Writers
You’ve found some promising writers – congratulations! Now it’s time to set them up for success with a thorough onboarding process.
Provide a Detailed Style Guide: This document should outline your brand voice, grammar preferences, formatting guidelines, and any specific terminology you want them to use. Include examples of both good and bad writing.
Create Comprehensive Content Briefs: Each project should have a clear and concise content brief that outlines the topic, target audience, keywords, desired tone, word count, and any specific requirements. The more detail you provide, the better the results will be.
Establish Clear Deadlines: Set realistic deadlines for each project and communicate them clearly to the writer. Use a project management tool like Asana or Monday.com to track progress and ensure that deadlines are met.
Common Mistake: Assuming writers will intuitively understand your expectations. Clear communication is key to a successful working relationship.
5. Manage and Provide Feedback
Effective marketing requires ongoing communication and feedback. Don’t just hand off a project and expect perfection. Be actively involved in the process.
Provide Regular Feedback: Review the writer’s work carefully and provide constructive criticism. Be specific about what you like and what needs improvement. Use a tool like Google Docs to leave comments directly on the document.
Encourage Open Communication: Create a safe space for writers to ask questions and share their ideas. Schedule regular check-in calls or video conferences to discuss progress and address any concerns.
Track Content Performance: Use analytics tools like Google Analytics 6 to track the performance of your content. Monitor metrics like page views, bounce rate, time on page, and conversions. This data will help you identify what’s working and what’s not, and adjust your content strategy accordingly.
Case Study: Last year, I worked with a client, a local Atlanta-based real estate firm specializing in properties in Buckhead and Midtown. We hired three freelance writers to create blog posts targeting different buyer segments. Initially, all three received the same generic brief. After a month, we saw wildly varying results. Writer A’s posts, focused on “Luxury Living in Buckhead,” were generating significant leads. Writer B’s posts, about “First-Time Homebuyers in Atlanta,” had a high bounce rate. Writer C’s content was simply not performing. By analyzing the data and providing targeted feedback, we were able to help Writer B improve their content and ultimately shifted Writer C to different projects that better suited their skills. The ultimate result was a 30% increase in qualified leads within three months.
6. Retain Top Talent
Finding great writers is only half the battle. You also need to retain them. Here’s how:
Offer Competitive Rates: Pay your writers fairly for their work. Research industry standards and offer rates that are competitive or above average. Remember, you get what you pay for.
Provide Consistent Work: Writers value consistency. If you can provide them with a steady stream of projects, they’re more likely to stick around.
Offer Performance-Based Bonuses: Reward writers who consistently deliver high-quality content that meets your goals. Consider offering bonuses based on metrics like page views, conversions, or social shares.
Build a Strong Relationship: Treat your writers as valued partners, not just contractors. Get to know them personally, understand their goals, and provide them with opportunities to grow and develop their skills. I had a writer who consistently produced content exceeding expectations. After learning about her interest in SEO, I covered the cost of her Semrush certification – a win-win.
Here’s what nobody tells you: managing writers effectively is not just about assigning tasks. It’s about building relationships, fostering creativity, and creating a collaborative environment where everyone can thrive. It takes time, effort, and a willingness to invest in your team. Is it worth it? Absolutely. The right team of writers can transform your marketing efforts and drive significant results.
Consider how to interview your way to marketing gold and identify top talent.
Ultimately, you’ll need to prove your worth with content ROI, so make sure you select the right people!
How much should I pay freelance writers?
Rates vary widely depending on experience, expertise, and the type of content. Expect to pay anywhere from $0.10 to $1.00+ per word. Research industry standards and factor in the complexity of the project.
What are the most important qualities to look for in a marketing writer?
Beyond strong writing skills, look for someone who understands SEO, can adapt to different brand voices, and is reliable and communicative.
How can I ensure that my content is original and plagiarism-free?
Use a plagiarism checker like Copyscape or Grammarly to verify the originality of your content before publishing.
What if a writer consistently misses deadlines?
Address the issue directly and try to understand the reasons behind the delays. If the problem persists, it may be necessary to find a replacement.
How do I handle edits and revisions?
Provide clear and concise feedback, and be open to the writer’s perspective. Remember that collaboration is key to producing high-quality content.
The key to successful marketing with writers isn’t just about finding talented individuals, but building a sustainable, collaborative system. Start small, refine your process, and focus on creating long-term partnerships. Want to transform your content marketing? Commit to this process for the next six months, and you’ll be amazed at the results.
