How to Find the Right Writers to Supercharge Your Marketing
For years, Sarah, the marketing director at a local Atlanta non-profit called “Helping Hands,” struggled. Their social media presence was… lackluster. Their website content? Stale. The problem wasn’t a lack of passion – the team was overflowing with it. The problem was a lack of skilled writers who understood marketing. They needed compelling stories to reach donors and volunteers, but Sarah felt like she was constantly pulling teeth just to get a decent blog post drafted. How can you find writers who not only write well but also understand the nuances of your specific marketing goals?
Key Takeaways
- Clearly define your brand voice and create a style guide to ensure consistency across all written content.
- Use targeted job boards like ProBlogger and Media Bistro to find writers with specific marketing experience.
- Conduct thorough interviews and ask for writing samples relevant to your industry to assess a writer’s suitability.
- Implement a trial period with paid assignments to evaluate a writer’s performance before committing to a long-term contract.
- Provide regular feedback and constructive criticism to help writers improve their skills and align with your marketing objectives.
Sarah’s situation is common. Many organizations, especially smaller ones, face the challenge of finding writers who can effectively communicate their message and drive results. It’s not enough to just find someone who can string sentences together. You need someone who understands SEO, audience engagement, and if your content is a waste.
I’ve been working with businesses in the Atlanta area for over a decade, and I’ve seen firsthand how impactful the right writer can be. A good writer isn’t just filling a content quota; they’re crafting a narrative that resonates with your target audience.
Defining Your Needs: What Kind of Writer Do You Need?
Before you even start your search, you need a clear picture of what you’re looking for. Don’t just say “we need a writer.” Get specific. Do you need a copywriter for website landing pages? A blogger to create engaging content? A social media whiz to craft captivating posts? Or perhaps a technical writer for white papers and case studies?
Think about the specific skills required. Do they need to be familiar with SEO best practices? Should they understand A/B testing? Are they comfortable using HubSpot or other marketing automation platforms?
For example, Helping Hands needed someone who could write compelling stories about the people they helped. They needed a writer who could evoke emotion and inspire action. They also needed someone who understood the basics of SEO so their content could be found online.
Where to Find Marketing Writers
Once you know what you’re looking for, it’s time to start your search. Forget generic job boards. You want to fish where the fish are. Here are some of the best places to find talented marketing writers:
- Specialized Job Boards: Websites like ProBlogger Job Board and Media Bistro are excellent resources for finding experienced writers in specific niches.
- Freelance Platforms: Upwork and Fiverr can be good options, but be prepared to sift through a lot of unqualified candidates.
- LinkedIn: Search for writers with experience in your industry and reach out directly.
- Referrals: Ask your network for recommendations. Word-of-mouth is often the best way to find reliable writers.
One of the biggest mistakes I see companies make is relying solely on general job boards. You’ll get a flood of applications, but most of them will be from people who aren’t qualified. Save yourself time and focus on targeted platforms. To craft compelling content that gets noticed, you have to put in the time.
The Interview Process: Separating the Wheat from the Chaff
Okay, you’ve got a stack of resumes. Now what? It’s time to start interviewing. But don’t just ask generic questions. You need to dig deep to assess their skills and experience.
- Review Their Portfolio: This is the most important step. Look for writing samples that are relevant to your industry and target audience. Do they demonstrate a strong understanding of marketing principles?
- Ask for a Test Assignment: Give candidates a small, paid assignment to see how they perform under pressure. This is a great way to assess their writing skills, communication style, and ability to meet deadlines.
- Inquire About Their Process: How do they approach a new writing project? What research do they do? How do they ensure their content is accurate and engaging?
- Assess Their Understanding of SEO: Ask them about keyword research, on-page optimization, and link building. Do they know the difference between a meta description and a header tag?
We had a client once who skipped the test assignment stage and hired a writer based solely on their resume. Big mistake. The writer’s style was completely off-brand, and their content was riddled with errors. Learn from their mistake: always do a test assignment.
The Importance of a Style Guide
Before you unleash your new writer on the world, you need to provide them with a style guide. This document outlines your brand voice, tone, and style preferences. It ensures consistency across all of your written content.
Your style guide should include:
- Brand Voice: Are you formal or informal? Serious or humorous?
- Tone: How do you want to come across to your audience?
- Grammar and Punctuation: Do you follow AP style or Chicago style?
- Word Choice: Are there any words or phrases you want to avoid?
- Formatting Guidelines: How should your content be formatted?
A style guide is not a suggestion; it’s a rulebook. It’s the key to maintaining a consistent brand identity.
Providing Feedback and Fostering Growth
Once you’ve hired a writer, your job isn’t done. You need to provide regular feedback and help them grow. Be specific and constructive in your criticism. Don’t just say “this isn’t good.” Explain why it’s not good and how they can improve. It is important to empower customers and crush the chains.
Encourage them to ask questions and share their ideas. A good writer will be proactive and eager to learn.
Also, consider investing in their professional development. Offer to pay for them to attend workshops or conferences. The more skilled your writers are, the better your marketing will be.
The IAB (Interactive Advertising Bureau) offers certifications and training programs that can help writers stay up-to-date on the latest marketing trends and best practices. A writer’s commitment to ongoing learning says a lot.
Measuring Results: Is Your Investment Paying Off?
Finally, you need to track the results of your writing efforts. Are your blog posts generating more traffic? Are your social media posts getting more engagement? Are your website landing pages converting more leads?
Use analytics tools like Google Analytics to measure your progress. Track key metrics like website traffic, bounce rate, time on page, and conversion rates.
According to a HubSpot report, companies that blog consistently generate 67% more leads than those that don’t. But simply publishing content isn’t enough. You need to make sure it’s high-quality and engaging. A strategy for growth can help.
Back to Sarah and Helping Hands: after implementing these strategies, they found a fantastic freelance writer who understood their mission and could craft compelling stories. Within six months, their website traffic had doubled, and their social media engagement had tripled. Donations increased by 20%. The right writer made all the difference.
Finding the right writers for your marketing team takes time and effort, but it’s an investment that will pay off in the long run. By defining your needs, targeting your search, and providing ongoing feedback, you can build a team of talented writers who will help you achieve your marketing goals.
Conclusion
Don’t settle for mediocre writing. Demand excellence. The quality of your written content directly impacts your brand’s reputation and your bottom line. Start by auditing your existing content and identifying areas where you can improve. Then, use the strategies outlined above to find writers who can help you create content that converts.
How much should I pay a marketing writer?
Rates vary widely depending on experience, location, and the type of writing project. Research industry standards and be prepared to pay a fair price for quality work. Budget between $0.10-$1.00 per word.
What are some red flags to watch out for when hiring a writer?
Be wary of writers who make unrealistic promises, have poor communication skills, or can’t provide relevant writing samples. Also, be cautious of writers who are unwilling to do a test assignment.
Should I hire a freelance writer or a full-time employee?
It depends on your needs and budget. Freelancers are a good option if you only need occasional writing services. A full-time employee may be a better choice if you have a consistent need for writing and content creation.
How can I ensure my writer understands my brand?
Provide a detailed style guide, share examples of your best-performing content, and schedule regular meetings to discuss your brand values and target audience. A strong brand brief is essential.
What if a writer’s style doesn’t quite match my brand?
Provide specific and constructive feedback. If the writer is willing to learn and adapt, you may be able to work with them to improve their style. However, if their style is fundamentally different from your brand, it may be best to find another writer.
