Marketers are spoiled for choice when it comes to great sources of content.
We now have more tools (hello, ChatGPT!) and job boards than ever, making it even easier to find writers and create content.
But abundance comes with a downside: a race to the bottom, where speed and cost often take priority over quality.
If you’re aiming for great (not just “good”) content, some sources are better than others.
This guide breaks down where to find top-tier writers and how to build a content process that doesn’t sacrifice quality for speed.
Struggle 1: What qualifies as a ‘great’ content writer?
Qualifying a good writer can feel a lot like qualifying a new love interest. They look good on paper and make a good first impression, but how do you really know they’re “the one”?
The hard truth is that, just like with a love interest, you’ll have to spend time getting to know your writer before you really get an answer. But that doesn’t mean you have to go in blind.
Follow the non-negotiables below to increase your odds of finding a good fit without wasting time
Evaluate the fundamentals
Does this writer understand basic grammar, spelling, clarity, and structure? You don’t need a formal test to spot this – just take a look at their portfolio and content examples.
Also, a few email exchanges during the hiring process can be enough to gauge how confidently they communicate and how well they handle the written word.
Make sure they know how to write for people, not bots
Strong content writers understand a key truth.
Search engines reward content written for people, not formulas. If you’re looking for SEO expertise, review writers’ samples with this in mind.
Be cautious of pieces overloaded with keywords or awkward phrasing that hurts readability.
As you read, ask yourself, “If I were the target audience, would this feel useful, engaging, and easy to consume?”
If the answer is no, chances are search engines won’t love it, either.
Choose effective copywriters
If you want to doubly ensure that you’re going to get a great return on your investment, prioritize writers who understand SEO copywriting, not just SEO tactics.
Driving traffic is only half the equation. Writers with copywriting skills know how to guide readers toward action, whether that’s signing up, clicking through, or making a purchase.
Assess how easily understandable their work is
Checking their content for readability is crucial. Run the writer’s work samples through a readability scoring app like HemingwayApp.com.
Sometimes an article will look great on the surface, but you’ll find that it carries a low readability score. This means the way it’s written lacks clarity and is difficult to consume.
Find writers that adapt to the audience
Your writer must understand the intersection between your audience and your niche. It isn’t enough to know the product or the…
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