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How To Find Good Writers and Help Them Craft Great Content [Checklist]

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How To Find Good Writers and Help Them Craft Great Content [Checklist]

Updated June 16, 2022

When you finish this article, you will leave entirely and utterly convinced.

That’s every writer’s hope, right? Yet, a great deal of writing fails to convince anyone of anything because it’s poorly written, and that carries a tremendous cost.

Some rather dated studies put that cost around $400 billion. I imagine that number has only increased in recent years.

Why are marketers paying so much and wasting a lot of people’s time? Well, you may not have the right writer. Or you may be feeding the right writer garbage. Or perhaps it’s both.

Writers emit boring, derivative #content for two reasons: They aren’t the right writer, or they were fed garbage, says @cgillespie317 via @CMIContent. Click To Tweet

Finding the right writer

As the editor-in-chief at the writing and design studio Fenwick, I’m both a writer and an employer of writers. After six years of helping clients set up content operations, I am certain the responsibility for great writing lies with you, their employer. Many a promising writer was fired not because they lacked skill but because they were not provided the necessary materials to execute well. In some cases, they were assigned the wrong project.

The responsibility for great #writing lies with the employer, says @cgillespie317 via @CMIContent. Click To Tweet

Finding any suitable writer can be a slog. Almost every organization I talk to is in some phase of looking for a new or additional one, but the marketers have a difficult time finding prospects or gauging their skills.

Of the writers you’re likely to encounter, most will fall into three groups:

  • Journalists– Trained to be precise, journalists are supposed to adhere to a code of ethics and be objective. This makes them excellent fact-checkers and concise writers, but they often abhor self-promotion and find the principles of marketing foreign. Writing content for marketing takes some adjustment.
  • Copywriters– These are writers raised in the marketing world. They’re often bloggers. They understand web writingheadlinesSEO, and marketing and intuitively grasp what the business wants to accomplish. They have domain knowledge. But they sometimes lack the fact-checking, storytelling, and literary finesse of journalists.
  • Creative writers– This category encapsulates people who write as an art and freelance for brands to merely fund their passion. They are screenwriters, comedians, essayists, playwrights, and novelists. I’ve never found one who cut it as a content writer. That’s not to say they can’t be found, but they are rare.

In my experience, you’re best off hiring a copywriter or journalist and teaching them about your industry. They already understand working under a deadline and anticipating readers’ questions. And they tend to know how to kill their darlings.

Your best #content bet? Hire a skilled writer and teach the domain knowledge they lack, says @cgillespie317 via @CMIContent. Click To Tweet

To refine your list, consider the trade-off between writing proficiency and subject expertise. These factors don’t have to be at odds, but they often are. Most writers either excel at their craft but know little about the topic, or they are middling writers well versed in the industry.

Which is better? That depends on how you plan to support them. If you can’t devote much time to rewriting, give more weight to writing proficiency. It’s probably better to have content that’s enjoyable and shared than dense and ignored. And you can always pair the writer with subject matter experts for interviews and gut checks, a la, “Hey, does this sound right?”

This chart reflects that concept as the y-axis indicates writing proficiency and the x-axis is about subject matter expertise. Someone who is highly proficient with lesser expertise will create content people will read but not find very useful, while someone who is an expert but not a proficient writer will create useful content, but people won’t want to read it.

But if your content topics are highly technical or emotional in nature, it can be better to select a subject expert. Real expertise is tough to fake. Writers for an analytics software firm, for example, will struggle if they aren’t familiar with concepts like regression analysis.

Or if your organization markets to a tight-knit audience whose members share a common experience, such as sales leaders, an inexpert writer will quickly expose themselves. They’ll spend a lot of time writing about basic topics that beg questions nobody is asking, like “What’s the difference between sales and marketing?” Industry insiders quickly sense an impostor.

Where can you look for writers? Consider these four places:

  • Referrals and word of mouth: Of all the options, referrals net the best results. As a rule, the best writers rarely look for work. They’re inundated with clients starving for their rare mixture of writing proficiency and industry expertise. The easiest way to find them is to ask around. You know you’ve found a quality one when they flip the interview around and ask you questions, are weirdly limited to one niche, and are already booked solid for the next few months.
  • Content marketing platforms: Content marketplace platforms are pricier than other alternatives but potentially worth the cost. Platforms like Contently and Skyword curate their pool of writers and sometimes provide an editor (often a former news editor) who ensures top quality.
  • Writer job boards: These forums connect writers and employers and include ProbloggerFreelance Writers DenFreelancers Union, Craigslist, or LinkedIn groups. Because they’re often lightly moderated, the quality of applicants varies widely. And because most boards cover all industries, it is difficult to find domain experts.
  • Freelancing platforms: Sites like UpworkFiverr, and Freelancer.com promise to make matchmaking easier with automation. You can view the writers’ profiles, client reviews, and past work. But, with millions of freelancers, it takes a lot of dredging to find a fit.

To evaluate candidates, simply looking at their past work won’t do. According to Brad Hamilton, editor-in-chief of the investigative journalism nonprofit The Hatch Institute, “You can’t tell how good someone is based on something they’ve published – you never know, they might have had a fantastic editor.”

If you really want to save time in your evaluation, schedule a call and have them walk you through their samples to tell you how they got the story. Their ability or inability to explain will tell you a lot about what would come from them.

Finding the correct writer takes time. It is work. But unless you’re happy to spend money on content nobody will read, it’s worth it. Once you’re certain you have that writer, it’s your job to give them something worth writing about.

Once you’re certain you have that #writer, it’s your job to give them something worth writing about, says @cgillespie317 via @CMIContent. Click To Tweet

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Supply your writer with substance

The first rule of content writing is GIGO – garbage in, garbage out. If you don’t supply your writer with substantive, thought-provoking material, they’re unlikely to invent it. It’s like casting a great actor in a movie with a rotten script.

The first rule of #content writing is GIGO – garbage in, garbage out, says @cgillespie317 via @CMIContent. Click To Tweet

I’ve talked with many marketers who have content created because, well, everyone else is. They think it’s simply a matter of filling a bucket with words. Sometimes they begin the conversation, “Will you need anything from me?” To a skilled writer, that’s a deeply worrisome thing to hear. It’s on you, the marketer, to understand your audience and what the content is supposed to achieve – and offer that as a foundation to the writer.

What can you give your writer to improve their writing?

6-step checklist to help your writers be better

  • Buyer persona research: The more your writer can get inside your customer’s head, the more precise the writing will be. Personas based on real people, not composites, are best, and they should include first-person quotes.
  • Access to your team: Most writers do better work when they feel included. Invite them to the office or to a virtual gathering to meet your team and set up ongoing opportunities for them to communicate with the team.
  • Access to your customers: For all writers, the well of ideas eventually runs dry. Give them ways to get reinvigorated, such as interviewing It breaks them out of their pattern and gives you a never-ending fountain of fresh, authentic stories.
  • Data: Content marketing writers rarely see data on how their content’s performance. Sure, they might see the number of shares, but they don’t get to track their engagement from piece to piece or A/B test headlines. Subscribe them to performance reports in your marketing system or Google Analytics.
  • Feedback: Most writers never get more feedback than “thanks.” If they don’t know how they did, they can’t grow. Always track and share edits. Even better, build a style guide together. It’ll save you both a lot of time.
  • Structure: If every deadline feels like an emergency, your content quality “I’ve never regretted waiting until the next day to publish,” says Caroline Vella, freelance content writer and editor. “I can’t say the same about rushing work through. Sleeping on it not only saves you from mistakes, but it also brings a fresh perspective.”

To provide structure to your writers, consider a project management tool like Notion (my personal favorite), Asana, or Airtable. Oh, and invest in a written content marketing strategy.

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Stay involved throughout the writing process

It’s been a journey, so let’s recap. Have a writer? Have research? Have data? Have structure? Great. You’re halfway to effective writing. The next step? Remain heavily involved in the creation process if you want results.

Marketers I meet frequently want writers who run the content operation on their own. But it’ll be much more fruitful if you play the role of editor. It’s one thing to be creative and invent; it’s another to provide constructive criticism and play devil’s advocate. Rarely can one person do both, which means it takes a team of at least two.

If you entrust writers with the responsibility to do it all, you may develop a case of what the eminent psychologist and author of the book Influence Robert Cialdini calls the tapping problem.

In his test, one person thinks of a song in their head and taps out the tune on the table. The other person guesses the song’s name. Try this with a colleague. You’ll find the tapper is invariably frustrated with the guesser because they think the answer is beyond obvious. But it’s only obvious because they already hear the tune in their head.

Marketers who don’t offer clear briefs with suggested outcomes, quotes, links, and statistics to their writers are like Cialdini’s tappers. They shouldn’t be surprised when their writers create something different than what they had in mind.

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Behind all great content is a great writer supplied with material

Great content doesn’t happen by accident. Neither does great writing. If you want to savor the fruits of content marketing, you must invest in finding and training the writers who ultimately determine its worth. For their part, writers need to see content creation as a partnership in which they receive substantive information to build from and feedback to improve.

When marketers are paired with the correct writers, magic happens. And that’s when you truly get high-performing content like this article, which hopefully leaves you convinced.

Please note: All tools mentioned are identified by the author. Feel free to include additional tools in the comments.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

Cover image by Joseph Kalinowski/Content Marketing Institute



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MARKETING

How to Cure “Lonely Marketer Syndrome”

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How to Cure "Lonely Marketer Syndrome"

If you feel lonely as a digital marketer, you are not alone.

According to an ongoing survey conducted by CareerExplorer, marketing managers rate their career happiness at 3.1 out of 5 stars, which puts them at the bottom 40% of careers.

Why would a job that involves the most entertaining and fun aspects of business, that being growth, change, and interaction between business and customer, lead to such an unsatisfactory rating?

Further, how could a job that is perfectly suited for remote working still rate so low?

Why Marketers Are Unhappy

There are lots of reasons why someone could be unhappy with their job, but for now, let’s focus on the five core factors that generated a 3.1 star rating for marketing management. We’ll expand it a bit to accommodate soloprenuers/consultants and marketing agency owners as well:

  • Compensation & Revenue
  • Meaningfulness
  • Personality Fit
  • Work Environment
  • Skill Utilization

Marketing Compensation & Revenue

Marketing Managers aren’t happy with their salary, even though they rate very high according to CareerExplorer’s survey. With an average of $135,000, marketing managers are the highest among similar careers like management consultants, investment fund managers, online merchants, operation managers, advertising managers, human resource managers, and project managers.

On the marketing business side, marketing agency revenue has continued to increase as well. According to Statista, digital advertising agency revenue grew from $5.69 billion in 2012 to $30.6 billion in 2022, an increase of 437% over 20 years (22% average annual increase).

Even so, they’re not happy!

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Meaningfulness

Do marketing managers find their work meaningful? Most of them don’t according to the survey. They ranked meaningfulness at 2.7 out of 5 stars.

Personality Fit

How about the personality fit of people who are marketing managers? According to the survey, marketing managers rank fit as 3.8 out of 5 stars. Not bad considering! Still not great.

Work Environment

What about the work environment of marketing managers? That’s not bad as well, with a rating of 3.5 out of 5 stars. Even so, it could be better.

Skill Utilization

Finally, let’s talk about skill utilization. Do marketing managers feel that they’re using their skills to an adequate degree? They have skill utilization a 3.5 out of 5 stars. Again, not bad but not great either.

Overall, marketing professionals are missing on a lot of the key factors that lead to job and life satisfaction. Could there be a root cause for the disconnection?

Why the Marketing Profession is Awesome

We now have some insights into why the marketing profession may not be ideal, now let’s examine why it’s a really, really good job for some people. Let’s use those same survey factors to discuss.

Marketing Compensation & Revenue

Marketers make GOOD money. The survey by CareerExplorer said $135,000 average, which sounded high to me, however, Salary.com confirmed the range with the median being $113,582. No matter how you look at it, that is a great paycheck.

Meaningfulness

This is an abstract measure, but I think marketers have a huge opportunity to find meaning in marketing. Your job directly impacts the success of businesses. Businesses provide goods and services for their customers, while also providing paychecks for 47.5% of the population of the USA. What’s more meaningful than helping 58.9 million people to get paychecks?

Personality Fit

The marketing profession is perfect for people who like networking, extroverts that like building relationships, number-heads who love analytics, creatives who like constantly creating new media, attention-seekers who love interacting with audiences, and business people who like money. If your personality fits into any of those groups, you can find a good fit with marketing.

Work Environment

Marketers to work pretty much anywhere, PLUS there are tons of networking groups, expos, masterminds, courses, and other events to attend all year long all over the planet. You can work from home, work at an office, travel to clients’ locations, or take your laptop to the beach. A marketer can create their own work environment if they want to!

Skill Utilization

Few professions utilize a more dynamic list of skills than marketing. From technical to analytical to creative to relational, marketing requires the utilization of vast, complex, and evolving skillsets. You will never get bored with a marketing career because you never know what you’re going to need to know next. Better yet, you have the opportunity to create entirely new skillsets that no one has even considered before!

Loneliness is Bad for Productivity

With all that said, why are marketers still unhappy? I believe that the majority of marketers are more socially-minded than your average person. They crave connection between people. That could be connection with other marketers, connection between companies and their customers, and connection between owners and marketing professionals.

Problem is that since marketers can work anywhere, they often default to working remotely. As of mid-2022, Linkedin reported that jobs offering “remote work” increased 457% year over year. Remote working for marketing roles working remotely increased 177% in just the first half of 2022.

What do you get when you have primarily “social” people working remotely? You get lonely, and loneliness hurts productivity, creativity, and health.

Research by Dr. Vivek Murthy showed that loneliness and depression cost employers $44 billion a year. A study of remote workers found that one in five said “loneliness” was their biggest struggle.

So, while marketers are generally well paid and provided with challenging work that engages their personalities, they are faced with loneliness which greatly impairs work satisfaction. How do we fix the issue?

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How to Fix Lonely Marketer Syndrome

The fix may seem obvious, but it is usually missed or approached too casually in most cases. Marketers need to become part of marketing communities. Not just any communities however, the ones that will truly impact their business and mindset will have the following characteristics:

#1: Formal Education Systems

Ideally, your community should have a proven set of frameworks that other marketers (preferably hundreds or even thousands) have used to succeed.

#2: In-Person & Online Events

Online events are great, but if there is no planned in-person event, you’re going to be missing an important part of connecting with others: seeing them “for real.” Your new community should have plans for in-person meeting opportunities, even if it’s just once a year.

#3: Broad & Narrow Specialty Groups

If you can find a network with a significant amount of people in your specific marketing niche, great! Just note that they should also be connected to broader topics so that you can learn more about interacting with entire marketing teams, not just people do the exact same work as you do.

#4: An Established History

Brand new groups are great, but there’s nothing worse than committing to a brand and having it disappear on you. Ideally, look for marketer communities that have been around for at least 5 years, but preferably longer.

#5: A Hierarchy for Ascension

The best communities provide opportunities for their members to grow and contribute, with the possibility of becoming a thought-leader, teacher, or contributor to the knowledge contained within an organization. Look for groups that have positions, awards, and prizes for top community members.

Where to Find the Right Marketer Community

Lucky for you, you’re already on the right website! DigitalMarketer has been growing their marketer community since 2008. With over 120,000 marketers completing courses, thousands of contributors, and over 1 million email subscribers, DigitalMarketer is the community of choice for marketers in over 60 different countries.

Whether you’re a beginner looking for your first certification with a Lab Membership, an agency owner looking to scale with our Certified Partner network, or a successful business owner looking to scale with the M3 Mastermind, DigitalMarketer is the place to be.

Beat Lonely Marketer Syndrome and join us today!


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