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Unlocking the Secrets to Finding Great Writers to Produce Your Content

In an age where content is the new gold standard of web-related and social media marketing; it’s time to start producing great content or find someone who can.Unlocking the secrets to finding great writers to produce your content

Content marketing is part art and part science. It needs to touch hearts and minds.

Anyone can write, the real feat comes not from putting words on paper, but from producing artistically crafted and genuinely interesting pieces of content that evoke a desired emotion from your readers. In Internet marketing, that’s done by creating something informative that leads your customers to a desired action.

Just because anyone has the ability to put words on paper, doesn’t mean they can deliver your message in a concise and convincing manner. Everyone has the ability to write, but that doesn’t mean everyone is a good writer. Quite the contrary, actually. If you’re someone who isn’t confident in your writing ability, it’s time to look for outside help.

But what exactly are you looking for when it comes to hiring a content production specialist?

I get asked this question all the time, so I wanted to take a second to explain exactly what I’m looking for when I’m seeking writing help.


Deadlines are nearly as important as the actual content the writer produces. If you can’t be on time, then you’re just causing more work for me and I can’t have that. I don’t have time to chase you down looking for content that I assigned a week ago and I’m sure most business owners feel the same way.


A good writer has a definitive voice. In short, you can typically tell they wrote something by their style and delivery. I tend to avoid generic content writers as they are a dime a dozen. I’m looking for something distinctive in a writer’s delivery and ability to tell a story. This writer stands out from the pack by being creative, unique and a cut above the rest.

It’s a hard characteristic to describe, but you’ll know it when you see it.


Writing academic papers might require a more fact-driven and dry approach than producing blog content. A good writer knows how to differentiate the two. Good writers are able to adapt their voice and style based on where the content is being published. Bad writers carry the same style across all formats and this doesn’t really lend itself to producing content across multiple channels. They might be great at blogging, but you’ll need a second writer to produce whitepapers, e-books or research papers.

I typically like writers who are adaptable enough to create content across multiple channels as well as in different formats.


The best content uses statistics or facts to drive home the point the writer is trying to convey. Does your writer use numbers or facts in his writing? If it looks like the writer could open up Word and write the article without referencing anything, the content generally isn’t up to the standard we’re looking for. We want someone who can research any topic in order to produce a great piece of content.

Obviously they aren’t going to be experts at everything, but you won’t be able to tell based on their writing alone.


I don’t want a writer who is booked solid weeks in advance. I need someone that has the flexibility to deliver content when I need it. We’re not talking about placing unreasonable demands on time, but a 500-word blog post isn’t something I want to wait a week for. If the writer can’t turn around most short projects within 48 hours or so, I tend to move on to those who can. This is one of the most profound arguments for hiring professional, full-time writers rather than hobbyists and those that use content as a means to derive a second form of income.

Finding writers isn’t easy, and finding good writers is exponentially harder. It’s much easier to retain a good writer once you have him, than it is to find another one once he moves on to greener pastures. Find yourself a writer that produces above average content and do whatever it takes to keep him happy. In the age of content marketing, it’s a writer’s world; we’re just living in it.

Guest Author : Chris Warden, CEO of Spread Effect, a leading content marketing and publishing house company.



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  • Yes, I agree, but many people are just not prepared to pay for great writers and it’s taking a long time for some to understand that quality content hangs around and works hard forever. The quicker these crazily low rates for original and engaging articles become a thing of the past, the better! OK rant over, shall now go back to my article 🙂

  • As someone who considers himself a great writer I love reading articles like these that go on about how valuable and in-demand my skills are. The problem though, as @facebook-526464835:disqus said, is people not willing to pay for quality. They’ll more than likely give writing jobs to the lowest bidder rather than the best writer. It’s no coincidence that the businesses who are spending the most on content are getting the best results

  • kalam

    it is nice

  • Dave, I disagree. All of my clients have SMEs – usually electrical engineers or software developers. These are incredibly smart people, perhaps smarter than much of the audience they are trying to reach. At the very least, they are more technically inclined. A good part of what I do is help them speak to their audience in ways that resonate.

  • Great post Jeff. I especially love the quote that you end with “In the age of content marketing, it’s a writer’s world; we’re just living in it.” Finding and retaining the best online content creators is what will separate the Internet marketing wheat from chaff. In the online marketing niche, content is so dense, much of it good to excellent quality, have top notch producers is key to gaining reach and share of voice. Thanks for sharing.

  • Max

    its just a crap, title doesn’t match with the body of the article. I clicked on the title with a a hope that there would be some secret sauce to find out some great writers/writers plate-form but couldn’t find the article useful. everybody knows about the stuff you shared above 🙁

  • Jay Croft

    Former journalists. That’s what y’all need. Ex-reporters are versatile and fast, and we can get anything out of any SME and make it compelling and understandable. Oh, and: We’re good writers.

    • Ashley Healy

      Agreed. Yeh for former journalists! I’ve been meaning to write a post on my blog around this new idea of “brand journalism.” I love the thought of brands using “truth” as their competitive edge!

  • If you are in a hurry for content and don’t want to take forever to find a great writer, there is a great new platform that enables content buyers to buy “ready-made” articles in 30 different categories. And it’s great for writers, too because they can write about what they know best and don’t have to deal directly with the client unless they take a special assignment. It’s called DotWriter and it just launched on Jan. 1, 2015. I signed up as a writer and I’ve already sold 24 articles in one month! I’m impressed. This also offers flexibility for writers, too. http://dotwriter.com/?aff=13

  • Interesting concept Dave and does sound easy…will have to check it out.