In his classic book “Ogilvy on Advertising,” David Ogilvy highlights the importance of building out a marketing team:
If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.
— David Ogilvy
Let’s face it: your marketing is only as good as people that create it. Technology like Infusionsoft can help you save time and increase sales, but engaging your prospects and customers starts with getting the right content in front of the right people at the right time. And as it turns out, that’s an art and a science when it comes to content marketing, and a big challenge for us all.
The key to great content
The key in today’s marketplace is not only to hire well, but to onboard your writers and creative team members to your content marketing methodology, core values, and distinctions that set your company and brand apart from the competition.
All that sounds great if you’re lugging around limitless budgets to grow your business organically—the content marketing way. But more than likely, you’re a small business with big ideas in need of the fast track to crank out blog posts, lead magnets, and communications to land new business in droves. In that case, hiring freelance writers might be the best bet to get the content flowing and revenue going in the right direction—upward!
So here are my five favorite tips and hacks on hiring the perfect writers for your next project:
Leverage the power of platforms
Don’t waste your time sifting through resumes trying to find the perfect writer for your writing projects. Instead, seek platforms that offer access to proven, professional freelancers with track records a mile long—writers with active profiles, performance stats, and writing samples that make it easy to pick the winners and give them a whirl.
Take the time to do a creative brief
Take about 10 minutes to develop a creative brief for each project type. For example, create a creative brief for all your blog posts that communicates your specifications, goals, tone, style, and more. Creative briefs help writers get in tune with your goals and deliver to your expectations. Visit CreativeBriefWizard.com for a free PDF creative brief generator.
Give samples out
Provide writers with samples that pinpoint the quality you demand for the investment you are making. Samples help set the bar for the quality goals. Great writers can reverse engineer the elements of tone, style, voice, and more to then deliver to your specifications.
Give feedback freely
Writers are in the dark when it comes to alignment with your goals. Force yourself to get everyone on the same page by giving feedback on what you like and don’t like about their first assignments.
Start a (paid) writing style contest
Launch a writing style contest that has three writers complete the same 500-word “simple” project. Provide feedback on the first draft to each writer, and review the second drafts. Pick the winner based on the quality of work, and ability to flex style based on your feedback. It’s a small price you pay for two extra pieces of content that could have a big impact on your marketing.
These hacks should help you find the perfect writer for your next project to make your marketing sing. But remember, you get what you pay for when it comes to writing services. And content is now critical for success with your marketing, brand, and business. So don’t throttle back when it comes to investing in great writing and content marketing, especially if you want to win the war of words on the web.
Byron White is the founder and CEO of WriterAccess, an online content creation platform that connects 25,000 customers with 15,000 freelancer writers, copywriters, editors, content strategists and translators that help advance the content marketing revolution!