Looking For An Exceptional Content Writer? Here’s What To Look Out For

So many people call themselves writers these days, which means it can be hard to find truly talented content experts. With such a huge selection to choose from, how do you identify freelance writers who are a cut above all the rest?

I’ve managed content teams both agency and client side, and for the last two years, I have worked hard to put together a first class writing team (The Content Wolves). So I know a thing or two about what makes a writer truly special.

In my opinion, here are 12 qualities that all decent copywriters should have.

1.A unique style that stands out

I have read hundreds upon hundreds of articles by freelance writers and I’ve found that what really sets the best writers apart is their style. They do something different. They write in a way that catches your attention and their copy stays with you long after you have finished reading their work.

So many people with a voice that want to be heard, but not everyone wants to read what’s they’ve got to say. As your eyes skim over their words, their copy should resonate with you on a deeper level and make you stop and think, I’ve never read anything like this before.

2. The ability to write for the web

Lots of people can write, but can they write for the web? It’s surprising just how many writers don’t know how to write a blog post. A lot of people are stuck writing in a particular way. I’ve come across plenty of people who still write like they are working on a university essay, and it just doesn’t translate online.

Others write as though they are writing ad copy for a Mad Men type campaign on a billboard. Whilst both these writing styles have their place, they need to be adapted to the online world. You want a writer who can deliver a share-worthy blog post or first class web copy from the get go.

3. The ability to generate an emotional response

A quality writer will make you feel something. They will lure you in and force you to absorb their words like a sponge. When you are reading a copywriter’s work, say to yourself, how does this copy make me feel? Happy, sad, angry, joyful? If you feel nothing then perhaps you haven’t found ‘the one’ yet.

4. An understanding of SEO

Despite the importance of SEO these days, plenty of writers don’t have a clue. It’s not the end of the world but it sure does save you a lot of work. Who doesn’t want copy that ranks well in the SERP’s?

It means you don’t have to add keywords, internal links and high authority sources yourself, which, when you have 20 articles to edit, takes time. Those with an SEO background won’t need to be told what keyword to include, they will simply write their article with SEO in mind. Happy days.

5. Specialist knowledge

Just because anyone can write whatever they want online, doesn’t mean they should, right? The same thing applies to copywriters. Ideally, they should write about topics that they are knowledgeable about. But this often doesn’t happen. If you want your content to be truly useful, informative and trustworthy, then opt for a subject specialist over an all-rounder. This is why I’ve put together my content wolf pack. I’ve selected writers who are experts in different areas, so I know I can provide my clients with exceptional copy.

6. Flexibility

Look out for writers who are flexible in their approach. Often you won’t be able to tell until you work with them, but generally flexible writers will be able to adapt to your needs, to a degree. Keep in mind lot of the more successful writers will be at full capacity, and won’t be able to deal with last minute requests. This is another reason why I started to build a team of writers, because I was reaching full capacity and wanted to be able to meet my client’s needs.

7. Writers who treat deadlines seriously

Throughout my journey as a content manager, I’ve been surprised by the amount of people who don’t take deadlines seriously. They think it’s fine to submit an article a day late or the morning after a deadline without at least letting you know that they are having problems. I will only work with writers I know I can rely on, and after a few months of working with someone I know whether I can trust them or not.

8. The ability to take a brief or an idea and run with it

Finding a writer that follows a brief properly is more difficult than you might expect. Some writers have a talent for taking a brief and getting on with it, others tend to struggle. A truly talented and experienced writer will follow your brief exactly and include absolutely everything you have asked for.

9. The ability to adapt to different writing styles

You don’t want a one-trick pony, especially if you manage different websites and platforms. Some writers might be very talented, but can only really write in one style and tone of voice.

Ask them to write in a more professional manner instead of their usual chatting informal tone, and they might struggle to adjust. When you reach out to writers, ask them for examples of their work that demonstrate their ability to adapt their writing style.

10. Availability

The last thing you want to do is find an amazing writer, and then discover they can only write one or two articles a month for you. Do check how much time a writer has to dedicate to you. Many will be tempted to accept work despite knowing they will be rushed to complete it, or worse, they might not be able to finish it at all.

11. Creativity

It’s not just about the way they write. Writing copy for the web requires a little imagination. Writers need to be able to come up with punchy titles and creative content ideas, especially if they want to offer a complete service. If you want your content to stand out, keep your eyes peeled for a writer with a splash of creativity.

12. Depth

I bet you’ve read plenty of bog standard blog posts that barely scratch the surface? Considering websites pump so much content out on a daily basis, you need a writer that is going to go beyond the surface of a particular topic.

A lot of people will try and bulk out their articles with filler type content just to reach the word count. You want a writer that delivers content with depth, where every single word and sentence serves a purpose.

I hope you have found this post useful. If you’re looking for content and want to avoid having to search for writers with all of the above qualities, get in touch with me today. I’ve got a team of writers waiting to show you what exceptional copywriting can achieve. If you’ve enjoyed reading this, check out more articles on my blog.