Any successful inbound marketing strategy requires the creation of SEO-optimized copy that is engaging to your audience. Lots of it.
(Side note: “Copy” is simply a term to describe the words published on your website and includes articles, white papers, landing page paragraphs, and more. While “content” can refer to words, video or even audio, “copy” is always written text.)
Since copy is one of the most important aspects of your strategy, how do you find good writers? (Note: We show you where to find good writers in this post. Click here if you missed it.)
Here are some things to look for when you're hiring a writer:
Is the writer from the U.S.? Believe it or not, this is a key consideration. Writers born and raised here and speaking English from the time they could speak understand the subtleties of the language that writers from other countries do not. Having an “ear” for words cannot be easily taught.
Have they been published before? Can they provide clips of their work similar to what they will be writing for you? (A “clip” is simply a writing sample that has already been published. Many writers will not provide unpublished samples without pay. This doesn't indicate an unwillingness to be flexible; would you provide your product or service for free so people could see if they like it first?)
Do they have experience in your industry or proven research skills?
Do they have training or experience in SEO writing, specifically?
We've also created this downloadable list of additional questions you can ask a writer to determine if they are suitable for the job or not. In some cases, a writer's work will speak for itself, but sometimes you want to delve a bit deeper to see if the writer would be a good fit for the content needs of your inbound marketing strategy.