Hiring a Writer to Create Relevant Content

Published by Ciara Antolini on Monday, June 3, 2024 in Content Writing, Content Writing, Freelance Writer, Writing.

To communicate to prospective customers that you are an authoritative leader in your industry, you need good, clear content. Whether you’re a software company or sell pet products, your content needs to showcase your expertise and knowledge — and must always provide value. 

Sounds easy enough, right?

Sure… until you actually start creating that content. 

High-quality content requires a specialized skill set, an understanding of SEO, strong research skills, and more. Creating quality content is also a time-consuming process. Data shows that bloggers who see “strong results” spend 6+ hours writing a blog post. 

Research has a lot to do with that timeline, as does the importance of SEO optimization — which is why many companies are exploring the benefits of AI-powered tools for their SEO strategies.

Research takes a lot of time, but it’s crucial to creating great content. When a writer cannot find relevant details, the writing sometimes comes across as generic and insincere. We’ve all read online content that doesn’t hit the mark. That type of writing is a waste of resources. Even worse, it can discourage your readers, negatively impacting your reputation. They may never come back to your site because of a poor experience. 

Content creation can be a bit overwhelming, especially when you’re busy running a business. There are a lot of moving parts to track. You can stay focused on bigger-picture tasks by hiring an industry expert to create content that resonates with your audience. While you may be hesitant to hire content writers because of the initial investment, the impact on your ROI can be eye-opening. 

When hiring a writer, you must communicate what your customers’ needs are, what your brand stands for, and what you aim to achieve. Here’s how to navigate this process, focusing on the importance of relevant content. 

To dive deeper into the benefits of great content, check out this in-depth article.

Why Relevant Content Is Imperative

When someone searches for a keyword or phrase and comes across your content, they expect it to provide them with the information they seek. It needs to be relevant and valuable.

If you miss the mark, you could miss out on that user forever. First impressions matter — and your content speaks volumes about your brand. 

Today’s average consumer is bombarded with content daily. As a result, they filter through content quickly, ignoring anything that’s not overly relevant to them. But when you create content that resonates with your intended audience, you show them that you cater to them and their needs/interests. Once you catch their attention, you can  generate leads and track their journey. 

Other benefits of creating relevant content include:

• Improving performance in SERPs, helping you increase traffic to your site.
• Establishing yourself as an authoritative leader so that you can build trust.
• Increasing the chance people will share your content on social platforms.

Before you hire an expert writer to help you craft top-quality content, here’s what you need to consider to ensure you’re creating relevant content. The information below will be imperative when creating a detailed content brief. 

What Questions Do Your Customers Frequently Ask?

One of the best ways to create content relevant to your audience is to answer their most commonly asked questions. 

Are there questions that you repeatedly answer via email, at tradeshows, or on social media? If so, it’s clear that these are areas your prospective customers want to know more about. Take these questions and convert them into a FAQ page. If you can answer prospective customers' questions without them needing to reach out, you’ll be one step closer to converting them into paying customers. 

A frequently asked questions (FAQ) page is an excellent tool for getting a prospective buyer to the next level. In addition, this type of page can house relevant SEO keywords for your website to attract traffic from search engines. If you don’t have a FAQ, start collecting those questions and hire a writer to help. 

What Benefits Does Your Product Offer?

There are thousands of listicles online. Even though they are often overdone, they provide massive value to your marketing content collection. They are easily digestible, highly shareable, versatile, and good for SEO. 

The idea is to showcase the value of what you offer without being overly salesy. For example, if you sell marketing metric software, you might create a listicle of the top 10 metrics to track in the upcoming year. You can subtly weave the benefits of your product into that list. 

To ensure the writer you’re working with nails these listicles and other content types, you’ll need to provide them with the required information. 

A list of benefits and advantages is an indispensable tool for writers because they’ll refer to these speaking points in articles, product descriptions, video scripts, social media content, and more. Investing in this initial list of benefits will ensure the written content is accurate and relevant to your audience.

What Problems Do You Solve for Your Client?

They always say that if you can solve a problem, you have a great business idea. The opposite must be true as well… if you have a great business, you must be solving problems!

One of the key purposes of written articles is to attract the interest of people searching for solutions to their problems. If they see how your product has helped others, they will be more inclined to try it themselves. 

When someone searches for a solution to their problem, and your product or service is what they seek, your content should convey that. Just like your list of benefits, you need to clarify exactly how you can assist your target audience. 

It’s a good idea to create a detailed brief to pass on to the writers you partner with. This initial time investment will save you immense time later because it minimizes back-and-forth communication. When you create a job-specific brief, you can attach your style guide and any supporting attachments that help guide writers. 

Being clear about how you solve customer/client problems is pivotal to achieving higher conversion rates. 

This leads us to the next important detail your writer needs…

Who is Your Ideal Customer?

When writers create content, they must know who they’re speaking to. Are they writing for HR managers? Health fanatics? New mothers? Knowing this information will ensure they include appropriate, relevant content and use the right language. 

If you’re in the initial stages of your business, you may want to look at who has purchased your product already and delve a little deeper to analyze your target buyer personalities. Why was this product/service attractive enough for them to spend money on it?

Personalization is paramount when creating high-quality content that converts. You must know who your audience is to ensure you’re speaking to them in a way that makes them feel valuable. 

If you already have a good grasp on who your audience is, be sure to share all buyer personas with your writing team. The more detail, the better. Include demographic information like location, age, and income, along with psychographic info like motivations and interests. As your business grows and you continue analyzing available details, your personas will evolve. 

The more you know about your audience, the more relevant your content will be. 

To explore this concept in greater detail, check out this article: What's an Audience and Why is it Important in Content Creation?

What is Your Value Proposition?

Your customers come to you for various reasons, depending on your offer. Tell your writers what brings them in. Let your writer know what your value proposition is so it comes through in every message you put out into the world.

Writers come from diverse backgrounds. They leverage their experience and skill sets to craft messages that resonate with their intended audience. While many writers are well-versed in marketing and business, each has a unique voice. Find a voice that speaks through you to your buyers seamlessly. Again, a style guide with details about your brand mission, your intended tone, and your brand voice can be invaluable. 

Once you find a writer you like, hold on to them! Over time, they will develop a better understanding of your business and consistently deliver improved strategic material that is relevant to your client base. They can help you come up with new content ideas, too. 

AI-powered idea generation tools should also be on your radar. Take ideas from AI tools and bounce them off writers you love to work with. Together, you can nail your next piece of content. 

Hiring a freelance writer is one of the best ways to grow your online business. Providing in-depth, specific information about your products/services will contribute to bringing a steady flow of traffic to your website over time. It helps to have a wide variety of material for your visitors to explore that speaks to them at their level, keeping them engaged and interested. Not only does every webpage have the potential to bring visitors to your website with SEO, but you can also share blurbs from them on forums and social media. 

Scripted provides your business with hundreds of writers for you at any time. At Scripted, we know businesses cannot do everything on their own. Find your voice through one of our writers today, and check out our AI-powered tools to assist your efforts.

Browse our team of AI-powered expert writers today!