What to Look for in a Professional Content Writer

Every business needs content. Not the bland, me-too nonsense that frequently clutters up our inboxes and feeds, but genuinely useful, interesting content.
Content that helps a business stand out amid the clutter and noise. Content that moves prospects closer to a sale. Content that can become a powerful differentiator for your company.
And businesses often have a tough time finding the writers who know how to create that type of content over time.
One of the reasons I think organizations struggle is that they don’t always know what qualities will make for a genuinely productive, profitable hire. And as you might guess, I have a few strong opinions about that.
So, here’s what I think you should look for when you need to hire a content professional to create the marketing that will move your business forward.
A professional content writer has a strong, confident writing voice
A strong, confident writing voice is essential.
Strategy, marketing, and persuasion techniques can be taught (that’s what we’re here for). Voice, on the other hand, develops over time and needs to come from within a creative, intelligent, sensitive human being.
While a solid writing voice can be developed over time (here’s how), your writer won’t ever get there without a lot of passion and commitment. Talent doesn’t hurt, either.
Look for a writer whose work is interesting, funny, smart, perceptive, and convincing. Look for someone whose writing you just like to read.
Some have it and some don’t. Insist on hiring the one who does.
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