We’ve all heard that the elusive “great content” is the foundation of a successful content marketing program.

The latest research from the Content Marketing Institute’s B2B Content Marketing Benchmarks, Budgets, and Trends report found:

“58% of B2B marketers say content marketing helped them generate sales/revenue in the last 12 months, up from 42% the previous year.”

But what defines great content, and more importantly, how can you find a content marketing writer who knows what “great” looks like?

Whether you’re looking to boost brand awareness, drive organic traffic, or enhance your digital marketing efforts, a skilled content writer can make all the difference.

Content marketing writers are the unsung heroes behind compelling blog posts, engaging social media updates, and informative whitepapers that drive results.

So how can investing in professional content writing help improve your content strategy and achieve your marketing goals?

Read on to find out why hiring a content writer is one of the smartest investments you can make for your business.

TL;DR: How to find the right content writer

• A skilled content writer can enhance your digital marketing efforts by creating engaging and relevant content.
• Content writers go through a meticulous process of research, writing, editing, and publishing to ensure high-quality content.
• When hiring for your marketing team, look for content writers with strong writing skills, industry knowledge, SEO expertise, consistency, versatility, communication skills, creativity, and positive testimonials.
• Hiring the best content writer can save time, enhance brand voice, drive engagement and conversions, optimize for SEO, and free up resources for other tasks.

What is a content writer?

A content writer is a content marketer who writes engaging and relevant content for various platforms – like your website or social media.  

The content marketing writer specifically creates content to support your business or marketing goals. 

This content might include:

• Blog posts or editorial articles,
• Landing page copy,
• white papers,
• eBooks,
• ad copy,
• web pages.

A successful content writer’s main focus is producing high-quality content. 

What is high quality marketing content

“Good” content isn’t just a matter of opinion. We can measure whether or not an article or landing page is high quality by aligning it with a specific goal and content channel. 

For example, let’s say your goal is to publish a piece of content that converts users to sign up for your product. 

Now, even though your goal is the same, you’d need to write differently for ad copy vs. a long-form blog. 

The content marketing writer should be able to support the content strategy by writing pieces that:

• Compel your target audience,
• Support your business goals,
• Fit the format you’re writing on (like ad copy vs. a blog). 

Pro tip: While AI content creation tools can help your team create content fast, human insights are essential for content quality. 

At Wordbrew, we’ve proven that combining data, insights, and AI creates the best content.

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What does a content marketing writer do?

Content writers possess a unique blend of writing skills, technical knowledge, and marketing expertise.

They don’t just sit down at their laptops and start typing. Instead, they follow a content creation process involving:

• Research: Understanding the subject matter and gathering relevant information.
• Content writing: Crafting the piece of content with a focus on clarity, engagement, and search intent.
• Editing: Reviewing and refining the content to ensure it meets high standards.
• Publishing: Preparing the content for various platforms, including websites and social media.

An experienced content marketing writer invests effort in getting to know your brand, audience, and competitors.

This way, they can guarantee that the content they create is informative, engaging, and highly relevant to your audience.

This process not only attracts readers but also drives organic traffic and boosts your search engine traffic.

Content marketing writers help drive the success of your brand and business by integrating their expertise in content creation with a deep understanding of digital marketing. Your brand’s success is their top priority!

What to look for in a content marketing writer

Whether you’re looking to create compelling landing page copy, an informative case study, or engaging social media posts, a skilled content marketing writer can help you achieve your marketing goals and enhance your brand’s online presence.

1. Writing skills

Successful content marketing writers are pros at what they do. They have the content writing skills to produce clear, cohesive, and engaging content consistently.

This ensures your marketing content is well-written and strategically aligned with your business goals.

And these skills pay off—according to a study by DemandMetric, content marketing outperforms outbound marketing by generating three times more leads—while costing an average of 62% less.

2. Industry knowledge

A great content writer with experience in your industry understands the ins and outs of your target market. This means they know:

• Who your customers are and what they want,
• Technical knowledge and terminology,
• What types of content help support business goals.

They meticulously research to ensure your content is accurate and compelling, ultimately helping you build credibility and trust with your audience.

3. SEO knowledge

Search engine optimization (SEO) is a primary element of most strategic content marketing. This is how you get your blog content to rank on Google.

A skilled content writer knows SEO inside and out.

They weave in relevant keywords naturally to boost your website’s search engine rankings, driving more organic traffic.

In fact, recent research from SparkToro shows that 63% of all US web traffic referrals from the top 170 sites are initiated on Google.

4. Consistent quality and volume

Struggling to produce enough good content regularly? A dedicated content marketing writer can help keep a steady flow of content. Consistency is key to keeping your audience engaged and building brand loyalty.

5. Versatility and adaptability

Different platforms need different types of content. A talented writer can adapt their content  according to your instructions and feedback.

With customized content writing, your message hits the mark, no matter where your audience is.

A versatile content marketing writer can create content tailored to each platform, whether it’s a blog post for your website, a social media post, or a detailed whitepaper.

💡Learn more: social media marketing vs. content marketing

6. Communication skills

Good communication is key! Make sure to find a content marketing writer who is responsive and collaborative, and who is willing to work closely with your team to understand your goals and feedback.

7. Creativity and originality

A great content writer brings fresh, unique ideas to help support your content strategy.

They can create compelling content even on complex or niche topics, ensuring your content stands out and engages your audience.

8. Testimonials and references

Look for writers with positive client feedback and professional references. Testimonials from previous clients can give you a good idea of their reliability and quality of work.

Partnering with a skilled content marketing writer means getting engaging, relevant content that aligns with your marketing strategy. This investment not only boosts your brand’s online presence but also drives better results across all your digital marketing efforts.

9. Create diverse content at scale

High-quality content creation takes time and resources. In order to execute on your content strategy, you’ll either want to onboard content marketers focused solely on writing, or find freelance writers to support content creation.

According to the Content Marketing Institute, 54% of the top-performing B2B content marketing teams have “two or more full-time employees dedicated to content marketing.”

Don’t have the budget for full-time writers? With Wordbrew, you can free up your marketing team to focus on other important tasks while generating content at scale.

9 common types of content writers

Content marketing writers often specialize in different types of content, needs, or use cases. 

Here are a few of the types of content writers you might consider for your brand and business:

1. SEO content writers

SEO content writers create content that ranks well on search engines. SEO content marketers have a deep understanding of SEO principles and know how to incorporate keywords, optimize meta tags, and create helpful content that appeals to both readers and search engines.

2. Technical writers

Technical writers specialize in creating detailed, instructional content. 

They often produce user manuals, technical documentation, and how-to guides. Technology content writers can simplify complex information, which is incredibly valuable for companies in technical industries.

3. Blog writers

Blog writers create engaging and informative blog posts that drive traffic and engage readers. These content creators are skilled at writing in a conversational tone and know how to keep readers interested.

Blog writers also drive results—companies with active blogs generate an average of 67% more leads per month compared to those without blogs, according to DemandMetric.

4. Social media writers

Research from HubSpot’s 2023 State of Marketing Report found that social media is the most preferred product discovery platform for consumers aged 18 to 44.

To get those leads, social media writers craft short, compelling content for platforms like Facebook, Twitter, Instagram, and LinkedIn. Social media content marketers understand the nuances of each platform and know how to create posts that drive engagement and foster community.

5. Copywriters

Copywriters focus on creating persuasive content that drives action. Copywriters can write everything from ad copy to landing page copy, aiming to convert readers into customers. Effective copywriting can significantly boost conversion rates and drive sales.

6. Case study and whitepaper writers

Case study and whitepaper writers produce in-depth content that showcases your expertise and highlights your successes. These long-form content writers tell compelling stories backed by data and research, helping to build credibility and trust with your audience.

7. Generalist copywriters

A generalist copywriter can tackle a wide range of content types, adapting their writing style to suit different formats and audiences—making them a valuable asset for any content team.

8. Email marketing writers

Email marketing writers specialize in crafting emails that grab attention and drive action. Email writers understand the principles of effective email marketing and know how to create subject lines, body copy, and calls to action that resonate with recipients.

And it works—email marketing is one of the most effective channels for driving conversions, with a 2.8% conversion rate for B2C brands and a 2.4% conversion rate for B2Bs (FirstPageSage, 2023).

9. Freelance content writers

Freelance content writers bring a lot of flexibility and a diverse skill set to the table. They’re capable of managing different kinds of content and often come at a more budget-friendly cost compared to hiring a full-time writer.

Keep in mind that every content writer brings unique skills and expertise to the table. By recognizing these differences and selecting the perfect content writer for your specific needs, you can create a well-rounded and effective content strategy.

How to hire the best content writer

Working with a team of content marketing experts can save you time and effort in finding and vetting your content marketing writer.

At Wordbrew, we understand the nuances of different industries. Wordbrew’s hybrid content creation platform teams up subject matter experts with generative AI to produce engaging, SEO-optimized content that drives results, all customized to your brand’s unique voice.

Implement effective content strategies

Connect your brand data to the platform, easily create briefs and outlines using our custom templates, and generate high-quality content drafts in no time.

Our internal experts work closely with your team to develop effective marketing content that aligns with your business goals, resonates with your target audience and supports your overall marketing efforts.

Create diverse content at scale

High-quality content creation takes time and resources. According to the Content Marketing Institute, 54% of the top-performing B2B content marketing teams have “two or more full-time employees dedicated to content marketing.”

Don’t have the budget for full-time writers? With Wordbrew, you can free up your team to focus on other important tasks while generating content at scale.

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Wordbrew’s content marketing writers are skilled in developing a wide range of content types. Here are just a few:

• Blog posts: Informative and engaging articles to drive traffic and engage readers.
• Social media posts: Short, compelling updates to keep your audience engaged.
• Whitepapers: In-depth reports to showcase your expertise and thought leadership.
• Case studies: Success stories that highlight your achievements and build credibility.
• eBooks: Comprehensive guides that provide value to your audience.
• Website content: Landing page copy that resonates with your audience, addressing their pain points and highlighting the unique benefits of your product or service.
• Email marketing campaigns: Create persuasive and engaging email content for newsletters, promotional campaigns, and drip email sequences that keep your audience informed and drive conversions.
• Product descriptions: Compelling product descriptions that highlight the features and benefits of your products, helping to drive sales and improve your eCommerce performance.

Subject matter experts

Our subject matter experts, or SMEs for short, are like your team’s secret weapon. They bring a wealth of industry knowledge to the table, guaranteeing that your content isn’t just accurate—it’s genuinely insightful and trustworthy.

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This is the BEST way to ensure your content strategy is unique — subject matter experts! #fyp #contentmarketing #contentcreator #contentstrategy #agency #digitalmarketing #viralgrowth #contentteam #subjectmatterexpert

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Imagine having someone who knows your industry inside out, supplying information that not only resonates but also builds a strong sense of trust and authority. Plus, they work hand-in-hand with your team to make sure your content sings in your brand’s voice and nails exactly what you’re looking for. 

The result? More engagement and more conversions—it’s a win-win!

Enhancing your brand voice

A great content writer makes sure your brand’s voice shines through in all your content. 

Our experts take the time to understand your brand, voice, and audience. They create content that resonates with your target market.

Driving engagement and conversions

Wordbrew’s content writers know how to craft content that drives engagement and conversions. 

They understand what people are looking for (search intent) and make sure their content meets those needs. Great content writing attracts visitors and also encourages them to take action—whether it’s signing up for a newsletter, downloading a whitepaper, or making a purchase.

Optimizing for SEO

SEO is essential for driving organic traffic to your website. Our content writers are skilled in SEO content writing services, ensuring that your content ranks well on search engines. They’re skilled at using relevant keywords, optimizing meta tags, and creating marketing content that search engines love.

Save time and resources

By working with Wordbrew’s network of content writers, you free up your team to focus on other important tasks. This not only improves efficiency but also ensures that your content is created by someone with the right expertise.

With Wordbrew, you gain access to a pool of talented professionals who bring the writing skills and technical knowledge needed to craft content that not only engages your audience but also aligns with your overall content strategy.

Now you’re ready to hire a content marketing writer!

Investing in a skilled content writer can make a world of difference for your content marketing efforts.

 They bring the expertise needed to create engaging, high-quality content that aligns perfectly with your business goals. Whether it’s blog posts, social media, articles, or case studies, content marketing writers make sure your message connects with your audience and delivers real impact.

Wordbrew’s content creation platform helps B2B teams create better content with AI and humans, crafting tailored content just for you. We’ll team up to create content that boosts your brand awareness, increases organic traffic, and supports your overall marketing goals.

Contact us today and see how pairing AI with content writers can help your business grow!

FAQs

What is the difference between a content writer and content marketing writer?

Content writers:

• Focus on creating written content for a variety of purposes.
• The main goal of content writing is to produce engaging and informative text.

Content marketing writers:

• Specializes in creating content that is strategically crafted to attract and engage a specific target audience.
• Involves conducting market research and incorporating SEO strategies to ensure the content reaches and resonates with the intended audience.

How much do you pay a content writer?

• Content writers on platforms like Upwork can charge anywhere from $15 to $80 per hour, with the majority falling between $30 and $50.
• Rates are influenced by factors such as the writer’s skill level, experience, location, and prevailing market conditions.