FREELANCE WRITER SEARCH

Hiring a custom content writer can feel a bit like hiring a gunslinger in the old west. You'll have a lot of potential applicants. Some will have lots of experience, and lots will have a little. But the business is so new there are no real standards. Very few people are likely to have done exactly what you want. And if you're not careful the process can misfire.

This guide will help you sort the sharp shooters from the wannabes . . . .

Defining Custom Content

In the first place, let's define custom content. Even people in the custom content business disagree about the terminology. Some say "custom content" is just another term for what used to be called "advertorial" or "custom publishing" and what is now sometimes called "content marketing." Others draw distinctions between these genres.

For the purpose of this article, custom content is content created by a brand to build a relationship with its existing customers. Good custom content can inspire loyalty and create new opportunities. Typically custom content articles have the look and feel of journalism.

Perhaps the most familiar examples are airline magazines and university alumni magazines. The suggestion that readers might want to book a new flight or make a donation to their alma maters is very indirect.

A Journalist as a Custom Content Writer

Often journalists write these articles. That's where the opportunity and the peril come in hiring a custom content writer. The turmoil in the news business has thrown a lot of journalists out of work. Many are now trying to make a living writing custom content. At the same time, new technology is making it easier and easier for brands to create their own newsletters, magazines and blogs. It sounds like a perfect match. And it can be… if you adhere to five rules.

1. Background Before you hire a custom content writer, consider the writer's background. Former journalists often make outstanding custom content writers. But it's worth asking a few questions to make sure the writer understands the difference. Many journalists got into the profession because they want to talk about what's wrong with the world. When they work for you, their goal is to talk more about what's right.

   Before you enter the conversation with a writer, be clear in your own mind how much diversity of opinion you want to include in the content you are asking your writer to create. If the answer is "none," then say that up front.

   On the other hand, someone who has only written promotional copy may not be able to produce articles that have the impartial feel of journalism. Ask these writers for examples of writing that doesn't read like advertising.

2. Polish Find out how well the writer can write without help. Some reporters have always depended on editors to polish their prose. You can do this in three ways: Ask for unedited writing samples. Give the writer a writing test. Or ask to speak to the writer's other clients or editors.

3. Specialization Get an idea how much the writer knows about the subject matter you want covered. Many are quick studies who can rapidly assimilate information, but a relevant background always helps. For example, if you're in the software business, you may not want to hire someone who has only written about travel. Writers who have a genuine interest in a subject are more likely to go the extra mile in researching it and crafting their descriptions. This can even apply to a writer who has never written on your topic -- perhaps it's a hobby the writer has always longed to write about.

4. Genre Consider whether the writer has done the sort of writing you want to create. A newspaper reporter who has always striven for a balanced, impartial tone may be ideal if you want a very newsy newsletter. If you're looking for alluring descriptive passages, you might be better off with a magazine writer. If you want a strong voice and a very conversation tone, you might be looking for an experienced columnist or blogger.

   Provide examples to the writer of the type of content you want to create. Point out what makes these examples strong models for the writer to follow.

5. Membership Look for professional affiliations. Writers who have membership in established journalism and writing organizations often have to meet standards to belong to these groups. This kind of professional engagement shows they are committed to their craft and engaged in improving and updating their skills.

Keep these five rules in mind where you hire a custom content writer. You'll hit your targets every time.