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How to hire a better B2B copywriter


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How to hire a better freelance copywriter to create whitepapers, downloads, product collateral, email copy, newsletters, website copy, and more. Quick tips and a basic briefing template to make the process easier:

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How to hire a better B2B copywriter

  1. 1. Better Practice SeriesHow To Hire A Better B2B CopywriterIf you are developing B2B marketing content, one effective approach is to hire a freelance copywriter tocreate whitepapers, downloads, product collateral, email copy, newsletters, website copy, and more.Here are some quick tips and a basic briefing template you can download to make the process easier:Use a formal briefThe content development process is hard work for everyone. Reduce itsuncertainty by setting clear expectations with a written content developmentbrief. The more specific you can be in the brief, the more likely you will behappy with the content that is developed.Click here to download a brief templateUnderstand the copywriter’s content developmentprocessEvery writer uses a development process, which can include: customresearch, subject matter expert interview, outline development, drafts, andapprovals. Ask them to outline their process and explain how they can deliverthe content you want. Focus on how they will interview your subject matterexperts and research your topic. You are hiring them to create your content,not to recreate content they have written in the past. Better marketing contentwill take interviewing and researching skills as well as great writing skills.Ask to see their portfolioReview their portfolio to look at their general format and tone of voice. Check to make sure the writer has portfoliosamples that match the style you are looking for. While many writers have mastered different styles, you want tomake sure you will get a style that matches your brief. Ask them to describe the tone of voice and process used todevelop the content in their portfolio that best matches what you want. Unless you need them to rely on their ownsubject matter expertise, which is rarely a good idea, related industry experience matters a lot less than the righttone of voice, great writing, and excellent research skills.Ask for client referencesAsk to speak with the clients that commissioned the work in the writer’s portfolio that best matches what you want.All writers can produce great references. Make sure you speak to a reference that has experience with the kind ofproject you are doing, not just their standard client list.What Should You Do NextDownload the content development brief templateUnderstand customer decision stages and how to use them to create better contentRequest a Brainrider content development quote BETTER RESULTS BETTER WEBSITES BETTER CONTENT BETTER PROGRAMS BETTER PRACTICE RESOURCES 386 Huron Street Toronto, ON M5S 2G6 416.900.3310