How to Hire the Best Writers for Your Marketing Agency

by Christina Hooper.
Last Updated on July 30, 2020

Are your writers sending you lackluster content?

I know exactly what that's like. That’s why I decided I needed a new system for finding the best writers. 

In the eight years that I've owned a marketing agency:

  • I've outsourced freelancers on UpWork and Fiverr. 
  • I've used Content Mills like Verblio and RightlyWritten. 
  • And, I hired my own in-house writers — all in an attempt to get the SEO and conversion-optimized content I needed for myself and my clients.

In those many years of working with writers, I've finally discovered the reason none of them ever met my expectations.

It's because those expectations weren't realistic. I was asking writers to be experts in everything — SEO, conversion optimization, and the subject matter they were writing about.

Are you making the same mistakes I made? Keep reading to learn the five steps I created to get high-quality content without doing all the work myself.

5 Steps to Getting the SEO and Conversion-Optimized Content You Need

You know the saying, 'it's easier said than done?' That applies to creating your own in-house content team.

You could follow the steps below and do it yourself, but the question you have to ask yourself is, do you want to spend your time and money on that? It takes a lot to do it right.

You have to hire and train an entire team of people— strategists, researchers, writers, editors, content managers. Everyone has a specific role in producing consistent, high-quality content.

Why go through the hassle of hiring, on-boarding, and tracking more employees when you have a better option.

When you outsource your content needs to Content Ninjas, we do the heavy lifting for you. We quickly provide your agency with everything your business needs to scale and grow the way you want it to.

We, at Content Ninjas, are confident that you will love the quality of our work. So sure, in fact, we are going to offer you a sweet deal! Get your free article for your agency now — or keep reading if you prefer, and we will walk you through how you can do it all yourself.

Step #1: Tell Your Writers What to Say

You probably think you can simply provide your writer with a few notes. As long as your notes have the title, list some keywords, and include an unorganized list of random thoughts on the subject, they’ll do the rest, right?

Unfortunately, no.

Writers are creative people. Their art is the written word, but for them to create your vision, you have to give them something to work with.

Michelangelo needed more than just some paint to finish the Sistine Chapel, did he not?

Creators need supplies to craft their masterpieces. You must provide sufficient tools for them to work with, or else they are forced to work with whatever they can find. And their finished product will likely be something that isn't what you had in mind.

Your writers need plenty of information about your client and their customers. That's their tools of the trade. The more they understand how to help your customers the better results you'll get.

Better equipped writers will take all the information and pull out the best elements to give you the type of content best suited for your needs.

Step #2: Give Your Writers SME Input

You may run into a problem with stiff and difficult to read content. You may end up with articles that sound more like an academic research paper than you'd like them to.

We see this happen when writers are forced to rely on information they find around the web. If the writer is unfamiliar with the subject, they may not fully grasp the topic or concept.

When they don't understand it, they can't help explain it effectively. This leads to regurgitating information they read in the wild. 

One of the best ways to combat boring content is to provide your writer with a quick Loom video. Share your insider knowledge about the subject and your clients with them — or have your clients do it. 

Here's a quick example of the input I provided my team for this very article:

Providing your writers with subject-matter input will improve the quality and originality.  You will be shocked to see what a difference this makes in the content your writers produce.

Step #3: Provide a Good Outline

Now you know that you can't give your writers a list of random thoughts, and expect them to turn it into gold. You see now that is an unrealistic expectation, but what can you do to help them give you articles with the content you want?

You need to set them up for success with a good outline. The outline should include headings and information for each section — the tools they need to make the content convert.

Make sure you give them a good storyboard to work with — provide the hook, story, and pitch. And if you want a CTA that gets clicks, they need the information to talk it up.

Let's take a look at the outlines we provide our researchers. Notice how we show them the format we are looking for.

Our researchers take this rough outline and flesh it out for our writers. Look at the document below to see how much information our researchers pull together. Using this process, we guarantee that our content team is doing exactly what we need them to do.  

Step #4: Establish Repeatable Workflow Processes

After you get all of your content squared away, you have to figure out a workflow process. With so many hands in the pot, it's easier to have an assembly line set up— ensuring your writers' success.

At Content Ninjas, we take the research load off our writers' plate. The less research for them, the more creative they can be.

And it doesn't stop at the writer— next, our pieces go through an editor. They check it out with a fine-tooth comb before passing it off to the content manager. And finally, a strategist reads over so that nothing falls through the cracks.

Here's a step-by-step run-through of our work process:

  1. A strategist learns from you everything about your agency and your clients — their preferences and things that they want to have worded a certain way.
  2. A researcher takes the information provided by the strategist and creates an SEO and conversion-optimized outline with all the information that a writer needs to do their best work.
  3. A strategist reviews the outline to make sure that it meets the goal for the piece before turning it over to the writer.
  4. A writer then takes the outline from the strategist and turns it into an engaging piece of content that provides value to customers and is enjoyable to read.
  5. An editor reviews the final draft, checking to see if the writer followed all instructions, look for technical errors, and make sure it's grammatically correct. Then they give it a final read to ensure that it flows well and makes sense to the reader.
  6. A content manager then reviews it again to make sure no one missed anything. They double-check that the SEO and conversion expectations and requirements were met.
  7. The same strategist who kickstarted the whole workflow reviews the finished content. They make sure it meets all the client's expectations and adheres to all their wishes.

Step #5: Don’t Expect Your Writers to Do it All

So you see, writers can't do it all by themselves— at least not if you want superior results with a quick turnaround.

When you expect too much from your writers, they burn up too many mental calories on research and guessing to fill in the gaps. Then they write your content on fumes — their creativity lacking.

Add in the pressure to meet deadlines, and they can't walk away. They get bogged down when they don't get a chance to recharge and come back with a fresh mind.

The result is missing content and lackluster writing. By the time the writer finishes the piece, they are sick of it. They don't review it thoroughly, and they end up making careless mistakes.

We went through this, here at Content Ninjas, and in the aftermath, realized what happened. 

We learned our writers couldn't do it all. We needed to establish various job roles and a process, so we created, hired, and trained a whole content team to give you the quality of SEO and conversion-optimized content you need and want — without just doing all the work yourself.

Don’t Hire and Train Writers Yourself — Let Our Content Ninjas Do the Heavy Lifting for You

Why waste valuable time and resources trying to create your own content team, or use freelancers who might not have all the resources or knowledge you need?

Even if you follow all our steps, there is a chance you'll wind up disappointed.

We train our writers specifically for marketing agencies. That means they are experienced with writing on many topics across multiple industries. And because of our strict processes, SEO and conversion-optimization never fall short.

When you hire content Ninjas to do all the heavy lifting for you, you get:

  • A dedicated strategist that knows your agency and your clients like the back of their hand.
  • Researchers who find the right information and include the perfect elements to ensure your content converts.
  • Writers who add the creative touch that makes your content fun and engaging to read.
  • An editor to correct, polish, and refine.
  • Content Managers trained in StoryBrand, DigitalMarketer, Thrive Themes, and ImpactBND. They have all the tools to check the boxes on your preferred lists while ensuring your content is high-quality with the best possible ROI.

So, what are you waiting for? Unlock the key to instant growth for your agency and get 1 free article for your agency when you give our Content Ninjas a try.

The Team

These are the people that made this awesome article possible.

Subject Matter Expert

Christina Hooper

Account Strategist

Christina Hooper


Danielle Phipps


Christina Mamori


Vicky Taylor

Content Manager

Danielle Phipps

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