In the world of content marketing, there is one thing that stands out in the eyes of your audience: authority. If you can’t deliver copy with authority, your readers are sure to find someone more interesting — and more trustworthy — to follow.
That was kind of a harsh opening. Let me soften the blow.
You’re a savvy content marketer with a successful travel blog, but you have a terrible time finding good writers. The reason for this is that it’s hard finding writers with firsthand knowledge of the places about which they’re tasked with writing. In other words, they aren’t exactly local. That brings with it the worry about someone from a particular location showing up and lighting up your social media complaining about how wrong you are.
The other extreme could also be true, though. If you get it right, people will show loads of hometown pride, enjoying, praising, and — most importantly — sharing your content. I don’t think I need to ask which option is more appealing.
I’m not trying to hide the fact that the entire point of this blog is to convince you to hire Beez to handle your copywriting. Come on, we’re all good marketers here. I do, however, think that instead of trying to answer the question of, “Why?” directly, it’s more beneficial to actually show you that we know what we’re doing around here. So, with that, here are a few ways you can increase the odds of finding good location and travel copywriters who can write with authority.
Look in That Specific Geographic Area
It may seem a bit obvious, but most marketers won’t take the time to at least put out a few feelers in or near the areas they want to cover. Not every location — even if it’s a very popular one — has a treasure trove of copywriters waiting to tell their town’s story, but if they’re out there, ways to find them exist. Which brings me to …
Place Ads on Craigslist
If your blog centers primarily around U.S. markets, Craigslist is still one of the best resources for finding local talent. Simply place ads in or near the locations you want to cover, and see who responds.
Check the Freelancing Sites
Most of the major freelancing sites give you the capability of narrowing your search for talent to a very tight geographic radius. Take advantage of these features and give preference to candidates that live in the areas you intend to cover.
Go Through a Copywriting Company
This option is more expensive, but it takes the burden of everything above off the marketer. At Beez, we have an incredibly talented staff of in-house writers here in Vegas, but we also work with a network of talented freelancers with expertise in every area of copywriting. We can even find and vet the perfect writer or writers for all your content.
Don’t Settle
If you aren’t satisfied with a writer’s credentials, don’t proceed with a contract. If the writing is lackluster and presents an obvious lack of local knowledge, don’t publish it. It might take a few tries before you find the perfect writer, but that writer is out there. It’s even easier to find them if your blog focuses on a single, specific topic, like New York restaurants. Find a writer who likes (and can somehow manage to pay) to eat out.
After You Hire or Contract
I’ve done similar primers in the past, but if you’re a first-time client, you might want to keep the following in mind after hiring a writer:
1. Use Detailed Briefs and Style Guides: This helps acclimate your writer to your expectations in terms of content quality, formatting, and style. If you want to be a good client who can not only find but also keep a good writer once in a while, you need to learn how to develop each.
2. Maintain Constant Communication: Don’t micromanage, but don’t go on autopilot either. A simple check-in every other day — or every few days — can help keep writers on schedule and increase your confidence in their ability and commitment to your blog.
3. Don’t Cut Corners: Good copy costs money. If you want to pay $5 for 1,000 words, you’ll just have to settle for second best. Or third. Or 33rd.
4. Don’t Ask for Frivolous Revisions: A major error in a detail warrants a revision. A misplaced comma does not.
Just one more word on that last point, though: If you discover a disproportionate number of needling mistakes being made by your writer, correct them, publish, then deal with the writer. Ask for a bit more attention to detail. If you get it on the next piece, great. If not, find another writer. You have to be comfortable with the quality of the work, and your writer has to be capable of meeting and exceeding your expectations.
While those last few points may seem rather general, the specific issues they address regarding location copywriting all come down to the same thing: The client/writer relationship is based on observable skills and a degree of trust. Be the kind of client your writers want, and insist that your writers represent your blog well.
