If you’re reading this blog, chances are that you are currently looking to hire a custom writing service or copywriting company to help you with your content strategy (or at some point you have and just like the tips I put out there – either way works for us). There are various schools of thought about hiring people sight unseen and putting them in charge of how the public views your business.
I personally know how that feels because that’s precisely what I do. I have a dedicated staff of writing professionals who work for me, but I also work extensively with freelancers. The reason for that is simple: There are great writers everywhere, and I don’t want to feel confined to searching the greater Las Vegas area. I know that there are great copywriters out there who can really help put a good name to my business.
With that in mind, I’m going to tell you how I select my freelancers and how I manage to find good ones.
Just so we’re clear: I’m speaking predominantly of freelance copywriters, although these rules apply well to all other areas of content creation, too.
1. Assemble a Good Network
If you have colleagues you trust working in the same niche, you can always ask around and see who’s working with whom. Quite often, the freelancer that’s referred by someone you trust is going to be the one who fits perfectly and understands your product or service the best. It will only take a little tweaking to get that person familiar with your brand, and then you’re off and running.
If you’re going at this completely on your own, it’s a good idea to cover as many bases as possible when searching for freelancers. Sites like Elance, WriterAccess, Contently, and Craigslist can put you in front of a number of talented freelancers. I suggest putting out feelers across all these networks while trying to build your own, especially if your team is going to be made up predominantly of freelancing professionals.
2. Hire People Who Understand the Language and Culture of Your Audience
The reason for this should be obvious. You may find a writer who can deliver flawless copy in Hindi, but that almost never translates to good English. If your primary audience is in Delhi, then that person might be a good fit, but if they’re in the U.S., probably not so much. Even if your writer is fluent in English, there are always barriers. The copy will always seem somewhat forced and a little inorganic. The same goes for visual media and other types of content.
That’s not to say that nonnative writers don’t have any talent, but it can be difficult getting them to understand concepts well enough from the perspective of the reader to communicate them adequately. Everything from dating and relationships to social and professional habits vary greatly across cultures. You want your freelancer to understand not only the language, but the audience as well.
3. Be Prepared to Pay for Quality
Yes, you can go on Fiverr and find someone to crank out a 500-word article dirt cheap, but what happens when the quality isn’t there? What happens when you have to pay an editor to practically rewrite the content or hire another copywriter to clean up the mess?
Yes, there are some excellent copywriters on Fiverr, but it can be difficult or even impossible to gauge whether or not the one you’re choosing has the skills necessary to get the job done right. You are far better off dealing with established freelancers with proven reputations in their respective networks.
Bear in mind that high-paying jobs will attract a huge number of bids. This is where ratings and feedback become important. A 4.0 rating on Elance is not necessarily worse than a 5.0. Read what past clients have to say about the candidate. Sometimes people deduct points for nitpicky reasons that have nothing to do with the freelancer’s ability to do the job well. Watch for red flags, but don’t skip a proposal strictly because of a low-ish rating.
4. Request and Review Samples
If you operate within a certain niche, choose freelancers who have an understanding of that niche and, preferably, have worked within it before. Review several samples and take note of elements of style (in other words, make sure the same person wrote everything you’re reading to the best of your ability).
If you have an article with a loose deadline, you might also offer to have a freelancer write you a paid sample. If it’s awful, you can always have it rewritten; if it’s great, you’ve found yourself a freelancer.
5. Set up a Meeting
Set up a conference via phone or Skype and iron out the expectations of the job in real time. Treat it like an interview, and make sure all relevant questions have been asked on both sides of the table. If you have any inkling that this might not be a good fit, keep looking. There is no shortage of candidates out there.
6. Monitor for Quality over Time
Does the freelancer hand in work on time? Does he or she follow your style guidelines? How much editing are you doing, and how many revisions do you need to request? All of these things will determine if that person is going to make money for your business or if he or she will prove to be a burden over time…
…and just a note about deadlines: Any freelancer who is able to meet them consistently is likely going to be a good long-term match. In my experience, this is the single most important test, and I’ve found that with adherence to deadlines comes superior quality almost without exception.