Hiring a B2B Copywriter To Develop Better Content

What you should include in your brief to ensure you get the best results

If you are developing B2B marketing content, one effective approach is to hire a freelance copywriter to create white-papers, 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:

The content development process is hard work for everyone. Reduce its uncertainty by setting clear expectations with a written content development brief. The more specific you can be in the brief, the more likely you will be happy with the content that is developed. Click here to download a basic brief template that includes:

  • Name & docket
  • Client contact
  • Your value proposition
  • Main objective
  • Audience
  • Topic
  • Format
  • Sources/subject matter expert
  • Tone of voice/writing style
  • Calls to action and embedded links
  • Focus keywords
  • Related content
  • Graphic design
  • Critical path

Understand the copywriter’s content development process

Every writer uses a development process, which can include: custom research, subject matter expert interview, outline development, drafts, and approvals. Ask them to outline their process and explain how they can deliver the content you want. Focus on how they will interview your subject matter experts and research your topic. You are hiring them to create your content, not to recreate content they have written in the past. Better marketing content will take interview and research skills, as well as great writing skills.

Ask to see their portfolio

Review their portfolio and look at their general format and tone, and check for samples that match the style you are looking for. While many writers have mastered different styles, you want to ensure you will get a style that matches your brief. Ask them to describe the tone of voice and process used to develop the pieces that best match your desired content. Unless you need them to rely on their own subject matter expertise, which is rarely a good idea, related industry experience matters a lot less than the right tone of voice, great writing, and excellent research skills.

Ask for client references

Ask to speak with clients that commissioned work in the writer’s portfolio, especially those 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 of project you are doing, not just their standard client list.

Next steps:

Creating engaging content for your customers is a difficult task. To learn how Brainrider can develop content that will help you reach your goals, request a proposal now.