What is a content writer, and how do you find a good one?

I’m often asked what I do for a living. When I tell people I’m a professional writer and editor, the response is sometimes a little confused. After all, everyone can write, can’t they?

And technically, that’s true. Most of us spend a good part of our working day writing emails, reports, presentations and social media posts. So what exactly does a professional content writer bring to the table?

The answer is quite a lot more than the ability to string a few sentences together.

What does a content writer actually do?

At its simplest, a content writer creates written material for businesses and organisations. This might include website content, blog posts, articles, white papers, research reports, case studies, newsletters or social media content.

But good content writing involves much more than putting words on a page. It combines strategy, research, storytelling and editorial judgement to help businesses communicate their expertise in a way that resonates with their audience.

A content writer needs to understand what the business is trying to achieve, who it’s trying to reach and what those people might find interesting. They need to be able to research a subject, assess the reliability of sources and identify useful evidence to support the story.

They also need to know how to get information out of people. In my experience, some of the best material comes from conversations with experts who don’t necessarily realise how interesting their knowledge is. A good interview can uncover insights and perspectives that would never have appeared in the original brief.

And then there’s the writing itself. Organising information into a logical structure, finding the right tone of voice and making complex ideas accessible without oversimplifying them. Not to mention the editing, which is often as much about knowing what to leave out as what to put in.

What’s the difference between a content writer and a copywriter?

If you’ve spent any time looking for a professional writer, you’ve probably come across both terms.

Traditionally, content writing focuses on informing, educating or engaging an audience, while copywriting is more directly persuasive, encouraging someone to take an action.

But in practice, the boundaries aren’t always clear.

I’ve spent most of my career writing articles and longer-form content, yet I’ve also written plenty of advertising copy, particularly for clients who want someone familiar with their business to adapt material for different channels.

And I’ve learnt something over the years: most clients aren’t particularly interested in what writers call themselves. They just want someone who can do the job.

Rather than getting too caught up in job titles, I think it’s far more productive to focus working out on the type of work you need done and assessing whether the writer has the skills required to deliver it.

How to find a content writer

So, you’ve decided to get some professional help with your content. Where do you start?

There are plenty of content writers out there, but finding the right one involves more than checking whether they can write a grammatically correct sentence.

Look for relevant experience. Not all writing is the same. Some writers are better at short, punchy advertising copy and others might love developing a detailed, research-led white paper. Look at their portfolio and ask them whether they’ve produced similar work before. They don’t necessarily need experience in your exact industry, but they should understand the type of content you’re after.

Ask about their process. Do they start by asking questions about your audience and objectives? Are they interested in understanding your business? A writer who can help develop and challenge your brief may bring considerably more to the table than someone who simply follows instructions.

Consider their research and interviewing skills. This is particularly important if you’re producing thought leadership or technical content. A skilled writer should be able to interview subject matter experts and find really good research to support their arguments.

Look for editorial judgement. A good writer should be able to identify a compelling story. That means looking at a draft or an idea and seeing what’s missing, what’s unnecessary and what deserves more attention. Sometimes that means suggesting a different angle, questioning a claim or recommending additional research or interviews.

Make sure they’re someone you can work with. Content writing is often collaborative, involving interviews, feedback and input from multiple stakeholders. Like any aspect of business, they all have different working styles, so make sure yours are aligned.

Ultimately, finding a good content writer isn’t just about finding someone who writes well. Look for someone who can bring fresh ideas, ask the right questions and help you tell stories that your audience actually wants to read.

Looking for a content writer?

I’m a Sydney-based professional writer and editor specialising in articles, white papers, research reports and other long-form content. I work with businesses and organisations to uncover their expertise and turn complex ideas into engaging, credible content.

If you’re looking for someone to help develop your next piece of content, get in touch.