How to Hire a Professional Blogger Even If You Suck at Writing
Do you suck at writing? If so, there’s no shame in this. We all suck at something.
I’m deathly afraid of public speaking (and I suck at it). And I’ve always done stupid things I’m not proud of to avoid it.
Case in point…
Back in college, I was terrified to attend my writing class (like boogeyman terrified) because my professor would regularly call on me to read my pieces aloud.
My body shook as I made my dreaded ascent to the podium in front of the class. Voice cracking, hands shaking, I somehow survived, but it was so bad at times I did everything I could to hold back tears.
You’re going to think I’m crazy but I’d wished I was a sucky writer—no kidding. In fact, I even tried to dumb down my pieces so I wouldn’t get called on to speak. But, it never worked. Let’s just say English class was a horror.
A lot of my entrepreneur colleagues wish they were better writers and I tell them that story and you know what? They actually feel better.
Why? Because, as a business owner, you’re not going to master everything. Heck, I salute you if you even excel at three things. We all have our weaknesses but that doesn’t mean you can’t crush it in a weak area. Part of being a great entrepreneur is knowing what you’re good at and hiring for (or learning) the things you suck at (aka writing).
So if you need to hire a professional blogger who can elevate your content, help you get exposure, leads and educate your audience, but you still have to Google when to use their, they’re and their, you’re in the right place (I got you).
Now, I’m not going to lie to you...would it be easier to hire a writer if you knew how to write well? Of course it would.
But, it’s okay if you’re not. The fact is that you don’t need to be a professional writer to hire a stellar blogger for your business. In this article, I’ll walk you through some general and blogger-focused hiring tips I’ve used for the last decade to hire amazing professional bloggers.
First, we’ll go over my three job ad tricks for weeding out the bad apples and how to vet your writers. But if you’re wondering, “Where can I find writers?”, in later sections, I’ll discuss where to find professional bloggers for hire without posting a job application.
Add These 3 Things to Your Job Ad to Deter Lazy Writers And Attract Superstars
Ask Questions
When I’m hiring professional bloggers, I like to make applicants work a little. This is one way to weed out the copy-and-paste bandits who are looking to make a quick buck and who lack any passion for your project.
In your job ad, ask specific questions to see how well applicants know the industry they’ll be writing about and how immersed they are in their craft. I also like to use these questions to evaluate authenticity (we’ll talk more about this later).
Some of my favorite questions to ask are below. Choose a few for your job ad.
What trends do you foresee for XYZ Industry?
What are your favorite blogs/podcasts and why? (personal and professional)
What is one book you would recommend I read?
If you could improve one thing about your writing or workflow, what would it be?
In your opinion, what are the top three components of epic blog content?
Take a look at this blog post (share one of your posts with them). How would you improve this post? What did you like/not like about it? NOTE: This is my favorite one because it shows the applicants’ depth of knowledge and also how willing they are to be honest and upfront about their opinions. (If they start kissing up, saying that the post is the best thing they have ever read, I discard the application. This is just something that irks me). If they give me some great opinions on how to improve the post, I typically shortlist them.
Here’s a set of questions from a job ad I recently wrote for one of my clients:
Here’s the thing: you’re going to get applicants who will apply without answering the questions. But, since you made your questions part of the application process, you now have a reason to disregard these applications and whittle down the list pretty quickly.
2. Assign specific instructions
In your job ad, include a specific instruction (it can even be strange) to make sure applicants pay attention to details. Attention to detail is an important trait to look for in a high-value freelance professional blogger.
One way to do this is to ask applicants to reply to your job ad with a specific email subject line (Ex: I’m Your Next Writer).
3. BONUS points for copywriting experience
I know that “top of the funnel” blog content isn’t supposed to be promotional or sales-focused. But, some of my best bloggers possess copywriting experience and it’s something I look for when hiring a professional blogger.
Copywriters know how to weave words together to get people to take notice. They also know how to connect with a target and speak to their hearts and minds to elicit a response. Even though your blog posts won’t be 100% promotional, you still want to keep readers glued to the blog and get them more connected to your business to hopefully become a lead.
On the job ad, ask if the writer has copywriting experience. Add it as a “nice to have” skill. Now, I wouldn’t pass on them if they don’t, as many writers have the ability to connect with readers but they’ve never delved into copywriting. But, using this criteria will help you get closer to a final shortlist.
327 Writers Responded to My Job Ad, Now What? Here’s how to Shortlist the Best Professional Bloggers.
You posted your job application and hundreds of writers sent in their replies practically begging to work for you. Overwhelmed much?
Here’s what to do first...
When sifting through blogger applications, start by removing the outliers until you shortlist 3-5 applicants. Below is a checklist I want you to run through when going through your applications. Some of these are applicable to any hire while others specifically focus on hiring bloggers/writers.
Testimonials and reviews
If you’re not sure about the candidate’s writing chops, here’s one way to vet them:
A good writer will post several testimonials that speak to the quality of their work. In the job ad, ask for the writers’ LinkedIn profile and website link, common places writers showcase reviews. You can also ask shortlisted writers for references to contact.
Video and LinkedIn reviews are best as they will be more authentic than just text on the writers’ website.
LinkedIn endorsements are hard to fake. They must come from the reviewer’s personal profile.
Genuine interest/passion for the position
If you’ve hired for any position before, you’ll likely know the difference between applicants who copy and paste a template application and those who craft a genuine, personalized message. It’s no different when hiring writers.
Look, I know the writers are applying because they need money. This isn’t charity work.
But when hiring professional bloggers, that doesn’t mean I can’t look for a genuine passion for my industry and a desire to learn and grow. My best bloggers like to stay updated on the latest trends and dive into new and exciting industry content.
And the good news is that excitement is EASY to spot (and feel) on a job application, especially if you ask the right questions (we discussed this in the last section).
On the flip side, if it looks like the applicant copied and pasted a template letter, pass on it.
Here’s an example of a template application I would disregard:
Dear Madam/Sir,
I am writing today to inquire about the XYZ position. I am eager to work with you and I know my skillset will be highly valuable to you and your team. My five years of experience blogging professionally has allowed me to become an asset to whomever I work with. Please see my resume attached.
(YAWN)
This applicant could copy and paste this message on any job application. And if you asked specific questions in your job ad and the writer disregarded them by sending a form letter like this, that’s automatic strikes against them.
But, wait, this one’s even better. Here’s a recent email I got from a person who wanted to contribute to my client’s blog:
Someone tell this person to customize the template before sending it in!
You can’t make this stuff up, folks.
Grammar check
If prospective writers don’t use proper grammar in their applications, it’s a hard pass.
Not a grammar nerd? If you’re reading this article, you’re probably not a grammar god so here’s a solution: copy and paste your shortlisted applications into Grammarly.
A poorly-written application is a sign of either laziness or poor writing chops (or both).
Authenticity rules
Another reason I like to ask personal questions on my job ads is because I value authenticity when hiring a professional blogger. It’s high on my vetting list.
If applicants can’t be honest about a professional struggle or a weak area (since we all have them), they won’t be able to write authentic pieces and/or may have trouble accepting constructive criticism when edits come around.
Authenticity may not be important to you but I find that an authentic writer is worth gold in this industry. There’s a reason why my company motto is “ I make content human again.” Humanized content connects with your customers and this can only happen if you’re able to reach them emotionally.
An emotional connection requires empathy, authenticity and the ability to lay it all out on the line, much like I did in the intro when I told you one of the most embarrassing stories of my life :). We’re all human and our pain connects us.
Find a writer who can authentically connect, tap into your audience’s pain and provide solutions, and you will have a blogger who will help you attract and retain loyal customers and clients for life.
Listen to your gut (then test it out)
If you’ve been hiring for a while, you may already realize that your gut can play a valuable role in your recruiting decisions. You don’t need technical writing chops to engender a gut response for each applicant. If an application jumps out at you for some reason, shortlist it.
When you’re down to the final 3-5 candidates, ask each to write a paid test piece so you can get an idea of how they would approach a topic you’d publish on your blog.
The Test Piece
I recommend giving each candidate the same topic so you can compare them (apples to apples). But if you have a limited budget, consider giving each a topic you want to publish on your blog. This way, you can publish the pieces if they pass muster.
PRO Tip: Look for writers who think outside the box and can come up with unique topics/angles that aren’t already plastered all over the web (5 content marketing trends for 2020? BORING). To test a blogger’s creativity, ask them to brainstorm a few topics they want to write about for their test piece.
How to Vet Your Applicants’ Test Piece And Choose the Best One
You don’t need to be a Pulitzer Prize winner to know when you’re reading an amazing piece of content. The most important criteria is that the content speaks to your audience and connects...which brings me back to my previous point...
Look for Authenticity
Bloggers who know how to tug on their audience’s heartstrings and speak from an authentic place are highly valuable. You don’t need to be a world-class writer to spot this kind of content in the test pieces.
Here’s a 7-step checklist to figure this out:
Do you feel something when you read their pieces? I’m not talking about first-date butterflies. I am referring to any kind of emotion, just something. Great writing has to evoke a response, even if it is an “aha” moment or a “Gee, this person really gets me.”
Did the content “jump off the page” at any point? Do you still remember a sentence two hours later? We’re going for impact here.
Did you stop reading after the first few paragraphs? If so, it didn’t capture your attention. If you’re bored, pass. Look, I know you may not feel doodads up and down your spine when reading an article about “how to get an ROI from your content marketing campaigns.” But the point is that exceptional bloggers know how to captivate an audience.
Do you think your target audience will get a lot of value from the piece? You know your audience better than anyone. Does the content answer their burning questions?
Is the content transparent? I mean, does the writer offer her personal expertise instead of just re-hashing what you can already find on the web with a simple Google search? You know your industry and a professional blogger should know it too. Specialized bloggers are highly valuable because they can write from personal experience and speak the language of the people you serve.
Is it actionable? Great blogs teach readers not only what to do but also HOW to do it. Look for actionable advice, takeaways and examples. As an example, at the beginning of this section, I could have told you to look for authentic content and then stopped there. But how would that help you if you don’t know how to actually do this? That's why I expanded with this bullet list so you have something actionable to run away with.
Storytelling and passion - Lastly, I look for someone who is comfortable telling stories and has a passion for the industry. You can’t fake real passion. If your bloggers can’t get excited about the content they’re writing, your audience won't get excited about it either. This is why it’s important to work with writers who are specialists since they will likely be passionate about their specialty since they chose it. Trust me, it’s mind-numbing to write about a topic day in and day out unless you have a special interest in it.
Ask your audience
This one is going to sound a little strange but just bear with me for a second. You’re blogging for your audience, right? I mean these are the people who will be reading your content. So why not ask them which test piece they like best?
Am I saying to post all of your paid test pieces in your Facebook group and let everyone comment? No, not at all. In fact, that isn’t a good idea.
But, what you can do is ask your audience if anyone wants to help you vet some bloggers. Gather a group of 4-6 people and offer them a free product or a valuable incentive to help you. Then, ask each privately to tell you which piece they liked best and why. Create a Google survey form page and ask them a few questions about the pieces and which ones they liked best.
Here’s some information you may want to know from your reviewers:
You’re looking for emotional responses to the content. Which one will they remember more? Which one did they want to stop reading? Were they bored?
Ask them to highlight their best moments/words/sentences from the blog (if they have them).
Did the content live up to the promise of the headline? Did you leave the piece with unanswered questions that you don't know where to find the answer? Did you get actionable advice you can apply right away?
Don’t Want to Post a Job Ad? Here’s Where to Find Professional Bloggers and Writers
Sifting through hundreds of job applications, emailing and vetting bloggers is tedious and time-consuming. If there is any chance at all you can hire a professional blogger without posting a job ad, this is the way to go, especially if you’re not a writer yourself.
Here are some tips:
Referrals
I can’t tell you how many times I’ve been connected to an amazing writer simply because of a referral from someone I trust. The best part? I get to avoid the tedious job application process.
Exhaust your personal and professional network and ask around for any leads on professional bloggers.
Some places I like to ask for referrals:
Facebook groups (I belong to several entrepreneurial groups on Facebook.)
LinkedIn groups (Disclaimer: I find most LinkedIn groups are spammy)
LinkedIn network (Post on your LinkedIn profile and use proper hashtags #writingjob #writingjobs #nowhiring)
Personal colleagues
Writers I’m already working with (this one was by far my greatest source of referrals before I amassed my writer network). Writers have tight networks and the good ones know more of the good ones. If you know one or two great professional bloggers but you need to find more, ask them for referrals.
Search LinkedIn
This is one of my favorite methods and it’s so easy to do. All I do is type into LinkedIn the exact writer I’m looking for and start reviewing.
If a profile looks promising, visit the writer’s website and review their samples. Use the 7-step authenticity criteria I posted above as you’re reviewing.
Writer Networks
You will find multiple articles on the web offering 50+ places to find professional writers. BEWARE! If you want to find a writer who will be with you for the long-term and put their heart and soul into your content, avoid the bargain-priced writers and bidding sites (freelancer and Upwork). While you can spot a good writer on Upwork once in a while, you also have to sift through thousands of sub-par writers to find them. Use freelance marketplaces that personally vet their writers. Here is my list:
Ask for Help (Even If You’re a Perfectionist)
If you’re not a writer, it’s okay to stay in your lane and hire someone who can help you get your content on track and moving along. If you have the budget to hire a content manager, do it. This person can help you hire the best professional bloggers, create editorial calendars, style guidelines, and necessary documentation. They may also be able to help you with strategy and direction.
Clients hire me because I already have a vetted writer network and they don’t have to do any of the heavy lifting.
Low-budget option
If you don’t have the budget to add a content manager to the team, consult with one temporarily to help you make a few key writer hires. A good manager will know exactly where to look to find the best writers.
Another option is to consult with an editor to help you vet your test pieces and evaluate the writers’ technical writing chops.
You suck. I suck. We all suck.
Don’t let your crappy writing stop you from hiring a professional blogger. We’ve all got things we aren’t proud of. That’s why we need each other.
Trust me, you can do this. Let’s recap what we talked about:
To supercharge your job ads:
Ask questions and assign specific instructions. Use these as vetting tools to weed out lazy applicants.
Look for copywriting chops
Your inbox is full of applicants, how do you vet them?
Look for authentic client reviews
Look for a genuine interest and passion in the project (say no to job application templates)
Grammar check (Use Grammarly)
Is authenticity present? (A must!)
Listen to your gut
Test out your gut
You shortlisted applicants and gave them a test piece. It’s time to choose the best one. Here’s how:
Look for authenticity (Use my 7-step checklist)
Ask your audience
“Okay, I’m not into the whole job ad thing. How can I find writers?”
Referrals
Ask for help (content managers and/or editors)
Search LinkedIn
High-quality freelance marketplaces (CloudPeeps, nDash, Contently)
It’s not so bad once you get into it. But, if all else fails, use your gut. It can be the best vetting tool there is. Good luck!
Have any questions? I’m all ears!