Content writers know the importance of trying to get inside readers’ heads to tap into what matters to them most, but that penchant for empathy doesn’t always extend to those other people we’re doing our writing for. We can’t read the minds of the people who are hiring us, but the simple solution to that is a willingness to ask.
With content marketing one of the fastest growing and most lucrative industries for professional writers to work in today, many of us are increasingly likely to find ourselves answering to people with the newly familiar title of “content strategist.” In the interest of tapping into what’s going on the heads of these content strategists (without trying to read minds), I’ve asked a few of them just what they value most in a content writer.
Here’s what they had to say:
9 Expert Opinions on What Makes a Great Content Writer
1) “I appreciate writers who have a clear understanding of their skills, strengths, and things they’re not as good at.
I love when writers ask smart questions upfront and ‘group’ their questions when they have to ask during the project. It’s so much easier to field than one email after another.
The most organized writers anticipate an editor or content strategist’s needs. They proactively research organic search terms, they craft concise pitches and cite expected sources, and they reach out on a regular basis (once a quarter is ideal) to see what they can help with.”
Content Strategist, BancVue
2) “I most appreciate content writing that reminds me of my academic roots in creative writing and analysis. I am looking for a voice that pops off the page — an intellectual heft, an analytical rigor, and the kind of word choices that will stick with me long after I’ve left work for the day. It’s all possible in the content world, but only when writers, editors, and content developers lead the way.”
Content Strategist and Copywriter, Just Start Storytelling
3) “Adaptation. This is really broad and can apply to many different situations. Whether it’s taking feedback and adapting content accordingly, seeing a blog post fall flat and adapting the headline/tone/format the next time around, or taking something that’s complex and technical and adapting it for a more general audience — the ability to mold and shape content is absolutely necessary.
Curiosity. Ask questions! When I work with content writers who ask a lot of questions, the end product is usually a better, more performant piece of content. Writers should be asking “who is the target audience?,” “at what point in the buying cycle will someone be exposed to this piece of content?,” “how much should I assume they know about this topic?,” “how will the target audience benefit from reading this piece of content?,” “what is the intended call to action after reading this?”
Content Strategist, Fastly
4) “One quality I find indispensable in a writer is curiosity. The best writers are incurably enthusiastic and want to learn as much as possible about the subject of their writing. I’d rather read a curious neophyte writing about a technical topic than a complacent expert! Curious writers unearth interesting facts and make insightful connections. And their energy is infectious.”
Content Strategist, Razorfish
5) “Coming from the magazine world and into content development, the most important things for me are the age-old elements. Know your audience and know the voice of the site. Certainly, great writing is great writing but if that writing fails to take into account the brand persona and audience, then you’ve just lost an opportunity to connect and convert.”
Account Supervisor, Pierpont Communications
6) “The quality we most appreciate in the content writers we work with is their willingness to learn. We want to develop long-term relationships with the writers who develop content for our clients which means we play a very collaborative role in creation. Being willing to learn all there is to know about the client and their business, accept feedback, and then of course apply what has been learned to future content is a huge benefit to everyone in the relationship.”
CEO, Mack Web
7) “For me it’s a little bit of a two-pronged approach and trying to find a balance between them.
I used to value writers who excelled at audience engagement – creativity and passion and being able to really get inside the mind of the persona – even if their process was chaotic.
But as we move to a more structured approach to content, I’m really finding that I value content writers that can also organize their thoughts clearly, deliver outlines in advance of drafts, who know how to research and footnote material. It’s no longer just about engagement – the structure and process are critical as well.
Principal/VP of Content Strategy, Sitegoals
8) “When I hire writers – I do so because I want to bring their view of the world to an issue that I or my client is trying to communicate. Alignment and agreement is important – but so is (in many cases) disagreement and (in almost all cases) a unique perspective.
So many times writers want to ‘write what they think the client wants’ instead of bringing their unique talents and point of view to the table. Certainly there’s a place for writing in a different voice (e.g. ghost writing) and trying to match tone and perspective. But, most of the time what I appreciate and value about a content writer is that they have the ability to tell a story in a unique and differentiated way.”
Chief Strategist, Content Marketing Institute
9) “Given the space I work in: the ability to clearly communicate fresh ideas.
I’m all for pretty prose, but in content marketing it’s all about educating customers; this places priority on clarity over articulacy, and demands an ability to argue unique perspectives. In other words, I mostly value a writer’s ability to think clearly and then put those thoughts to page over their ability to ‘write well.’ Perhaps they are one and the same, though. :)”
Content Strategist, Help Scout
Edit: Bonus Tip!
One strategist got back to me after the post went up, but I didn’t want to deprive anyone of her great advice.
“I need people who are super curious and constantly educating themselves about all the different areas of content strategy, particularly UX and metadata basics. Great writing only goes so far! :)”
Content Strategist, Brain Traffic
One thing that quickly becomes clear through these answers is that not every content strategist has the same priorities when it comes to finding a great content writer, which goes to show that much of being good at your work is finding the employer or client that’s a great fit for you.
There are a few key themes we see emerge though:
– A good writer has got to be a great researcher and that’s a skill that usually comes from having a driving curiosity to learn new things. The best writers
that process of digging up new information on a topic and becoming a mini-expert in every little thing their readers want to know about.
– Good writing is not formulaic, it brings something unique to the table to help keep the reader interested. While that curiosity-driven research takes care of the background work, creativity is what makes for greater skill in the writing process itself. Choosing the best possible words, finding the right voice, bringing some humor into a piece – these are some of the kinds of creative skills that really set content writers apart.
So there you have it, the things content strategists care about the most when it comes to the work you do for them aren’t those nitty gritty values like meeting deadlines or crafting the right headlines (although I’m sure they’d all be quick to say those matter too). It’s more about the most basic personality traits that drove many of us to become writers in the first place: the desire to continually learn new things and stretch our creativity muscle.