How to find great writers (and other content marketing struggles)

Marketers are spoiled for choice when it comes to great sources of content. 

We now have more tools (hello, ChatGPT!) and job boards than ever, making it even easier to find writers and create content.

But abundance comes with a downside: a race to the bottom, where speed and cost often take priority over quality.

If you’re aiming for great (not just “good”) content, some sources are better than others. 

This guide breaks down where to find top-tier writers and how to build a content process that doesn’t sacrifice quality for speed.

Struggle 1: What qualifies as a ‘great’ content writer?

Qualifying a good writer can feel a lot like qualifying a new love interest. They look good on paper and make a good first impression, but how do you really know they’re “the one”?

The hard truth is that, just like with a love interest, you’ll have to spend time getting to know your writer before you really get an answer. But that doesn’t mean you have to go in blind. 

Follow the non-negotiables below to increase your odds of finding a good fit without wasting time

Evaluate the fundamentals

Does this writer understand basic grammar, spelling, clarity, and structure? You don’t need a formal test to spot this – just take a look at their portfolio and content examples.

Also, a few email exchanges during the hiring process can be enough to gauge how confidently they communicate and how well they handle the written word.  

Make sure they know how to write for people, not bots

Strong content writers understand a key truth.

Search engines reward content written for people, not formulas. If you’re looking for SEO expertise, review writers’ samples with this in mind.

Be cautious of pieces overloaded with keywords or awkward phrasing that hurts readability.

As you read, ask yourself, “If I were the target audience, would this feel useful, engaging, and easy to consume?”

If the answer is no, chances are search engines won’t love it, either.

Choose effective copywriters

If you want to doubly ensure that you’re going to get a great return on your investment, prioritize writers who understand SEO copywriting, not just SEO tactics. 

Driving traffic is only half the equation. Writers with copywriting skills know how to guide readers toward action, whether that’s signing up, clicking through, or making a purchase. 

Assess how easily understandable their work is

Checking their content for readability is crucial. Run the writer’s work samples through a readability scoring app like HemingwayApp.com.

Sometimes an article will look great on the surface, but you’ll find that it carries a low readability score. This means the way it’s written lacks clarity and is difficult to consume.

Find writers that adapt to the audience 

Your writer must understand the intersection between your audience and your niche. It isn’t enough to know the product or the demographic in isolation.

Great writers grasp how your audience thinks, what frustrates them, what holds them back, and what ultimately motivates them to act. 

The simplest way to uncover this? Ask for relevant, niche-specific samples and pay close attention to how they demonstrate that understanding.

Dig deeper: How SEO can collaborate with content teams

Struggle 2: Where can I find great content writers?

Speaking objectively, you can find “good” writers anywhere.

But there’s definitely a difference between shopping around on Fiverr versus other higher-quality avenues that offer you better screening opportunities.

Blogging sites

One of the best ways to vet an SEO content writer is to find them on blogging sites where they post long-form content.

Platforms like Medium, Substack, and even LinkedIn (look at the posted articles) let you see how writers think, write, and communicate in real time, not just in polished portfolio pieces.

Google and other search engines

Another often-overlooked place to find high-quality writers is Google itself. Writers who invest in their own websites are effectively practicing what they preach. 

Ranking their own content, maintaining a consistent publishing schedule, and building a personal brand all demonstrate a working understanding of SEO and content marketing.

LinkedIn and Facebook groups

Great writers can also be found in groups on LinkedIn or Facebook. Find writer or freelancer groups and spend time observing the conversations. 

You’ll notice writers posting in quality groups to share their thoughts and examples of their work. You can also see how they interact with other users and prospective clients.

Peer recommendations

Don’t hesitate to ask for recommendations in the writer groups you come across. Strong writers are often well known within their communities, and peers are usually quick to point you toward people who consistently deliver real value.

Consider asking other business owners for recommendations as well. Tapping into your peer group can surface writers who have proven themselves in real-world projects. High-quality writers tend to earn repeat business, making referrals one of the most reliable vetting tools available.

Dig deeper: How to build an effective content strategy for 2026

Struggle 3: Do I need an ‘SOP’ for my writers?

Yes, you’re probably going to pick an experienced writer who’s also catering to multiple clients while simultaneously working with you. 

Each client they work with has different preferences and concerns, from the style of writing, how the work should be submitted, and so on. 

Standard operating procedures (SOPs) help minimize the guesswork for your writer and potential headaches for you.

The truth is, most business owners aren’t struggling to find quality writers – they’re struggling to keep them. 

Without clear direction, writers have to guess how you want things done, and that generally causes confusion and room for error. With more direction and outlines like an SOP, everyone stays happy.

Writing SOPs may seem like a time-intensive step, but the good news is that once they’re done, they save you hundreds of hours on the backend.

If you want to take it off your plate, consult an operations specialist who can assist. It’ll increase your return on investment (ROI), help eliminate stress, and keep good writers happy and in your employ.

Dig deeper: How to document your content strategy

---

Struggle 4: How much should I pay for content?

Low-cost content can be tempting, especially when turnaround times are fast and promises are big.

But the real question isn’t the hourly rate, it’s how much time and effort you’ll spend fixing, revising, or rewriting the work afterward.

Do you have editors available to help, or are you setting yourself up to spend just as much time editing a piece as you would have spent writing it yourself?

The allure of inexpensive writers is high, but unless you have the time and patience to train them, it’s probably not a smart investment.

In 2026, expect to spend at least $0.20 per word for great content. That said, prices can vary widely based on a writer’s experience and accolades.

Some of the best writers in the world charge thousands of dollars for a single web page – it just depends on their skills (and the ROI you’re aiming for).

Paying more for experienced writers buys you clarity, expertise, and content that requires far less oversight. The goal isn’t just to “spend more,” but to spend wisely on writing that actually converts.

Dig deeper: Mastering content quality: The ultimate guide

Struggle 5: Should I use freelance writers or build a team?

The decision between freelance writers and an in-house team depends on your goals, budget, and stage of growth.

Freelance writers offer flexibility. They’re ideal if you want to scale content production up or down, or don’t yet have the resources to support full-time hires. 

Experienced freelancers can plug into your existing workflow, making them a strong option for lean or growing brands.

An in-house team provides consistency, reliability, and deep brand knowledge. Full-time writers have the time to learn your brand voice, products, and audience in great detail. 

This can be valuable for businesses that produce a lot of content or work in complex niches. The tradeoff, of course, is higher overhead, longer hiring timelines, and more responsibility.

For many businesses, the best solution is a hybrid model: a small internal team that owns editorial standards, supported by freelance writers who help scale production. 

Ultimately, it’s all about building a content system that aligns with your resources and fits your business’s stage.

Dig deeper: 5 SEO content pitfalls that could be hurting your traffic

Struggle 6: Is ‘great content’ worth the investment?

Optimized content is like anything else – you get out of it what you put into it.

If you hire top-quality writers, you’re going to get top-quality content, which in turn will help drive traffic and better rankings for your site.

So yes, it’s worth the investment in high-quality content because the benefits compound over time.

A well-researched, well-written piece can attract qualified visitors for months (or even years) after it’s published. It can also build trust with your audience, leading to even more sales over time. 

Great content also supports the entire customer journey. It answers questions, addresses objections, and positions your brand as credible long before a prospect actually decides to buy.

A great writer helps you bring in the right traffic. And that’s worth every penny.

Great writers come from clear standards, not lucky hires

Finding great content writers is less about discovering a hidden talent pool and more about setting clear standards.

When you know what quality looks like, where to look and how to support writers once they’re hired, the process becomes far more predictable – and far less frustrating.

The most successful content programs treat writing as a long-term investment, not a one-off transaction.

By pairing strong writers with clear expectations, fair compensation and repeatable processes, brands can build content engines that consistently deliver value over time.