6 Steps to Find and Vet Content Creators for Your Next Campaign

In today’s world, a diverse content catalog that’s helpful and informative isn’t just a “nice to have.” This content collection, rich in useful and educational materials, is not merely an optional asset; it’s a critical component in your strategy for search engine optimization (SEO) and improving visibility.  After all, content doesn’t just sell your products; it tells your brand’s story in a way that transforms curious onlookers into devoted, happy customers.

However, consistently producing a stream of top-tier content that keeps you competitive requires more than just individual effort; it demands a team effort. A well-vetted team of qualified freelancers can help you fill in the gaps, but choosing the right people is crucial. 

In this comprehensive guide, we’ll cover everything you need to know about finding, evaluating, and selecting the right freelance content creators for your brand and business goals. We’ll touch on how to determine what type of creator you need, where to find them, and how to integrate them into your content production strategy. We also have a few pointers for maintaining fantastic ongoing relationships with the right freelancers.

Step 1: Why Do You Need a Content Creator?

Hiring professional writers, graphic designers, video makers, etc., to assist with your digital marketing strategy helps supply your blog, social media feeds, and email campaigns with plenty of high-quality ongoing content. These experts also leverage their skills and experience to help you connect with your target audience, optimize content for better search rankings, develop your unique brand voice, and boost conversion rates.

Assembling a diverse team of content creators also supports in-house teams by bringing added variety to the table, as each creator will have their uniquely authentic take on assigned content. Consumers connect best with other humans who know what to say to make those connections count, so the right creators can be a crucial part of building a highly engaged community around your brand. 

Step 2: How Do I Find the Right Creator?

The world of content creation is vast and varied these days, ranging from standard SEO article writing and copywriting to video making, social media content creation, podcasting, and infographic creation. There are even professional creators out there who specialize strictly in content for key platforms like LinkedIn or TikTok. 

Finding the right person for your brand and content strategy means finding someone whose professional passion, expertise, and working style align with your content needs and brand goals. It’s the key to building lasting relationships with professionals who know and care about your brand like it’s their own. Some key types of content creators to consider when assessing your options include the following:

• Bloggers develop content specifically for branded, corporate, or personal blogs. Many are proficient at writing in series, as well as helping blogs flow seamlessly from post to post.
• SEO content creators know the ins and outs of search engine optimization and keep up with industry-specific events, such as Google algorithm changes, to create high-ranking content that connects with audiences.
• Copywriters create content with the ultimate goal of promoting a product, service, organization, or brand. A good copywriter is an expert at getting through to audiences and articulating specific messaging.
• Product description writers are all about developing concise but compelling text to accompany e-commerce products and help target audiences discover those products. A good product description writer is highly proficient in concepts like SEO, branding, best formatting practices, etc.
• Technical writers specialize in creating documents, guides, and other texts meant to clarify complex concepts, help orient customers who are new to products, etc. Many professional technical writers have noted areas of expertise or specific industries they cater to.
• Social media content creators tackle content designed specifically for social media (tweets, Instagram reels, etc.). Some may specialize in certain platforms or content types, while others may be catch-all creators proficient in many media types and approaches. 
• LinkedIn content writers are social media content experts who specialize in creating business-facing content specifically for LinkedIn, including on-platform articles, status updates, and carousel text.
• Subject matter experts are highly specialized writers and creators who work within dedicated industries or niches. A given subject matter expert may also have a formal education or real-world work experience related to their chosen subject of expertise. 
• Graphic designers handle original visuals meant to accompany other types of content or stand independently (infographics, charts, illustrations, etc.) Some may also design logos, web graphics, and other key types of visual assets.
• Video creators can help you create dynamic original video content, adapt existing content for platforms like YouTube and TikTok, create video content for e-courses, and more.
• Content editors specialize in polishing finished content for flow, brand alignment, voice, etc.

The type of content creator you need for your strategy depends entirely on your business goals, the kind of content you create, what your audience prefers, and which marketing channels you utilize. It’s not uncommon for one brand to have an entire team of creators at its disposal to cover a variety of needs. 

You can get a solid read on what your brand’scurrent needs might be by asking yourself questions like the following:

1. What content types already work well for my brand and resonate with my audience?
2. What are my goals for my next content campaign? Am I looking to increase conversions, build a community, raise brand awareness, or something else entirely?
3. What skills and specialized experience would my ideal content creator have?
4. What’s my current budget when it comes to outsourcing my content needs?
5. Am I looking for a seasoned specialist or a creator capable of wearing multiple hats?
6. Am I looking to build a long-term relationship with the creator I choose? What working style and personality traits would best fit me and my existing team?
7. Do I need my content creator to be available for events like company meetings or regular Zoom calls?
8. What is the scope of the project I’m hiring for? Is just one creator enough, or would I be better off building a team of qualified freelancers?

Step 3: How to Find Content Creators

Deciding you’re officially ready to hire one or more professional content creators to help you with your marketing efforts is one thing, but meeting the right people is another challenge entirely. Let’s take a closer look at the best places, methods, and practices for finding the perfect matches for your brand.

Use professional freelance platforms

Large freelance marketplaces like Upwork, Fiverr, and others can be fantastic places to connect with a wide range of freelance content creators from all over the world. Many working freelancers maintain active profiles on such platforms and regularly use them to meet new clients and find work. 

The platforms are also user-friendly. You simply describe what you’re looking for in your project description, post it, and wait for the responses to roll in. But what are the best platforms to hire content creators? The following freelance networks for hiring are some key examples to know and explore:

• Upwork: Upwork is one of the largest freelance marketplaces on the web for connecting with both individual freelancers and large-scale agencies. You can also connect with a wide range of talents, including copywriters, videographers, graphic designers, and editors.
• Fiverr: Fiverr is another solid platform for meeting a range of freelancers and obtaining services for affordable rates, especially if you’re open to hiring people who are newer to the industry. Many freelancers dip their toes into the industry for the first time here.
• Guru: Guru is an excellent solution to keep in your back pocket if you like the general concept of Upwork but want access to a different pool of talent for affordable fees that won’t break the bank.
• Freelancer.com: Freelancer.com is another massive global freelance marketplace where you can connect with people capable of filling nearly any job you can imagine. 

Many brands and businesses also have decent luck leveraging ad listing platforms like Craigslist to connect with freelance content creators, including nearby talent, to fulfill local needs.

Pros:  The benefits of connecting with content creators via freelance platforms like the above include flexibility, affordable varied content services, and incredible access to a national or global talent pool. In some cases, options may be pre-vetted for you to ensure quality.

Cons: Project fees attached to some platforms may be hefty and can quickly eat into your marketing budget. Quality can be an issue in cases where the platform doesn’t pre-vet or test freelancers. You may also have more trouble finding reliable people who are truly committed to content creation as a serious profession.

Despite these challenges, content platforms can be absolute godsends when it comes to fleshing out your content production process and filling in talent gaps. Many companies swear by this method for meeting incredible talent. For example, Upwork boasts numerous success stories from customers who’ve used the platform to fill ongoing content needs, including top SaaS company Chargebee and real estate brand Lighthouse.

Community engagement and referrals

Word of mouth and referrals aren’t just terrific ways to connect with incredibly talented professionals offline; they are equally powerful online. Engaging with members of various online communities or asking peers for recommendations can lead you to some of the most talented professionals in the field. Word gets around when it comes to freelancers who are worth their weight in gold, so it’s worth keeping your eyes and ears open, as well as staying active in online circles where companies rely on freelance talent to fill ongoing needs. 

Pros: A seal of approval from someone you know or from another top company in your industry is the best insurance policy when it comes to quality assurance. Hearing about superstar content creators this way can also make you aware of worthwhile professionals who may not be actively checking job boards or advertising their services.

Cons: This method doesn’t offer a built-in way to review resumes or portfolios to ensure the content creator’s experience matches what you’re looking for. It’s crucial to conduct your due diligence by reviewing their work samples and checking references independently. 

LinkedIn exemplifies an ideal professional community where companies and businesses of all types and sizes repeatedly find success connecting with and hiring the right talent. Examples include the likes of Cisco Canada, Nationwide, Lime, and GlobalLogic. 

Content agencies to streamline hiring

If you like the idea of hiring a content creator from an existing talent pool (like the ones on Upwork or Fiverr) but find the idea of singlehandedly sifting through an entire sea of freelancers daunting, content agencies offer a more structured approach to securing content creation talent. Content agencies can simplify the hiring process by:

• Pre-vetting talent options for you to ensure they’re qualified and reliable
• Providing easy, ongoing access to a large pool of different talents and content options
• Ensuring content output and performance meet high-quality standards
• Serving as a mediator in the event of a dispute

Many top content agencies also offer flexible, scalable services to better serve changing content needs or growing companies. Examples of such agencies include WriterAccess, Express Writers, BKA Content, and Crowd Content.

Case study

Background

Living Spaces, an e-commerce furniture retailer, is just one example of a company that successfully partnered with Crowd Content to help meet a rising demand for high-quality SEO content, including professional-level product descriptions. 

Challenge

The company has a two-fold problem. Living Spaces already had one in-house writer. However, that writer could not keep up with demand on their own. The company also attempted to bridge the gap with a different content solution before coming to Crowd Content. However, that solution wasn’t cost-effective and failed to meet quality expectations.

Solution

Crowd Content stepped up with everything Living Spaces needed, including high content quality, speedy turnaround times, stellar customer support, and an easy communication system that allowed reps to communicate directly with content creators. 

Results

Partnering with Crowd Content enabled Living Spaces to effectively meet its content needs and improve its bottom line without breaking the bank or cutting corners in the quality department.

Social media

Social media is another terrific place to meet content creators, especially if you’re interested in influencer marketing or want to connect with social media-savvy professionals. Here are a couple of strategies for finding and connecting with the right people:

• Join and participate in groups related to your niche to connect with like-minded people, including content creators who may be able to help you meet your marketing goals.
• You should also consider joining groups dedicated to helping content creators and clients connect to find fantastic people interested in work or open to taking on new clients.
• Search platforms for key terms related to your niche or topic of interest to discover top content creators and influencers who may be interested in a partnership.
• Prioritize platforms that cater to seasoned professionals (like LinkedIn) or dedicated writers (like Medium or Quora) to zero in on great options or discover hidden talent.

Pros: Since just about everyone is on social media these days, it’s a great way to connect with almost anyone you’d like to meet, including content creators. The nature of social media also allows you to observe a creator’s work firsthand.  You can assess their style, engagement, and how they present themselves online before initiating contact.

Cons: Meeting creators to potentially partner with on social media can be a bit of a crap shoot. Not every person creating fantastic social media content for their own feeds will be experienced or trained in freelancing or professional-level content creation. 

Multiple companies have successfully used social media to hook up with content creators and influencers who did incredible things for their brands. For example, online dating giant Tinder collaborated with multiple creators to create engaging, humorous social media content to reach more women and improve overall brand visibility to the tune of incredible success.

AI assistants and platforms

AI platforms, tools, and assistants like (ChatGPT, Jasper, and others) can be a fantastic help with your content needs. These technologies streamline content production, allowing for quicker turnaround times and maintaining a steady stream of fresh content. However, it’s crucial to understand the strengths and weaknesses of such solutions.

AI is fantastic for brainstorming ideas, kickstarting the creative process, or churning out basic drafts on your subject of choice. Despite their efficiency, AI-generated content should never be published as is or relied on for in-depth content that needs to be on point. It’s not capable of the same depth or nuance only a human writer can bring to the table. Plus, Google’s stance on AI-generated content doesn’t favor content that’s 100 percent AI-generated.

For this reason, it’s important to use caution when utilizing AI content creators to flesh out your content strategy. For best results, hire experienced editors or content creators specializing in humanizing AI content to review the material and ensure it meets quality standards.

Ready to meet the perfect content creator to help you with your strategy? Connect with your ideal candidate in a flash at Crowd Content today.

Step 4: How Much Does It Cost to Hire a Content Creator?

Costs associated with hiring a content creator can vary wildly depending on a variety of factors, including:

• Whether you’re adding an in-house employee versus hiring freelancers
• Experience and skill level of the person you hire
• Whether the person brings specialized training, hands-on work experience, or similar advantages to the table
• Whether you hire the person directly or choose to work through an agency like Crowd Content

The average cost of hiring an in-house employee to handle your content needs will fall between $25-40 per hour or $51,000-78,000 annually. You’ll also need to factor in additional onboarding costs associated with training, benefits, paid time off, etc.

The cost of hiring a freelance content creator can also vary. However, many writers and other content creators charge by the word, page, or project rather than the hour. For example, an experienced, highly qualified freelancer can charge between $250-1,000 for a standard high-quality article, depending on length and topic. 

Agency vs. direct hire

Hiring through a trusted content agency like Crowd Content can help keep costs reasonable without sacrificing quality. For example, a top-tier 2,500-word piece of content written by an experienced freelance copywriting professional via an agency can cost around $500, including professional editing.

Additional considerations

When hiring content creators, consider both the direct costs and the potential return on investment (ROI). High-quality content can boost traffic, generate leads, and increase conversions, potentially offsetting the initial expense. Also, tailor your hiring strategy to the scope of your content needs: opt for in-house teams or long-term freelancers for ongoing projects, and use ad-hoc freelancers for one-off or irregular tasks to optimize costs.

Step 5: How to Vet Content Creators

Finding freelance content creators who look good on paper is one thing, but ensuring they’re everything they appear to be on the surface is another. Here are some must-know expert tips for successfully evaluating candidates before moving forward with a potential partnership:

1. Content creator portfolio evaluation is critical when considering a content creator. Ensure they have ample experience with the type of content you need, as well as your industry. For example, if you need an ebook written, ask explicitly to see samples of industry-specific ebook content. 
2. Conducting content creator interviews is another must. They’re especially useful for gauging whether you’re on the same page personality-wise, as well as on a professional level. Discuss their work process, understanding of your industry, and their ability to adhere to deadlines and feedback loops.
3. Consider asking the creator for a small custom sample of their work to get a feel for how they would handle your actual content needs. This is also a great way to see how well they can adopt your brand’s voice and communicate your message.
4. Suggest doing one or two trial projects together before making a more serious commitment to ensure everything feels like a fit for both of you without the pressure of a long-term commitment.
5. Offer feedback on the content received. Be reasonable and respectful, but also honest and ask for what you need. Good content creators are open to feedback and interested in meeting expectations. 
6. Facilitating thorough, professional contract negotiation with content creators once you’ve decided someone is a fit is another must. It helps manage expectations for both parties, protect both of you and ensure a good working relationship moving forward.

What are the common mistakes to avoid when hiring content creators?

Hiring content creators always comes with its share of professional challenges. Here are a few pointers for identifying and overcoming some of the most common examples. 

1. Finding reliable people to work with

There are quite literally thousands of freelancers out there these days, but only a handful are truly professional, reliable, and detail-oriented to the extent your brand deserves. Ensure fruitful connections with the right professionals by hiring through trusted channels or platforms and thoroughly vetting candidates before committing.

2. Going for the lowest possible rates

When it comes to content creators, you tend to get what you pay for, so it’s generally a mistake to prioritize low rates over every other factor. Ultimately, you’re better off paying for a quality content creator than spending hours and hours editing subpar content yourself.

3. Not offering clear enough direction

Even great content writers and creators need guidance to meet expectations and give you their best. Be clear and explicit in your communications. Provide detailed content briefs, remain open to queries, and offer guidance as needed. Communication is the key to any mutually satisfying working relationship.

4. Not reviewing enough previous work before hiring

Never assume a content creator’s skills are automatically transferable across different types of content. For example, someone could be a master blogger, but that may not matter much if what you actually need written are press releases and newsletter content. Always ask to see samples and previous work that aligns with what you’re looking to have done. 

5. Failing to monitor content performance

Although most professional content creators understand best content writing practices, SEO, etc., monitoring and evaluating active content’s effectiveness is still important. Monitor key performance indicators like conversion rates, organic traffic, dwell time, engagement, and social media shares. Embrace evaluating content quality to ensure a particular creator’s output is up to snuff and adjust your content planning strategy accordingly.

Step 6: How Do You Maintain a Good Working Relationship with Freelance Content Creators?

Amazing freelancers are invaluable assets to your business and brand, so you really want to maintain positive, healthy working relationships with the good ones you find. Here are some tips for doing precisely that:

• Embracing best onboarding practices for content creators is essential. This includes introducing the freelancer to your brand’s culture, clarifying project requirements, and setting clear expectations. Effective onboarding helps build trust and confidence, making the freelancer feel valued and prepared.
• Be upfront about your expectations and keep your commitments. Honesty in communication regarding project goals, timelines, and feedback fosters trust and respect. 
• Respect the freelancer’s time as you would expect yours to be respected.. Show up on time for meetings, send agreed-upon assignments on time, and issue payment promptly. Ideally, a content creator should never have to remind a client to send resources they promised or pay for services rendered.
• Provide thorough feedback on completed work. If content needs improvement, say so. But make sure you also say so when a content creator really knocks something out of the park.
• Be flexible and communicative. Solid freelancers are used to bending to accommodate good clients, so it’s a good idea to do the same when you can.

Navigating the Content Creation Landscape for Maximum Impact

In today’s ever-changing digital marketing landscape, the right team of content creators can be a real game-changer. But really great help is hard to find, so it’s important to know how to evaluate your options and take care of professional relationships worth holding onto. You’ll love the difference it makes for your ongoing content strategy.

Ready to connect with some of the best and brightest agency-focused content experts in the industry? At Crowd Content, we can help you get started.