Author: Grant Butler

Grant Butler is managing director of Editor Group, a leading corporate writing firm based in Sydney that helps top brands deliver content marketing campaigns globally. He is also author of the book Think Write Grow – How to Become a Thought Leader (Wiley, 2012) and a former senior journalist with The Australian Financial Review, Australia's major business newspaper. Follow him on Twitter.

By grant-butler published January 8, 2014

How To Hire Effective Content Marketing Writers and Editors

drawing-man deciding among head shotsWe’ve all heard the theory: It’s easy to hire good content writers because so many are being fired from traditional media, such as newspapers and magazines. Unfortunately, this just doesn’t seem to be the case.

I’ve run a corporate writing agency for 15 years, and hired many writers and editors. During this time, the media industry in Australia (where my firm is based) has been imploding. Australia’s largest newspaper publisher alone has cut hundreds of journalism jobs in recent years. Despite many of those people being among the finest writers in the country, few have become content marketing writers. And there’s good reason why.

How do you evaluate an effective content marketing writer/editor for content “newsroom” positions? How can you determine whether a journalist with a strong portfolio can generate material that’s engaging to customers, appropriate for your organization, and unlikely to create legal or other headaches? I use a methodology I call WRITE: Write, Rapport, Interest, Trust, and Edit. Continue Reading