Tips on Hiring Great Content Marketers

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Building and executing an effective content marketing strategy requires the support of a skilled team. As the industry evolves, it is crucial to have specialists in clearly defined roles. Whether you outsource the work or hire in-house, the quality of the output depends entirely on the expertise of the people involved. If you are in a position to build an internal team, here are proven practices for hiring top content marketers.

Use Creative Techniques in Recruitment Ads

Tips on Hiring Great Content Marketers To attract the best talent, pay close attention to how you write your job postings. Most companies publish standard ads across major job boards, but a more strategic approach can help you filter candidates efficiently.

Instead of generic posts, incorporate a simple screening technique. Many recruiters include a unique keyword in the ad and instruct applicants to use it in the email subject line. This immediately separates thoughtful candidates from those sending mass applications. For example, a candidate named Carolina might write: “Carolina and X company go well together like bacon and eggs.”

Social media can also be a powerful recruitment channel when used thoughtfully during the hiring process.

Request Work Samples Early

Once you have a shortlist, ask candidates for samples of their previous work. This step saves valuable time by helping you identify unsuitable applicants before scheduling interviews. At the same time, avoid setting unrealistic expectations— not every strong contributor needs to be a senior-level writer. Promising candidates can often be developed through training and mentorship tailored to your company’s needs.

Evaluate Practical Skills

Tips on Hiring Great Content Marketers After reviewing samples, give candidates a short practical assignment that reflects the actual work they would do in the role. This could be an editing test, a writing task, or another relevant exercise. Use past projects rather than live assignments, and keep the scope reasonable—candidates are often balancing current jobs and other interviews.

Observe the Questions They Ask

Tips on Hiring Great Content Marketers Strong content marketers typically ask clarifying questions unless very detailed instructions are provided. Pay attention to whether they seek to understand the audience, purpose, and context of the assignment. Experienced writers often apply the classic “5W + H” framework—who, what, when, where, why, and how—to make their work more targeted and effective.

Not every question will apply to every topic, but the willingness to ask thoughtful questions is a strong indicator of professionalism.

Design Thoughtful Interview Questions

Beyond standard questions, craft a few that reveal how well a candidate would fit into your team and contribute to business goals. Consider questions such as:

What makes content effective, and how do you measure its success?
How do you manage multiple projects and prioritize your workload?
What content marketing approaches would you recommend to help our brand grow internationally?

Their answers will provide insight into strategic thinking, work habits, and cultural alignment.

Request References, Especially from Editors

Tips on Hiring Great Content Marketers Always ask for references. Former managers and editors can offer valuable perspectives on a candidate’s skills, reliability, and collaborative style. An editor, in particular, understands both the strengths and weaknesses of a writer’s work and can speak directly to their output quality and team fit.

Assess Expertise Across Content Types

Ask candidates to describe their experience with specific formats rather than simply confirming they can handle them. Here are key areas to explore:

Blog Writing

Blog writers focus on engaging readers in an approachable, informative tone. Look for candidates who understand how to use headings, structure, and scannability to maintain reader interest.

Website Content

Website copywriters create content tailored to specific pages and target audiences, with the goal of driving business results.

Social Media Copywriting

Tips on Hiring Great Content Marketers Experienced social media copywriters know how to craft platform-specific content that resonates with defined audiences and maintains engagement across multiple formats.

Sales Collateral

This includes brochures, case studies, and other materials designed to support the sales process and communicate a brand’s value proposition.

Technical Writing

Technical writers specialize in clear, precise communication within a specific field, often requiring deep knowledge of industry terminology.

Product Descriptions

Skilled product writers highlight key features and benefits in a way that appeals directly to potential buyers.

Review Writing

Tips on Hiring Great Content Marketers Review writers provide critical analysis of books, films, performances, and other subjects, offering balanced and insightful perspectives.

Editorial Pieces

Editorial writers present well-reasoned arguments that reflect the publication’s stance and aim to influence reader opinion.

Prioritize In-House Experience

Tips on Hiring Great Content Marketers When reviewing experience, distinguish between freelance and in-house roles. Candidates with corporate experience are typically accustomed to collaboration, reporting structures, and meeting consistent deadlines within a team environment. While freelance work demonstrates independence, in-house experience often indicates stronger readiness for structured team dynamics.

Final Thoughts on Hiring Great Content Marketers

References from former teammates and team leaders can reveal how well a candidate contributed to a collaborative environment. The strongest team members tend to be contributors, collaborators, communicators, or constructive challengers.

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