Content Creation 101: How To Choose A Writer
We see it all the time. A business wants to create a new website, train new hires, or start a podcast and realize that, although they’re experts in their industry, they are not content creators. They stare at an empty page wondering what to say, or they try to “wing it” and get subpar engagement with their audience.
So, they google “hire a writer” and begin their descent down a rabbit hole of options. How do you know which type of writer to hire? Do you hire a copywriter, technical writer, instructional designer, or a screenwriter?
There is a TON of overlap between different types of writers. In fact, you may find that a copywriter is also great at instructional design. However, there are some things you can do to help narrow your search.
KNOW YOUR GOAL: SELL, TEACH, OR ENTERTAIN
If you’re a business, you ultimately need to sell a product or a service; however, HOW you attract customers is just as important as closing the deal.
Sell = Copywriter. Content created for customer-facing sales or marketing materials is called copy. Therefore, if your express purpose is to sell something, you’ll need a copywriter. Copywriters are specially trained to create content for advertising material, sponsored blog posts, and so on.
Teach = Technical Writer or Instructional Designer. If you’re looking to educate your audience or become a thought leader, technical writers and instructional designers are essential. Technical writers excel at taking complex topics and presenting them in an easy-to-understand format such as an instruction manual or white paper. Instructional designers differ from technical writers because they can help you create an entire training curriculum as well as instructional materials.
Keep in Mind: Not all instructional designers are writers; “instructional design” can sometimes refer only to the creation of an overall teaching strategy/curriculum.
Entertain = Creative Writer. If you want your commercial, book, or course to hook your audience with a funny, endearing, or dramatic story, you better hire a true creative – at least for part of the project. Telling a story requires skill in structuring content and adding engaging imagery that connects with your audience on a personal level. Screenwriters, scriptwriters, graphic novelists, songwriters, and so on can do just that, often in partnership with copywriters or technical writers.
KNOW YOUR FORMAT: PRINT, INTERACTIVE, AUDIO/VISUAL
Do you need blogs? A radio commercial script? A book that boosts your public image? Make a list of formats that your target audience consumes, then look for writers (of any type) with experience creating content for that format.
Why? Well, because writing a TV commercial script is different from writing a book — you not only have to provide lines for actors but also provide direction for the video and editing crew.
KNOW YOUR LOGISTICS: TIMELINE, BUDGET, WORKING STYLE
The next step is to think about the requirements of your project. Is creating content with a unified voice an ongoing need? Do you want to have the writer available at your beck and call? If so, consider hiring a staff writer or full-time copywriter for your office.
However, if you just need help with a single project or don’t want to commit to adding another employee, hire a writing agency or a freelancer. You may not be able to have them write a 20-page report at the drop of a hat, but independent writing agencies and freelancers can often provide more budgetary flexibility and range in writing styles than hiring a full-timer.
READY FOR RESULTS?
At Dream Write Creative, our writers have experience in a variety of content formats that help our clients achieve their goals from writing video scripts to designing training programs. CONTACT US for more information.
