Advertisers are spoiled for choice when it comes to good content sources.
We now have more tools (hello, ChatGPT!) and job boards than ever before, 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 precedence over quality.
If you intend big (not just “good”) content, some sources are better than others.
This guide explains where to find quality writers and how to build a content process that doesn’t sacrifice quality for speed.
Struggle 1: What qualifies as a ‘great’ content writer?
Dating a successful writer can feel a lot like dating a new love interest. They look good on paper and they look great at first, but how do you know they are “them”?
The hard truth is that, like a love interest, you’ll have to spend time getting to know your writer before you get a response. But that doesn’t mean you should go in blind.
Follow the non-negotiables below to increase your chances of finding a good match without wasting time
Measure the basics
Does this writer understand basic grammar, spelling, clarity and structure? You don’t need a formal exam to see this – just look at their portfolio and content examples.
Also, a few email exchanges during the hiring process can be enough to gauge how confident they are communicating and how well they handle the written word.
Make sure they can write peoplenot bots
Powerful content writers understand an important fact.
Search engines reward content written for people, not formulas. If you are looking for SEO expertise, review the sample writers with this in mind.
Watch out for paragraphs full of keywords or odd sentences that hurt reading.
As you read, ask yourself, “If I were the target audience, would this sound useful, engaging, and easy to use?”
If the answer is no, the search engines probably won’t like it.
Choose successful copywriters
If you want to double-assure that you’ll get a good return on your investment, hire writers who understand SEO copywriting, not just SEO tactics.
Driving traffic is only part of the equation. Skilled copywriters know how to guide readers to action, whether that’s signing up, clicking, or buying.
Check how easy their work is to understand
Checking their content for readability is important. Run samples of the author’s work with a reading scoring app like HemingwayApp.com.
Sometimes an article will look good on the surface, but you will find that it carries a low readability score. This means that the way it is written is unclear and difficult to use.
Find writers who resonate with the audience
Your writer must understand the intersection between your audience and your niche. It is not enough to know a product or population in isolation.
Good writers understand how your audience thinks, what frustrates them, what holds them back, and what ultimately motivates them to take action.
The easiest way to disclose this? Ask for relevant, niche-specific samples and pay close attention to how they demonstrate that understanding.
Dig deep: How SEO can work with content teams
Struggle 2: Where can I find great content writers?
To be honest, you can find “good” writers anywhere.
But there is definitely a difference between shopping on Fiverr and other high-quality alternatives that give you better opportunities to explore.
Blogging sites
One of the best ways to check out an SEO content writer is to find them on blogging sites where they post long content.
Platforms like Medium, Substack, and LinkedIn (see posted articles) allow you to see how writers think, write, and communicate in real time, not just through polished portfolio pieces.
Google and other search engines
Another often overlooked place to find high quality writers is Google itself. Authors who invest in their websites effectively practice what they preach.
Ranking their content, maintaining a consistent publishing schedule, and building a personal brand all demonstrate an effective understanding of SEO and content marketing.
LinkedIn and Facebook groups
Great writers can also be found in groups on LinkedIn or Facebook. Find writers or freelance groups and spend time watching interviews.
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 potential customers.
Peer recommendations
Don’t hesitate to ask for recommendations from writers’ groups you meet. Powerful writers are often well-known in their communities, and peers are often quick to point you to people who always bring real value.
Consider asking other business owners for recommendations. Joining your peer group can reveal writers who have proven themselves in real-world projects. High-quality writers often earn repeat business, making referrals one of the most reliable screening tools available.
Dig deep: How to build an effective content strategy for 2026
Struggle 3: Do I need an ‘SOP’ for my writers?
Yes, you will most likely choose a writer who has experience and serves multiple clients at the same time working with you.
Each client they work with has different preferences and concerns, from writing style, to how work should be delivered, and so on.
Standard operating procedures (SOPs) help reduce guesswork for your writer and potential headaches for you.
The truth is, most business owners don’t struggle to find quality writers – they struggle to keep them.
Without clear direction, writers have to guess how you want things done, and that often leads to confusion and room for error. With more guidelines and frameworks like SOP, everyone stays happy.
Writing SOPs may seem like a time-consuming step, but the good news is that once it’s done, it saves you hundreds of hours on the backend.
If you want to remove it from your plate, consult a surgical specialist who can help you. It will increase your return on investment (ROI), help relieve stress, and keep good writers happy and on the job.
Focus: How to write your content strategy
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Struggle 4: How much should I pay for content?
Low-cost content can be tempting, especially if 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 afterwards.
Do you have editors available to help you, or are you prepared to spend more time editing the piece than you would have spent writing it yourself?
Attracting cheap writers is high, but unless you have the time and patience to train them, it’s probably not a smart investment.
By 2026, expect to spend at least $0.20 per word on quality content. That said, prices can vary greatly based on the author’s experience and recommendation.
Some of the top writers in the world charge thousands of dollars for a single web page – depending on their skills (and the ROI you’re aiming for).
Paying experienced writers buys you clarity, expertise, and content that requires very little supervision. The goal is not just to “spend more,” but to spend with wisdom in truly transformative writing.
Dig deep: Mastering quality content: 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 perfect if you want to ramp up or down content production, or don’t yet have the resources to support full employment.
Experienced freelancers can plug into your existing workflow, making them a strong option for lean or growing brands.
The in-house team provides consistency, reliability, and deep product knowledge. Full-time writers have time to study your brand voice, products, and audience in great detail.
This can be important for businesses that produce a lot of content or operate in complex environments. The tradeoff, of course, is more overhead, longer hiring times, and more responsibility.
For many businesses, the best solution is a hybrid model: a small internal team with editorial standards, supported by freelance writers who help scale production.
In the end, it’s all about building a content system that fits your resources and fits your business platform.
Dig deeper: 5 SEO content pitfalls that could be hurting your traffic
Struggle 6: Is ‘good content’ worth the investment?
Curated content is like anything else – you get out of it what you put into it.
If you hire high-quality writers, you will get high-quality content, which will help drive traffic and better rankings for your site.
So yes, it is worth the investment in high quality content because the benefits are compounded over time.
A well-researched, well-written piece can attract qualified visitors months (or even years) after it’s published. It can also build trust with your audience, leading to more sales in the long run.
Good content also supports the entire customer journey. It answers questions, deals with objections, and establishes your brand as credible long before the prospect decides to buy.
A skilled writer to help you deliver on 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 finding 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 more predictable — and less frustrating.
The most successful content programs treat writing as a long-term investment, not a one-time job.
By pairing strong writers with clear expectations, fair compensation and repeatable processes, brands can build content engines that consistently deliver value over time.
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