How to find and nurture top-notch B2B writers for high-converting content

Last year, my content and SEO teammates drastically changed their approach to content writing. We realized our blog drove visitors but not conversions. The issue? We had an abundance of top-of-the-funnel (TOFU) content, such as: 

• “What is appointment setting?”
• “Who is an SDR?”
• “What is a lead?”

Materials like these couldn’t demonstrate details of what we do and how our experience can help our clients. The TOFU content strategy worked for us in 2019, but not now, when our goal is to become and remain the industry’s best.

After a content audit, we found our TOFU content lacked in showcasing our six years of expertise and ability to attract professionals seeking our services. Unfortunately, our copywriters at that time could not provide this.

We said goodbye to old writers and formed a new team. In this article, I’ll discuss how we accomplished this and how we continue to maintain their skills. This approach helped increase conversions on our blog from a dozen organic leads with zero conversions to 170+ leads and up to 10 deals monthly.

The biggest hurdle in searching for B2B writers

B2B articles and blog posts were the first most popular content format used by marketing specialists in 2023, with a 94% usage rate compared to 89% in 2022. With the demand for top-notch content at an all-time high, the supply of writers is enormous.

Our content marketing inbox was inundated with requests from B2B writers — 20 a week, to be precise. But finding the right talent isn’t as simple as picking the first person who pops up in your inbox. It’s not enough to be a natural writing talent — you should be advanced in B2B and have strong research skills.

For many B2B writers (though not all), their knowledge is mostly theoretical. So, we knew we had to switch up our approach if we wanted writers who could churn out bottom-of-the-funnel content (BOFU) that resonated with our audience.

Dig deeper: B2B content marketing: Driving success through strategic content creation

How to search savvy B2B writers whose articles will convert

Initially, we used this workflow to search for freelancers only. However, as time passed, we realized we could apply most of these tips to the situation of an in-house writer.

Map out the ideal candidate profile  

It’s like an ideal customer profile in sales but with writers. You want to collaborate with a specialist so that both parties benefit from this partnership.

Here’s what to keep an eye out for:

Great research skills. In B2B, writers should know where to dig for data and how to process it, which specialists to interview and the right questions to ask to get the juiciest information. They should also know what Q&A platforms for B2B contributors to use and how to present data in their copy.

B2B specialization. Content writers should keep their hands on the pulse of B2B trends and market news to create quality BOFU content. Quality can suffer when the company constantly changes its focus from B2B to B2C.

Focused industry knowledge. Your ideal content writer should be a former practitioner or have close working experience with professionals in your field. Plus, you’d want a specialist who is an expert in one sector, two at max. Otherwise, you can’t be sure they can handle explaining complex topics.

• Note: The subject expertise should come from specialists inside your company (ideally) or other people in the industry. The writer’s job is to turn someone else’s knowledge into an article that educates your audience.

Writing proficiency. A writer’s talent should be backed by perennial writing (focused on clarity and free of clichés), editing skills and the ability to develop content strategies. But more than that, they need to be able to nail your company’s tone and style.

Budget alignment. While top-tier talent may command top dollar for their services ($700 for 1,000 words and above), finding skilled writers at more affordable rates is possible. All you need is to dig deep, find that gem and test their skills.

Scrap professional platforms and relevant resources

Now, what sources are best for searching for a qualified writer?

Blogs of competitors or prominent B2B companies

Most of the great talents have their bylines on famous websites. So start from there.

• Filter the article topics related to your specialization and content strategy.
• Go through the best-written articles; analyze their style, industry expertise level, etc.
• Click on the author’s byline and check if they are guest contributors or freelance writers.
• Google their name and check other sites with their posts to complete your impression.
• Chances are, you will also find their LinkedIn profile or personal site. Go there and check their track record, portfolio, services and prices.

I highly recommend this method above others. Using it, my content team found four amazing writers in just a few weeks. They were perfect candidates for our website and two of them are still with us.

Your LinkedIn network

The incredible filtering features of this platform let you find your ideal talent in just a few clicks.

• Type “B2B content writer” in the search field. On the result page, press the “All filters” button.

• On the panel on the right, filter 2nd and 3rd connections to find the people you aren’t connected with but who are in touch with your connections. This way, you’ll find writers with joint projects with your network.
• Scroll to find more filters and pick what suits you best: location, present or past companies, self-employment, industry, language, influencers they follow or specific people who follow them, etc.

Your colleagues and industry experts

This is the least effective method because only a few pros are willing to share their best writers. But sometimes, it can be fruitful and fast.

Share your description of the ideal candidate and ask them to show the best copies. If it’s right up your alley, ask for their contacts.

Content marketing agencies

Here, I recommend starting with service review platforms like Clutch or, again, asking around your professional circles.

The agencies’ specialists are savvy and, as a rule, very committed. The downside is the price. Young companies with tight budgets can rarely afford them.

But here’s a fascinating and thrifty way to connect with stellar writers:

• Find the list of the agency’s clients and case studies.
• Check out the blogs of these companies, specifically the posts’ bylines (if it wasn’t a ghostwriting project, of course).
• Google the name of the writer, and voilà, you will find their LinkedIn profile and more content pieces they created. Check them out.
• On their LinkedIn profile, check out whether they are still working at that agency. They might be freelancers now or have room for one or two more projects. Just drop them a line to find out.

Assign a pilot task wisely

No matter how impressive a writer’s portfolio may be, you’ve got to see them in action before you make any commitments. Here’s how.

Explain your key strategy and requirements. Before diving in, make sure your writer knows exactly what you’re looking for. Set up a call to review your vision and what you expect from them. Also, mention the criteria you will follow to evaluate their work.

Make detailed briefs. Writers hate vague requirements. If your briefs aren’t clear enough, you risk never finding great talent. Communicate what you’re looking for in the copy and include:

• Required keywords
• Word count
• Outline draft
• Style and formatting
• Marketing materials
• Exemplary content

Start small. Paid pilot tasks are a rule of thumb in B2B writing. With 10+ candidates writing them for you, you’ll go broke. We offer to create a meta-title, heading, description, article intro and the first section. If everything’s perfect, we offer them the opportunity to complete their work and pay.

If all these steps have been passed successfully — bring them on board for larger projects.

Dig deeper: The power of curated content in B2B marketing

Educating B2B writers: 4 tips to make your content stellar

Even after you’ve assembled your dream team of writers, the work isn’t over. Here’s how to keep them sharp and ready for any challenge.

1. Develop a solid onboarding process

This is important for both in-house and freelance writers. The key goal of onboarding is to answer all possible questions about your company so the writers can start creating content as soon as possible.

Give them the lowdown on your company’s history, values and target audience. Make sure they know the ins and outs of your company’s voice and break down your content and SEO strategy so they know exactly what you’re aiming for.

2. Always provide constructive feedback

Emphasize what you like in their work and what weak spots they should work on. If you edit their copies, explain why you suggest certain changes. For writers, this is the way to evolve. If the authors don’t heed your feedback, it’s a fair reason to part ways.

3. Connect them with your resident experts

Hand-pick inner specialists from different departments that your freelancers can consult. For instance, we have a Slack channel where third-party writers can pick the brains of our in-house experts for insider info and insights or to schedule interviews.

Don’t forget to articulate this to your team. Their contribution = higher quality content = more conversions. It’s a win-win for everyone!

4. Assemble a knowledge library 

Store your guides, workflow descriptions, fascinating results of your strategies and everything else that might come in handy in BOFU content creation.

It can be a Notion database, documents on Google Disk, a set of video materials or everything at once. Just ensure the details you share aren’t too sensitive and don’t violate your NDA policies.

Sourcing and developing stellar B2B writers is key

I hope my company’s experience was useful. Finding top-notch B2B writers is tedious. But when you do it wisely and with a strategy in mind, the rest of your content strategy will be plain sailing.

Also, remember that the hiring process is not a one-time event but an ongoing effort. The market is changing very fast, so no single solution applies to all. Companies looking for B2B writers should continuously refine their processes, find weak places and seek ways to improve.

Dig deeper: A B2B marketer’s guide to long-form content