Finding Expert Writers

Why Hire Expert Writers?

Expert writers bring a wealth of knowledge and experience to your content, transforming it into a reliable resource for readers. They have deep insights into their specific fields, whether it's technology, healthcare, or finance. This means that when they write about a topic, it's packed with genuine information that readers find valuable and trustworthy.

Google prioritizes content that's not only well-written but also correct and insightful. Expert writers enhance your content by providing depth without fluff, ensuring that the information shared is both engaging and accurate. This results in better rankings, increased visibility, and more traffic. If your content ranks higher on search engines, it attracts visitors who are keen on your offerings, ultimately driving conversions and growth for your business.

The cost of hiring these specialized writers can be higher compared to generalist writers. However, the investment pays off. You're not just paying for words—you're paying for years of honed skills, deep insights, and a knack for communicating complex ideas clearly. This expertise translates into content that stands out in a crowded digital landscape.

High-quality content crafted by experts helps carve out a credible image for your brand. When an audience reads well-researched and accurate content, they are more likely to trust you and view you as an authority in your field. This perception often extends beyond the article to your entire brand, building long-term trust and loyalty.^[1]

Identifying True Expertise

In ensuring the identification of true expertise according to Google's E-A-T guidelines, it's essential to understand what Google considers a real expert. Expertise, Authoritativeness, and Trustworthiness (E-A-T) are pivotal in assessing the quality of content. By Google's standards, a true expert isn't just someone with formal education; they can also be individuals with practical, real-world experience in a given field.

There are two primary types of expertise to consider:

1. Formal education: This refers to academic achievements and professional certifications that validate a person's knowledge on a specific subject.
2. Life experience: Equally valuable, especially in areas where lived experiences offer deep insights. Google acknowledges this kind of expertise, understanding that many insightful and detailed reviews or advisory content come from people who've experienced and navigated specific scenarios themselves.

To evaluate a writer's credentials, a multifaceted approach is necessary:

1. Review Their Published Work: Look for byline credits in reputable platforms and industry-specific publications. This shows the quality of their work and that they've been trusted by other credible entities.
2. Assess Their Professional Profiles: Utilize professional networking sites like LinkedIn to examine their career path, education, and specific experiences.
3. Conduct Google Searches: Perform detailed searches of the writer's name to gauge their online presence. This involves looking for articles, blogs, and other published materials to see how they rank and how audiences engage with them.
4. Use SEO Tools: Platforms like Ahrefs' Content Explorer allow you to search for authors who have extensively written on a topic. This gives you quantifiable data on their topical authority.

These methods collectively ensure that the writer has both the expertise and the ability to communicate it effectively, hitting the mark on Google's E-A-T guidelines.

Cost and Value of Expert Writers

Expert writers typically charge higher rates than generalists due to their specialized knowledge and extensive experience. This expertise enables them to produce content that is not just well-written but also deeply insightful and authoritative.

The cost of hiring expert writers can range from ten cents per word to a dollar or more. While this may seem like a steep investment, the value such writers bring to your content strategy is immense.

Expert writers enhance the quality of your content by weaving in nuanced and accurate information that resonates with informed readers. Their writing is often backed by real-world experience and robust research, which adds significant credibility. This depth of content not only engages readers but also signals to search engines that your website is a reliable source of information. Consequently, your content is more likely to rank higher in search results, attracting organic traffic and potential customers.

Beyond credibility and SEO benefits, expert writers enrich your brand's reputation. Trustworthy and well-researched content helps to establish your brand as a thought leader in your industry. This trust can lead to increased customer loyalty and long-term engagement, which are invaluable assets for any business.^[2]

To balance cost-effectiveness with the need for expertise, consider leveraging a mix of expert and generalist writers. This approach allows you to allocate your budget more efficiently while still maintaining a high standard of content quality. For example, you might reserve expert writers for high-impact content, such as white papers, detailed guides, and thought leadership articles, while utilizing generalist writers for more general content types like blog posts and product descriptions.

Investing in professional development for your generalist writers can also bridge the gap. Offering training or workshops can help them develop a deeper understanding of your industry, honing their skills and knowledge over time.

Building a Content Team with Experts

Building a content team with experts requires a strategic approach to assembling, integrating, and managing the diverse skillsets that come together to produce high-quality, impactful content. It's essential to strike a balance between the depth of knowledge provided by subject matter experts (SMEs) and the versatility of generalist writers to create a dynamic, efficient content team.

To start, identify the core areas where specialized knowledge is indispensable. Allocate expert writers to these areas; their deep understanding and insight will ensure the content is authoritative and credible.

Integration of expert writers into your team involves several key processes:

1. Evaluating Their Work: Begin with a detailed review of their previous work. Look for bylines in reputable publications and industry journals. Assess the depth, accuracy, and readability of their content.
2. Managing Collaborations: Collaboration between expert writers and generalist writers can be highly effective. Regular team meetings and collaborative tools can facilitate smooth communication and workflow.
3. Ensuring SEO Alignment: Despite their expertise, some SME writers may not be fully versed in SEO best practices. It's helpful to have your SEO team or experienced content strategists brief them on keywords, meta descriptions, and other optimization techniques.

To assemble your team, leverage various platforms and networks to find expert writers, such as:

• Professional networks
• Content marketplaces
• Industry forums and groups
• Publications and blogs

When hiring, it's essential to articulate clear expectations and guidelines. Provide detailed briefs that map out content goals, target audience, tone, and SEO requirements. Establish processes for ongoing evaluation and feedback. Implement metrics to assess the impact of the content, such as engagement rates, search engine rankings, and user feedback. Regularly share these insights with your writers to continuously improve the content quality and relevance.

Consider offering continuous training and development opportunities. Webinars, workshops, and courses on the latest industry trends and writing techniques can help writers—both experts and generalists—enhance their skills and stay current.

1. Edelman. Edelman Trust Barometer 2021. Edelman. 2021.
2. Content Marketing Institute. B2B Content Marketing 2020: Benchmarks, Budgets, and Trends. Content Marketing Institute. 2020.