What Makes a Great Content Writer Subcontractor (and How to Spot One)
In the world of digital marketing, content is king—but creating high-quality, consistent, and strategic content is a heavy lift for a solo founder or small team. That’s why more bootstrapped businesses are turning to subcontractor content writers to power their blogs, email campaigns, and SEO strategies.
But hiring “just any” writer won’t cut it. Great content isn’t about word count—it’s about clarity, conversion, and consistency. Whether you’re building your first content engine or looking to scale what’s working, here’s how to identify a content writer who can actually move the needle.
Why Hire a Subcontractor Content Writer?
When you hire the right writer, you get:
- Fresh content that attracts traffic and leads—without you doing the writing
- Consistent publishing cadence to feed your content calendar
- Strategic SEO support that compounds over time
- Brand-aligned messaging that sounds like you—not generic blog filler
The right writer doesn’t just save you time—they help drive revenue.
What Makes a Great Content Writer Subcontractor?
1. They Understand the Purpose Behind the Content
A great writer doesn’t just write—they ask why.
Are you trying to:
- Educate your audience?
- Rank for a high-intent keyword?
- Convert readers into free trial users?
- Build authority on LinkedIn?
The best subcontractor writers tailor tone, format, and structure based on what the piece needs to accomplish. They can shift from SEO blog to email nurture sequence to product explainer without losing the thread.
2. They Can Match (or Develop) Your Brand Voice
You don’t want to sound like a robot. You want to sound like you—but clearer, sharper, and more strategic.
Strong writers know how to:
- Analyze your existing content and mirror your tone
- Ask the right onboarding questions to understand your brand
- Use language that fits your audience, not just Google’s algorithm
Pro tip: Ask for writing samples in different tones (professional, casual, authoritative, playful) to test range.
3. They Write with Structure and Clarity
Good content isn’t just what’s said—it’s how it’s presented. The best writers know how to:
- Use clear, skimmable structure (headings, bullets, short paragraphs)
- Avoid jargon unless it adds value
- Lead with value and back it up with examples
Whether it’s a 1,500-word blog post or a 5-email onboarding sequence, structure is everything.
4. They Understand Basic SEO Principles
You don’t need an SEO agency—but you do need a writer who understands:
- Keyword research and intent
- Optimizing headers, meta descriptions, and alt tags
- Internal and external linking strategies
- Writing for humans first, Google second
They should be able to work off a content brief with SEO guidance—or help you create one.
5. They Can Research and Synthesize Quickly
Great content writers don’t just regurgitate—they research, organize, and simplify complex ideas.
Whether it’s AI, SaaS metrics, or small business insurance, a top-tier writer knows how to:
- Interview subject matter experts if needed
- Research top-ranking content and fill in the gaps
- Turn vague ideas into polished, strategic pieces
Even better: they use tools like Notion, Loom, or Google Docs to collaborate and clarify as they go.
6. They Hit Deadlines and Communicate Clearly
Reliability matters more than genius. A great subcontractor writer will:
- Deliver drafts when they say they will
- Communicate proactively if something’s unclear
- Ask thoughtful questions instead of ghosting you for a week
Bonus points if they manage themselves in your project management tool (e.g. ClickUp, Trello, Notion).
7. They Understand the Funnel (Not Just the Page)
Truly effective content fits into a bigger picture. Great writers understand:
- Where each piece fits in the customer journey
- How to write content that builds trust, not just traffic
- How to include CTAs that feel helpful, not salesy
They’re not just writing a blog post—they’re contributing to your growth engine.
Where to Find Great Subcontractor Writers
Here are a few top sources:
- Superpath – For vetted content marketers and writers
- Write of Passage Alumni Network – Writers trained to think clearly and write persuasively
- LinkedIn – Search for “freelance content writer” + your industry
- Upwork – Filter by rating, portfolio, and niche experience
- Twitter / X – Follow writers in your space and slide into their DMs
- Referrals – Ask founders or marketers whose content you admire
What to Ask Before Hiring a Content Writer
- Can you share 2–3 samples that match the kind of content I need?
- How do you approach understanding a new business or product?
- What’s your turnaround time for a 1,000-word blog post?
- How do you like to receive briefs or topic ideas?
- Have you worked with a company like mine before?
You’re not just looking for a writer. You’re looking for a creative partner who can plug into your brand, communicate clearly, and consistently deliver content that gets results.
