Here are the specific characteristics and abilities that make for long-lasting, mutually beneficial and highly enjoyable partnerships with writers.

Characteristics to look for in a content partner

Curiosity about a wide range of subjects and people are absolute requirements. A good writer uncovers interesting details and writes so others are interested too.

The writer’s job is making content fun to read, which you can’t do without an innate sense of humour. The boss/writer relationship is a close one, and when you work that closely together, things don’t always go according to plan. Having a sense of humour about it is survival.

Writers must be willing to learn and become an expert in an hour, to cover a wide range of subjects. They must craft a story around it with context, research and quotes.

Good writers want to know what their readers want in life and work, what jobs they need to do, and what’s preventing them from reaching their goals. They’re invested in the end-reader’s success, and therefore won’t pass off lackluster, fluff-filled content.

They present information in a fresh, honest, entertaining way, not copy that sounds canned and safe, because they know that leads to banal, mediocre content nobody reads.

Every writer misses a deadline now and then, especially when the workload is heavy. But beware writers who continually make excuses, or worse, fall off the radar entirely.

What to look for in writing samples

Look for human-to-human writing. The ability to translate corporate speak, industry jargon and tech-talk into words anyone can read, understand and engage with. That requires three ingredients:

• Strong storytelling. Great content writers tell great stories that are fun and engaging, that hook and keep you intrigued all the way.

Storytelling means they can find the real, gripping, human part of any story and tell it in a way that makes people care. That’s not a talent, it’s a learned, honed craft.

• Knows when to use or lose formulas. There are many copywriting formulas that are good, and experienced writers are familiar with them. But that doesn’t mean their content can sound like it’s following a formula.

Look for writing that feels fresh, honest and original. Look for writers who know the formulas that work, but also know when to create original and tailored articles.

• Emotion-rich writing. This is a hard one, since so many projects require writing in the ‘brand voice.’ You have to be able to inject genuine emotion and passion into what you’re writing about.

How to spot perfect-fit writers

There are different kinds of fit – product-market, problem-solution, customer, language-market and writer-fit.

• Value fit:  The writer must share your most important values and stand up for both your beliefs because those values will affect how they write for your business.

• Expectation fit: They must share the same expectations for excellence. You’ll want to define this early, because even great writers can be tempted to wing it if they feel they’re writing for someone who doesn’t care.

• Engagement fit: They must buy in to your mission and be emotionally engaged in your purpose. Are they excited by what you do and believe it really helps people?

• Enthusiasm fit: They must be excited to work with you, not faking it because they need the money. The best writers won’t take work they aren’t genuinely excited about, but there are a lot of writers who will, and do.

How to set your writer relationship up for success

Successful relationships are 40% who you pick, and 60% how you treat them. Your relationship with your writer is no different. Here’s how to hold up your end of the deal so they will love working with you.

• Don’t expect responses on evenings and weekends, or instant responses. Don’t bombard your writer with dozens of messages. If they’re too busy reading your messages, they can’t write your stuff.

• Set a content calendar meeting at the beginning of the month so your writer knows what to expect, and can schedule in your work, prioritised by your most urgent deadlines. Giving adequate notice ensures they have time to do your work and keep quality high.

• Give lots of positive feedback as it inspires writers to do even better work for you. It feels good when they do. Negative feedback can clog up the creative works. Be kind.

• Look out for your writer. Give them credit when you can. Talk them up. Give them raises when it’s feasible. If you’re trying to squeeze every last verb from them for the least amount of money, they will leave as soon as they land a better client.

Words matter. That makes the writer relationship very important to cultivate and strengthen over time. A good writer will make your life easier and a lot more fun.

This article first appeared in Vervoe. At Vervoe, their mission is to fundamentally transform the hiring process from mediocracy to meritocracy.