Why your content creator doesn’t have to be an expert in your field

Having a consistent output of content is one of the hardest but most important parts of marketing for any business. Finding the time and head-space to sit down and create valuable content is difficult. So people often choose to outsource their content creation to professional freelancers.

Finding the right freelancer for you though is difficult and you may have to try a few before you find the one that fits with you.

It helps if they are familiar with your industry, however, finding someone who is an expert in your field, is an excellent content writer and is freelancing, is unlikely at best. And it is less crucial than you might think.

I’ve worked as a freelancer for a few years now, and frequently find myself writing up articles about things that I previously had little experience with. From creating animation, to coffee grinders.

No, the person you hire doesn’t need to be an expert, but they need to have two vital skills. They need to be able to take and quickly understand instructions, and they need to be able to  research around a topic efficiently.

Good content creators will pick up the topic and voice quicker than you imagine if they have the tools they need.



The ability to research is absolutely crucial!

They will be putting together video content and writing articles for your business, and it may not be something they know much about. So, it is vital that thy can quickly get a basic understanding of your industry.

To do this they will need to sift through huge swathes of information, understand which bits are useful, which bits aren’t (for example they shouldn’t be relying on Wikipedia) and they should be citing their credible sources in the articles.

It isn’t a matter of them understanding the ins and outs of you industry, it’s about them knowing how and where they need to go to find the information they need. If they can do this, then they can likely write comprehensively on almost any topic.



Questioning and understanding instruction.

They won’t know exactly what it is you want straight away, and they won’t have an immediate understanding of your brand. The more information and instruction you give them up front, the quicker they will get it right.

You also want to find someone that is comfortable asking questions when they don’t understand something.




You know your industry and business well. What newsletters do you subscribe to, who is your competition, what blogs/websites do you monitor.

Giving them a list of these will provide them with useful information that can be used in their content on an ongoing basis. And pre-approved by you, you know you won’t be getting any nasty surprises.



One thing I have found in my time, is often there is a lack of feedback from my client. I produce a piece and never hear anything about it again. I can be fairly sure it wasn’t perfect, nothing is likely to be perfect first time. So, take the time to read it through, make a few notes and ask for any edits you think are necessary.

You will be surprised how dramatically a piece will improve if you do this stage once or even twice. Think of it like polishing a gem stone.