Why Your Business Needs Professional Content Writers & How to Find the Right One

Originally published December 22, 2021 , updated on July 14, 2025

In today’s digital world, content is everything. It shapes how customers see your brand. It builds trust. It drives sales. But creating high-quality content consistently isn’t easy. Many businesses struggle with various factors – a lack of time and expertise being just two of them. They also miss the mark with the right strategy, resulting in content that falls flat and doesn’t engage or convert. That’s where professional content writers come in. They craft compelling, SEO-friendly content that not only strengthens your brand and connects with your audience but also boosts revenue. In this guide, we’ll explore why hiring a professional writer is a smart investment and how to find the right one for your business. Let’s dive in!

Why Investing in Professional Content Writers Is Crucial 

In today’s digital marketing landscape, content is king. According to Demand Metric, on average, companies with blogs produce an average of 67% more leads per month than companies that don’t have active blogs. That’s a lot of potential new business! But it can’t just be any content. It needs to be meaningful and, most importantly, authentic. Studies show that 86% of consumers consider authenticity crucial when deciding which brands to support. And in terms of the bottom line, a consistent, authentic content strategy doesn’t just build trust, it drives conversions. How? Brands that share useful, honest content build stronger connections with their audience. It’s not just about posting any content, it’s about showing people who you are and what you stand for. That’s what keeps them coming back.

On the flip side, poor content can harm your brand’s reputation and break down customer trust. An example is in 2013 when Kellogg’s claimed that eating Frosted Mini-Wheats could enhance children’s memory and focus. Their ad material stated that a clinical study showed that kids who ate the cereal increased attentiveness by nearly 20%. However, it was later revealed that this study was conducted by Kellogg itself and lacked credible evidence. This misleading marketing led to a $4 million settlement in a class-action lawsuit. Kellogg’s lost all credibility. This botched campaign highlights the importance of truthful content in maintaining customer trust. 

Investing in professional content writers ensures your brand delivers authentic and, most importantly, trustworthy content. The content should resonate with your audience, nurturing lasting relationships. And drive business growth, of course.

Key Benefits of Hiring Professional Content Writers 

​​Here’s how professional content writers add real value to your brand.

1. Consistent Brand Voice & Messaging 

Professional content writers start by conducting an audit of all customer-facing content. Not only to develop brand voice guidelines, but also to identify inconsistencies in tone and style. By bringing everything into alignment, they help establish a consistent voice that builds trust and brand recognition. This positions your business as credible and professional in every interaction. Over time, your customers will start quoting your brand’s unique language in their reviews and comments, which is marketing gold.

The Benefit: A clear, consistent brand voice that shapes how customers perceive and remember your brand. As your content evolves, professional content writers ensure that your identity remains clear among your target audience and unmistakably yours.

2. Higher Engagement & Conversion Rates 

Well-written content does more than fill space; it captivates! Professional writers know not only how to hook readers but also how to hold their attention and encourage them to take action. They understand the psychology behind what makes people click. So when they are crafting copy for newsletter sign-ups, guide downloads, purchase CTAs, or website click-throughs, they use proven techniques like persuasive language, compelling calls-to-action and clear structure to guide the reader, without feeling pushy or salesy.

A quick win: audit your top-performing pages and ask firstly, does each one clearly address a business pain point and secondly, does it offer a next step. If not, there’s room to strengthen the impact. A professional content writer can do this.

3. SEO-Optimized Content 

Content writers are skilled in SEO-optimized content. They stay up to date with algorithm changes and best practices, so your content isn’t just well-written—it’s strategically optimized to perform. This includes using relevant keywords naturally, crafting SEO-friendly meta titles and descriptions to improve click-through rates and structuring content with headings, bullet points and internal links that make it easy for both users and search engines to understand.

Beyond technical optimization, they align your content with search intent. This ensures that what you offer matches what your audience is actually looking for. Whether someone is researching or ready to buy, SEO-savvy writers tailor content to meet them at every stage of the journey.

A writer will also conduct a content gap analysis. This identifies topics your competitors rank for that you don’t, uncovering high-potential keywords and content opportunities that can boost your visibility.

The payoff? Higher rankings, more organic traffic and a better chance of getting discovered by people actively searching for your products or services. In short, SEO-optimized content helps you show up at the right time, in front of the right people. Without paying for every click.

4. Saves Time & Resources

Creating quality content consistently requires more than just good ideas. It takes time, research, writing skills, editing and strategic planning. For many business owners, these are resources already stretched thin across other priorities like sales, operations and customer service.

That’s where outsourcing to a professional content-writing service becomes a game-changer. Instead of juggling content creation on top of everything else, you can delegate with confidence, knowing your brand is in expert hands. This not only ensures your content is consistent and high-quality, but it also gives you back valuable time and headspace to focus on what you do best: growing your business, serving your customers and driving strategy.

A dedicated writing partner can also help you build an editorial calendar that aligns with your campaigns and sales goals. It will turn content into a proactive, revenue-driving asset rather than a last-minute task.

Think of it as an investment, one that saves you time and strengthens your marketing, ultimately delivering better results across the board.

5. Industry Expertise & Research Skills

Experienced content writers are also skilled researchers who know how to dig deep to tell a story. They also make sure to verify all information as well as turn complex ideas into content that’s clear and accurate. Many also have experience in specific industries, which means they already understand your audience and the nuances of your field.

This expertise allows them to create content that’s not only informative but also insightful and credible. They can produce the kind of content that sets your brand apart as a trusted voice in your industry. Whether it’s breaking down technical topics or sharing valuable insights, experienced writers help position your business as a thought leader. Someone worth following and learning from. And ultimately. doing business with.

You can leverage this expertise by tasking your writer with creating pillar content (like guides or white papers) that can be repurposed into blog posts, email content and social media. This maximises your ROI while building authority. In a busy online world, being seen as an expert helps you stand out, attract the right people and turn their interest into trust.

6. Scalability & Flexibility 

As your business evolves, so do your content needs. Whether you’re expanding into new markets or launching products. What worked yesterday might not be enough tomorrow. That’s where a professional content writing service becomes especially valuable.

Unlike trying to scale content in-house, which often means overloading your team or scrambling to find freelancers, a content writing service offers built-in flexibility and scalability. They can quickly adjust to match your growing or shifting demands, whether that means producing more content or tailoring messaging for different customer segments. Many services also offer content performance tracking and editorial strategy support, helping you identify what’s working and where to pivot. So your content stays aligned with business goals. This kind of agility allows you to stay responsive in a fast-changing market, without sacrificing the quality and consistency of your content. You get the support you need, when you need it, with none of the growing pains. 

What to Look for When Hiring Professional Content Writers 

Not all writers are created equal. The following is a list of attributes to consider when searching for a content writing service.

• Portfolio & Previous Writing Samples
  Always start by reviewing writing samples. A strong portfolio shows the writer’s style, tone and range. Look for samples relevant to your industry or target audience.
• Commitment & Availability
  A great writer is only helpful if they’re reliable. Check if they can meet your deadlines and handle the volume of work you need—whether it’s a few articles a month or daily posts.
• Content Writer vs. Copywriter
  Know the difference. Content writers focus on informative, engaging articles and blog posts, while copywriters are trained to sell through persuasive messaging. Hire based on your goal.
• Budget Considerations
  Rates vary widely. While cheaper isn’t always better, you don’t need to break the bank. Look for writers who offer good value for quality work.
• Audience Awareness
  Your content should speak directly to your customers. A good writer will adjust tone and style to match your brand and connect with your audience.
• SEO Knowledge & Best Practices
  Online content should be searchable. Make sure the writer understands keyword use, meta descriptions and other SEO basics.
• Trial Period & Test Assignments
  Start with a test article to evaluate quality and communication before committing long-term.
• Additional Qualities to Consider
  Great writers are adaptable and creative. These are traits that make collaboration smooth and effective.

Types of Professional Content Writers: Which One Do You Need? 

When hiring a content writer, it helps to know the different types so you can find the right fit for your needs.

• Blog Writers
  Blog writers create informative and engaging articles that educate and/or entertain. This is great for building trust and website traffic.
• Copywriters
  Copywriters write to persuade. They focus on sales pages, ads and product descriptions designed to get people to take action.
• SEO Content Writers
  These writers know how to write for both readers and search engines. They use keywords and best practices to help your content rank on Google.
• Technical Writers
  Technical writers specialize in writing manuals and product guides—perfect for software, engineering, telecoms, or other complex industries.
• Ghostwriters
  Ghostwriters write on behalf of someone else. They’re often used for blogs, speeches, or even books when the credit goes to the client.
• Social Media Writers
  These writers know how to grab attention fast. They craft short, catchy posts that fit each platform’s style and tone.
• Script Writers
  Ideal for videos and podcasts, scriptwriters know how to write engaging, spoken content that keeps audiences watching or listening.
• Email & Newsletter Writers
  They write compelling subject lines and content that keep your subscribers opening and clicking.
• UX & Microcopy Writers
  They write the small bits of text on websites or apps—like buttons, error messages, or tips—that guide users smoothly through your product.

Where to Find Professional Content Writers 

There are several reliable places to find skilled content writers, depending on your needs and budget.

• Freelance Platforms
  Websites like Upwork, Fiverr – even LinkedIn – make it easy to connect with freelance writers from around the world. You can browse profiles, read reviews and compare rates before hiring.
• Content Writing Agencies
  Agencies offer access to a team of vetted writers. This is ideal if you need a high volume of content or want help with strategy, editing and quality control.
• Industry-Specific Job Boards
  Platforms like ProBlogger, Contena or niche job boards within your industry can connect you with writers who already understand your space.
• Referrals and Networking
  Sometimes, the best writers come through word of mouth. Ask peers, colleagues, or other business owners for recommendations. They may know someone with a proven track record.

Each option has pros and cons, so consider your content goals, timelines and budget before deciding where to look.

How Content Writing Differs Across Industries

Content writing isn’t one-size-fits-all. Each industry has its own tone and audience. Here’s how writing styles and focus areas can differ:

• E-commerce
  Writers focus on product descriptions, category pages and persuasive copy that drives sales. Clear, benefit-focused language is key, often with a strong call to action.
• Technology & SaaS
  Here, writers must simplify complex topics. They write product guides and feature updates that explain how the tech solves real problems. Clarity and user education are crucial.
• Healthcare
  Accuracy and sensitivity matter most. Writers need to convey medical information in a way that’s easy to understand while also being mindful of regulations and ethical guidelines.
• Finance & Legal
  These fields require precision and trust. Content should be clear and informative. And compliance is essential. Whether it’s explaining tax changes, financial products, or legal processes.
• Travel & Hospitality
  Writing in this industry is all about inspiration and storytelling. The goal is to spark emotion and help readers visualise experiences while also providing helpful, practical information.
• Sustainability & Green Businesses
  Writers must strike a balance between being informative and inspiring. They need to communicate environmental impact clearly, without sounding overly technical or preachy and often focus on values-driven messaging.

The Role of Professional Content Writers in Business Growth

To expand on the benefits mentioned at the start of this article, professional content writers also play a key role in helping businesses grow and succeed. Below, we list just some of the ways writers can help your business grow.

1. Enhanced Brand Storytelling

Writers craft compelling narratives that reflect your brand’s values and mission. This builds emotional connections with your potential customers.

2. Improved Customer Retention

Engaging content—like blogs and social posts—keeps customers informed and interested. This encourages them to return.

3. Crisis Communication Support

In challenging times, skilled writers help shape clear, calm messaging to manage public perception and protect your reputation.

4. International Market Adaptability

Writers with localization skills can tailor content for different markets, helping you connect with global audiences more effectively.

5. Faster Campaign Turnaround

Having a content team means you can launch new marketing campaigns quickly, with well-written copy ready to go.

6. Reduced Legal Risks

Writers familiar with industry regulations create content that’s compliant, reducing the risk of legal issues.

7. Improved Internal Communication

From training manuals to company updates, clear internal content keeps teams aligned and informed.

8. Product Launch Success

Effective product descriptions, landing pages and launch emails help generate buzz and boost sales.

9. Effective Marketing Slogans & Taglines

Writers create catchy, memorable lines that strengthen your brand and improve recognition.

In Summary

We hope we have convinced you that hiring professional content writers is an investment in your brand’s long-term success. Not just an added expense. Quality content builds trust, improves SEO, drives sales and keeps your audience engaged. It supports every stage of the customer journey, from awareness to loyalty. Working with a content writing service gives you access to a pool of expert writers with diverse skills and industry experience. This means faster turnaround, consistent quality and the ability to scale your content efforts as much or as little as you need. Instead of juggling multiple freelancers, you get a reliable team that understands your goals and helps bring your brand voice to life.

Goodman Lantern offers just the content writing service you are looking for. Contact the team today.

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