Ditch the DIY: Time to hire a B2B Content Team
You’re not a one-person B2B content show
I know why you’re here. A few months ago you finally decided it’s time to get some content out there to your prospects to get the money flowing. So, you fired up the AI content generator, published some stuff, and waited for the leads to roll in. But there was no flowing or rolling. What went wrong?
Here’s the thing. People who aren’t content marketers seem believe that creating a content strategy and writing effective B2B content isn’t that hard. So you have this flood of content from people who thought hitting ‘publish’ would be enough to grow their business. Spoiler alert: It’s not.
Look, you and your small team have enough on their shoulders. Most of you are playing more than one role at this stage of your business, so why take on more? You think that you’re saving money handling the content on your own, but the reality is, you’re flushing it down the toilet.
It’s time to hire your first B2B content team.
Who should you hire for your first content team?
At the most basic level, you’ll need a content strategist and a writer to execute your vision. Here’s why:
The content strategist
This person is the one who will figure out who you’re talking to, what keeps them up at night, and build a content strategy that attracts and turns them into fans.
The content writer
They take complex ideas and make them clear, engaging, and educational. With a good writer, you’ll have someone who is able to write content that accompanies your audience along their buyer’s journey all the way to signing the deal.
In-house vs. freelancers: A not so complex debate
It comes down to what you need. That’s it.
You need someone in-house if…
…you want to have someone with deep brand and product knowledge.
…you have the financial resources to cover office space (if not remote), benefits, and other in-house costs.
You need a freelancer if…
…you want the flexibility to scale up or down.
…you only want to pay for the content you need.
There’s honestly no right answer. The best choice for your business may even be a combo of both – an in-house strategist working with a team of freelance writers. This is actually an approach a lot of companies use.
Keeping in mind that there are content marketers and writers who prefer one over the other will help you before you go out and try to hire them.
Where to find B2B content strategists and writers
Content marketing and content writing have grown, and so have the places to find them. Here’s where I’d start so you don’t get overwhelmed:
This professional networking giant is a treasure trove of potential talent. With its detailed profiles and search filters, LinkedIn lets you target candidates with the specific skills and experience you need.
Pros:
You can search based on skills, experience, and industry.
You have access to samples of work, recommendations, and detailed profiles.
You can message potential candidates directly.
Cons:
Competition can be high for in-demand professionals.
It’ll be time-consuming to sift through numerous profiles.
Quality can vary – be prepared to carefully vet candidates.
Job boards and freelance platforms
You’ll most likely recognize names like Upwork and Fiverr. These kinds of platforms give you a huge selection of both strategists and writers. They offer flexibility, with options for project-based or ongoing partnerships.
Pros:
There’s a large pool of diverse writers and strategists with various backgrounds.
Many sites have built-in rating and review systems.
Often more budget-friendly, especially for one-off projects.
Cons:
Quality can be inconsistent – requires careful vetting.
You’ll have to pay platform fees or commissions.
Finding a good fit for your specific niche might take time.
Content agencies
These specialized agencies employ teams of content professionals. They’re a good option if you need a variety of content types and want the convenience of built-in project management.
Pros:
Access to a roster of specialized writers and experienced strategists.
Agencies often handle project management and quality assurance.
Can be more efficient if you need a variety of content produced quickly.
Cons:
Generally more expensive than hiring individual freelancers.
You’ll have no access to the freelancer. All comms go through your assigned customer success rep.
Some agencies require you to use their platforms which require a lot of tool switching.
Industry events and meetups
In-person events provide unique opportunities to connect with content experts. While it may take more effort, you can establish a rapport with potential candidates and get a sense of their personality and communication style.
Pros:
Great for networking and finding niche specialists.
Chance to assess a candidates’ personality and cultural fit.
Provides an opportunity to build relationships before a formal hiring process.
Cons:
Availability of suitable candidates might be limited.
Requires investment in time and travel.
Can be more difficult to assess hard skills in a networking setting.
Reaching out directly
If you stumble across a blog post you like, don’t hesitate to reach out. This is a great way to quickly find someone who you feel would be a great brand fit.
Pros:
If you find someone whose work you like, chances are they are a good fit for your brand.
Can be a faster way to find a high-quality candidate without sifting through applications.
Cons:
Might not be available or open to freelance work.
Person credited as author might not be the actual writer of the post.
Could be more expensive than less established writers or strategists.
Okay, now that you know where to find those hidden gems, it’s time to grill them! I’m kidding…kind of. Here are some key interview questions to separate the genuine content rockstars from the wannabes.
How to ask the right questions to find your ideal fit
You’ve found some potential candidates, but now you have to dig deeper to find the ones who’ll actually get the job done. These deeper dive questions will help uncover those content diamonds.
Questions for B2B content strategists
Tell me about a content strategy you developed from scratch. What were the goals, and how did yo meet them?
You want to understand their ability to plan and execute a content strategy with specific objectives.How do you measure the success of a content strategy?
The answer will help demonstrate the candidate’s understanding of content performance metrics, and how they use that data to shape further strategies.Describe a time when your content strategy didn’t perform as expected? How did you handle that?
You’ll get an idea of the person’s ability to solve problems, pivot, and how they handle failure. Is it a stopping point or a starting point for them?How do you align your content strategy with the broader marketing goals of the company?
Being able to see the big picture of how content impacts marketing and the overall business is vital.
Questions for B2B content writers
How do you adapt your writing style for different audiences, formats, and parts of the funnel
You’re looking out for someone who understands audience segmentation and the ability to adapt their writing to the needed tone and style.Walk me through a piece of content you’re particularly proud of. What made it successful?
This allows the candidate to showcase their best work and explain the impact it had.What’s your process for handling feedback and revisions?
You need a collaborator who can clearly work with constructive criticism and understanding different stakeholders’ needs.
Pro tip: They’re also going to be assessing you.
Questions candidates might ask you
If I’m being interviewed by you, here are some of the questions I’d have:
What are your current content vision and goals?
How far ahead do you see content playing a part in the big picture? Are you looking for a quick fix or something sustainable as you grow?
How does your company measure content strategy effectiveness?
I want to know the metrics or key performance indicators that you value the most to see if they align with how I qualify success.
What are some of the previous challenges you’ve experienced with content and strategy?
What are potential obstacles and how could we approach solving them should they come up again?
Can you provide me with some examples of successful content pieces? What made them successful?
This will give me insight into what you consider effective and high-performing content.
Do you have a graphic designer and a website expert?
Startups like you usually also outsource these roles. Knowing who you already have in place gives me an idea about the limitations. I can’t as for a fantastic infographic for a blog post if there’s no one there to create one.
What resources will I have access to?
Tools and apps
Brand kits, style guides, and other brand messaging resources
Will I have access to your communication channels (eg. Slack) or task management apps (eg. Asana)
Will I have access to subject matter experts?
So, you’ve successfully grilled the candidates (hopefully not charred!), and got the insights you need on their content prowess. You’ve also gotten a selection of questions that they might also ask you.
Before you let them do their thing, you need to think about how to really make the best out of this new partnership. Here’s how to truly onboard and create a collaboration that will produce results.
4 Steps to successful onboarding and collaboration with your new content professionals
Whether you’ve hired in-house or freelancers, you’ll need to get everyone on the same page. Here are the steps you need to make sure your efforts pay off
1. Give them resources
Start with all the information you have on your company, product/services, and brand.
– Give them the ‘why’ of your business.
– Give them access to your internal experts. Let them listen to sales calls to hear the customer talk directly about their pain points.
They need context to create content with genuine impact.
2. Give them tools
Onboard them to all the tools you use internally. Yes, even if they’re freelancers. Being able to communicate efficiently while working with you is super important. I don’t want endless email chains for feedback rounds. Do you have a task management tool like Asana? Get them on there!
3. Give them the freedom
You’ve done stuff alone for so long that even though you know you need help, it might be hard for you to let go and delegate. If you’re a micromanager, save yourself the trouble and money. Don’t hire anyone and just keep doing it yourself.
If you’re ready to let go and let experts do what you hired them to do, be prepared to have some of your ideas shot down. You wanted experts, now listen to them, even if it’s not how you’d have done it.
4. Give them time
I will never stop saying this: Good content takes time to show true ROI. Usually, it takes up to 12 months to see impact here. This is a long-term investment and will never be a quick fix. Sure, you’ll see an increase in website traffic, social engagement, or email subscribers within 3 months, but these are just signals that something you’re doing is working.
Start small, but think big
Building a B2B content team is a pivotal step in taking your business to the next level. It’s an investment, but one that will pay dividends in more leads, stronger brand authority, and ultimately, increased revenue.
While the journey might have bumps along the way, remember, consistency and a commitment to quality are key. What you’re doing now lays the foundation for what you do in the future. The thing is, it’s not set in stone. Experiment. Test. Adjust. You also need to look into the future because you won’t stay this compact forever.
Now, get out there and find those content superstars who will help you tell your story and achieve your business goals.
