27 Aug 2025

Content That Converts: What CEOs Need to Know About Hiring Writers

CEOs and HR leads know great content is about results. This guide explains exactly how to hire writers who turn browsers into buyers, boost your brand authority, and deliver measurable ROI, plus where to find the right marketing expertise.

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When you’re a CEO or HR lead, you’re no stranger to making critical hiring decisions. But when it comes to content creators, the stakes are higher than many realise. The wrong hire can lead to wasted budgets, bland content, and, worst of all, missed revenue opportunities. The right writer, on the other hand, can drive meaningful engagement, position your company as an industry leader, and generate a steady pipeline of qualified leads.

This is about hiring someone who understands your business goals, speaks your audience’s language, and produces content that converts.

In this comprehensive guide, we’ll explore how CEOs and HR leads can identify, evaluate, and hire writers who create content that delivers ROI, and why, sometimes, the smartest move is to engage a Fractional CMO or digital marketing expert to ensure the strategy behind the words is as strong as the writing itself.

Why “Good Writing” Isn’t Enough

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It’s tempting to think of writing as a purely creative skill, but in the business world, creativity alone doesn’t pay the bills. The truth is, you’re not hiring someone to produce content; you’re hiring them to produce outcomes.

For content to convert, it needs to:

  • Be grounded in a clear marketing strategy: A skilled writer knows how their work fits into your broader business objectives, whether it’s lead generation, brand awareness, or client retention.
  • Be informed by audience insights: Without knowing who they’re writing for, even the most eloquent copy will miss the mark.
  • Be optimised for search and distribution: SEO, readability, and content formats all influence visibility and engagement.

A “good” writer in the traditional sense might craft beautiful sentences, but a great content creator understands click-through rates, conversion funnels, and buyer psychology.

The CEO’s Perspective: Content as an Asset

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From a CEO’s seat, every hire is an investment, and content creators should be no exception. Quality content is not a cost centre, it’s a revenue generator when done right.

Your blog, case studies, white papers, social posts, and email sequences can live online for months or years, continually attracting leads. Unlike a one-off ad campaign, great content compounds in value over time.

This means your writer must:

  • Align with your company vision and tone of voice.
  • Understand how to differentiate your brand in a crowded market.
  • Deliver work that is measurable in terms of business impact.

To ensure this alignment, some CEOs choose to engage a marketing strategist who can define the messaging and positioning before a writer ever types a word.

The Three Types of Writers You Might Hire

Not all copywriters are created equal. Knowing the categories can help you choose the right one for your needs.

Brand Storytellers

These writers excel at crafting your narrative, building an emotional connection with your audience. They’re perfect for brand-building campaigns, origin stories, and values-driven content.

SEO and Conversion Copywriters

These professionals understand keyword research, on-page optimisation, and calls-to-action. They write with one eye on search engine algorithms and the other on your conversion metrics.

Technical and Industry Writers

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When your audience demands depth, think engineering firms, medical companies, or SaaS, technical writers can explain complex concepts without losing engagement.

Often, the smartest approach is to work with an agency or freelance marketers who can assemble a team of specialists rather than relying on one person to do it all.

The Skills That Matter Most

When assessing writers, CEOs and HR leads should evaluate more than a portfolio. Look for these critical capabilities:

  • Business acumen: Do they understand your market, competitors, and positioning?
  • Research skills: Can they find and verify credible sources?
  • Adaptability: Can they switch tone for different audiences or platforms?
  • Data literacy: Do they track and interpret content performance metrics?

As a CEO, you don’t need to know every technical detail, but you should expect your writer to justify their approach with data and examples.

Where to Find Writers Who Convert

Finding top-tier writers is often where companies go wrong; they rely on job boards or personal networks without a clear recruitment process.

Some reliable avenues include:

  • Specialist marketing recruitment: Services like Cemoh’s marketing recruitment connect you with vetted professionals.
  • Industry-specific events and conferences: Great writers often speak on panels or attend networking events.
  • LinkedIn and professional communities: Search beyond “writer” and look for titles like “content strategist” or “conversion copywriter.”

When speed and precision matter, engaging a Fractional Digital Marketing Expert can shortcut the process by bringing both strategy and execution under one roof.

The Recruitment Process for Content Creators

Hiring a writer isn’t like hiring for a purely technical role; you need to test both creative and strategic capabilities.

A strong process includes:

  • Defining clear KPIs: What does success look like? More leads? Higher organic traffic? Stronger social engagement?
  • Requesting relevant samples: A SaaS company shouldn’t judge based on travel blog posts.
  • Assigning a short paid test: This reveals how they research, write, and adapt to feedback.
  • Assessing collaboration skills: Can they work with graphic designers, marketers, and product teams?

Skipping these steps can lead to costly misalignments and missed opportunities.

Measuring the ROI of a Writer

Content ROI can be tricky, but it’s far from impossible. CEOs should insist on a framework for tracking performance from the start.

Some metrics to track:

  • Website traffic growth from organic sources.
  • Conversion rates from landing pages and calls-to-action.
  • Lead quality and sales outcomes.
  • Engagement metrics like time-on-page and scroll depth.

A well-hired writer should be able to report on these metrics in collaboration with your marketing team or your marketing consultant.

Avoiding Common Hiring Mistakes

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Many CEOs make the same hiring errors when it comes to writers. Common pitfalls include:

  • Hiring too cheaply: Low-cost writers often lack the strategic insight to deliver conversions.
  • Focusing only on grammar: Perfect syntax won’t save content that misses the target audience.
  • Ignoring cultural fit: The best writing reflects your company’s personality and values.
  • Expecting one writer to do it all: Marketing is a team sport; sometimes you need multiple specialists.

When in doubt, bring in someone who can design your content strategy before hiring execution talent.

Why a Fractional Digital Marketing Expert May Be the Best First Step

Before you rush to hire a writer, consider this: without a solid strategy, even the best writing will fail to produce results.

A Fractional Digital Marketing Expert can:

  • Define your content goals, KPIs, and messaging.
  • Identify which content formats and channels work best for your audience.
  • Oversee writers and ensure brand consistency.
  • Continuously optimise based on performance data.

This approach reduces hiring risk and accelerates results, because you’re hiring not just for words, but for outcomes.

Thoughts for CEOs and HR Leads

Hiring a writer is a strategic business decision. It’s about investing in an asset that can drive measurable business growth.

The right hire will:

  • Understand your audience better than your competitors do.
  • Align every piece of content with your business goals.
  • Consistently deliver measurable results.

And if you want to shortcut the trial-and-error process, hire a Fractional Digital Marketing Expert who can design the strategy, source the right talent, and manage the execution from day one.

Your content is the voice of your business. Choose wisely.

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