The value of content marketing is undoubtedly at an all-time high. At a time when 94% of brands plan to use AI for blogging purposes, brands that know how to hire a blogger to generate a human touch can now thrive.
Whether you need help in knowing what to look for when hiring bloggers or how to tap into the full potential of the partnership, here’s all you need to know.
Understanding the Blogger Hiring Process
Brands may hire full-time bloggers to produce content from the brand’s accounts or to produce ghost written work on behalf of senior staff. Alternatively, you may hire freelance bloggers or use partnerships for specific campaigns. Either way, it’s vital that all agreements follow a suitable process.
In some cases, you may approach a blogger whose work you love. Generally speaking, though, brands post blogger vacancies or paid partnership opportunities. In this instance, the process is as follows;
- You place a job ad or details of a paid partnership opportunity on relevant platforms. This could include your website, social media channels, LinkedIn, or job sites.
- After receiving applications, you’ll review the portfolios of suitable candidates. You’ll want to analyse their track records as well as the quality of their work.
- Interview shortlisted candidates and provide a test assignment for them to complete. You may also want to ask about the ideas they have for the brand at this stage.
- Agree terms of employment or partnership before completing the onboarding process. The blogger will then be ready to join the team as an employee or freelancer.
Identifying Your Brand’s Blogging Needs
When looking to hire a blogger for your brand, the goal isn’t simply to hire the best content creator. Instead, you should be looking to find the best fit for your specific needs.
Focus on the following features, placing an emphasis on the ones that matter most to you, and you won’t go far wrong;
- The blogger’s ability to build brand awareness and help the brand reach new audiences.
- Content style and purpose versatility, such as building authority or promoting products.
- Their personal content creation style and relevance for your brand style.
- Salary or payment expectations and whether this aligns with your budget.
- Frequency of posts and whether there are tight deadlines or on-site requirements.
A great blogger should help generate more traffic, leads, and conversions while simultaneously establishing your brand as an authoritative voice. They are an extension of your brand, which is why consistent quality is king.
Qualities to Look for in a Blogger
First and foremost, you need to find a blogger that fits a niche aligned with your brand. Regardless of the sector, though, it’s vital that any content creator that boasts the right traits.
Whether it’s an in-house hire or a blogging partnership, you want a blogger who;
- Can produce trending content and evergreen content with equal levels of competence.
- Understands SEO strategies including AI SEO, voice SEO, and mobile optimisation.
- Can produce engaging content to humanise the brand, especially if an in-house recruit.
- Is able to meet deadlines and show reliability, not least if working remotely.
- Feel confident working to briefs and set blogs, as well as presenting ideas of their own.
- Is open to trying out different content types, like audio or video, when necessary.
- Has a genuine passion for the brand and a willingness to learn more.
- Writes in an articulate way and is happy to interact with readers from brand accounts.
Essentially, you need a blogger who will represent your brand in a professional and reliable way that helps your brand keep consumers happy.
Where to Find Qualified Bloggers
Knowing what to look for when hiring bloggers is one thing, but actively finding them is another. One option is to contact bloggers directly through their social media channels or website email addresses. This is a good avenue to pursue if you’ve organically found a blogger that you think would be a good match for your brand.
However, there are plenty of other outlets to find qualified bloggers. The most effective are;
- Blogger Tuesday, where your opportunities can be emailed out to relevant creators each week.
- Freelancer platforms like Upwork, where you can browse the profiles of bloggers and contact the best fits.
- LinkedIn or other networking sites where you post your brief. This could extend to local networking events for content creators.
When looking to hire a full-time employee, posting your vacancy on relevant job boards is another valuable option.
Evaluating Blogger Portfolios and Experience
Most brands receive dozens of applicants for their vacancies, especially when posting on channels like LinkedIn where lots of irrelevant candidates make applications. So, knowing how to navigate your way to the right creator is essential.
Bigger isn’t necessarily better, and many brands now consciously choose micro influencers. Still, it is necessary to evaluate their portfolios and experience. Key factors to consider are;
- Writing (or content) quality. Every sample should feel professional while there should be examples highlighting that the blogger can reflect your brand’s tone.
- Case studies that highlight performance indicators including traffic, engagement, and conversions. This is the proof that the creator is capable of satisfying your needs.
- Any examples of content for your niche or audience. It is the best indicator of the work that they could produce for you. Genuine expertise always shines through.
- Their past experience across freelance and in-house employment, as well as both long-term partnerships and one-off projects.
In addition to reviewing the candidate’s work, you should research their personal online background, particularly if they will post using their name or online alias. Otherwise, you could encounter reputational damage through association.
Setting Clear Expectations and Agreements
All parties should know what to expect from the blogger agreement. From your perspective, contracts are a key step to protecting your brand and finances while also ensuring that bloggers represent the company in an acceptable way.
At this stage of the negotiations, you must confirm;
- The scope of work, including the type of content and expected volume / frequency of blogs.
- Expected deliverables, with a focus on deadlines and revision policies.
- SEO expectations, especially if the blogger is expected to upload content to your CMS systems.
- Ownership and usage rights of all content, extending to timeframes.
- Communication expectations, especially for remote bloggers. Response times and channels must be addressed.
Meanwhile, all payment and compensation details must be detailed. This includes commissions from affiliate links, as well as direct payments and retainers.
Building Lasting Relationships with Bloggers
Modern businesses often work with multiple bloggers, including some that may provide a one-off or short-term series of content. Generally, though, lasting relationships with bloggers work better as this helps build consistency and builds strength in content over time.
Here’s what you can do to support lasting relationships;
- Work with bloggers that have a track record of lasting employment or brand partnerships.
- Praise them and reward them for great work through bonuses or more significant roles.
- Provide guidance but also give them the freedom to create content that they love.
- Create feedback loops for them to give them a voice on how to improve the blogging partnership.
- Provide clarity on the brand values and briefs. Life is far easier for bloggers that feel alignment.
Show bloggers that they are valued members of the team, and it will shine through in their work. For the long haul.
The process starts with promoting opportunities to the right bloggers. Join the Blogger Tuesday network now to reach the UK’s top content creators.
