How to Tell If Your Content Writer Is Delivering What You’re Paying For

In today’s world, we’re constantly told that “content is king,” but if your external content writer is delivering the royal equivalent of a soggy sandwich, you’re probably not getting what you’re paying for.

Sometimes it is a matter of time and availability, and other times it is because you cant seem to find the right words to advocate for your business. Hiring a content writer, especially a freelancer or contractor, is supposed to make your life easier—but how can you be sure their work is up to scratch? If you’re suspicious about what you’re getting, here’s how to spot the red flags (without needing a magnifying glass).

1. Is Your Content Entirely AI-Generated?

We all know AI tools are popping up everywhere, claiming to be the answer to all your writing woes. But here’s the thing—while AI-generated content can churn out words faster than a typing contest, it’s often about as flavourful as cardboard. If your content feels robotic, repetitive, or a little too perfect, it might be the handiwork of our algorithmic overlords.

Watch out for:

Suspiciously perfect grammar (nobody’s that perfect with their commas)
Repetitive sentences that say the same thing in 15 different ways
Lack of any unique brand personality (it’s all a bit… beige)

AI can be useful, but if you’re paying a writer to inject some life into your content, make sure you’re not just getting a well-dressed robot behind the scenes.

2. Does Your Content Fall Short of Industry Standards?

Look, we know you are not expecting Shakespeare-level work here, but there are some basic standards your content writer should be hitting. If you’re left pondering whether the content is just “meh” or outright terrible, here are some things to check for:

SEO? Never Heard of It: If your content isn’t optimised with the right keywords, meta descriptions, and proper structure, it’s going to struggle to rank in Google. And if you’re not ranking, well, what’s the point?
Engagement Level: Low: Does the content flow nicely? Is it easy to read? Engaging content should have readers nodding along, not drifting off into a day-dream about what’s for lunch.
Relevant or Ridiculous?: Outdated or irrelevant content is like showing up to a 2024 business meeting in bell-bottoms. It’s not a good look unless your in Fitzroy, Melbourne.

If the work your writer is producing isn’t meeting these standards, it’s time to raise an eyebrow—and maybe your expectations.

3. Does Your Brand’s Voice Sound Like… Everyone Else’s?

Your content should feel like it was made for your business, not copy-pasted from a generic template. If your writer’s work sounds like it could’ve come from anyone, for anyone, you’re losing out on the magic of originality. Red flags include:

Copy-Paste Disaster: If your content feels suspiciously familiar, it might be recycled material. And no, that’s not eco-friendly.
No Brand Personality: Your content should be as unique as your business. If your barista blog sounds like an accounting firm’s website, something’s off.

4. Are Deadlines Merely a Suggestion?

There’s nothing worse than getting content back late—except maybe getting it back late and bad. If your content writer’s deadlines are more of a guideline than a promise, your marketing schedule could be in trouble. The best writers work with you, not against the clock (or your patience).

5. Are You Seeing Results… Or Just Words?

At the end of the day, content isn’t just there to look pretty. It needs to drive results, whether that’s more traffic, better engagement, or actual conversions. If you’re seeing a lot of words but not a lot of action, it’s time to question if your content writer is actually delivering value. Ask yourself:

Is web traffic going up?
Are people engaging with the content?
Is the content driving leads or sales?

If the answer to these is “no,” then your content might be doing a lot of talking—but not a lot of walking.

What Should You Do Next? Call Ignite Search (We’ve Got This)

If any of these issues hit a little too close to home, don’t worry—you’re not stuck. At Ignite Search, we pride ourselves on delivering content that not only looks good but works. We identify the industry standard for tone and content by analysing your top performing direct and indirect competitors to create your digital brand voice. Then we inject tone that matches your unique selling point (USP) and personality, so every word on your website reads as if it were written in your own voice, the expert!

Here’s what you’ll get with us:

SEO-Optimised Content: Built to rank and drive traffic
Original & Engaging: No cookie-cutter fluff—just content tailored to your brand
Proven Results: We don’t just create content; we create content that converts

Stop settling for content that fails to deliver. Let us show you how it’s done and see the results for yourself.