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How to find a good content creator

Sabrina Smelko
Feb, 2023
3 mins

Five qualities that separate the content contenders from the content pretenders

As more and more brands and businesses start taking their social content seriously, the need for talented content creators has never been so high. At the same time, it has become increasingly difficult to differentiate between those who can produce truly great content and those who merely claim the title of “content creator,” which is why finding a qualified professional is easier said than done. After all, what makes a great content creator? How do you separate the contenders from the pretenders? We don’t have all the answers, but we do have some ideas. Read on to learn our top five qualifying traits for those who aspire to create high quality content.

Must be multidisciplinary

Content creators have to possess and juggle skill sets including conceptual thinking, photography, graphic design, content writing, filmmaking, editing, storytelling, media production, and marketing. They must be able to multitask their inner artist with content strategists and PR specialists, and know how to use a variety of design programs and applications. Before you hire, be sure to ask about their experience level with each skill and if they specialize in any areas. A content creator's personal preference or penchant will always inform the content they make, so study their skills and get specific when asking about the aspects of content creation they love most. 

A chameleon is a requirement

In order to engage an audience and create content that really stands out in the online universe, a good content creator must be able to put aside their own individual style and preferences and create content that will speak directly to the audience who will view it. This skill becomes particularly important for those creating for multiple brands, each with their own tone and vibe. 

Seek a curious studier

Experienced content creators should have plenty of tales of being told to “stay in their lane.” Why? Because they were likely the first of their cohort to dabble in adjacent disciplines, trendsetting and tastemaking without realizing it at the time. Curious content creators will always ask questions and seek answers, and in today’s ever-changing social landscape, that attitude is invaluable if you want to keep up with algorithms, apps, effects, audios and more.

Look for a cunning linguist

A strong command of language is critical when seeking out a great content creator as nearly every piece of social content has a written component attached to it. A good creator can quickly understand a message, find the golden nugget within it, and translate that to a piece of content. There’s nothing worse than social content that’s poorly-communicated or grammatically incorrect. The ability to craft engaging headlines, titles and stories is essential, as these elements can make or break a post’s success on social platforms like Twitter or Instagram. Content creators should have an extensive vocabulary, but write simply and in a way that effectively communicates complex ideas in simple terms while still maintaining the integrity of the message. And, of course, the brand’s tone of voice. 

Opt for outside-the-box outliers

When searching for a great content creator, one of the most important attributes to look for is creativity, originality, and the ability to think on their feet. Coming up with clever solutions quickly is a must if you want to keep up with social trends. You want to work with someone who has the ability to think outside the box and come up with fresh ideas that will spark interest in your brand or product, and someone with the flexibility to see that out through in any medium, be it still, moving, animated etc. A great way to gauge a person’s creative capabilities is by reviewing past examples of their work or checking out their portfolio. Skilled content creators should have an impressive array of creative ideas and unique concepts that show off their unique point-of-view and talents. 

Whether you’re looking to hire a new content creator, or seeking to bolster the skills of the one you already have, we hope this guide will help. And as always, we’re only an email, DM, or phone call away. Don’t hesitate to reach out with any questions; we love to talk social.