There are many reasons it’s worth thinking about putting a writer on retainer – they can really save you time and effort, and add a great deal of value to your working day.

Writers are one a penny, it seems, so how do you find one that will work for you? Ideally you want someone who is a great storyteller, who produces top quality writing, and who also has an eye for SEO. Yes, it’s a tall order, but these unicorns do exist.

First – and I confess I’m probably biased – I think freelance journalists are a great place to start. Yes, you’ll pay a bit more for them, but they are trained to write concise, evidence-based stories, and that’s a good look on any brand.

Second, I think a freelancer is probably a better bet than an in-house writer. Apart from the fact that you don’t have to worry about managing an extra employee, freelancers need repeat work, and they thrive on referrals, so they are much more likely to deliver quality work, on time – every time. Well, the good ones will. But they’ll also have exposure to a number of sectors and industries, which means they come with a slightly more critical eye, and will possibly see things from a different perspective when you can’t see the wood for the trees.

Third, get referrals from friends and business associates – this is the best way to suss out a writer both in terms of what they deliver, and how professional they are. If you strike out there, try any professional groups or communities you are part of, whether in real life or on social media.

And then, once you have a couple of candidates in mind, google them thoroughly to see examples of their work online. Get them to do one or two ad hoc jobs, and if you like them, think seriously about putting them on retainer – the more you work together, the more they’ll be able to understand your company and what you need, and the easier and easier the relationship should become.

Yes, I did mean now – because you know you’ll just forget. And if you don’t feel like looking for referrals, start here: mandy@mandycollins.co.za. I’m certain we can help.