Good recruiting is a must when it comes to producing content. Work out the content you’d like to create, then choose a writer to match. If you choose well, you can be hands-off and leave it to the expert to do their thing.

Depending on the kind of content you need, you might go for a traditional writer with a journalistic background or perhaps a more conceptual copywriter. Although it makes sense to choose a writer who has experience in a specific sector, a good writer will be able to learn and write about almost any subject.

Let the writer look at the client brief, run through any questions, then allow them to crack on with the work. You should expect content that’s well structured, with solid sources ­– work that addresses the reader’s needs and doesn’t push them away.