What does it take to be an online writer?

I’m always on the lookout for a writer to join my team. Based on my experience, and interaction with a number of writers, here are some of the basic qualities I’ve seen (and look for) in an online content writer.

No fear of technology
Let’s face it. This is a technology driven world and a LOT of what is on the net has to do with technology. Working in an agency, it’s very likely you will be writing for a tech company at some point in your career. Unfortunately, most of those who drift away from the sciences into arts, do so for a very good reason. Therefore, the content tests I’ve developed often incorporate a small write-up on an unknown technology. The writer is allowed to use the net as a resource, but the catch is that they need to explain what the technology is about in a way their grandmother could understand. This exercise is also a good way of weeding out the writers from the editors. It even saves me from writers who believe learning isn’t part of the job. Replies like the following: “I have not attempted to answer question number three, as I don’t know anything about the subject ‘Open Source’,” can tell you a lot about the writer.

Ability to communicate:
Simply. Effectively. Quickly. It seems obvious to write content such that another person can quickly understand, and take action on what you are saying. Yet at times writers are given pages of content that need to be squeezed into 200 words, and often end up with paragraphs that are actually single sentences.

The ability to communicate sometimes means doing away with long copy. And that often stumps young writers who are more concerned with the style of writing as opposed to what is being communicated. Also, in India the ‘more is better’ mantra has yet to be broken. A lot of clients believe that if they are paying for a page of content, they had better get their money’s worth! Do not give in. Your readers do not care if you’ve filled the page or elaborated on 21 benefits. They want the takeaway and they want it fast. So how do I see if my writer-to-be fits the bill? I pick the most tedious para I can find, and ask them to bring it down to 100 words. Writers who think from the audience perspective usually find the task easy.

Critical eye
“So what do you think of the content on this page?” To be a good writer, you also need to be able to judge good and bad writing as well as overall communication. This is a tricky scenario, because not many people want to be critical during an interview. Especially when you don’t know who wrote the piece (and yes, I usually do show my write-ups).

It’s a simple question, but the answer can tell you loads. Good and bad writing may be a little subjective, but good or bad communication is fairly obvious. Your opinions speak volumes about you as a person and the level of writing experience you have.

Left and right brain
Our writers are usually involved in an online project from sitemap to development. This requires the ability to view the project as a whole and think along the lines of information flow, logical sequencing or even do a bit of spot IA (Information Architecture). Since interactive agencies in India are relatively new, they are usually small, team-wise. So a content writer could find herself working on a corporate sitemap in the morning and scripting a flash ad storyline in the evening.

Ability to research on the net
To write for the net you need to understand it. To write for clients for whom giving info is often like pulling teeth, you need to be able to supplement your base content with factual information. You also need to know what your competitors are saying. It may seem obvious, but believe it or not, there are writers out there who just don’t surf the net.

Editing, basic writing skills
Content writing in India is still picking up. We mainly get applicants from ad copywriters, journalists, and the publishing industry. But that doesn’t mean doctors, lawyers and TV show hosts haven’t applied. Writing for the web does not require extensive literary skills. But you do need to know the basics.