A great content hire starts with the right discovery call. Here’s what to ask and what the answers should sound like.
You’ve got a shortlist of writers. Maybe two, maybe five. Now comes the part that actually matters… the discovery call.
The questions you ask on that call will tell you more about a writer’s ability than their portfolio ever could. But only if you know what to listen for.
This post breaks down the questions that actually matter, organized by category. And for each one, you’ll see what a good answer sounds like… and what should make you pause.
Key Takeaways
- Ask about the writer’s research process because it reveals how deep their content will go beyond surface-level information.
- Check if they can build a content brief independently, especially if your team is lean and can’t create detailed briefs for every post.
- Test their SEO knowledge beyond tool names by asking about search intent, keyword selection logic, and content format decisions.
- Prioritize B2B SaaS experience because the ramp-up time for a writer learning your industry comes out of your budget and timeline.
- Ask for ranked samples, not just writing samples, because the ability to write well and the ability to write content that performs are two different skills.
- Watch for red flags like guaranteed rankings and unusually low pricing, which almost always signal a mismatch between expectations and delivery.
What a Good Discovery Call Actually Covers
A good discovery call should answer three things: Can this person write well? Do they understand how content fits into a growth strategy? And can they work with my team without constant hand-holding?
Most of the questions below fall into one of those buckets. The trick is knowing what a good answer sounds like vs. one that just sounds confident. Because plenty of writers can talk well on a call. The difference shows up in the work.
If you’re still figuring out the right time to bring on a freelance writer, that’s a separate decision. But once you’ve decided to hire, these are the questions that matter.
Questions About Their Writing Process
This is where most people start, and for good reason. Process tells you more about a writer than their portfolio sometimes.
“How do you research a topic you’re unfamiliar with?”
A strong answer here would include specific steps. Something like: “I start with the top-ranking content to understand what’s already out there, then I dig into product docs, competitor pages, and customer reviews to find angles the existing content is missing.”
If they say “I just Google it,” that’s a red flag. Research is half the work in B2B SaaS writing. A writer who skims the surface is going to produce surface-level content.
“Do you need a content brief, or can you create one?”
This question reveals how autonomous the writer is. Some writers need a fully built brief with keywords, outline, and references handed to them. Others can take a topic and build the content brief themselves.
Neither is wrong. But if your team is small and you don’t have someone dedicated to brief creation, you need a writer who can handle that part independently.
“What does your first draft process look like?”
You want to hear something structured. Outline first, then draft, then self-edit. If a writer jumps straight into writing without an outline, the content tends to ramble. You’ll end up doing more revision work than you should.
Need B2B SaaS blog posts that rank and convert? I help SaaS companies publish content that brings in organic traffic and qualified signups. Schedule a call and let’s see if it’s a good fit.
Questions About SEO and Content Strategy
If you’re hiring a content writer to produce blog posts that rank, SEO knowledge isn’t optional. It’s part of the job.
“How do you approach keyword research?”
The answer should go beyond “I use Ahrefs” or “I use Semrush.” Those are tools, not strategies. A good writer would talk about search intent, keyword difficulty, and how they approach keyword research to pick terms that actually have a realistic chance of ranking for your domain authority.
“How do you handle search intent?”
This is a telling question. A lot of writers know about search intent but don’t actually apply it. You want to hear them talk about matching the content format (listicle vs. guide vs. comparison) to what Google is already ranking for that keyword.
For example, if the top results for a keyword are all comparison posts, writing a “what is” guide for that same keyword probably won’t rank. A writer who understands this will save you from making content marketing mistakes that cause posts to sit on page five forever.
“Do you optimize for AI search engines too?”
This one is becoming more relevant every quarter. With tools like ChatGPT, Perplexity, and Claude pulling content into their answers, AEO vs. SEO is a real conversation now. A forward-thinking writer should at least be aware of how content structure affects AI search visibility.
Questions About Industry Experience
Industry experience isn’t everything. But in B2B SaaS, it helps a lot.
“Have you written for B2B SaaS companies before?”
The reason this matters is because SaaS content has its own language, buyer journey, and content strategy playbook. A writer who has only written for ecommerce or lifestyle brands could absolutely learn SaaS. But there’s a ramp-up period, and you’ll need to decide if you have the bandwidth for that.
Look for writers who can talk about SaaS content strategy with confidence, not just in vague terms, but with specifics about funnel stages, product-led content, and how blog posts support signups.
“Can you write product-led content?”
This is the question that separates content writers from content marketers. Product-led content weaves your product naturally into the narrative. It’s not a sales pitch. It’s a blog post that solves a real problem and shows how your tool fits into the solution.
If a writer looks confused by this question, they’re probably used to writing top-of-funnel educational content only. That’s fine for awareness, but if you need content that actually moves readers closer to signing up, you need someone who can handle BOFU content too.
“How do you learn a new product fast?”
Good answers include things like: “I sign up for the free trial and use the product myself,” or “I watch demo videos and read your help docs.” What you don’t want to hear is “just send me some bullet points and I’ll figure it out.” That’s how you end up with blog posts that sound like they were written by someone who’s never touched your product.
Questions About Workflow and Communication
Talent matters. But so does working style. A brilliant writer who ghosts you for two weeks between drafts isn’t a good hire.
“How do you handle revisions?”
You want clarity here. How many rounds of revisions are included? What counts as a revision vs. a rewrite? A professional writer should have a clear revision policy and be comfortable with feedback. No ego about edits.
“What’s your typical turnaround time?”
For a well-researched SaaS blog post (1,500 to 2,500 words), something in the range of 5 to 10 business days is normal. If someone promises next-day delivery on a long-form piece, either the quality will suffer or they’re using AI to generate the bulk of it.
“How do you prefer to communicate?”
Simple question, but important. Some writers prefer async communication (email, Notion, Slack messages). Others want weekly check-in calls. Neither is right or wrong. It just needs to match how your team works.
Questions About Content Quality and Results
This section is about proof. Anyone can talk a good game on a call. These questions cut through that.
“Can you share samples that ranked?”
Not just writing samples. Samples that actually performed. A writer who can point to a blog post that ranks on page one for a competitive keyword is showing you real evidence. Ask them about the keyword, the competition level, and what made the piece work.
If they can also share posts that helped with making SaaS content rank, that gives you a clear picture of their SEO ability.
“How do you define ‘good’ content?”
This is an open-ended question, and that’s the point. You want to hear them talk about more than just word count or grammar. Good content for B2B SaaS should be accurate, well-structured, optimized for search, and written for a specific reader at a specific stage.
If their answer is “content that engages the reader,” that’s too vague. If their answer is “content that ranks, gets read, and moves the reader toward a next step,” that’s much stronger.
“Who owns the content after delivery?”
This should always be you. But it’s worth confirming upfront. Make sure the writer treats it as work-for-hire and that there are no licensing surprises down the road.
Red Flags That Should Make You Walk Away
Not every writer is the right fit. Here are a few warning signs to watch for during the vetting process.
They guarantee rankings. No writer can promise you a #1 ranking. There are too many variables (domain authority, competition, technical SEO, backlinks) that sit outside a writer’s control. A good writer can absolutely improve your chances. But guarantees? That’s a red flag.
They have no portfolio or send vague samples. If a writer can’t show you relevant work, that’s a problem. You need to see how they write about technical topics, not just that they can write.
They can’t explain their process. If the answer to “how do you research and write a post?” is vague or scattered, expect the content to be the same. Process reflects quality.
Their pricing feels way too low. There’s a real conversation to be had around content writing cost. But if someone is quoting you a fraction of what other experienced writers charge, ask yourself why. You generally get what you pay for with content.
Final Thoughts
Hiring a content writer doesn’t need to be stressful. But it does need to be intentional.
The questions in this post aren’t meant to grill anyone. They’re meant to give you a clear picture of what you’re getting before you commit. A good writer won’t be thrown off by these questions. They’ll actually appreciate that you’re taking the process seriously.
And honestly? The best hiring conversations feel like a two-way fit check. The writer is evaluating you too… your product, your expectations, your feedback style. That’s a good sign. It means they care about doing great work, not just landing the gig.
Take the time to ask the right questions. It’s a lot cheaper than fixing bad content after it’s published.
Need a B2B SaaS content writer who already meets all the criteria above? I’ve worked with 30+ SaaS companies and written 300+ blog posts that rank and convert. If you’d rather skip the long vetting process, schedule a call and let’s talk about your content goals.
FAQs
1. How many writing samples should I ask for before hiring a content writer?
Ask for three to five relevant samples, ideally in your industry or a similar one. Focus on quality and relevance over quantity, and check if any of those samples actually rank on Google for their target keyword.
2. Should I do a paid test project before hiring a content writer?
Yes, a paid test project is one of the best ways to evaluate a writer’s skills in a real scenario. Keep it small (one blog post), pay a fair rate, and evaluate the research depth, structure, and how well they capture your brand voice.
3. How do I know if a content writer understands SEO well enough?
Ask them to walk you through how they would approach a specific keyword for your blog. A strong writer will talk about search intent, competitor analysis, and content structure, not just mention tool names like Ahrefs or Semrush.
4. What’s a reasonable turnaround time for a B2B SaaS blog post?
For a well-researched post of 1,500 to 2,500 words, five to ten business days is standard. Faster turnaround is possible for simpler topics, but rushing complex SaaS content usually leads to shallow, underperforming posts.
5. Is industry experience more important than writing skill?
Both matter, but they serve different purposes. Writing skill is the baseline. Industry experience reduces ramp-up time and means the writer already understands your audience, terminology, and buyer journey without needing extensive onboarding.
6. How much should I expect to pay for a quality B2B SaaS content writer?
Rates vary, but experienced B2B SaaS writers typically charge a premium over generalist writers because of the specialized knowledge required. Investing in quality upfront is almost always cheaper than paying for rewrites or replacing content that never ranks.
7. What’s the biggest mistake companies make when hiring content writers?
Choosing based on price alone. A cheaper writer who produces content that never ranks or needs heavy editing ends up costing more in the long run than a skilled writer who gets it right the first time and delivers posts that perform.
