Just like it’s important for copywriters to know what they’re talking about, it’s also important that they know how to say it. Because your content will be primarily published online, you’ll want to hire someone who knows how to maximize SEO with the use of long-tail keywords, attention-getting headlines, meta descriptions, reputable links and image alt text. Of course, it won't be hard to teach a good writer how to do this, but understanding these practices and having experience using them never hurts.