You need more than just useful information to keep readers coming back for more; great content needs compelling and entertaining. Searchers and browsers are readers, too, so begin your successful content marketing strategy with great writers who can craft a story and tell it well. When reviewing prospective writers, ask them for content that goes beyond just useful information. If they don't have it, ask for a short sample will give you insight. Screening freelance writers' work carefully is important. Hire only the best, and you'll be doing your readers--and your business--a favor.