Do they have experience in the high-tech industry?
“Experience” can come from being a technology buyer, spending time in IT, being a technology analyst, having a computer engineering degree, time spend in technology marketing, or trade journalism.
Just because they have this experience doesn’t mean they automatically understand technology or can write well, but it’s a good start.
What kind of writing are they best at?
Some writers are highly technical and are a goldmine for technical documents. They may not be as quick to write well for technology/business combo papers, or to understand the difference between writing strictly for IT or for technical or business line executives.
For a technology/business white paper you might want someone who can translate technical features and benefits into business-ese, especially these days when IT does not control the entire IT budget anymore.
The content type also matters. Some writers with formal styles are great for technology reports and formal white papers; maybe not so great at blogs, ebooks, and reports aimed at a business audience. A writer who can change styles at will is a real find.
Can they communicate with your buyer?
You want someone who understands your buyers. You need to give them the specific information they need on buyer personas but the writer should come with a basic understanding of them. For example, messaging will change between junior backup administrators and data center managers. You will need to be specific on their needs to your writer. But the writer should be familiar with general IT communication styles (practical, factual and to the point) and general IT work styles (crisis-driven, tactical).
Key Takeaway: No writer is a mind reader. You will need to clearly communicate your value, differentiation, and ideal customers. You have the right to expect that an experienced writer will understand what you are saying and be able to translate it into effective marketing communications.