Hire Generative Content Developers.

• Real experience building retrieval pipelines over proprietary content, not just calling a model with a style guide in the prompt.
• A track record of designing editorial review workflows, tracked changes, approval gates, not just a demo that generates text.
• Understanding of provenance and rights considerations for generated content and imagery.
• Comfort translating a brand voice into structured, enforceable rules rather than a vague style guide.

• "How would you encode our brand voice so it's consistent across content types?" A vague answer usually means voice will drift as content scales.
• "Walk me through how you'd catch an unsubstantiated claim before it publishes." Tests whether automated checks and review are designed in, not bolted on.
• "What do you log for provenance, and can you reconstruct an asset's full history later?" Tests whether disclosure and rights questions will be answerable.
• "What's the first thing you'd build?" Brand definition and template design should come before generation tuning in a good answer.

• A proposal focused almost entirely on model selection and prompt engineering, with little detail on brand encoding or review workflow.
• No mention of provenance tracking or how disclosure questions would be answered.
• No plan for measuring content performance after publication, just output volume.
• Brand voice treated as a single system prompt rather than a structured, maintainable definition.

• In-house — best when content production is a sustained, ongoing priority across many formats and the team can justify dedicated headcount for pipeline maintenance.
• Agency — best for a first content type or a focused rollout, brings established brand-encoding and workflow practices without a long ramp-up.
• Freelancer — workable for a narrow, well-defined content type with existing brand documentation, riskier for a multi-format rollout requiring ongoing governance.

See our generative content guide for the architecture whoever you hire should be building toward, and our generative content cost guide for what a realistic budget looks like.