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How to hire a Head of Content

How to hire a Head of Content

Need a Head of Content? Here's where to find them and how to evaluate them.

From Reads to Leads is a newsletter for writers who want more. It's about marketing. Strategy. Positioning. Operations. Results. And yes, it talks about writing too. But through a marketing lens. If this was sent to you, subscribe here so you don't miss the next email.

In today's newsletter:

  • What is the Head of Content in charge of?
  • Where to look to find your candidate
  • Interview questions 
  • A test to assess their skills

Need a Head of Content?

This week, several people asked me if I could recommend a Head of Content.

I can't. (In case you wanted my recommendation) But what I can do is point you in the right direction about how to find this person. 

If you've ever had a Head of Content, you should know ↓

It's a difficult role

Head of Content isn’t just about content creation.  This is a marketing role.

Companies usually promote a strong writer into a Head of Content role. Only to find they know nothing about marketing. They focus on what they know – blogs, ebooks, newsletters – and become editors who manage other writers.

If you're an editor, you're not a Head of Content. 

The Head of Content needs to be focused on how to achieve business goals through content. Distribution, lead generation, and content performance are not afterthoughts in their content strategy. They are the core priorities.

What does the Head of Content do?

It might vary across organizations based on their team setup and priorities, but here is how I would describe the role of Head of Content in an organization where the product marketing manager (PMM) plays a key leadership role and SEO is a key growth driver ↓

PMM vs Head of Content

Select candidates based on the results you want to achieve

Your hiring approach should align with the marketing results you want to achieve. 

For example, if you work at a B2C company and increasing traffic is your marketing priority, look for candidates from companies with large website traffic.

In niche B2B markets, traffic isn't a key metric. It can be low. So you need to ask the candidate about lead generation and funnel optimization during interviews.

If you want to build a strong brand presence on social media, see whether the candidate’s current company has a CEO with a significant following or a LinkedIn page with strong engagement.

If you want to put your efforts into video content, look for candidates who work at companies with a YouTube channel.

Search for companies, not people

Do some homework. Search for companies, not people. You want to pay attention to:

  • Strong offers and clear value propositions
  • Well-structured landing pages optimized for conversion
  • Presence of lead generation tools: newsletters, gated content
  • Clear CTAs that guide users through the funnel
  • A well-maintained blog or resource center
  • High-quality video or social content
  • CEO or leadership team involved in content efforts (LinkedIn posts, guest articles, podcasts)

Once you've selected the companies whose marketing activities align with your strategy, find the Head of Content in these companies and invite them to a job interview.

 

Ask the right questions during an interview 

There’s no one-size-fits-all set of interview questions that works for every company. But you can focus on key areas to assess the right candidate.

Content strategy

Since content strategy is their core responsibility, ask:

  • Can you walk me through a successful content initiative you've led? What were the results?
  • Can you share an example of a time when you had to change your content strategy? What led to the change?

Business results

To evaluate their ability to deliver business outcomes, ask:

  • How do you ensure content converts visitors into leads? Can you share an example?
  • How do you measure content ROI? What KPIs do you prioritize?
  • What types of lead magnets have worked well for you in the past?

Quality 

To understand their approach to high-quality content, ask:

  • Have you worked with executives or subject matter experts to develop content? How do you extract insights from them?
  • What’s your strategy for acquiring high-quality backlinks?
  • How do you hire and train content writers?

Long-term vision

To assess their ability to stay ahead in the marketing game, ask:

  • What emerging trends in content marketing are you most excited about?
  • How do you stay updated on industry changes?

Finally, do you want a test assignment?

Mini content strategy as a test assignment 

If I needed to hire a Head of Content, as a test assignment, I would:

  • Provide them with an offer I want to sell and ask them to come up with a content strategy for it
  • Ask them to explain their thought process and pay attention to what they focus on – content types only, or if they also consider audience segments, distribution channels, KPIs
  • See if they can justify their approach with logical reasoning.

See you next week

Last week, I talked about how not to write a case study and promised we’d rewrite the poorly written one that other writers had submitted for our client. In this video on LinkedIn, I walk you through how we approached the rewrite and also share a tutorial on creating Google Doc wireframes, like we do at Zmist & Copy. 

I’d love to hear your thoughts!

Kate

P.S. If we aren't connected already, follow me on LinkedIn and Instagram. If you like this newsletter, please refer your friends.

P.P.S. Need a hand with content? Fix your mediocrity problem with Zmist & Copy

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