Hiring
Hiring Your First Content Lead
Most first content hires fail because the role is misdefined. Here is how to define it and who to hire.
The first content hire is one of the most miscast roles in B2B marketing. Founders hire 'a writer' when they actually need a content strategist. The result is a great writer producing the wrong content for the wrong audience and quitting in 18 months.
Define the role correctly first. The first content lead is responsible for: defining the content strategy (themes, formats, cadence), owning the editorial calendar, producing or editing the content (some in-house writing, some agency or freelance management), distributing the content (SEO, social, email, syndication), and measuring impact (pipeline-influenced content, organic traffic, brand searches).
The right profile: 5-8 years experience, has worked at a B2B SaaS or B2B media company, has strong writing chops (insist on portfolio samples), has SEO literacy (does not need to be a technical SEO but understands how content ranks), has managed freelancers or agencies, and has owned a pipeline-influenced number. Bonus: has experience in your category.
The interview process: a writing exercise (write a 600-word post on a topic in your category), a strategy exercise (here is our ICP and product, propose a 90-day content plan), and a portfolio review (walk through the three best pieces they have shipped, what each was meant to do, and what it did). The candidate who can do all three is rare. They are also worth paying above market.