You know the importance of smart investments, especially when it comes to building your team. One area that often gets overlooked is content strategy. If you follow the They Ask, You Answer methodology, you know that you need a content manager to really take your marketing to the next level.
But here’s the thing—just because you know you need a content manager doesn’t mean the hiring process is going to be easy. In fact, it’s really easy to get wrong. When businesses rush into hiring, they often end up making critical mistakes that cost them both time and money, not to mention the morale of their teams. We’ve seen this play out again and again with companies we’ve worked with at IMPACT. You get the concept, you buy into the strategy, but then, when it’s time to hire, things can go sideways quickly.
So, how do you avoid these pitfalls and make sure you hire the right content manager the first time? Today, we’re breaking down what you need to know, and we’re leaning on the expertise of Allison Riggs, Head Coach at IMPACT, who has helped countless companies hire their ideal content managers.
Why Content Managers Are So Crucial to Business Success
The role of a content manager is critical to your success, especially if you’re embracing the “They Ask, You Answer” approach. In this framework, content is king—it’s how you build trust with your audience, show transparency, and ultimately, generate leads that convert into loyal customers.
As Allison Riggs puts it, “Content really is at the core of everything we do. And it’s not just the written content—it’s the entire strategy. That’s why a content manager needs to be in tune not just with ‘They Ask, You Answer’ but also with your company’s overall business goals.”
But here’s where things get tricky. Hiring someone to manage your content sounds straightforward, but most businesses don’t fully understand the role. This is where they make their first mistake.
What a Content Manager Really Does
“Most people think of a ‘manager’ as someone who manages people. But that’s not always the case with content managers,” Allison explains. In fact, if you’re a small to medium-sized business, your content manager might not be managing people at all. Instead, they’re managing your content strategy—an entirely different beast.
When companies misunderstand this, they might hire someone expecting them to lead a team, only to find out that what they really needed was someone to own and execute the strategy. This disconnect can lead to frustration on both sides.
To avoid this, be clear from the beginning that this role is about managing the strategy. As Allison says, “It’s crucial in the hiring process to be clear on what you expect them to manage—and it’s the content strategy, not necessarily people.”
Why Rushing This Hire Is The Biggest Mistake You Can Make
You’ve read the books, you’ve bought into the concept, and now you want to see results. It’s natural to want to fill the position quickly and start pumping out content, but rushing this process is the number one mistake businesses make.
“We see this all the time,” Allison shares. “Companies rush through the hiring process because they want to start writing content and updating their websites right away. But they end up hiring the wrong person, which slows them down in the long run.”
The hard truth is that hiring the wrong content manager can cost you more than just time. It can derail your entire content strategy, frustrate your team, and set your company back months. You’ve got to slow down to speed up. That means taking the time to get the right person on board the first time.
Key Traits of a Great Content Manager and What to Look For
So, how do you avoid this mistake? What should you actually be looking for when hiring a content manager?
Allison breaks it down: “The biggest thing to look for is a love of writing and storytelling. This is not a role where you want a ‘jack-of-all-trades’ marketer. You need someone who’s passionate about creating content.”
The role of a content manager isn’t just about checking SEO boxes or posting on social media. It’s about crafting a narrative that resonates with your audience. You need someone who can bridge the gap between your sales team and the stories that matter—someone who can pull those stories out, shape them, and distribute them effectively.
“Writing quality and quantity are key,” Allison adds. “If they don’t love to write, they’re going to burn out, and they’re not going to hit the goals your business needs.” In other words, you need someone who’s in it for the long haul and can consistently produce the high-quality content that will move the needle for your business.
The Hiring Process: Why It’s Critical to Test Before You Commit
Another essential part of hiring the right content manager is giving them a real test before they join your team. At IMPACT, we call this the situational activity. This means having your candidates interview a team member—say, someone from your sales or leadership team—and then write an article based on that interview.
“Don’t settle for a portfolio piece,” Allison warns. “Get them to do a real interview with your people and write something fresh. That way, you can see their skills in action.”
This step is non-negotiable. If the content they produce from this test doesn’t hit the mark, that’s your red flag. You’ll also get a feel for whether they can fit into your company’s culture and work well with your team.
If their writing feels generic, if it lacks the personality of your brand, or if they just don’t seem like a good fit—don’t be afraid to walk away and keep looking.
The First 90 Days
Let’s say you’ve found your perfect candidate—congratulations! Now, what can you expect as they integrate into your team?
“The first week, they should be hitting the ground running,” Allison advises. “They should already be conducting interviews and drafting their first articles. You don’t need to wait for months to start seeing results.”
The expectation is that within the first 90 days, your content manager should be consistently producing two to three high-quality articles per week. By the six-month mark, they should be owning your content strategy, publishing regularly, and potentially overseeing things like your email marketing and other written content efforts.
The One Thing to Remember
If there’s one takeaway from all of this, it’s that hiring the right content manager requires patience and a clear understanding of what you need. As Allison puts it, “Understand the role and the expectations from the start. If you truly grasp how important this hire is, you’ll slow down, take the time to find the right person, and give them the tools they need to succeed.”
Ultimately, it’s about finding someone who’s passionate about storytelling, ready to own the strategy, and prepared to lead your company’s content efforts with the dedication it deserves.
Connect with Allison
Allison Riggs is a Head Coach at IMPACT. She trains sales, marketing, and leadership teams to embrace a culture of radical transparency within their organizations, empowering them to become the most trusted voice in their space.
Email her at ariggs@impactplus.com
Connect with Allison on LinkedIn
Work with Allison in They Ask, You Answer Mastery
Keep Learning
Watch: The Content Manager: The Underrated Solution for Marketing Success
Learn: ‘The Big 5’: Best Business Blog Topics to Drive Traffic and Sales
Read: Top 10 Must-Have Qualities To Look For in a Content Manager
