One of the biggest mistakes a brand can make is to hire someone for a content role without ﬁrst considering whether that person is equipped to execute within the company’s larger content strategy.
Some people excel as creators, writing. Others the marketing side, understanding how content ultimately fuels and serves an entire corporation. In rare cases, you might be able to find someone who can do both. But when hiring for content, avoid the temptation of plucking a marketer from his department and forcing him to write. This will cost you precious resources. Instead, tap experts and journalists who have the skills to write stories your audience will actually read.