If you are considering a career as a Head of Content or looking to hire a candidate for this role, this comprehensive guide will provide you with the essential information you need.
We cover everything from the key responsibilities of a Head of Content, the required skills, salary expectations and what employers are looking for today.
If you’re an employer looking to recruit a Head of Content, please see our marketing recruitment page or contact us today.
What is a Head of Content?
A Head of Content is a senior-level role responsible for developing and executing the content strategy. They lead a team of content creators, editors, and strategists, overseeing the production, distribution, and optimisation of content across various channels.
The Head of Content plays a crucial role in defining the brand’s voice and messaging, ensuring consistency and alignment with the organisation’s goals and values. They conduct market research, analyse audience insights, and stay updated with industry trends to inform content strategies that drive engagement, build brand awareness, and ultimately contribute to business growth.
What does a Head of Content do?
Develop and execute a content calendar
- Coordinate with stakeholders to define content themes and objectives.
- Ensure timely delivery and alignment with broader business strategies.
Lead content ideation sessions and oversee the creation of high-quality content assets
- Collaborate with writers, designers, and subject matter experts to generate compelling ideas.
- Provide feedback and guidance to ensure content meets brand standards and resonates with the target audience.
Optimise content for SEO and user engagement
- Conduct keyword research and integrate strategic keywords into content.
- Monitor user engagement metrics and implement strategies to enhance content performance.
Manage content distribution
- Oversee the publication and promotion of content on website, social media, email, and other platforms.
- Monitor channel performance and adjust distribution strategies as needed.
Develop relationships with partners and influencers
- Identify and cultivate partnerships with industry influencers and thought leaders.
- Coordinate guest content contributions and collaboration opportunities.
Track key performance indicators
- These should include traffic, engagement, and conversion rates.
- Use data-driven insights to refine content strategies
Reporting to senior management
- Prepare and present performance reports, highlighting key achievements and areas for improvement.
- Collaborate with cross-functional teams to align content efforts with business goals.
Head of Content salary
A Head of Content salary of £70,000 to £80,000 would be expected in the recruitment market today.
To achieve the higher end of this salary, education and experience may be considered by an employer:
Education: a bachelor’s or master’s degree in fields such as English, journalism, communications, marketing, or a related field serves as a solid foundation for a career as a Head of Content.
Continuous learning: Professional development through certifications, workshops, and industry conferences will also help demonstrate expertise to a prospective employer.
Previous experience: An employer would probably ask for a minimum of 5-7 years of relevant experience in content creation, management, and strategy development. A candidate would be asked to demonstrate a proven track record of driving content initiatives that achieve tangible business objectives, such as increasing brand awareness, driving traffic, generating leads, and improving customer engagement and retention.
Head of Content job description
Read a recently placed Head of Content job description.
What Head of Content skills are in demand?
Content strategy: content ideation, creation, distribution, and optimisation.
SEO: content is optimised for maximum visibility, organic traffic, and SERP ranking.
Data analytics: interpret content performance metrics, and derive actionable insights
Editorial oversight: managing editorial workflows, including content planning, calendaring
Content production management: oversee the end-to-end content production process, including resource allocation and budget management.
Content distribution: websites, social media, email, and mobile apps, to reach and engage target audiences effectively.
Performance measurement: evaluate content performance, measure ROI
Content localisation: localisation and personalisation techniques to tailor content to diverse audiences and segments to drive engagement
Technology integration: use of CMS, marketing automation platforms, and other relevant technologies
Content compliance and governance: understanding of content-related legal and regulatory requirements
Employers: when do you need a Head of Content?
An employer may need a Head of Content when they recognise the critical role that content plays in achieving their business objectives and competitive advantage. Several scenarios may prompt the need for hiring a Head of Content:
Scaling content operations: As a company grows, there is often an increased demand for content across various channels and platforms. Hiring a Head of Content becomes essential to oversee and scale content operations effectively to meet growing needs.
Establishing brand authority: Companies aiming to position themselves as industry leaders and thought authorities often require a strategic approach to content creation and distribution. A Head of Content can develop and execute a content strategy that enhances brand visibility, credibility, and authority in the market.
Driving customer acquisition and engagement: Businesses looking to attract and engage their target audience through compelling and relevant content may seek a Head of Content to lead content marketing initiatives. This individual can devise strategies to attract and nurture leads, increase website traffic, and drive engagement through various content channels.
Enhancing customer experience: Content plays a vital role in shaping the customer experience at different touchpoints along the buyer’s journey. Employers may hire a Head of Content to develop content strategies that enhance the overall customer experience, improve retention rates, and foster brand loyalty.
Maximising ROI: Businesses investing in content marketing seek to maximise the return on their investment by generating leads, driving conversions, and increasing revenue. A Head of Content can implement data-driven approaches to measure and drive content performance, ensuring that content initiatives deliver measurable results and contribute to business growth.
Differentiating from competitors: In competitive markets, companies need to differentiate themselves from competitors and stand out in the minds of consumers. Hiring a Head of Content enables a business to develop unique and compelling content that sets them apart, resonates with their target audience, and strengthens their brand identity.
Expanding into new markets: When a company decides to expand its reach into new markets or demographics, they often require tailored content strategies to effectively connect with these audiences. A Head of Content can develop culturally sensitive and localised content that resonates with diverse target markets, driving engagement and growth in new regions.
Crisis management and reputation: In times of crisis or reputational challenges, effective communication is essential to mitigate damage and rebuild trust with stakeholders. A Head of Content with crisis communication expertise can develop and execute communication strategies to address issues transparently, maintain brand integrity, and protect their reputation.
Read our guide to Content Marketing interview questions.
Employers: what can you expect from a Head of Content?
After one year of hiring a Head of Content, employers can expect to see a range of tangible improvements across various key performance indicators (KPIs) and measurable outcomes. Some potential results, accompanied by additional metrics for measurement, could include:
Increased website traffic
- Organic traffic growth: Aim for a 20% increase in organic search traffic.
- Direct traffic growth: Target a 15% rise in direct website visits.
- Referral traffic growth: Aim for a 10% increase in referral traffic from external sources.
Higher engagement metrics
- Bounce rate: Target a 15% decrease in bounce rate.
- Time on page: Aim for a 20% increase in average time spent on page.
- Pages per session growth: Target a 15% increase in pages per session.
Lead generation
- Leads: Aim for a 20% growth in total leads generated.
- Lead quality: Target a 10-15% increase in lead-to-customer conversion rate.
- MQL growth: Aim for a 20-% increase in marketing-qualified leads.
Enhanced brand awareness
- Brand mentions: Target a 20% rise in brand mentions across digital platforms.
- Social media engagement: Aim for a 20% increase in social media shares, likes, and comments.
Conversion rates
- Conversion rate: Aim for a 15% increase in conversion rates for key actions (e.g., form submissions, demo requests, purchases).
- Landing page conversion: Target a 20-30% increase in landing page conversion rates.
- Email click-through: Aim for a 10-15% increase in email click-through rates.
Customer retention
- Churn rate: Target a 10-15% decrease in customer churn rate.
- Repeat purchase: Aim for a 20% rise in repeat purchases or renewals.
- Customer Lifetime Value: Target a 15% increase in customer lifetime value.
Content efficiency
- Content output: Aim for a 20-30% increase in the volume of content produced.
- Cost per piece: Target a 10-15% decrease in the average cost per content asset produced.
Head of Content FAQs
- What is a Content Manager or Head of Content?
- A Content Manager and Head of Content are both responsible for overseeing the creation, management, and strategy of content, aligning content with the brand's objectives and audience. However, the Content Manager typically focuses on the day-to-day execution of content initiatives, including content creation, scheduling, and publication. In contrast, a Head of Content role has a broader strategic role, including leading teams, defining the brand's voice and messaging, conducting market research, and more.
- How is the role of Head of Content Strategy?
- The role of a Head of Content Strategy involves leading the development and execution of a comprehensive content strategy aligned with the organisation's goals and target audience. This includes overseeing content creation, distribution, and optimisation across various channels to drive engagement, brand awareness, and conversions. The Head of Content Strategy is responsible for defining the brand's voice and messaging, conducting market research and analysis to identify trends and opportunities, and collaborating with cross-functional teams to ensure consistency and effectiveness in content delivery.
- How do you become a Head of Content?
- A relevant bachelor's or master's degree in fields such as English, journalism, communications, marketing, or a related field can provide a strong foundation. Qualifications may include prior experience in content creation, management, and strategy development, ideally within the specific industry or sector.. Essential skill sets include exceptional writing and editing abilities, strategic thinking, leadership qualities, project management expertise, proficiency in content management systems and analytics tools.
- What is the salary of a Head of Content?
- A Head of Content could expect a salary of between £70,000 and £80,000 in the UK?
