Do you need a content strategist, a writer, an editor, or a project manager?

If you’re leading marketing at a startup or scaling your brand, it’s inevitable: at some point you’re going to wonder who you need to hire to make your content work for you. I was asked that exact question in my most recent in-house role, when it was time to start building up our content team. By the time I left, we had strategically placed content players in almost every position we needed them in. Go team.

It was beautiful. Magical, almost.

But it was only possible because the company’s leadership was fully bought in to content at the time, and they knew they needed to hire right to make it work. Content strategist, writer, editor, project manager—these titles all sounded similar, and job descriptions often blur them together. On accident, I’m sure. 

So when they came to me for help building the team with the right people, I explained how each role serves a distinct function. Without the right person in the right role, your content marketing team structure risks underperforming or stalling entirely.

And now I’m here to spill all of my secrets, which aren’t secrets at all—they’re just nuances that are wildly misunderstood by most people who aren’t working in the thick of content marketing. 

By the end of this post, you’ll know which role(s) you need to hire for—right now—to reach your content marketing goals.

What does a content strategist do?

Your content strategist is your compass. They’re the person who comes in and says, “Okay, but why are we doing this?”—and then answers their own question in a way that makes sense for your business goals, your brand, and your audience.

Content strategists don’t just decide what blog posts to write next month. They shape the entire direction of your content marketing program by understanding:

→ Who you’re talking to: What does your audience care about? What problems are they trying to solve? What questions are they asking themselves (and the internet)?

→ Why you’re creating content in the first place: Are you going for brand awareness, lead generation, community building, SEO growth, or a bit of everything?

A good strategist is also obsessed with context. They research everything, and have fun while they do it. They look at your competitors, market trends, and customer pain points, and then translate those insights into content pillars, campaign ideas, and strategic plans that support your bottom line.

When do you need a content strategist?

• You’re launching a new brand or repositioning an existing one and need to build your messaging and content foundations from scratch

• Your content isn’t driving results, despite publishing consistently—you’re lacking strategy, not execution

• You’re confident in your product or service, but your content isn’t articulating your value in a way that resonates with the people you want to reach

📋 If your team is publishing lots of content but none of it seems to connect or convert, you probably need a strategist to recalibrate your efforts before investing in more writing.

What does a content writer do?

I hate using metaphors in writing like this, but I used one up there 👆 and I think it works, so I guess I’m stuck with it now…

If a content strategist is your compass, a content writer is the one walking the path and leaving breadcrumbs as they go. They’re the people who take strategic direction and turn it into words that inform, engage, and connect with your audience.

Great writers don’t just write—they interpret. They take briefs, outlines, and high-level ideas and transform them into polished, publishable pieces that carry your brand’s voice while delivering value to readers. And they do this while:

→ Writing blog posts, landing pages, newsletters, and other assets: Whether it’s an in-depth industry guide, a weekly newsletter, or a resource page that needs to rank on Google, content writers are your go-to.

→ Adapting voice and tone to your brand: A good writer doesn’t just write well; they write as you. Your brand voice might be sharp and authoritative, warm and conversational, or somewhere in between, and your writer will shape their language accordingly.

→ Incorporating SEO best practices where needed: This doesn’t mean keyword stuffing—it means understanding how people search for solutions you offer, and weaving those insights naturally into your content so it gets seen by the right people.

When do you need a content writer?

• You have a clear strategy or briefs ready to go, and now you need words on the page

• You’re scaling production of written assets and want to maintain quality and efficiency

• You want to ensure brand consistency across channels, with writing that feels cohesive whether someone lands on your blog, newsletter, or web pages

📋 People often ask about the difference between a content writer and a copywriter. Both are powerful, but knowing who you need will ensure your project’s goals are actually met:

Content writers focus on creating informative, educational, and value-driven pieces. Their goal is to build trust, nurture your audience, and position your brand as a helpful resource over time. Think blog posts, how-to guides, ebooks, and newsletters.

Copywriters specialize in persuasive writing that drives immediate action. Their words are built to convert—landing pages, ads, CTAs, sales emails, and product copy all fall within their realm.

What does a content editor do?

The metaphor again, I guess. If a content strategist is the compass and a writer is the one walking the path, an editor is the person clearing the debris and making sure the path is leading somewhere worthwhile.

Editors elevate your content. They’re not just there to fix typos and swap out “effect” for “affect” (but yeah, they’ll happily do that too). Editors make sure your ideas land clearly, confidently, and consistently with your audience. They look at your content through multiple lenses:

→ Structural editing: Does the content flow logically and persuasively? Is it organized in a way that keeps your reader engaged from the title to the closing CTA?

→ Line editing: Are your sentences clear, sharp, and on-brand? Could a sentence be more concise or phrased in a way that feels more natural to your reader?

→ Copyediting: This is the grammar and typos part, but it’s also about brand voice consistency—so your content doesn’t sound like five different people wrote it in five different decades.

→ Fact-checking: Especially critical in B2B, where credibility is everything. Editors ensure your stats are accurate, your claims are true, and your content won’t undermine your brand’s authority.

Editors aren’t just obsessed with em dashes and apostrophes—they’re obsessed with clarity and consistency. If you need help building messaging frameworks and brand voice guidelines, please go hire an editor right now.

When do you need an editor?

• You’re publishing thought leadership or authoritative pieces that represent your brand externally

• You want to build trust and credibility in your niche through polished, high-quality content

• You have writers but lack a formal quality control process before content goes live

📋 Self-editing is not enough; even the best writers need editors. When you’re close to your own writing, you miss gaps in logic, awkward phrasing, or areas where your meaning isn’t as clear as you think it is. Editors provide the critical, external eye your content deserves—so your audience gets clarity, not confusion.
(This blog post was self-edited. Judge freely.)

What does a content project manager do?

Here we go again: if the strategist is your compass, the writer is walking the path, and the editor is clearing the debris, then the content project manager is the one making sure everyone’s packed snacks, the map is updated, and the whole team arrives at the destination on time.

Content project managers—or content operations managers, depending on your content production workflow—keep everything moving smoothly from idea to publish. They handle the operational side of content so your strategists, writers, and editors can focus on what they do best. Content PjMs love:

→ Managing timelines, workflows, and approvals: They create project timelines, coordinate deadlines, and ensure every stakeholder knows when their part is due.

→ Coordinating with strategists, writers, editors, designers, and stakeholders: They hold your content process together, facilitating communication and removing roadblocks before they derail production.

→ Overseeing publishing and distribution schedules: Hitting “publish” isn’t the end of the job. Content PjMs make sure each piece is formatted, published, and distributed on time, across all channels, without errors.

When do you need a content project or program manager?

• You’re juggling multiple pieces of content or campaigns at once, and things are slipping through the cracks

• Bottlenecks are slowing down your output, and you need someone to streamline processes and keep projects on track

• You want your team to focus on strategy, writing, and editing without worrying about operational chaos

📋 In one of my favorite roles, I worked as a managing editor—a hybrid of content editor and project manager. I handled editorial quality and strategy execution, while keeping production organized and on schedule. If you find a good managing editor, keep them. They’re rare, and they’ll make your entire content journey feel a whole lot smoother, for your team and your audience.

How do these roles work together?

Your content team isn’t a hierarchy—it’s more like a group… like a group on a hike (I’m sticking with the path metaphor, because consistency; at least I’m not mixing metaphors though, so you’re welcome).

→ The strategist chooses the destination and maps out the best route to get there.

→ The writer hikes the trail, leaving markers and building bridges so others can follow.

→ The editor clears fallen branches and makes sure the trail is safe, clear, and easy to navigate.

→ The project/program manager keeps everyone moving at a steady pace, checks that no one’s wandered off, and ensures you reach the summit before sundown. They might bring snacks, too.

Each role supports the others. Without one, your content journey slows down, loses direction, or never reaches its intended destination.

Who do you need right now?

So, who should you hire first? It depends on where things are breaking down.

→ Do you lack clarity on what to produce? You need a strategist. They’ll set your direction so you’re not just creating content for content’s sake.

→ Do you know what to produce but lack the time or skills? You need a writer. They’ll turn ideas and briefs into words that connect with your audience.

→ Are you publishing content that feels off or inconsistent? You need an editor. They’ll refine and polish your content so it actually sounds like you, and resonates with the people you want to reach.

→ Do you have strategy, writers, and editors, but production is chaotic? You need a project manager. They’ll keep everything organized, on track, and moving forward.

📋 Be honest about your bottlenecks. You don’t need to hire all four roles at once. Start with the gap that’s slowing you down the most right now, then build from there.

Hire with intention, not overwhelm

Building a strong content program isn’t about hiring for every role at once—it’s about understanding where your biggest gaps are right now, and filling them with people who know how to do their jobs well.

Whether you’re missing strategic direction, skilled writers, sharp editors, or someone to keep the whole process running smoothly, the first step is simply knowing what you need.

📋 Not sure where to start? Feel free to reach out. I’m always happy to chat about where you’re at, what’s holding back your content, and what kind of support might make the biggest difference for your team.