How to Choose a Content Manager (Without Losing Your Mind or Your Brand Voice)

Let’s be real: managing content is a lot. Between posting to socials, writing newsletters, updating websites, wrangling podcast episodes, and remembering what day it is—it’s no wonder so many business owners feel like they’re constantly running on caffeine and Canva.

That’s where a content manager comes in. But how do you choose the right one? (Because spoiler: not all content managers are created equal.)

Here’s what to look for when bringing someone into your digital world:

1. They Understand Your Voice

A good content manager can write. A great one can write like you.

Whether your brand voice is fun and quirky or calm and professional, your content manager should be able to match it without turning everything into bland, beige marketing speak. Ask to see samples. Even better—ask if they’ve ever written for clients in multiple industries. Versatility is a green flag.

2. They Know the Platforms That Matter to You

Do you need someone who understands Instagram Reels? TikTok trends? Podcast workflows? Email marketing platforms? Make sure they have hands-on experience with the tools and platforms you use—or plan to use.

There’s a big difference between someone who can post to Instagram and someone who knows how to make it work for your goals.

3. They Know Your Audience

Creating content for the sake of content? Pass. The right content manager will take the time to understand who you're talking to and why they care.

They’ll tailor messaging to speak directly to your audience’s needs, questions, and pain points—whether you're talking to first-time entrepreneurs, nonprofit leaders, or genealogy-obsessed history buffs. Your content should make your people feel seen. A great manager helps you do just that.

4. They’re Strategic, Not Just Tactical

A solid content manager doesn’t just follow orders—they help you build a smarter, more sustainable system. They’ll help you prioritize platforms, repurpose existing content, and create a plan that doesn’t burn you out.

If they ask questions like, “What’s your goal for this content?” or “Can we reuse this in three different ways?”—you’re on the right track.

6. They’re Someone You Actually Like Working With

This one’s underrated, but it matters. You’re going to be collaborating with this person a lot. You want someone who communicates well, respects boundaries, and—ideally—makes your work life feel a little lighter.

Energy matters. Trust your gut.