Managing content requires a sharp focus on the nitty-gritty, whether it’s conducting research to articulate a detail-rich story or penning sound, tight copy that engages audiences.
At the same time, it requires a high-level awareness of how that content fits into an overarching organizational framework.
“Being successful as a content manager is all about understanding the big picture,” Pampered Chef’s Tim Hagedorn said.
As content manager of recipes at the Addison, Ill.-based brand, Hagedorn not only produces content that must be compelling for consumers — it also needs to provide utility for key internal players like product development, sales and marketing teams as a means of touting the brand, he said.
“Our independent salesforce needs recipes that wow their customers and ensure that they are easy to demonstrate,” he cites as one example.
For Andrew Hall, senior content strategist at GoHealth, it’s not necessarily a hard skill that’s most integral to success — but rather, managerial savvy.
“You’re going to spend a lot of time analyzing content because you have to have a clear vision of how your brand will connect with its audience,” Hall said. “But leading the teams around you that influence every piece of the strategy is most important.”
Below, the two content professionals discuss their daily responsibilities, current projects they’re tackling and the skills they deem as crucial to effective content management.
The River North-based company — which went public in July — allows users of its platform to compare health insurance and Medicare plans. Given the space in which the company operates, Hall said there’s a human component to his work.
“When I get to work on the content that prioritizes the human connection over brand promotion, I get to create narratives that begin from empathy,” he said.
Give us a glimpse into a typical day for you as a content manager. What are some common tasks on your to-do list?
Every day has many moving parts. My to-do list can range from social media to exploring new tools to improving how and where we deliver content. In between, I usually meet with my team and discuss content in development.
The most important thing I do every day is focus on connecting the dots that make a brand voice resonate. My goal is to figure out how we can produce the least amount of content to achieve the most return every day.
Tell us about a project or campaign you’re working on right now that you’re really excited about. What about this project specifically do you find rewarding or challenging?
We’re revamping content to make stronger connections with our audience. Our audiences today are not the same as before COVID-19. People are navigating uncertain circumstances, and unclear futures lead to greater deliberation in every decision.
Working in healthcare is rewarding because you can make personal connections when you know what people need and ease their worries. When I work on content that prioritizes human connection over brand promotion, I get to create narratives that begin from empathy. Healthcare can be complicated, so understanding different journeys and meeting people at that point of confusion to share content that empowers them to make a life-changing decision is special.
Don’t be afraid to say ‘no’ to an idea — but know why you’re saying ‘no.’”
What’s the most important skill a content manager needs to be successful in their role?
I think leadership is critically important. You’re going to spend a lot of time analyzing content because you need a clear vision of how your brand will connect with its audience. But leading the teams around you that influence every piece of the strategy is most important.
Data will always help you learn and help your team grow. You can’t stifle creatives, and you can’t micromanage because you’ll lose out on the best ideas. Don’t be afraid to say no to an idea, but know why you’re saying no. That communication is essential to leading and getting the best output.
While Hagedorn’s day requires strategizing with writers, content managers and other teams, he’s never far from the creative process himself at the decades-old food brand, which offers cooking tools, kitchen gear, recipes and more. “Few days go by where I’m not creating content myself, such as testing recipes, writing scripts or filming videos,” he said.
Give us a glimpse into a typical day for you as a content manager. What are some common tasks on your to-do list?
I’m responsible for researching, editing, curating and creating content across many of our channels. On a typical day, I’ll meet with my team of fellow content managers and writers to review our upcoming season, discuss new and exciting food trends and assess the performance of our existing content.
I’m always partnering with our product development team to discuss how we can simplify the cooking process through our tools, pantry products and recipes. I also work with our field team to understand how to best serve our consultants’ needs through content. Few days go by where I’m not creating content myself, such as testing recipes, writing scripts or filming videos.
Tell us about a project or campaign you’re working on right now that you’re really excited about. What about this project specifically do you find rewarding or challenging?
This year, Pampered Chef is celebrating its 40th anniversary. Over those 40 years, our test kitchen has created recipes that are now traditions for many families.
To celebrate that, we asked members of our community to take some of our most loved recipes and show us how they put their spin on it. As a content manager, it’s been so rewarding to see our recipes from someone else’s perspective and share those with our community.
Being successful as a content manager is all about understanding the big picture.”
What’s the most important skill a content manager needs to be successful in their role?
Being successful as a content manager is all about understanding the big picture. There are so many stakeholders in the development of our recipes. Our product development team needs our recipes to highlight the features and benefits of our products. Our independent salesforce needs recipes that wow their customers and are easy to demonstrate. Our marketing team needs recipes that provide value and a reason to engage. And our customers need recipes that simplify the cooking process, inspire them to try new things and satisfy their picky eaters. While one recipe might not be able to do it all, I know we’re succeeding when we meet those needs through the collective body of content we create.
