p For the past 20 years, my Boston-based practice has supplied content talent to Harvard Business Review and Fortune 500 CEOs, as well as more than half of the top 10 global management consulting firms, among others.

When someone from a company calls me saying they are ready to hire a director of content marketing, chief content officer, or editorial director, I always ask to what extent they feel pressure to set up a content team to follow in the footsteps of competitors.

The only way to figure it out is to see whether they recognize the difference between product-based marketing and idea-based marketing.

It also helps me understand whether they are interested in filling a content quota or making a lasting impact.

Is it just the CMO who believes in the importance of the role, or is there a real commitment from the C-suite?

If it’s just the CMO, any candidate I send will be doomed from the start.

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