What makes a great Content Director? and 8 tips to make your work just as successful

To quote Gino DiMaggio of Infobiliary Media,

Great content will become great because it engages the community. And because it engages the community, the team can deliver more great work — more valuable content — to the community. And because the team can deliver more great work to the community, the team can become more valuable, too. That’s the way to go. Great work makes great work. Great work is what you are aiming for.

So as the saying goes, “do good work and your talent will flourish.” Great work is all around you, even if you don’t know it yet.

Awareness is the first step toward great content. And awareness is what makes a great content director. So if you are a great content director, stay aware of the community you are working in and make sure your content is valuable for that community. Stay focused on your value. Stay focused on what makes great work. And if you have the opportunity to write content for your business community, do it. Be useful. Get involved. Engage with your community. Deliver great value. And the best thing about a great content director: He or she will likely get promoted.

Success for these types of content directors also comes from harnessing their marketing skills.

The UK has an army of content marketers and in the coming years they are going to be busy as ever. The reason is that online marketing and content is not going to let us win anymore; it is going to take us all over the world and turn every business into a digital one. We need to be the masters of digital marketing and content.

By the end of 2020, UK digital advertising spend was projected to be worth approximately 15.6 billion British pounds.



For a more in-depth view of the Digital Market in 2020, this is worth a read:

Digital 2020 Global Digital Overview (January 2020) v01

Published on Everything you need to know about mobile, internet, social media, and e-commerce use around the world in 2020.

I feel a few more people in the marketing and advertising world need to recognise the skills of the content directors as they are the real masters of the digital marketing world.

Nobody would argue that they’ve earned a degree in journalism, but the impact a content director makes is not just restricted to reporting on news. A good content director goes beyond being a great storyteller, creating unique content which engages people in interesting ways.

If you’re currently doing something similar in your own work, here are 8 tips to make your work just as successful:

Quantity is not the key

You’ve probably read that over and over, but too many amazing stories fail.

You need to write a story that will engage your audience, encourage them to find out more, and then ultimately make them think, or even cry, when they read it. When you can combine the key phrases “wow” and “annoy”, that’s what you want.

Leave room for someone else to do it

We often think of ourselves as creative writers. With all the freedom of a lone wolf, we have to bear the burden of endless editing to turn our creative ideas into a polished product, allowing us to leave behind the possibility of missing out on other valuable work. If you want to make yourself more valuable at work, ask for help. Your colleagues will love you for it.

They have your back

You’ll find that many business leaders are very understanding when you don’t do everything. As they work in a cut-throat market, they need talented people working for them who have their backs and understand that a good content director is like a brilliant champion in a sport, constantly working to improve their performance. A content director will often promote other people’s work and encourage feedback to make the final product better and more valuable.

Good content starts with a lead

It’s often recommended that you write a lead to write the story, but often it’s tempting to leave it up to a good idea that just comes to you.

A good idea should be something that is supported by research, and once you find an interesting story, the editor will want to hear it. When a good idea doesn’t exist, a great content director has to take a creative concept and make it into a successful story.

They have to promote you

I’ve found that a lot of content directors will help their colleagues promote the work, but this is more about getting other people to love your ideas, making the work appear special. A great content director needs to be a key figure in the business.

Some of the best content directors are the kind of people who do something different from their colleagues. An editor with a marketing background will be more interested in branding and promotion for your content, and even putting your ideas in the right places, rather than allowing you to do it. A good content director will promote the content they work on, even if it doesn’t get the most attention or promotion.

They promote you, too

This can make a huge difference to your success.

A great content director will create a supportive environment at work, giving you the space and opportunity to improve, and even if that’s not part of their job, it’s likely that they would try to find ways to help you.

We work at different locations, so promoting you at other places may be more challenging. With so many people looking at your own work, your efforts to make yourself valuable at work are certainly worthy.

They can’t be negative

One of the biggest problems for content directors is negative comments.

Positive comments make them feel good, but negative comments make them focus on the problem and not the great ideas.

A great content director will encourage all the positive comments and take a moment to reflect on them.

The golden rule of content is to ask the right questions and you’ll get the right answers.

They have to want to change

Every business is different and adapting your work to make it relevant to your audience, new needs and changes in technology can be a huge challenge.

The more you can stay up-to-date with new techniques and skills, the better, but the business won’t always be willing to accept the need to change. A content director needs to understand the challenges and be able to offer helpful feedback to you.


  • Be accessible to your editorial, email and social teams
  • Collaborate with fellow CEOs, reporters and the entire marketing team
  • Learn to delegate effectively

A good content director has to have a personality, a personality that can work with the whole team and a personality that can change the way your business works.

In short, a great content director must change the way they work, and when you look at all the aspects of being a content director, this has to be your number one focus.

If you’re looking for a new opportunity, then look no further and contact me today – you may be a fit for the position I’m recruiting for at the moment (below). If not, connect with me and let’s discuss how I can help.


Content Director (b2b editorial) – Leading Global Integrated Creative Agency – US, EMEA, UK – Ross Clifford Associates

An integrated creative agency for the age of authenticity. For their fast growth b2b technology client, they are responsible for creating a wide and diverse range of global, omnichannel, through-the-line content and creative for two of the world’s biggest brands.

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  • Tom Salvat, CEO, CONCURED
    "As a fast-growing start up, we need great people with a tough set of skills to find. They need to be hungry, experienced and fit the culture of a business that is always adapting and growing. Finding these people using Linkedin and other job boards is tough, time-consuming and rarely bears fruit. Ross has always been able to uncover gems for us, and we are benefiting greatly from his skills at CONCURED. Ross has a rare ability to really understand the business, the culture and the people that will nail the role. I couldn't recommend him highly enough, and he is the only recruiter we deal with"      
    - Tom Salvat, CEO, CONCURED
    Tom Salvat, CEO, CONCURED
  • Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    I am writing to express my gratitude to Ross Clifford & Associates who helped me successfully secure the role of Enterprise Sales Executive at Concured. Ross was extremely professional and understood the specifics of the job I required. I especially appreciated his fast response, transparent communication, and coordination in a timely and efficient manner.
    - Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
  • Jessica Cole, Editor – Redwood London.
    Ross is one of the friendliest recruiters I've dealt with. He was always attentive, quick to respond and ready to help with any questions I had. He's very professional, and not at all superficial like so many other recruiters out there. I would highly recommend him.
    - Jessica Cole, Editor – Redwood London.
    Jessica Cole, Editor – Redwood London.
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    - Gareth Lofthouse, Founding Partner, Longitude.
    Gareth Lofthouse, Founding Partner, Longitude.
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    I can't rate or recommend Ross highly enough. He brings a thoughtful, personal approach to the process, carefully matching opportunities with candidates, through a good understanding of their priorities and skills. Throughout, he keeps candidates up to date in an open, honest way. A genuine pleasure to work with.
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    Johnny Meredith, Senior New Business Manager, The Bio Agency.
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    Ross is the best recruitment agent I have worked with, he stayed in contact, kept me informed and was with me every step of the process. He also checked in with me during my first couple of weeks in my new role to make sure I was settling in. I wouldn't hesitate to recommend him.
    - Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
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    I have worked with Ross over 4 years now and he has always delivered a really high standard of candidate both at senior and junior level. His online knowledge is second to none and all the candidates he has put forward over the years have only good things to say about Ross and his work ethic.
    - Neil Kettleborough, CRO & Co Founder, Chalk Social
    Neil Kettleborough, CRO & Co Founder, Chalk Social
  • Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Ross is a fantastic recruitment consultant -  extremely professional, meticulous, patient and supportive. Throughout the process, I felt he represented me really well and genuinely cared about my career and finding the right role. Thanks to Ross I am now in a role I love, working with a brilliant team. Very highly recommended!
    - Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude

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