Recently, we had a conversation with one of our agency’s dearest friends, a talented developer and engineering manager planning to build their own media source, who shared their struggles with hiring a good content specialist. As we discussed their needs, it became clear that they failed to pinpoint the exact role they required. While they were searching for an “editor,” the tasks they described went far beyond traditional editing. This highlighted a broader issue: many businesses can’t immediately distinguish between different types of content specialists, assuming they all possess the same skill set.
When job titles and expectations don’t align, companies waste time clarifying responsibilities, resources onboarding the wrong talent, and opportunities to effectively engage their audiences. To avoid these pitfalls, it’s crucial to first understand what sets these three key roles – copywriter, editor, and content manager – apart.
With this in mind, let’s unravel the misconceptions.
Spotting the differences: Copywriter vs. content manager vs. editor
A copywriter is the master of words. Their primary responsibility is to craft compelling, conversion-focused content tailored to specific business goals – whether it’s a catchy slogan, a persuasive email, a blog post, a media message, or a landing page.
Think of them as the hands of the content process: they execute the vision, transforming ideas into engaging texts that resonate with the target audience. While they don’t necessarily need to delve into all technical nuances of a given product (though some do!), their real superpower lies in identifying the right triggers that effectively sell the message and drive action.
A copywriter’s career path often branches in two directions: moving into a leadership role (like a content manager) to oversee broader strategies or evolving into an editor, refining other copywriters’ work and mentoring junior specialists.
A content manager is the strategic conductor. They don’t have to create content themselves – they orchestrate it. From strategic planning to coordinating copywriters, editors, designers, SEO specialists, and more, their role is to ensure that every piece aligns with the company’s marketing, branding, and business objectives. They’re the head of the operation, balancing deadlines, resources, and stakeholder expectations.
Why does your team need one? Without a content manager, even the most talented copywriters and editors can lack direction. Who makes different pieces of content work together to support your company’s goals? Who sets priorities? Who troubleshoots when a copywriter misses a deadline or a designer provides poor illustrations to posts? A content manager keeps the engine running smoothly, ensuring that everyone involved in content production operates like a well-oiled machine.
An editor is the guardian of quality. They don’t write from scratch; they refine, polish, and perfect. Their focus is on clarity, accuracy, grammar, logic, and consistency with a brand’s vision and tone of voice. They’re the neck that turns the head (strategy) and hands (execution) in the right direction. An editor asks: Does this message align with our goals? Is the argument cohesive and persuasive? Are the facts verified?
Importantly, editors aren’t necessarily managers. Even if they oversee copywriters, their priority is elevating content quality – not assigning tasks or managing deadlines. Confusing these roles can lead to misplaced expectations, such as asking an editor to “fix” a broken content strategy. (Spoiler: They can, but the results might be unpredictable!)
Why you shouldn’t put all your eggs in one basket
Let’s be honest: hiring a “one-person content army” sounds tempting. Fewer salaries to pay! Simpler workflows! But here’s the hard truth – this approach often backfires spectacularly. Let’s break down why.
Overload and burnout
Content creation isn’t just about ticking boxes – it’s a mix of creativity, strategy, and precision. Expecting one person to juggle writing, editing, and management is like asking a marathon runner to perform ballet and solve calculus mid-race. Each role demands distinct skills and mental bandwidth:
- Copywriting requires bursts of creativity and persuasion,
- Editing demands meticulous attention to detail and critical thinking,
- Content management thrives on organization and big-picture planning.
When one person is responsible for all of these simultaneously, they struggle to define their role and track their own growth, leading to frustration and, ultimately, burnout. The result? Missed deadlines, disrupted workflows, and high turnover – costing you far more than hiring the right specialists upfront.
Mediocrity trap
Trying to do everything often means excelling at nothing.
For instance, if you ask a copywriter, who lacks proper editorial training, to check someone else’s work, they not just waste time; they risk devaluing the content they’re supposed to improve. Poorly justified edits can confuse other copywriters and, in the worst-case scenario, lead to a breakdown in collaboration with them.
Or, if you delegate the creation of a detailed content plan to an editor who doesn’t have strategic expertise, their effort may have little to no impact. Meanwhile, their time spent planning detracts from their ability to thoroughly proofread and polish texts, increasing the likelihood of unclear messaging, missed errors, inconsistencies, and typos.
As the saying goes, “A man who chases two rabbits catches none.” The outcome? Mediocre content – too generic to convert, too disjointed to build brand authority, and too flawed to achieve business goals.
Hidden costs of cutting corners
Think you’re saving money by hiring a bargain-rate generalist? Well, you better think again.
In most cases, these candidates only claim they can handle everything, but chances are they’re just “willing to try” – which doesn’t mean they actually have the right skill set. Even if they excel in a few areas simultaneously, they do have limits.
A copywriter might edit their colleagues’ work, but they’ll probably lack the objectivity a dedicated editor brings. A content manager could write themselves, but their strategic focus would fracture, resulting in chaotic processes, increased labor costs (since mitigating the impact from a single low-quality piece of content might require producing several more), and lost profits.
This creates a paradox: companies that try to save end up hemorrhaging resources on rework, missing opportunities, and repairing reputational damage.
So, while hiring a jack-of-all-trades may seem efficient, it's a high-risk gamble.
And what if you do find a true unicorn? Be prepared to pay a premium. Top-tier talent with multidisciplinary expertise won’t accept budget rates, turning your cost-saving hire into a luxury expense. For businesses with limited resources, building a small content team is a more reasonable alternative to chasing such unicorns.
Your content, and your sanity, will thank you.
Building your content dream team
In an ideal world, your business would have all three key roles to cover every aspect of content creation. But in reality, tough choices are often necessary to optimize internal spend.
In this case you should audit your needs. Identify the biggest bottleneck that’s costing you time, revenue, or growth opportunities, and invest in specialists who can resolve it most effectively.
If raw, unpolished content is piling up, an editor can refine it to ensure high quality and align with your brand voice and goals.
If you’re scaling production or managing multiple freelance copywriters, a content manager becomes essential for streamlining workflows and maintaining integrity.
If your focus is on creating revenue-driving copy, hiring a copywriter should be the priority to craft messages that resonate and convert.
For startups and scaleups with tight budgets, a practical solution could involve pairing an in-house employee with strategic outsourcing – for example, a part-time editor working alongside freelance copywriters – to balance cost and quality.
How to find the right specialist and avoid costly mistakes
So, you’ve decided not to gamble on a “one-size-fits-all” hire. Great! Now, how do you ensure you’re bringing in the right talent? Let’s break it down.
Relevance first
Before hiring, ask yourself if your perfect candidate has experience in your industry or niche.
- If yes: They’ll be more successful in grasping your company’s communication style, your target audience’s pain points, and market trends;
- If not necessarily: Be prepared to invest time and money in onboarding them. A healthcare copywriter transitioning to Web3 won’t master blockchain technologies overnight.
So, if you’re not ready to mentor a new hire, prioritize specialists with proven industry expertise. A “discount” hire without relevant knowledge often leads to delays, revisions, and additional costs.
Testing skills
A polished LinkedIn profile means little without tangible proof. First, vet candidates through a deep dive into their portfolios.
- For copywriters: Check their ability to work with different types of content and implement conversion-focused language.
- For editors: Request before-and-after samples and assess how they improved clarity, fixed errors, and refined logic.
- For content managers: Seek evidence of cross-functional projects, such as campaigns involving content strategy, SEO, and design.
Even if portfolios seem persuasive, hands-on evaluations, such as test assignments and probation periods, provide an added layer of confidence. For example, offer a copywriter a small, paid writing task (e.g., 'Write a 500-word blog on a given topic') to assess:
- Alignment with the brief: Did they follow all guidelines and brand requirements? Is the tone consistent with your company’s voice?
- Depth of research: Did they understand the product or topic? Is the provided data fact-checked and integrated accurately?
Testing editor skills may involve giving candidates a short, rough draft to polish. When reviewing refined texts, focus on:
- Grammar and attention to detail: Did they catch typos, syntax errors, or inconsistencies?
- Structure and clarity: Did they improve flow, logic, and coherence?
- Format-specific knowledge: Did they check whether the content fits the intended platform (like a blog, website, or media outlet)?
As for potential content managers, a probation period is especially important to evaluate how a new hire handles coordination, strategy, and optimization, all of which are difficult to gauge from a single assignment. Key factors to assess include:
- Teamwork and initiative: Do they proactively suggest workflow or strategy improvements, or just follow instructions?
- Organization skills: Can they effectively manage copywriters and connect them with other departments?
- Process optimization: Are they improving task delegation, the quality of delivery, and efficiency?
Regardless of the position, look for a sense of responsibility – candidates should meet deadlines consistently and take ownership of their tasks. They should also be adaptable, open to constructive feedback, and ready to adjust their approach when necessary. Finally, strong communication skills are non-negotiable. Clear, prompt, and respectful communication ensures seamless collaboration within the team.
Hiring in-house feels daunting? Opt for a PR agency
When hiring content professionals isn’t feasible for any reason, partnering with a specialized agency, like those engaged in PR, marketing, or other content-driven activities, can be a highly effective alternative.
These agencies have well-established content production workflows, meaning that businesses don’t have to worry about how to manage the process. Since agencies effectively balance copywriters, editors, and content managers, you simply receive ready-made content based on pre-agreed terms. Finding an agency that specializes in your industry offers even greater value, as you’ll benefit not just from their resources but also from their deep sector expertise.
For example, at Outset PR, our team operates within a clear hierarchy, where each specialist has a defined role and responsibility. This well-structured approach enables us to create content quickly without compromising quality – a crucial advantage in the fast-paced Web3 industry. We ensure that the copy we produce is always relevant, impactful, and creative, helping projects effectively engage their audience and stand out in any market cycle.
A good agency doesn’t just execute tasks; it develops an impactful content strategy tailored to your goals. From selecting the right communication channels and content formats to crafting compelling messaging, they handle every aspect of the process. Additionally, clear reporting (e.g., weekly updates, performance metrics) ensures full transparency and measurable results.
Want to make the best choice? Don't miss Mike Ermolaev's insider tips on what to consider when selecting a PR agency.
Hiring the right specialist isn’t about luck – it’s about strategy. Content should be seen not as an expense but as a long-term investment. By prioritizing relevance, rigorously testing skills, and carefully evaluating partnerships, you can avoid costly mistakes.
High-quality copy serves as a tireless salesperson, a trust-building ambassador, and a compounding asset that fuels sustainable growth. Whether hiring in-house or working with an agency, you’re not just spending a budget – you’re investing in a tool that drives revenue, builds loyalty, and secures your brand’s future.
