The most important hire for your personal brand in 2027

I’ve personally become a little obsessed with the idea of a Head of Content lately.

I’m training around a dozen of them right now inside Personal Brand HQ, and watching them actually do the job has changed how I think about the role completely.

A lot of the founders in the program aren’t sitting there running the content system themselves.

Someone on their team is.

And a few years ago I probably would’ve just called that person a writer.

Maybe a content manager.

Someone who makes sure posts get written, designs get made, and the calendar stays full.

Now I think that massively undersells what the role is becoming.

The best way I can describe it is:

Your Head of Content bridges your mind to the perfect prospect.

They need to understand everything happening inside your head and business.

Then understand what your market cares about.

Then constantly connect those two things.

And when you watch someone get good at this, it’s honestly kind of crazy how much leverage one person can create.

Because most founders are sitting on WAY more content than they realize.

They just don’t see it as content.

You had a sales call this week where you explained something perfectly.

You probably solved some annoying client problem.

You sent somebody on your team a voice note explaining why you made a decision.

You had a strong opinion about something happening in your industry.

You got a result.

Made a mistake.

Changed your mind about something.

All of that is sitting there.

And if nobody owns extracting it, most of it disappears.

The Zoom call gets buried.

The voice note dies in Slack.

The client result gets celebrated internally and never becomes public proof.

The Head of Content is the person catching all of that.

They’re going through calls.

Slack.

Voice notes.

Client wins.

Questions prospects keep asking.

Random things you say in meetings.

Then turning it into something useful for the market.

Anyone can ask ChatGPT for:

“5 ways to grow your business.”

That information is basically free.

What isn’t free is the thing you know because you spent five years building the company.

That’s what I want the Head of Content pulling out.

Then there’s positioning.

A founder posts about hiring on Monday.

Marketing on Tuesday.

Productivity on Wednesday.

Some random founder lesson Thursday.

Motivation Friday.

And maybe all five posts are good.

Maybe a few go viral.

But if I asked one of their followers:

“what is this person actually the person for?”

They probably couldn’t tell me.

So the Head of Content starts asking:

What should this founder actually become known for?

What 3–5 things do we want attached to their name?

What problems do they genuinely understand better than most people?

What does their buyer already care about?

Then they keep coming back to those ideas.

A story one week.

A framework the next.

A client result.

An opinion.

A breakdown.

Same underlying expertise from different angles.

And eventually the market starts doing the association for you.

Then there’s the format itself.

This is where it gets fun.

We’ve had ideas do completely average as plain text.

Then we take the exact same idea, turn it into a Google Doc screenshot, and suddenly it takes off.

Same idea.

Completely different result.

Sometimes the idea wants to be a listicle.

Sometimes a case study.

Sometimes a visual breakdown.

Sometimes a founder story.

Sometimes it deserves a full long-form post.

The founder shouldn’t need to think about any of this.

The founder should just know the thing.

The Head of Content figures out how to make the market actually consume it.

They also need to be ridiculously tapped into what is happening around the founder.

What are buyers talking about this week?

What conversations are moving?

Who is getting attention?

What keeps coming up?

Where does the founder have something genuinely useful to add?

Because sometimes the easiest distribution is already sitting right in front of you.

A conversation is happening.

Your buyers are already there.

The founder has a story, result, opinion, or piece of experience that actually adds something.

Put them in it.

Then the last piece is probably the part I’ve become most obsessed with.

The feedback loop.

A Head of Content shouldn’t just care that the post went live.

They should care about what happened afterward.

Who followed?

Who visited the profile?

What got saved?

What got shared?

What started conversations?

What generated DMs?

What turned into booked calls?

Then next week gets built from that.

A topic keeps working?

Go deeper.

A format keeps winning?

Use it again.

A case study brings in leads?

Make more proof.

A founder story attracts the right people?

Find another one.

The account should literally get smarter every week.

And that’s probably the biggest distinction for me now.

A writer owns the post.

A Head of Content owns the entire machine around the post.

That’s why I’m so interested in this role going into 2027.

Especially with AI.

A few years ago, doing all of this properly might’ve taken a strategist, researcher, writer, designer, and someone looking at performance.

Now one really good operator can use AI to compress a ridiculous amount of that work.

Which means they get to spend more time on the things that actually require judgment.

What should we talk about?

What should this founder become known for?

What idea deserves another week of distribution?

What is the market responding to?

What do we create next?

And honestly, the founder doesn’t really care about “content” anyway lol.

They want what happens because of the content.

Warmer sales calls.

Qualified inbound.

Referrals.

Partnerships.

People mentioning their name in rooms they aren’t in.

They want authority.

That’s the actual product.

I went deeper on how we’re training the role in a post recently.

You can read it here

If you don’t have someone like this yet, that’s basically what our done-for-you team becomes for you.

And if you already have someone on your team who could own it, Personal Brand HQ is where we train them and install the system.

— Wiz

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