YT_Tristan

6 years behind the scenes as Head of Content

[YT_Tristan @tristan_content]

6 years ago, I was a video editor.

Today, I’ve got a very different perspective on what it takes to build a successful content operation.

In 2020, I joined Iman Gadzhi to help with his YouTube content.

What started with filming, editing and making thumbnails together eventually became a much larger operation.

30+ full-time team members, multiple channels, 2000+ pieces of content per month and over 8M+ followers across all platforms.

An entirely different level of responsibility.

I wasn’t hired as a Head of Content.

I grew into the role.

And I think that’s probably the most valuable part of the experience.

I got to learn the creative side, the strategic side, and the operational side of content by actually doing it.

Now I’m at a point where I want to share more of those lessons publicly.

A bit overdue, considering I’ve spent most of my career helping other people create content.

But better late than never.

[YT_Tristan @tristan_content]

Had a call today about this.

Got on the call to discuss this software and its features for my client.

Mention I’m his head of content. Proceeds to tell me that it’s gotta be fate that we connected.

Says they’ve been trying to hire someone for months!

Booked another call before we even spoke about the software…

Wild.

[Ryan @ryangrowthh]

The more I speak to founders, creators, and bizz owners, I realize just how in-demand a Head of Content is right now.

It seems like my entire network is hiring one.

The next wave of millionaires will be marketers, storytellers, and creatives.

Very exciting times.

[YT_Tristan @tristan_content]

@ryangrowthh Was a pleasure chatting with you bro.

[YT_Tristan @tristan_content]

@therahulalam When ego gets in the way of the founder ability to delegate = missed deadlines.

[YT_Tristan @tristan_content]

Dear founders,

The biggest bottleneck in your content operation is you.

You hire editors, designers and creative leads.

Then insist on reviewing every edit, approving every thumbnail and questioning every creative decision.

At some point, you need to trust the people you've hired.

You can't scale a team that constantly needs your permission to move forward.

[YT_Tristan @tristan_content]

Having good taste will be the biggest leverage skill you can have as a creative in the age of AI slop.

But the million dollar question, how do you teach good taste?

[YT_Tristan @tristan_content]

@LailologyC Done

[YT_Tristan @tristan_content]

@ElDark84 $30 is wild

[YT_Tristan @tristan_content]

The reality is, very few people are naturally great at all 6.

You're looking for someone who can balance creative judgment, strategic thinking, operations and leadership.

That's what makes great Heads of Content so difficult to find.

And why sometimes it's better to develop one than find one.

[YT_Tristan @tristan_content]

There's a reason great Heads of Content are so difficult to find.

Founders are effectively trying to hire a creative strategist, operator, team leader and brand builder in one person.

And very few people have developed all those skills.

Here's the 6-skill stack I'd look for when hiring one:

[YT_Tristan @tristan_content]

Commercial understanding

Content doesn't exist in isolation from the business.

You need to understand the offer, the audience, resource allocation and how content creates commercial value.

Views matter, but so does knowing whether you're building something that actually benefits the business.

[YT_Tristan @tristan_content]

Finding someone with all 6 skills is incredibly difficult.

And expecting someone to arrive with every skill fully developed is probably unrealistic.

Sometimes the better approach is finding someone with the right creative instincts, attitude and aptitude, then giving them the opportunity to grow into the role.

[YT_Tristan @tristan_content]

Analytics & experimentation

You need to understand what the numbers are telling you without becoming completely controlled by them.

Study performance, identify patterns, test new formats and double down on what works.

Some of our biggest strategic developments came from experimenting, not predicting.

[YT_Tristan @tristan_content]

Hiring & leadership

Your job isn't to be the best editor, designer or writer on the team.

It's to find great people, develop their judgment and give them the autonomy to do their best work.

The quality of your team eventually determines the ceiling of your content operation.

[YT_Tristan @tristan_content]

@LailologyC lets chat.