Content Marketing Manager Job Description, Skills, and Salary
Get to know about the duties, responsibilities, qualifications, and skills requirements of a content marketing manager. Feel free to use our content marketing manager job description template to produce your own. We also provide you with information about the salary you can earn as a content marketing manager.
Who is a Content Marketing Manager?
Content marketing is a strategy for attracting and retaining customers in which businesses create and distribute educational and relevant content. The purpose of content marketing is not to promote your brand, its products, or its services. Rather than that, it’s about your audience and providing them with useful content that will entice them to return.
As a result, it is critical to consider your audience’s concerns. When you use content marketing, you provide relevant and helpful information to your customers on topics that matter to them, which frequently results in new audiences discovering your business. Additionally, it enables you to earn the trust of your current customers. This will aid in the development of relationships, the expansion of an engaged subscriber base, and the increase of profits. Content marketing’s ultimate goal is to generate profitable customer action.
The primary reasons for the importance of content marketing are that it results in increased sales, cost savings, and loyal customers. Content marketing increases consumer awareness of solutions and educates them about products they might not have considered previously. It satisfies the first two stages of the purchasing process—awareness of one’s needs and desires and information seeking.
A content marketing manager is ultimately accountable for the success of a company’s content marketing operation and initiatives. They provide strategic direction for content marketing, facilitate ongoing content planning, manage day-to-day content creation, editing, and promotion, and report on the results of each content marketing initiative.
This individual is familiar with the processes involved in developing effective email and social marketing campaigns, as well as general assets and long-form content such as blogs, infographics, and videos. Each content marketing strategy has a long-term goal or bottom line in mind, and the content marketing manager’s job is to keep things moving in that direction.
Content Marketing Manager Job Description
Below are the content marketing manager job description examples you can use to develop your resume or write a content marketing manager job description for your employee. Employers can also use it to sieve out job seekers when choosing candidates for interviews.
The duties and responsibilities of a content marketing manager include the following:
- Developing and implementing strategies for digital content across all online platforms.
- Increasing traffic and engagement results in increased sales and brand promotion.
- Measuring marketing activity’s results to inform future marketing campaigns.
- Organizing and leading a team of writers, illustrators, and data analysts.
- Adhering to SEO best practices.
- Recognizing which platforms various types of content are best suited for.
- Designing and implementing creative marketing strategies to disseminate content.
- Producing high-quality articles, white papers, blogs, press releases, email marketing messages, case studies, presentation content, survey reports, and web copy
- Serving as an exemplary writer, consistent with our company’s tone and mission. You write clean, concise, well-polished copy
- Editing content produced by your team, including conceptualizing the projects upfront, assigning projects, and overseeing development and copy-editing before publishing
- Measuring and improving content performance; create reports leveraging Google Analytics, HubSpot, and social media analytics tools
- Building and maintaining editorial calendar and written guidelines
- Maintaining an awareness of current industry trends and customer issues to create a more effective editorial calendar.
- Collaborating closely with senior leaders, marketing colleagues, and other departments to develop effective communications strategies that accurately and consistently communicate our product’s core benefits.
- Collaborating with content specialists, graphic designers, and internal team members to create and review all content and to ensure a consistent message is delivered.
- Encouraging the business to improve its content creation practices by testing new content formats and distribution channels regularly, including advocating for increased use of data visualization.
Other important tasks include the following:
- Conducting research and analyzing competitors
The content marketing manager’s primary responsibility is to successfully execute the business’ content marketing strategy by publishing and promoting content that meets the strategy’s objectives. Without conducting preliminary research, it is impossible to develop an effective content marketing strategy and plan. This research enables content marketing managers and creators to gain a better understanding of their target audience and to make more informed decisions about the types of content to create and the topics to cover.
- Developing Content Marketing Strategies
After conducting preliminary research, the content marketing manager can begin developing one or more content marketing plans. Multiple content marketing plans are frequently required to define strategy and tactical execution for individual brands, business units, or channels, depending on the size of the company and the scope of its offering.
- Creating a Calendar of Editorial Events
After developing a content marketing strategy, content marketing managers can plot creation, publication, and promotion deadlines on a content calendar, allowing the entire marketing team to see at a glance what content is planned for the coming weeks and months.
A visual editorial calendar assists your content manager in aligning content publication and promotion with critical business and marketing campaign dates. Additionally, slack time should be built into the schedule to account for content production delays and last-minute, real-time marketing opportunities.
- Content Development
After the content plan has been created and approved by all relevant stakeholders, it’s time for the main responsibility of the content manager – actually creating the content.
This being said, not all content managers will physically produce and publish each piece of content. Many content marketing managers will be dictating production workflows and overseeing a team of creatives. However, your content manager must have excellent writing and editing skills as they’ll hold the ultimate responsibility for what is finally published.
- Editing and Ensuring Adherence to a Style Guide
When a content marketing manager has a team of writers to manage, their editing and proofreading skills are essential. Additionally, they must be able to provide constructive feedback.
It’s critical to maintain a consistent brand voice throughout your content, which can be challenging when you have multiple writers working on it. For this reason, a style guide is critical. Your content marketing manager should create this style guide, which should include information about your brand’s personality, writing styles, preferred punctuation and grammar, SEO best practices, and guidelines for image selection.
Along with proofreading and editing each piece of content before publication (if not personally, then by a dedicated editor), your content manager must ensure that all content adheres to this style guide.
- Content Creation and Promotion
After each piece of content is created and approved, the content marketing manager’s job is to ensure it is published and promoted to the appropriate audiences in the appropriate locations at the appropriate times. They may do this manually or through the use of technical staff to load content into a web content management system, email marketing tool, or social media automation tool.
After publication, a pre-defined promotional strategy should be implemented, which may include automated social media posts or other tactics that fire at times determined to generate the highest level of engagement. This type of content automation is an efficient way to increase the speed with which you produce content without expanding your team.
- Managing Your Workforce
Again, depending on your location, you may work in a small or large team. You may be in charge of freelancers or in-house employees. Regardless of who you manage, a typical day will involve assigning projects, editing and providing feedback, keeping people on track to meet deadlines, and mentoring as needed. To make content management easier and to maintain version control, you’re likely to use Google Docs, Dropbox, or another similar system.
- Collaborating with Others
Along with your team, you will collaborate closely with members of other departments within the company — or with outside agencies tasked with these responsibilities — because the content is only one component of a larger marketing agenda. These additional teams may include SEO, paid search, social media marketing, email marketing, web development, or public relations, although depending on the size of the organization in which you work, these responsibilities may fall to your team or even to you.
- Progress Monitoring
As if all the tasks above didn’t already add up to a full day, a content marketing manager also has to stay on top of the results generated by the content produced. You have to pay attention to know what content generated what results, so you can either adapt (if the results were poor) or do more of the same (if results were good) (if results were good). You’ll be checking for key performance indicators (KPIs) to answer questions such as, is the content getting shared on social media? Is it driving search traffic? Is blog readership increasing?
- Content Performance Monitoring and Analysis
Your content marketing manager’s job does not end once a piece of content is published. One of the most important parts of this role is continual monitoring and analysis of published content so they can see what’s working and what isn’t working. These insights will inform future marketing plans and provide intelligence for your overall marketing strategy.
Content analytics software can help to make this task a straightforward one, but it’s important that your content manager still takes the time to interpret the data, make suggestions and draw actionable conclusions based on it.
You’ll also need to monitor engagement with your content, reply to comments and questions, and note suggestions for future content. All this comes under the umbrella of the content marketing manager’s responsibilities, although they may outsource some or all of these tasks.
Qualifications
- Bachelor’s degree in marketing or related field.
- Experience with online community building.
- Data-driven and highly analytical.
- Expertise in Google Analytics.
Essential Skills
- Recognizing Data
A content marketing manager should be capable of transforming data into narratives. He or she should make sound metrics decisions and successfully measure them. A competent content marketing manager should have the necessary job skills to effectively communicate data to decision-makers.
- Journalism Skills
Individuals with a background in journalism and experience working in related fields can appreciate the requirements for developing a compelling story. A content marketing manager should be able to ask the right questions, listen attentively, and probe further. They can easily influence and create buyer personas if they possess these skills.
- Editing skills
A content marketing manager should possess editing abilities to provide marketers with the necessary writing abilities. Great writers should be extremely organized to generate content from a variety of sources.
- Agility
Agility is a critical component of successful brands. A content marketing manager should be able to enter any situation and produce immediate results. The ability to comprehend tactics and strategies for balancing customer demands and expectations is always a plus.
- Project Management
A content program involves a large number of projects, which can be difficult to manage. To ensure that everything runs smoothly and within budget, content marketing managers should possess adaptable and strong project management skills.
- Collaboration
In content management, the ability to work effectively in a cross-functional team is critical. Content marketing is becoming increasingly complex as more stakeholders become involved. Content marketing managers should have a work style that enables them to guide, coordinate, and collaborate with a diverse range of personnel to drive business.
- Personalize
Excellent content marketing managers should create for their enjoyment, not just for the benefit of the company. By being able to create technology for themselves, they demonstrate an interest in the project. These are individuals who are capable of performing technical tasks such as using publishing software for online publishing, setting up a blog or app, and demonstrating to their subjects how to use it to accomplish content marketing objectives.
How to Become a Content Marketing Manager
- Pursue a degree in a related field
This field includes areas such as communications, English, journalism, marketing, finance, or business. While many organizations require content marketing managers to hold a bachelor’s degree, you may wish to pursue a master’s degree in a particular field of study. However, some organizations may hire professionals with several years of experience in digital marketing but no college degree.
- Acquire pertinent experience
Seek out opportunities to practice writing and increase your knowledge of marketing. Consider completing an internship concurrently with your degree program. Additionally, it may be beneficial to consider starting your blog or researching websites that allow you to write as a freelancer.
- Create an online portfolio
Create a portfolio showcasing your writing abilities. Incorporate a variety of content types, including blogs, social media posts, articles, and white papers. It is critical to maintain an active portfolio throughout your career. While your portfolio may initially include samples from college assignments, try to include samples from internships, jobs, or personal websites as well.
- Decide on the type of job you desire.
Consider the type of job you desire as a content marketing manager. These professionals can work as independent contractors or consultants or as full-time employees for marketing agencies or in-house marketing departments of businesses. Consider your preferences for factors such as schedule and earnings to assist you in determining which path to take.
- Consider a specialization
Consider specializing in a particular area of writing, particularly as your career progresses. Consider whether you prefer to write about a variety of topics each day or prefer to write about a single industry. While specialization may enable you to become an expert in a particular field, working in a general capacity may provide you with more variety in your work.
- Take into account the possibility of obtaining a certification.
Consider obtaining certification to demonstrate your capabilities to prospective employers. This may also assist you in increasing your knowledge of a particular subject or in developing a new skill. Research available copywriting and digital marketing certifications and select one that matches your experience and career objectives.
Where to Work Content Marketing Manager
Most content marketing managers promote and market the contents of various blogs, news, and media websites. Additionally, most of them work remotely.
Content Marketing Manager Salary Scale
In the United States, the national average salary for a Content Marketing Manager is $103,131 per year.