How To
10 min read

How to Find the Right Content Marketing Manager for Your Brand

Soniya Khubchandani

June 10, 2022

In this guide, you'll discover what a content marketing manager does, why they're crucial for your team, and how to hire one.

Content marketing is a key part of any modern business strategy. It's how you reach customers directly and build trust and loyalty with them.

But managing content marketing well can be incredibly difficult, especially when you don't have the right kind of support.

That's where a content marketing manager comes in!

A good content marketing manager is vital to making your content work for you. They'll help you create great content that resonates with your audience and is optimized for search engines, resulting in more traffic to your website and more sales.

Let's get started!

What is a content marketing manager?

A content marketing manager is responsible for designing, executing, and evaluating an organization's content marketing efforts.

If you think that sounds like a huge task, you’re right! Content marketing managers:

  • Require an advanced skill set and prior experience
  • Take on a variety of different projects, like developing SEO strategy and monitoring social media metrics
  • Organize and manage the rest of the content marketing team

Given the increasing importance of content marketing in improving metrics like reach and conversions, this role is critical to the success of any business in the digital age.

Why is the content marketing manager role on the rise?

Content marketing managers are in increasing demand for several reasons.

Content marketing stats
Source: Cision

Firstly, as businesses increasingly recognize the importance of content marketing, they are willing to invest more money in this area. As per a survey by SEMrush, "72% of companies plan to increase their content marketing budget in 2022".

Secondly, social media and other online channels have compelled companies to hire someone to manage all aspects of their content marketing program.

Finally, with more companies realizing the need to produce high-quality content to succeed online, there is greater demand for experienced professionals who can help them achieve this goal.

As a result, the need for skilled content marketing managers is poised for continued growth in the coming years.

What skills and experience does a content marketing manager need?

A good content marketing manager is an extremely valuable addition to any team. However,  it can be challenging finding the right person for the job. 

To ensure that your new hire is the best fit for the role, here are some top skills and experience to look for:

  • At least three years of experience in content marketing with a strong focus on strategy and planning
  • The ability to produce high-quality work under tight deadlines
  • Excellent writing skills and the ability to adapt their voice and tone to different audiences
  • The ability to understand how target personas behave and how to reach them through various channels, including social media, email marketing, search engine optimization (SEO), and paid marketing
  • An analytical mindset to track metrics and analyze data to constantly improve results
  • Strong project management skills to keep everything organized while juggling multiple tasks simultaneously
  • An ability to work with both technical and business-oriented people
  • A bachelor's degree in Journalism, Marketing, Creative Writing or English

Once you've discovered someone with those skills, you'll likely have found yourself a valuable asset.

What does a content marketing manager do?

While every content marketing manager has different responsibilities, they all share the same goal: promote a company's products and services by creating and distributing engaging online content.

The ideal content marketing manager
Source: NR Media

Here are some of the key responsibilities of a content marketing manager.

Competitor analysis and market research

The first step in any content marketing strategy is understanding the needs of your target audience. 

Content marketing managers conduct research and competitor analysis to identify gaps in their industry that they can fill with their content. 

Additionally, they use this research to understand what type of content resonates best with their target audience.

Preparing content marketing plans

Content marketing managers develop an extensive plan that outlines the messaging and content they intend to publish over the next year. 

This includes identifying topics for content like:

  • Blog posts
  • Infographics
  • eBooks
  • Whitepapers

They also need to work with designers and copywriters to bring these ideas to life.

Creating an editorial calendar

A content marketing manager is responsible for creating an editorial calendar to plan the entire content publishing schedule.

An editorial calendar is an essential tool at your disposal. You can plan everything, including:

  • When to publish new blog posts
  • How often to post on social media
  • What types of content will go on the company website 

It also helps you keep track of upcoming events, holidays, and other seasonal trends that might affect the content strategy.

An editorial calendar example
Source: Asana

The editorial calendar consists of three parts:

  • Editorial calendar overview: This section includes information like company goals, brand voice, target audience, and more. It should also include things like deadlines, budgets, and other relevant information
  • Content calendar: This includes all the specific details about each piece of content published on your website or blog (i.e., title, topic, author name, date published)
  • Content approval process: This part helps you track who approves each piece of content before it goes live

Creating content

A content marketing manager is responsible for creating different types of media, including but not limited to:

  • Articles
  • Infographics
  • Video scripts 

They also manage their team to ensure that each piece gets done on time and meets the company's quality standards.

Additionally, a content marketing manager oversees editorial calendars to keep track of the kind of content that needs to be created at any given time. 

They work with copywriters to develop ideas for new articles and review drafts before passing them along to editors for final approval.

Building an SEO strategy

Another major task that content managers perform is building a content SEO strategy.

They help you create content that people want to read, and know how to keep the audience coming back for more. 

Content marketing managers are responsible for increasing their company's search engine ranking to ensure your site shows up on keywords relevant to your business.

Content editing and approval

Once the content has been created, it's up to the content marketing manager to make sure it is:

  • Well-written
  • Accurate
  • Error free

A good content marketing manager has a keen eye for detail and strong editing skills. They spot errors quickly and efficiently to fix them before publishing. 

Content marketing managers also ensure that your website has fresh content relevant to the target audience. 

They are responsible for creating a positive experience for both readers and writers. At the same time, they ensure every piece of content on the site meets the quality standards set by management.

Publishing and promoting content

Content marketing managers work with writers to publish articles promptly and use various marketing techniques to drive traffic to those pieces. 

A good content manager will have a solid understanding of SEO and  how to build a following on social media and  increase visibility.

Building an engaged community

Another vital duty of content managers is community building. Creating an engaged community around your brand is essential for driving long-term growth and success. 

Content marketing managers contribute to this goal by:

  • Curating relevant discussion topics
  • Encouraging readers to leave comments
  • Coordinating guest posts from industry experts
  • Responding to user questions in a timely and helpful manner

Content performance monitoring and analysis

A content marketing manager is responsible for monitoring and analyzing the results of your published content. They often use various tools to measure their KPIs, such as:

  • Page views
  • Inbound links
  • Social shares 

They analyze the website data to discover which topics are performing best and how they can improve upon them.

They also use this data to see what topics are getting attention from your target audience and tailor your content around that. A good content manager will constantly seek new ways to improve performance.

What are the most important traits of successful content marketing managers?

A content marketing manager is a unique breed. They are writers, researchers, communicators, technologists, data analysts, and project managers -- all in one. 

When you're looking for a content marketing manager, there are a few key traits that you should consider.

Strong writer and researcher

An excellent content marketing manager must be able to research, write, and communicate effectively.

This helps them engage an audience and produce high-quality content.

Tech-savvy

A content marketing manager should be comfortable working with technology. 

From social media platforms to analytics tools, they should know how to use various tools to measure performance and create engaging content.

Data-driven

A successful content marketing campaign relies on data analysis to determine what strategies are working and which ones aren't. 

Your content marketing manager should have experience analyzing data to make informed decisions about allocating resources and how to move the needle.

Creative

A creative mind is essential for content marketing. Without creativity, your content will be boring and stale. 

Your content marketing manager should think creatively and develop innovative ways to present your company's message.

Organized

A content marketing manager needs to be organized to create and manage a successful content marketing campaign. 

They need to be able to juggle multiple tasks at once and keep track of deadlines.

Assertive

A content marketing manager needs to be proactive to get things done. 

They must also be confident in their abilities and comfortable asserting themselves with managers, co-workers, and other employees. 

This means they shouldn’t be afraid to voice their opinion or suggest how the company can improve.

Focused on big-picture results

A content marketing manager must have a results-oriented mindset. 

They should focus on the company's big-picture goals and how their team's work can contribute to those objectives.

Strategic

A content marketing manager needs to strategically create a campaign that aligns your business goals. 

Without a clear strategy, it won't be easy to measure the success of your content marketing efforts.

What is the average content marketing manager's salary?

Content marketing managers expect an average base pay of $70K a year.

As the need for qualified content marketers increases, salaries and career opportunities are rising accordingly. 

 

Those with more experience and a proven track record of success in this area can command higher salaries.

Average content marketing manager salary
Source: Glassdoor

Most content marketing managers work full time and are salaried, with benefits such as:

  • Medical
  • Dental
  • Flexible work hours
  • Remote-friendly policy
  • A pension scheme
  • Paid vacation days

How to write a job description for a content marketing manager

The role of a content marketing manager is a tricky one. It's a jack-of-all-trades position, responsible for:

  • Strategy
  • Execution
  • Measurement of the company's content marketing initiatives

Here are some key things to keep in mind when you're writing your job description.

Assess your current team

Before you begin writing the job description, it's important to assess your current team. Ask yourself:

  • What does your company need? 
  • Do you need someone to help with content strategy, or will it be more of a copywriting role? 
  • Are there any gaps in your team that need filling?

You may need someone who has experience running large-scale content marketing campaigns or someone with more technical skills who can develop content management systems.

You must hire a person who can wear multiple hats. This is someone who can manage strategic planning and the implementation of the editorial calendar by managing writers.

Be specific about expectations

While it's important to hire the best person for the job, it's equally important to be clear about what your company needs from that person. Ask yourself:

  • Is this a full-time position, or are you hiring a freelancer
  • Will this employee receive editorial support, or will they be managing an in-house writing team?

These are all important questions to answer before starting your search. To hire the best content marketing manager for your team, it's important to know your priorities and what goals you want to achieve.

Consider the skillset

Once you have a clear understanding of what you need, take some time to consider what skills are most valuable in filling that role. 

For example, if you're looking for someone to manage an existing team of writers, then excellent communication and organizational skills are a must. 

Alternatively, if you're looking for someone to help build out your content strategy from scratch, then experience with editorial planning or SEO might be more helpful.

Regardless of what skills you prioritize, make sure they align with the needs of the role you're trying to fill. 

When you have a clear understanding of the important skills for the position, you can find somebody who is well-suited for the job and take your content marketing efforts to the next level.

Write the job description

With your priorities and skillset in mind, it's time to create a job description for your content marketing manager. 

This should include a clear overview of what the role entails and any specific requirements or qualifications you have in mind. 

You may also want to note any benefits that come with the position and let candidates know what you can offer. This will help you attract the best talent for the job.

Share it with relevant team members

Once you've got a job description that accurately reflects the skills and experience you're looking for in a content marketing manager, it's time to share it with your team. 

Let relevant team members look over the job description so they can help you determine whether it accurately describes what you need. 

This ensures that everyone is on the same page about the type of candidate you're hoping to attract.

Content marketing manager job description example

The following is an ideal job description for a content marketing manager:

Job Title: Content Marketing Manager

Department: Marketing

We are looking for a content marketing manager to join our team. This person is responsible for developing, implementing, and executing an overall content strategy that will help us reach our business goals. This position reports directly to the marketing director.

Responsibilities include:

  • Managing all aspects of the company's blogging and social media accounts, including posting content and engaging with followers on Facebook and Twitter
  • Writing original blog posts that are optimized for SEO and shareability
  • Researching topics related to our industry or niche market and brainstorming ideas for new articles or blog posts that could be published on each platform
  • Working closely with sales representatives to find leads, then developing an outreach plan tailored to each specific lead
  • Creating videos related to one of our core values (to educate) and posting them on YouTube

Desired skills and experience:

  • Excellent written and verbal communication skills
  • Organized with the ability to prioritize tasks
  • Ability to multitask and work well under pressure
  • 3+ years of experience in marketing, public relations, or digital media preferred

You will be a great fit for this role if you enjoy:

  • Working with a team to develop creative content
  • Generating new ideas to grow our online presence
  • Tracking analytics to see the results of your efforts
  • Developing marketing plans

If you are interested in this role, please fill out the attached application and send it along with your resume to info@company.com.

Do you need a content marketing manager?

If you need help determining whether you should hire a content marketing manager, consider your company’s:

  • Size
  • Budget
  • Resources

If your company is small and doesn't have a large budget for marketing, it's probably not necessary to hire a full-time content marketing manager. You can likely get by with someone who oversees your content strategy on a freelance or part-time basis.

You can also incorporate AI in your content creation process. It not only saves time, but also keeps your brand voice consistent across your content formats.

However, hiring a content marketing manager may be the best option if your company is larger and has the financial resources to support a full-time position.

If you're still not sure, ask yourself the following questions:

  1. Do you have a clear content strategy?
  2. Are you producing enough quality content regularly?
  3. Is your team struggling to keep up with demand?
  4. Do you see results from your current content marketing efforts?
  5. Do you have the budget to hire a full-time manager?

If you answered "no" to any of these questions, it might be time to consider hiring a content marketing manager.

Conclusion

Content marketing is a fast-growing industry that's here to stay, so it's important to get involved now if you're not already. 

With the right person in charge, your business will be well-positioned to take advantage of this opportunity.

All in all, a content marketing manager can take over the burden of creating, planning, and distributing all of your content, freeing you up to focus on building your business.

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