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!
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:
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.
Content marketing managers are in increasing demand for several reasons.
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.
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:
Once you've discovered someone with those skills, you'll likely have found yourself a valuable asset.
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.
Here are some of the key responsibilities of a content marketing manager.
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.
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:
They also need to work with designers and copywriters to bring these ideas to life.
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:
It also helps you keep track of upcoming events, holidays, and other seasonal trends that might affect the content strategy.
The editorial calendar consists of three parts:
A content marketing manager is responsible for creating different types of media, including but not limited to:
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.
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.
Once the content has been created, it's up to the content marketing manager to make sure it is:
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.
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.
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:
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:
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Most content marketing managers work full time and are salaried, with benefits such as:
The role of a content marketing manager is a tricky one. It's a jack-of-all-trades position, responsible for:
Here are some key things to keep in mind when you're writing your job description.
Before you begin writing the job description, it's important to assess your current team. Ask yourself:
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.
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:
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.
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.
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.
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.
The following is an ideal job description for a content marketing manager:
Job Title: Content Marketing Manager
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.
Desired skills and experience:
You will be a great fit for this role if you enjoy:
If you are interested in this role, please fill out the attached application and send it along with your resume to firstname.lastname@example.org.
If you need help determining whether you should hire a content marketing manager, consider your company’s:
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.
Pro Tip: Generate content ideas in seconds with our content idea generator.
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:
If you answered "no" to any of these questions, it might be time to consider hiring a content marketing manager.
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.
Write 10x faster, engage your audience, & never struggle with the blank page again.