Content Marketing Manager Responsibilities You Need to Know

content-marketing-manager

Promoting any business through content is a challenging role that is usually left to content marketing managers. Filling that position requires tremendous efforts. Apart from being stellar content writers, they need to be able to manage all the creative resources in a company and find the best ways to use words as a promotional tool.

As you already know, the content marketing manager is not a more official name for a copywriter. A list of responsibilities associated with this role is long enough and not limited to creating content for marketing purposes only. Their duties can be divided into 3 different groups:

  1. Content strategy
  2. Content strategy implementation
  3. Content management and monitoring

Each group requires deeper attention to give you a broader description of what content marketing manager responsibilities are in a company.

Content Strategy

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  • Creating a marketing plan that is based on a unique business model, company budget, and desired outcomes. Strong analytical skills are required to pick up those marketing tactics that are going to work the best for a specific business type. The content marketing manager should consider website content, company blog, external content publications, social media campaigns, email campaigns, print materials (such as brochures), magazine advertisements, and other marketing communications when working on the plan, as well as be able to exclude those that are not suitable at all.
  • Analysing competitors in the industry to identify their strengths and weaknesses in the marketplace. The skilled content marketing manager should be able to suggest the best content marketing practices based on this analysis. Company budget should also be taken into consideration as the financial capabilities of competitive businesses might be much higher. However, it is very important to be original and comply with the copyright regulations. Use competitors to get inspired rather than steal ideas from them.
  • Identifying the audiences that are the intended recipients of company’s content materials. Learn their preferences, expectations, and ultimate needs to deliver the copy they will be the most interested in. It’s against your interests to give away brochures that will not be read by anyone or invest in email marketing when your emails will not be opened at all. In-depth analysis of your readers is the most important component of any marketing-related process.
  • Creating editorial calendars based on workforce capabilities and company’s expectations. The person responsible for content marketing will have to choose the best intervals between content publications not to look annoying for the readers. Let’s say, your customers are unlikely to be fond of daily newsletters. In the same way, they will forget about you easily if remind them about yourself just once a month. Be creative when working on your calendar – combine traditional blog posts publications with infographics. Let’s say, every 5th blog post you plan to publish can be an infographic.
  • Preparing content strategies for all the clients interested in content marketing. As a content marketing manager, you might be expected to work on a few content strategies simultaneously. You need to take into account that business models, budgets, and target audiences vary from business to business and thus the strategy that works perfectly well for one company might be a bad choice for another one.
  • Analysing content marketing tools intended to drive traffic, generate leads, convert them and retain. Ideally, the content marketing manager should be able to work with Google Analytics, AdWords campaigns, etc. It is important to understand how various internet marketing techniques work and identify which of them will be the most effective for a specific business.
  • Following content marketing and design trends to implement innovative practices. The world of content is changing at a rapid pace. The bridge between design and content is closer than ever before. It is thus important to analyze all the connections between content and design and find the ways to merge them together skillfully.
  • Analysing and forecasting content behavior in the social environment. Prior to planning and creating marketing materials, the content marketing manager should evaluate their impact on the brains of the readers and figure out what is going to work the best.

Content Strategy Implementation

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  • Creating written content for print and digital resources based on the content marketing strategies. When the content marketing managers are not loaded with developing strategies, they can also be involved in writing marketing communications themselves. It is indispensable for them to be experienced content writers because they will rely on this skill very often. Even if there are other content writers in a team.
  • Coordinating other content writers or designers to help them deliver quality marketing materials. For bigger teams that work with many marketing projects at once, having a few writers is a norm. The writers frequently work together with designers on creating infographics, banners, or other materials. All these actions should be strictly coordinated by a content marketing manager who knows who handles content writing procedures in a company. Additionally, they need to work with designers to achieve maximum efficiency.
  • Giving profound feedback on accomplished content pieces delivered by other writers. These writers should understand where the content needs enhancements and which impact it will have. Content marketing experts also have to educate newly hired writers. They need to inform writers about the best practices in a company, desirable writing styles, and approaches. This will allow them to cut editing needs and grow new talents in a company.
  • Developing basic SEO understanding. At least basic SEO skills are required to get better exposure from the written content. Even if the team has SEO specialists, content marketing managers should understand what their capabilities are and how to implement these practices more effectively.
  • Structuring content. The well-organized content structure is often even more important than writing itself. It improves content readability and its visual attractiveness. Before delegating any piece of content to another writer, make sure you confirm the structure first.
  • Editing and proofreading content,  if needed. Editing the content by other authors might be necessary. Especially in the initial stages of cooperation with new writers.

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Content Management and Monitoring

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  • Ensuring the content marketing plan is followed. Content marketing manager needs to make syre that all the publications are posted according to the editorial calendar. In a busy corporate environment, it’s easy to lose control over the schedule. Following the plan is vital, no matter whether you create publications for your own business or for your customers.
  • Monitoring content marketing results. Content marketing metrics can be obtained through calculating a conversion rate, comments, reader engagement, and visits to your website. Such metrics will show where you need to work harder, what tactics are successful and what need to be improved.
  • Managing social media marketing campaigns. If you don’t have social media marketing managers in your company, the responsibilities are usually passed to content marketing managers. But even if you do have, these two managers should communicate closely together. This will help to stick to a certain marketing style and avoid inconsistencies between their media and on-site presence.

The Perfect Content Marketing Manager

NR Media Group has created an infographic on what makes a perfect content manager. Their findings are based on 300 job listings that show what employers look for in an ideal manager.

content-marketing-manager-infographics

The study showed that the desired education for content marketing managers comes from various backgrounds, including traditional marketing degrees and nontraditional business majors like journalism and English. Experience is important since 47% of employers ask for 3-5 years of professional experience and about 80% require at least a year.  As for skills, a great number of employers look for impeccable writing and editing. Other noteworthy skills include SEO, data analysis, WordPress and design.

Hardly any profession can outnumber the list of responsibilities that content marketing manager has. The companies should be able to identify when it’s best to divide these responsibilities between different people and when it’s best to rely on one person. Either way, except for the skills and responsibilities, companies should also look for someone with the following qualities:

  • Team work player that is easy to communicate with
  • Dealing with many projects and processes at once
  • Strong analytical skills
  • Creative mindset
  • Perfect time-management
  • Strong teaching capabilities

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Photo credit: Unsplash & Freepik

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