Content Marketing Manager Responsibilities You Need to Know
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Content marketing manager has the challenging role of promoting a business through content and stories. Filling content marketing manager’s position requires tremendous effort. 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 content manager role is long enough and not limited to creating content for marketing purposes only. Content marketing manager duties fall into 3 groups:
- Content strategy
- Content strategy implementation
- 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.
- Analyzing competitors
- Identifying the audiences
- Preparing content strategy
- Creating a marketing plan
- Creating editorial calendars
- Implementing and budgeting content marketing tools
- Following content marketing trends
- Analyzing and content performance
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Creating a marketing plan 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.
When creating a content marketing plan, start with what you think would be a successful strategy. Write down in very broad strokes what you want to do and what should be the results of your activities.
- I want to create X large pieces of content every month
- I will create Y content upgrades and ebooks
- I will promote every piece of content in these channels with specific frequency
- I will update existing content every Z months
Four points is pretty much it. Like the top level strategy of D-day in World War II, it’s simple. “Invade Europe, defeat Germany.”
Now you have to take every line in your initial strategy and add tactical steps for execution. For example in the case of content promotion:
- What promotion channels do you have and how often are you going to use them?
- How many times will you promote one piece of content in a single channel?
Each point in this list has a concrete set of tasks you need to do. Executing the steps consistently will get you the results you want.
Analyzing 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. Also, consider company budget 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 nobody opens your emails. 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 content manager 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 you if you remind them about yourself less than 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.
Analyzing 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 skillfully.
Analysing and forecasting content performance in the social environment and other promotion channels. 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
- Creating content
- Coordinating other content creators
- Giving feedback
- Understanding basic SEO techniques
- Structuring content
- Editing and proofreading content
Creating 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 creating marketing communications themselves. It is indispensable for them to be experienced content writers because they will rely on this skill very often. You will most likely need to write daily even if there are other content writers in a team. Read this post about creating content and value in highly saturated niches.
Coordinating other content creators 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 feedback on content pieces delivered by other content creators. 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. Writing guidelines will allow content marketing managers to cut editing needs and grow new talents in the company.
Understanding basic SEO techniques. 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
- Executing the content marketing plan relentlessly
- Monitoring content marketing results
- Managing social media marketing campaigns
Executing the content marketing plan relentlessly. Content marketing manager needs to make sure that all the publication process follows the editorial calendar. In a busy corporate environment, it’s easy to lose control over the schedule. Following the content marketing plan is vital! No matter whether you create publications for your own business or your customers.
Monitoring content marketing results. Content marketing metrics can be obtained by 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 needs to be improved.
Managing social media marketing campaigns. If you don’t have social media marketing managers in your company, the responsibility usually falls to content marketing managers. But even if you do have, these two managers should communicate closely together. Clear communication helps 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 combine 300 job listings that show what employers put in the ideal content marketing job description.
The study showed that the desired education for content marketing managers comes from various backgrounds, including traditional marketing degrees and non-traditional 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
Social Media Manager Responsibilities are Closely Related
Social media manager can cover a lot. Here is a list of 26 different functions for social media manager divided into categories like strategy, implementation and monitoring. There are many more items in the content marketing job description that you can include. Check out the list of social media manager responsibilities.
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