Standing out in today’s crowded digital landscape is harder than ever before because consumers are looking for relevant, personalized, and easily digestible content. If you want to overtake your competitors, you must create content that both…
Content Marketing Manager
What Is a Content Marketing Manager? How to Become One, Salary, Skills.
Content marketing managers establish a company’s overall content strategy with the goal of bringing in new customers and profits. Here’s what to know about a content marketing manager’s needed skills, salary and how to become one.
What Is a Content Marketing Manager?
Content marketing managers help guide and execute the direction of an organization’s content strategy. They decide how to best meet the needs of a company’s target audience through specific types of content and media channels.
What Do Content Marketing Managers Do?
Content Marketing Manager Responsibilities
- Design and implement content strategies.
- Produce content for blogs, articles, websites, emails, webinars, social media and other formats.
- Research content performance, customer behavior data and competitors’ strategies.
- Enforce style guidelines, deadlines and budgets for content teams.
- Create and manage an editorial calendar.
- Work with other marketers, writers, editors and freelancers.
Day-to-Day Responsibilities of a Content Marketing Manager
- Review and edit content for social media posts, blogs, white papers, website landing pages and other media.
- Meet with content team members to track progress and gauge work capacity.
- Check editorial calendar to make sure teams are on track to meet goals on time, tweaking workflows as needed.
- Collaborate with members in marketing, product, sales and other departments to maintain consistent style and branding guidelines.
- Evaluate content performance metrics and make adjustments to content strategy.
Content Marketing Managers Within a Company
Content marketing managers are mid-level professionals within the marketing department. They oversee teams of marketers, writers, editors and freelancers. As the main voice for guiding a company’s content strategy, content marketing managers often report to a more senior-level role like the director of marketing.
Importance of Content Marketing Managers
Delivering the right content at the right time can boost site traffic, earn more customers and increase profits. As a result, content marketing managers are crucial to the effectiveness of a company’s content strategy and, ultimately, its financial success.
What Skills Are Needed to Be a Content Marketing Manager?
Qualifications to Be a Content Marketing Manager
- Background that covers marketing, writing and editing.
- Familiar with branding and style guidelines.
- Portfolio featuring content produced for a range of media.
- Ability to manage a team of writers and creatives.
- In-depth knowledge of research and SEO techniques.
Content Marketing Manager Prerequisites
- Bachelor’s degree in marketing, English, communications or a related field.
- Master’s in marketing, communications or a related field (not required, but can help candidates stand out).
- Three to five years of relevant work experience.
- Relevant marketing and content marketing certifications (not required, but helpful to have).
Content Marketing Manager Hard Skills
- Experience writing and editing content for blogs, articles, whitepapers, infographics, emails, ebooks and other media.
- In-depth understanding of company’s brand voice and how to translate it into content style guidelines.
- Knowledge of how to enforce content strategies across different teams and departments.
- Mastery of research, data analysis and SEO methods.
- Ability to distribute assignments and gauge progress while respecting deadlines and budget boundaries.
Content Marketing Manager Soft Skills
- Strong attention to detail and ability to locate minor errors.
- Confidence to manage creative teams and collaborate with department leaders.
- Analytical mindset that promotes a data-first approach.
- Ability to balance critical, creative and strategic thinking.
- Sensitivity for editing work while still offering constructive feedback.
Tools and Programs Content Marketing Managers Use
- SEO research tools like Ahrefs and BuzzSumo.
- Writing and editing tools like Grammarly and Hemingway Editor.
- Marketing analytics software like HubSpot and Google Analytics.
- Content management systems like WordPress and Drupal.
- Document editing software like Google Docs and Microsoft Word.
How to Become a Content Marketing Manager
Content Marketing Manager Education and Experience
Content marketing managers often complete a bachelor’s degree in marketing, English, communications or a related field. While it’s not required, some candidates go on to earn their master’s in marketing, communications or a similar discipline. Incoming professionals must work three to five years before being promoted to a content marketing manager position. Examples of entry-level roles that provide relevant experience include marketing coordinator, copywriter and content writer.
Content Marketing Manager Certificates and Courses
- Content marketing courses and webinars.
- Content Marketing Certification from the American Marketing Association.
- Certifications for tools like Google Ads and Hootsuite.
- Digital marketing courses through platforms like Udemy.
Content Marketing Manager Career Path
After graduation, incoming marketers must spend three to five years working in entry-level positions. Examples include copywriter, marketing specialist and content writer. Content marketing managers with extensive backgrounds, certifications and years of experience may go on to secure a higher-level role like director of marketing.
Content Marketing Manager Salary and Job Outlook
According to the Bureau of Labor Statistics, the number of advertising, promotions and marketing managers will jump up by 10 percent between 2021 and 2031. This trend means that content marketing managers may be in demand for the next decade.
The full compensation package for a content marketing manager depends on a variety of factors, including but not limited to the candidate’s experience and geographic location. See below for detailed information on the average content marketing manager salary.
Expand Your Content Marketing Manager Career Opportunities
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Content Marketing Master™
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Welcome to the only class you need to learn how to use content marketing to grow your business and brand.
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Welcome to the Content Marketing Masterclass, a complete guide to growing your business in the modern world using the power of digital content.
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Content Marketing Manager Certifications + Programs
Turn the page to the next chapter in your marketing career by achieving online certifications through Udacity.
This digital marketing course is designed for students with a range of professional experiences — including beginners. You’ll take a deep dive into the essential channels and tactics behind effective campaigns. Get hands-on experience with social media, search strategy, conversion optimization, Google Analytics, and more.
You will concentrate on the most important tools for executing digital marketing strategies on the job. The program’s content is curated by the General Assembly digital marketing advisory board so that you are able to meet the evolving employer demands of a digital marketer.
What you'll accomplish
This course will equip you with the skills you need to be a productive and effective marketer and keep pace with an evolving digital landscape. You’ll learn current tools and best practices to drive sales leads, boost customer engagement, and help your brand stand out in a crowded market. Throughout this expert-designed program, you’ll:
- Use a full arsenal of digital marketing tools, including Google AdWords and Facebook.
- Design and execute comprehensive marketing plans through channels such as social media, search, email, and paid advertising.
- Execute marketing strategy that’s powered by data and customer insight.
- Measure and optimize performance for campaign success using Google Analytics.
- Apply what you’ve learned to create a portfolio project: an end-to-end campaign that addresses a real-world growth problem.
Why General Assembly
Since 2011, General Assembly has graduated more than 40,000 students worldwide from the full time & part time courses. During the 2020 hiring shutdown, GA's students, instructors, and career coaches never lost focus, and the KPMG-validated numbers in their Outcomes report reflect it. *For students who graduated in 2020 — the peak of the pandemic — 74.4% of those who participated in GA's full-time Career Services program landed jobs within six months of graduation. General Assembly is proud of their grads + teams' relentless dedication and to see those numbers rising. Download the report here.
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