High-quality content is at the core of a good marketing strategy. A content marketing manager is primarily responsible for building a company’s overall content strategy by overseeing content production and coordinating workflows. Content is a key component that can enhance search traffic, drive social engagement, improve brand conversions, and, most importantly, build trust with the audience. It can take the form of social media posts, blogs, videos, infographics, emails, or podcasts.
As more organizations continue to leverage the power of content in converting leads, the demand for skilled content marketing managers is at an all-time high. Below is a simple guide on the responsibilities of a content marketing manager and the steps to become one. Let’s begin!
Content Marketing Manager: Skills
In today’s digital age, the purpose of content goes much beyond entertainment and has slowly transitioned into becoming an integral part of core business strategies. According to the Content Marketing Institute (CMI), 70% of Business-to-Consumer (B2C) marketers and 73% of Business-to-Business (B2B) marketers use content marketing as part of their overall marketing strategy. This creates a huge demand for professionals who have a way with words and a strong passion for marketing.
These are the top skills that a content marketing manager should have:
- Writing, editing, and blogging
- Conducting research and data analysis
- Search Engine Optimization (SEO)
- Strong communication and time management
- Proficiency in handling Content Management Systems (CMS)
- Strategic and analytical thinking
- Social Media Marketing (SMM)
Besides this, a content marketing manager needs to have a keen eye for detail to be able to identify minor errors, manage creative teams, collaborate with other department leaders, and the ability to offer constructive feedback.
Content Marketing Manager Job Description
A content marketing manager generally spearheads the content development and implementation process of a company’s marketing strategy. Their main responsibilities may include something like this: managing writers, developing a content calendar, crafting well-researched and interesting content, and creating an effective delivery and publishing strategy that engages site visitors and drives more traffic.
The job description for a content marketing manager’s post would be along these lines:
- Work on developing a content strategy that aligns with the organization’s business goals
- Conduct research and keep up with the latest industry trends
- Manage creative resources, including writers, designers, editors, and other agency personnel
- Curate content that helps boost customer retention and engagement
- Enhance digital presence by sharing relevant content on multiple digital channels
- Coordinate with stakeholders and provide regular updates on projects
- Develop and execute high-quality marketing campaigns
- Track benchmarks for measuring Return on Investment (ROI)
- Work with web content management systems to target audience segments
Steps to Become a Content Marketing Manager
If your goal is to become a content marketing manager, an important aspect to consider is that this mid- to high-level role demands both functional expertise as well as a strategic mindset. Whether you have experience in the marketing industry or come from a different field, this step-by-step guide on becoming a content marketing manager covers everything you need to know.
Step 1: Get a Marketing-Related Degree
It may not be mandatory to have a degree to land a content marketing job but most candidates have a degree in marketing, journalism, communications, or a related field. Some may even have a Master’s in Marketing Communications.
Step 2: Look for Online Certification Courses
A certified course can be a great way to solidify your foundation in content marketing, upskill, and enhance your portfolio. For beginners, enrolling in an online digital marketing course can help cover the basics of content marketing.
Step 3: Gain Knowledge From Free YouTube Videos
Many expert influencers and digital marketing strategists create informative content on YouTube that can be helpful for both beginners and advanced-level marketers. From soft skills to technical skills, you can learn it all here.
Step 4: Follow Webinars
Webinars are a great way to gain insights from innovators and experts in the content marketing industry. It can help you dissect the art of content marketing and learn the essentials in a short period.
Step 5: Gain a Basic Understanding of SEO
Keyword research forms the basis of a good content marketing plan. This is why getting familiar with SEO is among the most important aspects that will help you optimize content according to the target audience.
Step 6: Get an Entry-Level Marketing Role
Since content marketing management is a mid-level role, applying for entry-level roles like that of a marketing coordinator or social media marketer is the best way to learn and gain experience. This will also give you an insight into how the industry functions and the skills you need to improve.
Step 7: Take on Content Management Tasks Within Your Role
Expand your content management skills by attempting technical tasks at your entry-level job. To begin with, you can learn how to upload content on CMS or create a content calendar.
Step 8: Acquire Enough Knowledge and Apply for a Content Marketing Manager Role
Once you’ve gained hands-on experience in content marketing, you can start exploring strategic roles in the marketing team or apply for a content manager’s role and showcase your potential.
Start Shaping Your Marketing Journey with Emeritus
Since the content marketing manager role is largely leadership-based, being a masterful communicator with the knowledge to navigate the digital space is a huge advantage. To build on this advantage and take your career to the next level, explore sales and marketing courses at Emeritus and accelerate your content marketing journey.
By Neha Menon
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