What Does a Content Marketing Manager Actually Do?

Struggling to understand the importance of a Content Marketing Manager in your business? You’re not alone. As businesses increasingly move online The role of a Content Marketing Manager has become crucial to their success.

This blog post will demystify what a Content Marketing Manager does and why this role is so essential for any business striving for digital marketing dominance.

Table of Contents

Key Takeaways of What Does a Content Marketing Manager Do

  • Content Marketing Managers help a business grow online. They make plans for content and see how it works with the audience.
  • These managers need many skills. Some of these are SEO writing, data analysis, basic coding, and time management.
  • Training can include a degree in marketing or communication. Also helpful are certification courses that focus on digital marketing skills.
  • Starting as freelancers or in entry – level roles helps them get experience. Over time, they can move up to become Content Marketing Managers.

What is a Content Marketing Manager?

A Content Marketing Manager is a strategic professional responsible for creating, curating, and managing all content-related assets. Their primary aim is to enhance brand awareness, drive traffic, engage the audience and increase leads or sales.


A Content Marketing Manager is a key player in the company. This role helps grow the brand’s voice and online presence. They make plans for content and put it into action. Their job includes teaming up with different groups in the company. Creating, checking and sharing all types of content are their main tasks. They also keep an eye on how well this content works with our audience. With strong skills, they give life to our brand’s message on the internet.


A content marketing manager has many jobs. These are::

  1. Publish and promote content that meets the company’s goals.
  2. Make a plan for the whole company’s content.
  3. Create, send out, and study the content for business websites and social media.
  4. Lead the team in making and putting in place a content plan.
  5. Make “shareable” content and measure how well it works.
  6. Watch over teams of marketers, writers, editors, and freelancers in the marketing area.


A content marketing manager is key for a company’s success. They oversee all parts of content marketing. They guide the company’s content plan and lead teams of marketers, writers, and freelancers.

Their aim is to draw in and keep customers. This helps to make people aware of the brand and bring in leads. Hiring one gives a business full access to their vast knowledge and skills in marketing. The role also includes being the main voice guiding a company’s content plan.

Skills and Qualifications

A Content Marketing Manager must have a variety of expertise including SEO copywriting and blogging, data analysis, basic coding, proficiency in content management systems, and good knowledge of various marketing tools.

They should possess strategic planning skills along with excellent time management and organizational capabilities. Lastly, leadership is essential for overseeing a team and ensuring all tasks are successfully completed to the highest standard.

SEO Copywriting and Blogging

A content marketing manager needs to know SEO copywriting and blogging. They use special words to make a site show up in search results. Good words help the site get more visits from people using search engines.

Writing good blogs also brings more people to the site. Blogs can tell stories, sell products, or give useful facts. Both these tasks help a business grow by getting it seen by more people on the web.

Data Analysis

A Content Marketing Manager needs strong data analysis skills. They look at numbers a lot. They use past campaign data, SEO research, and audience behavior to see what works. This helps them make good choices for future content.

Data analysis tells if the marketing went well or not. It gives clear facts about market trends, audience likes, and the success of SEO efforts. Using tools for data visualization also helps understand complex info better. With this skill set, a Content Marketing Manager can shape a more effective strategy that meets business goals.

Basic Coding

A Content Marketing Manager needs basic coding skills. This skill helps them work better on web projects. They can speak the same language as their IT team. Basic understanding of HTML, CSS and JavaScript plays a big part here. It lets them fix small website issues without needing help. Being good at tech shows that they can handle modern tools well. It also makes it easy for them to learn new ones.

Content Management System Proficiency

A Content Marketing Manager needs to be great at using a content management system. This tool helps make, change, and manage all website content with no need for tech skills. A manager who knows this system well is much more valuable. They can use it to work fast on all types of web content. Most managers also use Microsoft Office in their work too. Knowing how to use the HTML code, Adobe Creative Cloud, and Marketo is a big plus for such roles.

Marketing Tools

Content Marketing Managers use marketing tools. Tools like marketing software and analytics help them do their jobs. Social media, email, and digital advertising are part of the mix too. They also need to know about search engine optimization (SEO) and customer relationship management (CRM). 

Market research tools help them understand their target audience better. Their work becomes easier when they automate parts of it with these tools. Branding is key in this role as well because all content should fit the company’s style guide.

Strategic Planning

A good Content Marketing Manager knows how to use strategic planning. This skill helps to set goals and make a clear plan to reach them. It is needed for the vision of the company, for doing tasks well, and for moving toward these goals.

Strategic planning also helps in arranging work. The manager can decide what needs to be done today, tomorrow or next week. In this way, all work is under control. The company knows where it’s going and how fast it can get there.

Time Management and Organization

A content marketing manager must be good at time management and organization. These skills let them deal with many tasks at once. They need to track project progress, set goals, and meet deadlines.

Time management and organization are also key in making the right content strategy. This includes knowing target audiences and market trends. It helps in SEO, social media marketing, and using content management systems too. A well-organized manager can analyze data better to see if a campaign is working or not.


A content marketing manager needs strong leadership skills. This role guides a team to reach goals. They make the plans and show others how to follow them. This job calls for a leader who can fuel excitement in the team and help them work well together.

Good leaders also solve problems fast and easy, making sure every task is done right. A sense of community grows under this type of leader, which helps everyone stay focused on their tasks.

Education and Experience

To thrive in the role of a Content Marketing Manager, certain educational qualifications and experiences are essential. These often include a degree in marketing or communications, supplemented by certification courses that emphasize digital marketing skills.

Hands-on experience in SEO, content creation, and using various online tools is paramount to ensure success in this role. In-depth knowledge about different social media platforms and their algorithms can also provide an added advantage for aspiring Content Marketing Managers.

While each organization may have varying requirements concerning education and work experience, practical exposure to managing content across various channels generally holds significant value.

Certification courses

Companies need a Content Marketing Manager with the right skills. Certification courses are a big help for this. Here’s why:

  1. They offer hands – on experience in important areas. This includes social media, search strategy, and conversion optimization.
  2. Google Analytics gets a focus too, along with other useful topics.
  3. Cost and effort don’t have to be high for these courses. So they add value to a marketer fast.
  4. It doesn’t matter what a person’s past work is. These courses can help anyone move into content marketing.
  5. Some courses give certification in creating good content that gets action. For example, HubSpot has one such course.
  6. Courses show the education and experience of a manager in marketing. And this is done through certifications in the field of marketing.

Higher education

A Content Marketing Manager with a degree proves they know their stuff. Some study marketing, others may choose business or even writing. These fields teach them about brand awareness and how to make people want what the school offers.

They learn to find the right words for blog posts and videos that speak to future students. Universities can reach more people using the internet when they have a manager who knows this skill set.

SEO knowledge

To hire the best Content Marketing Manager, look for good SEO skills. SEO is short for search engine optimization. This skill lets a website show up more often in search engine results. The manager uses keyword research and on-page optimization to do this.

They also use link building, social media tie-ins, and mobile tweaks. All these tools boost website rankings and make your business easy to find online. The manager checks how well the changes work with analytics reporting and improves user experience as needed.

Career Pathway

Starting a career in content marketing often begins with freelance work or entry-level roles, allowing individuals to gain valuable experience and build their skills. As they grow in their understanding of content management, these professionals can apply for more advanced roles such as a Content Marketing Manager.

To learn more about this exciting and rewarding career trajectory, continue reading our informative blog post.

Starting as a freelancer

Starting a career as a freelancer is often the first step in the content marketing industry. It allows people to work with different companies and projects. This helps them gain experience, learn new skills, and build a portfolio of work. They write content for websites, blogs, or social media.

Freelancers can make good money too. The amount they earn depends on their skills and the size of the company they are working for. Over time, their freelance work may lead them to full-time jobs in content marketing. They could even become Content Marketing Managers one day. Their path shows that starting out as a freelancer can be a big help to your career growth.

Entry-level marketing roles

You start in entry-level marketing roles. Jobs like marketing specialist and manager are good places to begin. You may also work as a senior email manager or social media director.

In these jobs, you learn important skills for your future role. This learning period lasts usually three to five years. After this time, you can apply for higher positions such as content marketing manager. The field is competitive but these early jobs will help give you a clear path forward in your career.

Gaining content management experience

To climb the career ladder, you need content management experience. You can get this from working with digital marketing teams. In these roles, you can learn about audience engagement and content strategy.

Keeping an eye on industry trends will give valuable skills as well. At first, tasks may include social media posts or blog writing. Then they can grow into more complex projects like SEO optimization or competitor analysis. With time, you build a solid base of marketing skills to move up to a content manager role.

Applying for a content manager role

Getting a job as a content manager needs work. It’s common to start in an entry-level role in the marketing field. Gaining real-world experience is key. Often, you need 8-10 years of working in related roles. A past as a marketing specialist might help grow your skills for this career path. As you learn, hone your writing and talk skills for success.

Day-to-Day Responsibilities

A Content Marketing Manager conducts thorough research and competitor analysis, which informs their content planning. They create engaging material that is then subjected to rigorous quality control before being optimized for SEO purposes. After publishing the final product, they remain actively involved in its promotion while also taking responsibility for monitoring performance and analyzing results.

Research and competitor analysis

A content marketing manager looks at what other companies are doing. This is called a competitor analysis. They find gaps where their company can do better. They see what works well for others in the industry. It’s a key part of their job and helps them make good strategies for making content. This makes sure they stay ahead and keep growing.

Content planning

A content marketing manager sets up a game plan for your company’s content. This person knows what to write and when to share it. They see what is going well and they put it in the plan. To do this, they look at many things like trends, past successes, and even the competition. When you have good planning, you keep people coming back more often.

Content creation

Content creation is a big part of what a Content Marketing Manager does every day. They make new ideas for blogs, videos, and posts on social media. This task needs a good understanding of the company’s brand and target market.

The manager must also be creative to make unique content that stands out from competitors. They work with other teams too, like design or video production, to bring their ideas to life in an engaging way for the customers.

Quality control

Quality control is at the heart of a content marketing manager’s job. It helps to keep product quality top-notch or even better. Content has to meet set standards and goals each time, which falls under this role.

A content marketing manager checks for accuracy in all content. They also make sure everything stays the same across the board. Quality control keeps an eye on how well the content does too.

This data shows where changes need to happen to make things better. These steps make up quality management, a key part of any successful business plan.

SEO optimization

SEO optimization is a big part of a content marketing manager’s work. They aim to pump up a website’s search engine rankings. This includes adding useful links and managing the site’s content across many platforms.

With good SEO, more people can find the website on their own. It is key in digital marketing and helps bring more visitors to the website without paid ads. So, any company would want its content marketing manager to be great at SEO optimization.

Publishing and promotion

A content marketing manager takes charge of publishing and promoting content. They make sure the right people see the material by sending it to the correct places. They work on a set schedule to create and share content.

Their team helps them with this task. The traffic on the website, how many people engage, and how many new leads are some ways to check their success. A big part of their job is working side by side with sales and product teams. This ensures that what they do aligns well with the company’s goals.

Performance monitoring and analysis

A content marketing manager checks how well the content is doing. They look at data and facts to see if their plan works. This includes watching key signs of success, like web traffic or sales numbers. They also use tools to understand what people think about the content. If the plan isn’t working, they change it based on these facts. This role helps make sure that businesses are making good stuff that people want to see and buy from.

Streamlining Content Marketing

Streamlining content marketing is a quintessential role for a content marketing manager. They use innovative tools and programs to efficiently manage the creation, publication, and analysis of content. Their detailed understanding of their target audience helps in customizing strategies that boost engagement, improve brand visibility, and ultimately increase sales. Stepping into the shoes of a content marketing manager requires mastering these skills to ensure smooth operations in an ever-evolving digital landscape.

Importance of a content marketing manager

A content marketing manager holds a key role in your company. They shape and guide your content strategy. Their skills help you reach your goals faster and with less work. This person knows how to make content that fits your company’s aims. They plan, create, and put this good-fit content out for people to see. With their help, you can enjoy better results from all your hard work in marketing.

Tools and programs used

A Content Marketing Manager uses many tools and programs.

  1. Content Management Systems help them organize online content.
  2. Social media scheduling tools let them plan posts ahead of time.
  3. SEO optimization tools guide them in improving web traffic.
  4. Analytics platforms show how effective the content is.
  5. Project management software keeps the team on track with tasks.
  6. Keyword research tools find out what words people use to search for certain topics.
  7. Email marketing software lets them send messages to a lot of people at once.
  8. Graphic design tools help make the content look good and interesting.
  9. Video editing software allows them to create short films for promotion.
  10. Customer relationship management systems keep track of interactions with customers.

How to become a content marketing manager

Becoming a content marketing manager is not a walk in the park. It needs time and effort. Here are the steps to follow:

  1. Start by learning skills like SEO copywriting and data analysis.
  2. Get a degree in business, marketing or journalism.
  3. Take on jobs that will give you experience with content management systems.
  4. Try to learn basic coding if possible.
  5. Get used to tools that are common in the marketing field.
  6. Stay organized and show good time management skills.
  7. Be ready to lead a team.
  8. Work as an entry – level marketer for some time.
  9. Learn how to plan marketing strategies that bring new customers and profit for businesses.
  10. Make sure you know how to publish and promote content in an effective way.
  11. Keep an eye on new ways to improve your work.

Salary and Job Outlook

In today’s dynamic digital marketing world, the role of a Content Marketing Manager is highly sought after; offering competitive salaries and promising job growth projections. This rewarding career path not only reflects the value companies place on effective content strategy but also highlights the rising importance of building brand awareness and audience engagement through compelling online content.

Average salary

A Content Marketing Manager makes good money. In the US, they earn about $86,216 each year. Some even make more than that. But it all depends on their skills and experience. Others in the field of advertising and promotions can earn up to $127,830 a year. Those who become marketing managers can expect an annual wage of around $140,040. So, hiring a Content Marketing Manager is an important investment for your company’s growth.

Job growth projections

The job market for a Content Marketing Manager is strong. There will be more jobs in the next ten years. From 2018 to 2028, there is a rise of 10%. The world needs more people who can do this work. Also, from 2022 to 2032, jobs in advertising, promotions, and marketing will grow by 6%. Within ten years (2021-2031), we expect about 31,700 new jobs just for marketing managers. This shows that career prospects are good for content managers in the future labor market trends.

Resources for Content Marketing Managers

Content Marketing Managers have a wealth of resources available to enhance their skills and stay up-to-date with industry trends. These include certification programs such as the Content Marketing Institute’s courses, digital marketing blogs like HubSpot for best practices in content strategy, and various job sites that monitor current market demand.

Networking events or organizations can provide vital connections within the industry, while online forums offer opportunities to share knowledge with other professionals. In-depth training programs on SEO optimization, social media marketing and lead generation are also worth considering for career advancement.

Certifications and programs

There are many training programs and certifications for content marketing managers. Gaining these can boost their skills and job chances. Here is a list:

  1. Google Digital Marketing Course: This course improves digital marketing skills.
  2. Content Marketing Institute Online Certification: This builds industry knowledge.
  3. SEMRUSH Academy: This helps with SEO and PPC knowledge.
  4. HubSpot Content Marketing Certification Course: This increases content marketing skills.
  5. Copyblogger Certified Content Marketer: This course sharpens writing skills.
  6. Hootsuite Social Media Marketing Certification: This gives social media management know-how.
  7. Professional Certified Marketer by American Marketing Association (AMA): This boosts traditional marketing skills.

There are many roles that align with the job of a Content Marketing Manager. These include:

  1. Marketing strategist: They form plans to promote products.
  2. Content strategist: They focus on writing and editing.
  3. SEO specialist: They work on getting websites noticed.
  4. Digital marketing manager: They use online ways to market.
  5. Social media manager: They share content on social sites like Facebook.
  6. Copywriter: They write words for ads and websites.
  7. Brand manager: They make sure people know about a company’s image.
  8. Marketing coordinator: They help with different marketing tasks.
  9. Public relations specialist: They manage the public view of a company.
  10. Marketing analyst: They use data to figure out how to sell more.

Latest job opportunities

There are many exciting job chances for content marketing managers. They can find roles at firms in a range of sectors. From fashion to technology, these jobs are everywhere. Here are some of the latest opportunities:

  1. Content marketing manager at a tech start-up: This role needs someone who knows web content management.
  2. Online marketing manager for a global retail chain: In this job, you will use customer research to build content plans.
  3. Content strategist at an ad agency: A good fit for someone good with data analysis and SEO research.
  4. Digital content lead at a software firm: This requires skills in creating and promoting business-related content.
  5. Marketing head for an e-commerce platform: The person must know industry trends and competitor analysis.
  6. Brand story manager for a beverage company: This wants someone who can make leaders look smart with thought-out content.

What Are Some Key Content Marketing Manager Job Functions?

The content marketing manager plays a vital role in developing the overall marketing strategy for a company. This position is responsible for leading the content marketing initiatives that help meet broader business objectives.

Some of the key job functions for a content marketing manager include:

  • Developing the content marketing strategy and tying it into the overall marketing strategy of the company. This means understanding the goals of the marketing team and how content can support them.
  • Managing the content calendar and editorial calendar to plan and schedule relevant content across all marketing communications channels, including the website, blog, social media accounts, email campaigns, and more.
  • Leading the creative teams that produce all written content, graphics, videos and other creative resources needed for content marketing campaigns and initiatives. This includes managing writers, designers, videographers and other roles.
  • Working closely with web content management systems to structure, organize and upload content to the website. Strong content management skills are critical.
  • Creating and managing distribution channels for content across social media, email, advertising and other digital means. The goal is to develop and distribute engaging content that engages site visitors.
  • Monitoring the performance of all content and making adjustments. Using analytics to track traffic, engagement, conversions and other metrics.
  • Staying up-to-date with the latest industry trends and tools for content marketing success. Adapting the content strategy as needed.
  • Mentoring and training entry level content creators or specialists to help them gain well-rounded content management experience.

The content marketing manager role spans many disciplines – from hands-on content production and operational content management tasks to high-level brand content strategy. Excellent project management and communication skills are essential to coordinate many moving parts across the marketing department and beyond.

Frequently Asked Questions about What Does a Content Marketing Manager Do

1. What does a Content Marketing Manager Do?

A Content Marketing Manager plans and creates helpful content to attract people to a company’s products or services.

2. Why is the Job of a Content Marketing Manager Important?

The work of a Content Marketing Manager helps draw more customers, keeps current customers happy, and promotes the business brand.

3. Does the Role of a Content Marketing Manager Need Special Skills?

Yes, a Content Marketing Manager needs strong writing skills, creativity for unique content ideas, and good planning abilities.

4. Can I Become a Good Content Marketing Manager Without Being Able to Write Well?

No, it’s hard because writing is an important tool that you will use often in this job.

5. How Much Money Does a Content Marketing Manager Make?

The money earned by each manager can be different based on their experiences and where they work but it often tends to be very rewarding.

Conclusion and Summary of What Does a Content Marketing Manager Actually Do?

A Content Marketing Manager does many jobs. They help to get more people to know about a business. They also make sure the business’s message is clear and easy to understand. This helps the business grow and do better than others in its area.

An effective content marketing strategy is crucial for brands looking to thrive in the digital age. As this in-depth article outlines, the content marketing manager plays a central role in developing and executing a strong overall marketing strategy centered around valuable content production.

By taking ownership of the content calendar, leveraging creative teams, and closely tracking performance, the content marketing manager ensures a steady pipeline of high quality content that engages customers across every touchpoint. They serve as project managers, writers, data analysts, and creative leaders all rolled into one multifaceted role.

With their pulse on the latest industry trends and tools, these marketing specialists develop content strategies that attract organic search traffic, nurture leads, and boost brand visibility. Their ability to mentor others also builds future marketing leaders.In today’s crowded digital landscape, a skilled content marketing manager’s strategic vision and content expertise help set industry leaders apart. Companies that invest in this vital role will reap the rewards through stronger customer engagement, brand growth, and lasting competitive advantage.

Marty Stewart