In recent years, content marketing has evolved as a way to harness the power of content in driving customer interest and engagement. Unlike the typical approaches to advertising and marketing of the past, content marketing presents useful information to possible customers to get their interest, which leads to interest in the brand, product or service as well. Since content marketing became mainstream, many of the world’s biggest brands have used it in one way or another. As successful as it has been, it is still a recently new field: The Content Marketing Institute was founded only eight years ago in 2010.
Although still a young discipline compared to other forms of marketing, the benefits of content marketing were quickly realized, which means that the need for content marketing managers has steadily increased. Between 2011 and 2015, the number of job listings on Indeed containing the words “content marketing” or “content strategy” grew by about 350 percent. According to Glassdoor, there are 22,550 unfilled content marketing manager jobs in the U.S.
Also according to Glassdoor, content marketing managers earn $66,000 as the average base pay, and the pay range extends from $45,000 to $96,000. It’s a wide pay range because how much you earn depends in part on the size of the company that hires you, and in part on where that business is located. A content marketing manager job in Boston or San Francisco, for example, where both the demand for job candidates and the cost of living are high will probably pay more than a similar job in Duluth, Iowa.
Should You Pursue a Career As a Content Marketing Manager?
If you’re a skilled writer and editor, you have a basic understanding of marketing principles, and you are able to manage others, you might be the ideal candidate for one of those jobs listed on Glassdoor. Yet, even if you are qualified, you might wonder what exactly your job might entail and what a typical day might look like. Sure, you have a passion for words, but will you have a passion for this job?
What Does a Content Marketing Manager Do?
As with any other marketing job, a typical day for a content marketing manager involves plenty of emails and lots of meetings, as well as frequent communication using Slack or other chat tools. But there is much more to it than that, as we’ll show you…
Content Creation and Strategy
As a content marketing manager, your ultimate goal is to drive leads for your business and to help nurture potential customers through the sales funnel (if the business is B2B). That is the big picture view of your job. To get it done, you rely heavily—if not exclusively—on content. Therefore, tasks related to content make up a huge part of the day for a content marketing manager.
These tasks might include:
- Creating content
- Generating ideas for content
- Planning an editorial calendar
- Developing a content strategy
- Managing writers and editors
- Recruiting freelancers
- Setting deadlines and making sure they are met
- Developing and ensuring everyone is adhering to a style guide
- Editing content
- Keeping track of progress on projects
- Updating old content
- Testing content elements such as headlines
The content you and your team produce might be as varied as the tasks themselves and can include articles, blog posts, ebooks, newsletters, guest blogs, infographics or even videos. Depending on the size of the company and the marketing team, you as a content marketing manager might also be responsible for email marketing and might have to produce social media content as well.
Managing Your Team
Again, depending on where you’re working, you might have a small team or a large one. You might be managing freelancers or employees working in-house. Whoever it is that you’re managing, a typical day will involve assigning projects, editing and giving feedback, keeping people on track to meet deadlines, and mentoring when necessary. To facilitate the management of content and maintain version control, you will probably use Google Docs, Dropbox or some similar system.
Working With Others
In addition to your team, you as the content marketing manager will also work closely with people in other teams within the company—or agencies tasked with these responsibilities—because content is only one part of a bigger marketing agenda. These other teams might include SEO, paid search, social media marketing, email marketing, web development or PR, although depending on the size of the organization that employs you, these responsibilities could belong to your team or even you.
In addition, you’ll work and meet with your own manager and others to understand the bigger brand strategy and business goals, as well as report on results, get direction, and give inputs.
If your organization outsources work, you might work with agencies that are creating videos for use in your content marketing.
As if all the tasks above didn’t already add up to a full day, a content marketing manager also has to stay on top of the results generated by the content produced. You have to pay attention to know what content generated what results, so you can either adapt (if the results were poor) or do more of the same (if results were good). You’ll be checking for key performance indicators (KPIs) to answer questions such as, is the content getting shared on social media? Is it driving search traffic? Is blog readership increasing?
Getting Started As a Content Marketing Manager
The job of a content marketing manager is a fulfilling one because you are overseeing the creation of content that is useful to both people who might be drawn to it and to the organization that employs you. If you have a passion for writing, this is a way to put that passion to good use! But how do you set out to get a dream job like this? You do so with training.
Simplilearn’s Advanced Content Marketing Certification Training can make you an expert in content marketing as you master various aspects of planning and executing content marketing strategies to create impressive content with greater efficiency and impact. The training includes 15 hours of high-quality e-learning content, quizzes after each lesson so you can gauge your progress, five practice projects for hands-on experience, case studies for both B2B and B2C examples, and assessment tests on completion of the course.
You’ll have to start with an aptitude for words, but you can learn and master the rest with self-paced learning designed by industry experts. A corporate training version is also available for the businesses that want to train existing employees to take on the content marketing manager role—a role with increasing strategic importance in today’s competitive environment.