What Are Content Managers, and How Do You Become One?

As a author exploring the world of content material administration, I discovered myself asking the identical questions you is likely to be grappling with proper now: What does a content material supervisor actually do? How is it totally different from being a content material author? And most significantly, may this be my subsequent profession transfer?

After weeks of digging into the function — analyzing job descriptions, business insights, and talking with professionals — I’ve come to see content material administration in a complete new gentle.

It’s much more strategic than I anticipated, mixing the inventive expertise we writers have already got with enterprise acumen, mission administration, and management.

On this information, I’ll clarify every part I’ve discovered concerning the content material supervisor function, together with its each day obligations, the important thing expertise to develop, and its place within the broader content material panorama.

Whether or not you’re a author like me who’s contemplating this transition or somebody brand-new to the sector, take into account this a roadmap to discovering what it actually takes to succeed as a content material supervisor.

Desk of Contents

However that’s only one a part of the job. Being a content manager additionally means sporting a number of hats: main initiatives, coordinating with groups throughout advertising and marketing, design, and even product, and ensuring each piece of content material suits into the larger image. It’s like being a conductor of a really inventive orchestra.

This isn’t a job you often step into proper out of the gate. Most content material managers convey a couple of years of expertise in advertising and marketing, communications, or mission administration to the desk.

They’re anticipated to information their staff, make strategic selections, and assist others develop—all whereas juggling deadlines and delivering outcomes.

When you’re desirous about changing into a content material supervisor (like me), begin methods to stretch your expertise. Lead a mission. Study web optimization and analytics. Begin desirous about content material past the phrases — what’s its goal, and the way does it align with a model’s targets?

That’s only a glimpse into the function. Up subsequent, we’ll dive into the each day duties and obligations that convey this job to life.

One factor I shortly discovered is that the function of a content material supervisor can look very totally different relying on the company structure.

At a startup, a content material supervisor is likely to be all the advertising and marketing division, juggling every part from technique to execution. In a bigger enterprise, they may specialize, managing content material for a single staff or mission.

Regardless of the setting, content material managers tackle quite a lot of obligations. They could personal the editorial calendar, plan out content topics, analyze information reviews, handle social media accounts, and even write long-form editorial items.

It’s a job that balances inventive output with strategic oversight.

As Alicia Collins, world model advertising and marketing chief at HubSpot, explains, “Content material managers put on many hats. Their job consists of so many shifting elements — managing blogs, managing social, managing affords … in some instances, they could be a one-person advertising and marketing staff.”

Even with all these variations, there are some widespread threads that tie the function collectively. Let’s dive into these shared obligations and what they actually imply for day-to-day work.

Content material Supervisor Tasks

The obligations of a content material supervisor embrace:

• Auditing the prevailing content material on the corporate’s web site for model voice, relevance, and optimization.
• Researching opponents to search out content material gaps and key phrase gaps that your organization hasn’t but coated.
• Creating a brand new content strategy that may assist your organization attain its site visitors targets
• Selling a constant model identification by the corporate’s social media profiles.
• Making a long-term and short-term content material publishing calendar and social media calendar.
• Writing the brand new content material or managing a staff of freelancers and writers to create the brand new content material.
• Monitor the content material’s efficiency by on-line instruments resembling Google Analytics, Ahrefs, and Google Search Console.

What types of expertise do you have to perform these obligations? I’ll dive into extra element subsequent.

After I first began exploring content material administration, I assumed my writing expertise can be sufficient. However I shortly discovered that whereas writing is foundational, content material managers want a broader understanding of SEO and model storytelling.

Consider it this manner: As a content material author, you craft the story. As a content material supervisor, you‘re accountable for a complete narrative technique that reaches the appropriate audiences by search. You’re not simply writing in a model voice — you are defining and evolving it after which educating others learn how to use it successfully.

Senior Podcast Producer Matt Brown places it completely: “Empathizing along with your viewers and telling a narrative price listening to is at all times the best ability a content material supervisor ought to have.”

Past crafting content material, you may information others in creating it, too. This implies creating sturdy enhancing expertise and understanding learn how to keep high quality at scale.

Instruments like Hemingway Editor and Grammarly may help, however your strategic oversight is what actually elevates content material from good to distinctive.

2. Knowledge Evaluation

One of many largest surprises in my content material administration analysis? Simply how a lot numbers matter.

As somebody who’s at all times lived on the planet of phrases, diving into information evaluation felt like studying a brand new language. However right here‘s what I’m discovering: content material managers have to be bilingual in each creativity and metrics.

Every bit of content material tells two tales — the one written in phrases, and the one written in numbers.

Web page views present you who‘s visiting, click-through charges reveal what catches their eye, SERP positions inform you should you’re being discovered, and conversion charges? They’re the final word measure of whether or not your content material is definitely shifting folks to motion.

I‘ll be sincere: monitoring metrics isn’t a part of my each day routine as a author. However I am beginning to see how these numbers unlock deeper insights about viewers conduct.

They’re the distinction between creating content material you suppose will work and understanding what really resonates along with your readers.

The educational curve feels steep generally — belief me, I am nonetheless getting snug with analytics dashboards! However understanding these metrics appears important for making the leap from content material creator to content material strategist.

In spite of everything, how will you lead a content material technique if you cannot measure its success?

3. Primary Coding

As I‘ve been totally different content material administration roles, I found that primary technical expertise come in useful — however don’t panic! Most content material managers aren’t anticipated to be builders.

Nonetheless, understanding some HTML and CSS fundamentals has emerged as a precious ability for these instances when you have to make fast content material tweaks your self.

Consider it like having the ability to change a tire with out being a mechanic. Generally, you may have to dive into your content management system and modify a heading model or repair a damaged hyperlink with out ready for the dev staff.

From what I’ve discovered, these small technical duties pop up extra usually than you may count on in content material administration.

I‘m nonetheless constructing my very own coding information, but it surely’s reassuring to know that mastering the fundamentals is sufficient to deal with most day-to-day content material administration wants.

4. Content material Administration System Proficiency

Content management systems are central to the function. They’re your digital command middle.

Whereas Content Hub affords a beginner-friendly trial with drag-and-drop options, WordPress appears to be an business commonplace that almost all employers count on you to know.

I recognize that these platforms allow you to take a look at the waters earlier than diving in. Content material Hub’s 14-day trial appears like CMS coaching wheels, supplying you with area to experiment with out breaking something. From what I perceive, when you’re snug there, tackling advanced options on WordPress turns into much less daunting.

Like many facets of content material administration I‘m discovering, it’s about beginning with the fundamentals and steadily constructing your confidence.

5. Advertising Instruments

You’ll additionally wish to know your approach round a couple of different instruments. Usually, information of one or two marketing tools for each side of content material manufacturing and administration will cowl your bases.

This consists of applications to reinforce content material as effectively, resembling computerized grammar verify software program or graphic design instruments.

Mastering Google Analytics and Search Console is a should for correctly monitoring your advertising and marketing analytics. On the inventive aspect, instruments like Canva will show you how to shortly create quite a lot of visuals, from social media posts to infographics.

It‘s additionally a good suggestion to understand how social media is used as a enterprise software and when that applies to your organization’s advertising and marketing campaigns. Understanding learn how to use a tool like HubSpot would assist with social media administration.

6. Strategic Planning

As a content material supervisor, you may spend ample time strategizing learn how to ship focused messages to your viewers. Which means you received’t throw out messaging willy-nilly, however very fastidiously and strategically craft the messaging’s wording and timing.

Justin Champion, Principal Product Supervisor at HubSpot, says, “An efficient content material supervisor must have a imaginative and prescient of what story they’re making an attempt to inform. This can assist them create a cross-platform content material technique that can give the most effective expertise doable to their viewers.”

7. Time Administration and Group

As a content material supervisor, you’ll be dealing with numerous content material calendars and juggling all kinds of obligations. Group and time management skills are among the many high qualities of the most effective content material managers.

Fortunately, you don’t need to be innately organized or a strict timekeeper. You should use project management apps to maintain every part going alongside easily.

Keep in mind, as a content material supervisor, you’ll possible be the chief of a staff and the go-to individual for standing reviews. As such, you’ll wish to be as organized as doable. That approach, you’ll have entry to the data you want while you want it.

8. Management

An excellent content material supervisor has some leadership skills, however this doesn’t essentially imply that you have to be an extrovert who speaks on the entrance of the room.

You is usually a chief by maintaining the content material administration initiatives progressing easily, sending reviews earlier than higher-ups ask for them, and launching new campaigns to maintain your organization top-of-mind for leads and clients.

In some instances, you might have to handle a staff of content material coordinators or writers. That’s the place extra conventional management expertise are available, resembling being a great people manager and adopting a leadership style that helps your staff develop.

Pay shut consideration to the wording in any job itemizing for a content material supervisor. You possibly can be the one individual in your staff or the chief of your staff.

Now that we‘ve coated the important expertise for content material administration, you is likely to be questioning the place precisely these expertise can take you. The content material supervisor function isn’t one-size-fits-all — in actual fact, there are a number of distinct paths you possibly can pursue.

Turning into a content material supervisor is an thrilling profession path, however the function includes greater than creating and managing content material. Listed here are some nice insights from Chris Toy, CEO of MarketerHire, on the talents and attributes you’ll want.

1. Agility: Pivoting shortly in a fast-changing panorama.

“Advertising adjustments quicker than something,” says Toy. “Your staff must be constructed for that agility — able to adapt to new developments, instruments, or perhaps a shift in technique in a single day.”

As a content material supervisor, you’ll usually face conditions the place priorities shift unexpectedly. As an example, a sudden platform algorithm change may render your present technique much less efficient, or a viral development may demand fast motion.

Agility means being ready to regulate your content material plans with out shedding focus in your broader targets.

What this implies for you:

• Keep knowledgeable about business developments and platform updates.
• Be snug with experimenting and iterating on content material methods.
• Develop programs that can help you pivot shortly with out chaos, resembling sustaining a backlog of adaptable content material concepts.

2. Strategic pondering: Balancing the large image with execution.

“There’s been a development towards execution over technique in advertising and marketing,” explains Toy. “As a result of it’s really easy to publish content material, many corporations skip strategic pondering altogether. That’s an enormous mistake.”

A robust content material supervisor understands the significance of technique as the inspiration of efficient execution. Whereas creating and publishing content material is important, it’s equally essential to know why you’re doing it, who you’re concentrating on, and the way it suits into the corporate’s broader targets.

What this implies for you:

• At all times ask how your content material contributes to your organization’s advertising and marketing goals.
• Steadiness day-to-day content material creation with time for brainstorming and long-term planning.
• Don’t simply execute — consider the outcomes and refine your method.

3. Knowledge-driven decision-making: Letting metrics information your creativity.

“With out information, you’re simply guessing,” says Toy. “Whether or not it’s an internet site supervisor optimizing navigation or an ecommerce supervisor tweaking product pages, information is what turns inventive concepts into efficient methods.”

Every bit of content material you handle ought to be knowledgeable by metrics. From social media engagement charges to web site conversion information, understanding and performing on the numbers can rework your content material from good to nice.

What this implies for you:

• Familiarize your self with analytics instruments like Google Analytics, Hootsuite, or SEMrush.
• Use information to determine what resonates along with your viewers and double down on these methods.
• Don’t concern failure — deal with underperforming content material as a chance to study and enhance.

4. Collaboration: Integrating with cross-functional groups.

“Do you’ve gotten the appropriate individuals who may even be credible and are available to the appropriate conclusions?” Toy asks. This perception applies not simply to hiring however to collaboration. As a content material supervisor, you’ll steadily work with designers, strategists, and information analysts, making certain everyone seems to be aligned.

What this implies for you:

• Talk clearly and persistently with different staff members.
• Be open to suggestions and prepared to regulate your content material to suit the staff’s collective imaginative and prescient.
• Advocate for content material’s function in reaching total enterprise targets throughout cross-departmental discussions.

Chris Toy sums it up: “The trendy advertising and marketing staff isn’t static — it’s agile, strategic, and laser-focused on outcomes.”

As a content material supervisor, your function will demand a novel mix of creativity, adaptability, and analytical pondering. It’s about extra than simply creating content material — it’s about continually evolving with the wants of the enterprise and the expectations of your viewers.

When you’re able to step into this function, concentrate on constructing the talents that matter most: agility, strategic pondering, information fluency, and collaborative communication. With the appropriate mindset, you’ll be prepared to reach a world the place the tempo of change retains everybody on their toes.

Regardless of your background or years of expertise, should you’re shifting from one other profession into content material administration, you’ll wish to re-learn the ropes of content marketing to make sure you’re up-to-date.

When you’re coming from a very unrelated discipline, take into account taking programs on digital advertising and marketing to introduce you to the fundamentals.

Take a course that can assist you strengthen your content material advertising and marketing expertise. I like to recommend beginning with our certification course.

Upon completion, you may get a certificates that verifies your comprehension of content material advertising and marketing (plus, you possibly can add it to your LinkedIn profile).

2. Take into account greater schooling.

Whereas a level won’t at all times be essential to land a content material administration function, it may possibly definitely be a helpful basis. A level in advertising and marketing, communications, journalism, or a associated discipline is widespread amongst content material managers.

Why?

They supply the fundamentals of media finest practices and guarantee practitioners have a superb grasp of storytelling and written communication.

3. Get aware of web optimization.

At numerous corporations, content material advertising and marketing is synonymous with SEO or SEO, so that you’ll wish to have a agency grasp of the idea as you search a content material supervisor function.

When you don’t know the principles of web optimization, you may write content material that’s not appropriately focused or that serves no goal apart from filling up your organization’s weblog.

You’ll have to know learn how to perform keyword research and use the appropriate software to search out “inexperienced area” to your firm’s web site. Inexperienced area refers to key phrases with low competitors and excessive potential for serving your viewers’s wants.

4. Create a private web site.

There’s no higher strategy to begin content material administration than by building a personal website with content material that you simply uploaded and wrote your self. This web site could possibly be to your personal private model, for a corporation concept you’ve had for some time, or just for enjoyable.

No matter it’s that you simply create, you wish to get aware of creating an internet site from begin to end in order that when it’s time to handle your future employer’s web site, you are able to do it simply.

You’ll study a couple of issues by this course of, together with learn how to add content material and media, learn how to handle that content material as soon as it’s been uploaded, and learn how to successfully construction your web site. It’ll additionally train you learn how to get round a content material administration system.

Use your learnings from this course of to offer considerate solutions to your interviewers while you’re making use of for content material administration roles.

5. Take into account freelancing to achieve expertise.

Along with creating an internet site to spice up your private model, freelancing is a wonderful strategy to achieve expertise and construct your portfolio. Potential employers wish to see proof which you can ship on their campaigns.

So, taking over initiatives as a freelancer and displaying profitable ones in your private web site will show you how to achieve follow and credibility.

Websites like Media Bistro and Fiverr may help you discover contract or freelance work to assist fill your resume. The extra work you possibly can decide up, the higher as every mission will show you how to hone your advertising and marketing expertise and achieve confidence.

6. Apply for an entry-level advertising and marketing function.

It’s time to seek for a job. Sadly, content material administration is a mid-level function, which means that almost all content material managers have been within the advertising and marketing business for a couple of years.

When you’re simply getting began with advertising and marketing, you’ll wish to begin with an entry-level function after which transfer up into content material administration.

Your finest guess is to use for a advertising and marketing coordinator function. Advertising coordinators usually oversee the day-to-day obligations of operating advertising and marketing campaigns.

This entry-level function will show you how to learn to run a profitable marketing campaign, along with getting aware of the entire stakeholders that have to be concerned.

One other entry-level choice can be a social media coordinator function. Social media coordinators are accountable for curating content material for a model’s social media platforms.

This function will nonetheless be throughout the advertising and marketing division and provide the alternative and liaise with different advertising and marketing consultants on the staff.

Not all advertising and marketing roles are created equal. Search for the next phrases within the job posting to make sure you’re beginning on the appropriate foot:

If the job posting appears too basic or if it appears to concern extra conventional advertising and marketing strategies, resembling reside occasion advertising and marketing or promoting, you’ll wish to keep away from it. Content material managers work virtually completely on the digital aspect of promoting.

7. Tackle content material administration duties inside your function.

In your entry-level function, you’ll wish to tackle the duties of a content material supervisor with out but being a content material supervisor by title. As an example, in case your staff is lacking a content material calendar, may you volunteer to create one (with out stepping on anybody’s toes)?

What about volunteering to add the week’s new content material onto the CMS?

It’s essential to proceed increasing your technical and sensible content material administration expertise as you put together to use for an precise content material supervisor function.

8. Apply for a content material supervisor function.

After you have sufficient expertise underneath your belt, it’s time to maneuver into content material administration —both by changing into the supervisor of a content material staff or taking over extra strategic roles inside a advertising and marketing staff.

Keep in mind to make use of each piece of expertise you’ve gathered up to now to indicate how effectively you possibly can talk with an viewers and the way effectively you’ve distributed content material up to now.

Lead with the outcomes of your actions and measure them in numbers. Content material attain, natural site visitors, and different engagement metrics are only a few information factors you should use to indicate how efficient you may be as a content material supervisor.

Now that you simply perceive the trail to changing into a content material supervisor, let‘s look at real-world job descriptions to see how totally different corporations construction this function and what they’re in search of in candidates.

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The concentrate on aligning content material methods with lead technology and shopper engagement resonates with me as a result of it highlights the strategic significance of content material in reaching broader enterprise targets.

It jogs my memory that content material managers as we speak have to suppose past particular person property and take into account how these items match into the larger image.

What actually stood out to me was the emphasis on metrics and analytics. In my expertise, information is the distinction between good content material and content material that performs.

The concept of not simply creating content material, however repeatedly optimizing it based mostly on efficiency information, appears like the guts of this function. It’s not nearly producing; it’s about studying, iterating, and enhancing with each marketing campaign.

If I had been to step into this place, I’d see it as an opportunity to stretch my inventive and analytical muscle tissues.

This function completely illustrates the fashionable content material supervisor’s problem: balancing storytelling with measurable impression. It’s the form of function that asks you to be a strategist, a creator, and a data-driven thinker .

Content material Supervisor, Development: Entrance Row

This function at Entrance Row instantly grabbed my consideration as a result of it’s a lot extra than simply managing content material — it’s about tying content material creation on to enterprise progress.

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From managing a graphic designer to overseeing a contract funds, this function calls for not solely inventive expertise but additionally management and mission administration experience. For me, that mix of creativity and technique is what makes this place actually thrilling.

What actually stands out is the concentrate on account-based advertising and marketing and demand technology. In my expertise, this implies you’re not simply creating content material for the sake of engagement — you’re creating content material that helps the gross sales funnel and drives actual, measurable outcomes.

I’ve at all times believed that nice content material ought to be extra than simply partaking — it ought to affect decision-making and contribute to income, and this function completely encapsulates that.

If I had been on this place, I’d see it as an unimaginable alternative to stretch my strategic muscle tissues whereas managing a staff and collaborating with freelancers to convey daring concepts to life.

This job isn’t nearly producing content material — it’s about aligning content material with progress, which appears like the proper problem for somebody who loves combining inventive pondering with enterprise impression.

Content material & Neighborhood Supervisor: 1000heads

After I take a look at the Content material & Neighborhood Supervisor function at 1000heads, what stands out to me is the seamless mix of content material technique and group engagement.

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This isn’t nearly creating nice content material — it’s about utilizing that content material to foster significant connections with an viewers. For me, the concept of crafting methods whereas actively nurturing a group appears like the proper strategy to mix creativity with people-centric pondering.

What actually caught my consideration is the twin duty. On one hand, you’re creating content material that aligns with the model’s voice and targets. However, you’re constructing and sustaining an lively, engaged group.

I’ve at all times believed that content material ought to do extra than simply inform — it ought to spark conversations and construct belief. This function superbly captures that stability.

If I had been on this place, I’d see it as a chance to not simply inform the model’s story however to reside it alongside its viewers. It’s a job that requires empathy, creativity, and adaptableness — qualities I worth in any content material administration place.

This feels just like the form of problem that pushes you to suppose not nearly what you’re creating however who you’re creating it for and the way it’s making an impression.

Senior Content material Advertising Supervisor: OrderMyGear

After I take into consideration the Senior Content material Advertising Supervisor function at OrderMyGear, what excites me most is the possibility to construct a complete, multi-channel content material technique from the bottom up.

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It’s not nearly writing blogs or crafting emails — it’s about telling a narrative that positions OMG as a thought chief within the branded merchandise area. For me, that’s the form of problem that’s equal elements inventive and strategic.

What actually stands out is the emphasis on collaboration. Working intently with Technique, Product Advertising, and Income groups to determine content material priorities resonates with how I prefer to method content material — by aligning it with broader enterprise targets.

I’ve at all times believed that the most effective content material methods are people who don’t simply exist in isolation however actively contribute to progress.

One other facet of my method that aligns with it’s the concentrate on repurposing and distributing content material throughout a number of channels. In my expertise, nice content material doesn’t cease at creation—it’s about discovering methods to adapt and amplify it to succeed in the appropriate audiences.

The concept of mixing creativity with data-driven insights to refine methods appears like the proper mixture for making an actual impression on this function. If I had been entering into it, I’d see it as a chance to form how content material drives each model notion and tangible outcomes.

Content material & web optimization Supervisor: VisitorsCoverage Inc.

This function instantly caught my consideration due to how seamlessly it blends content material technique with technical web optimization.

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For me, this place is the proper instance of how trendy content material administration is evolving — it’s not nearly creating compelling tales however making certain these tales are discoverable and impactful.

The concentrate on driving natural site visitors and enhancing search rankings appears like a problem that requires each creativity and technical experience.

What stands out most is the emphasis on data-driven decision-making. I’ve at all times believed that information is the important thing to turning good content material into nice content material.

The concept of utilizing analytics to observe consumer conduct, measure content material effectiveness, and refine methods resonates deeply with how I method content material creation. It’s not nearly publishing — it’s about continually iterating to realize measurable outcomes.

If I had been entering into this function, I’d see it as a chance to mix my storytelling and web optimization expertise to create a long-lasting impression.

It’s about extra than simply writing — it’s about crafting a digital presence that delivers worth to each the viewers and the enterprise. This function appears like the proper stability of technique, creativity, and technical execution.