WHAT DOES A CONTENT MARKETING MANAGER DO?

Published: August 16, 2024 - The Content Marketing Manager crafts and optimizes core messaging and SEO strategies tailored to specific target audiences. Drives lead generation and shortens sales cycles through compelling promotions and offers. Collaborates closely with product management and sales teams to ensure alignment with product strategies and market demands.

A Review of Professional Skills and Functions for Content Marketing Manager

1. Content Marketing Manager Duties

  • Content Development: Drive the development of editorial content with the wider Marketing team.
  • Legal Collaboration: Work with legal experts to ensure their insights and perspectives are translated into high-impact content to engage target audiences.
  • Content Management: Work with the wider team to manage the content calendar.
  • Collaborative Writing: Work collaboratively on the development and writing of legal updates and marketing content.
  • Content Editing: Edit content ensuring tone of voice is maintained and the format is suitable for the chosen channel.
  • Content Creation: Create new content such as case studies and articles from seminars and other existing content, commissioning external writers.
  • Copywriting: Write copy for the website.
  • Website Management: Work with the digital marketing team to maintain the website homepage.
  • Content Approval: Manage and approve content for marketing platforms and channels, ensuring it meets agreed editorial standards as well as technical requirements for tagging and search engine optimization.
  • Team Liaison: Liaise with wider teams such as copywriters, research consultants, and marketing teams.

2. Content Marketing Manager Details

  • Production Management: Own content offer production management, briefing third-party vendors to produce high-quality eBooks and templates and increase lead generation from blogs.
  • Content Calendar Management: Co-own the blogs publishing calendar to match high-quality standards.
  • Agency Management: Co-own the management of content agencies, from handing out the content brief to the publication of blog posts with an emphasis on SEO, thought leadership, and expert content to quality assessment and publishing.
  • Video Collaboration: Work closely with regional and global marketers on the team to create short videos optimized for search and awareness.
  • Campaign Support: Assist the team with setting up campaigns (emailing and landing pages) and marketing content (webinars and eBooks) to increase demand.
  • Content Development: Collaborate with internal and external partners to develop and optimize new content for digital channels.
  • Calendar Maintenance: Maintain content calendar to ensure content is delivered on time and contribute ideas to optimize.
  • Vendor Interface: Interface with external vendors to manage content timelines and approvals.
  • Performance Reporting: Report on content performance across channels, assisting with ongoing reporting within Google Analytics and other tools.

3. Content Marketing Manager Responsibilities

  • Marketing Program Execution: Develop and execute creative marketing programs, campaigns, and promotions across digital channels, including email marketing, social media, blog, etc., to drive brand awareness.
  • Editorial Management: Establish and maintain an editorial calendar, content roadmap, and associated workflows.
  • Content Collaboration: Collaborate internally and with external influencers and industry experts to produce relevant content that meets the needs of both key stakeholders and the audience.
  • Blog Management: Manage the blog by developing compelling content.
  • Social Media Management: Manage social media accounts (Facebook, Twitter, LinkedIn, etc.).
  • Email Marketing: Use email marketing campaigns to drive engagement.
  • Storytelling: Create stories through compelling imagery and copy.
  • Influencer Development: Develop an influencer network and facilitate the client's story through the voice of the customer.
  • Content Sponsorship: Source and develop content sponsorships and/or partnerships that enhance brand awareness and/or conversion.
  • Campaign Measurement: Create, deploy, and measure campaign success.
  • Strategic Content Development: Align content with organizational goals and develop strategic content to guide prospects across each stage of the conversion funnel.

4. Content Marketing Manager Accountabilities

  • Content Collaboration: Work collaboratively with key stakeholders/thought leaders to create innovative and compelling multi-channel content that propels the Covetrus brand narrative and value proposition within key markets.
  • Content Production: Produce whitepapers and case studies and amplify across earned channels.
  • Thought Leadership: Leverage industry research/reports to craft educational, thought leadership content.
  • Storytelling: Identify and create compelling customer and company stories that yield PR opportunities.
  • Employee Engagement: Develop content strategies and experiences that attract, educate, and inspire employees.
  • SEO Content Creation: Ensure all content is SEO driven, incorporating SEO keywords and following best practices.
  • Performance Analysis: Build and analyze key metrics and traffic patterns to measure the performance of marketing programs across the customer lifecycle, focusing on SEO and customer acquisition goals.
  • Keyword Research: Track and measure keyword research to guide content strategy.
  • SEO Optimization: Drive SEO performance through the use of SEO tools and tactics by evaluating web pages, organic search traffic, landing page quality, and content.
  • Organic Traffic Goals: Develop and achieve goals for organic traffic/conversions.

5. Content Marketing Manager Functions

  • Content Expansion: Work directly with the publication team to discover opportunities to expand upon content within the publication pipeline, making the content more impactful through inbound downloads and supplements.
  • Marketing Plan Development: Work backward from new user registration goals to develop marketing plans that will ultimately sign up new users through inbound marketing.
  • Innovative Strategy: Take risks on new marketing strategies and partnerships in an attempt to find untapped avenues for user acquisition and readership engagement.
  • Strategic Collaboration: Work directly with Associate Director of Marketing to synthesize the macro-level opportunities and challenges for the organization, ensuring marketing strategies are making an impact.
  • Event Support: Directly support the Events team and ensure that any marketing campaigns that involve content are well-strategized and robustly planned.
  • Project Management: Project manage content marketing campaigns and ensure specifications documents are clearly written so that all team members are on the same page.
  • Content Production: Participate in the production of blog articles, videos, infographics, ads, events, research reports, and other dynamic content pieces to ensure optimal return on key demand generation activities.
  • Digital Campaign Execution: Execute multi-channel digital marketing campaigns with a focus on email, native website real estate, and advertising.
  • Social Media Collaboration: Collaborate with social media team members on paid social and organic social.
  • KOL Engagement: Leverage relationships with Key Opinion Leaders (KOLs) to support maximum content reach.

6. Content Marketing Manager Overview

  • Creative Collaboration: Collaborate with content, design, and advertising specialists to develop and optimize effective creative and digital assets.
  • Email Marketing: Using HubSpot, devise strong email marketing campaigns for content while directly collaborating with copywriters and designers.
  • Digital Ad Setup: Set up digital ads (particularly via Facebook Business Manager and LinkedIn).
  • Project Management: Use ClickUp project management software daily to track and manage campaigns and tasks.
  • Newsletter Deployment: Deploy email newsletters and attempt new tactics to increase engagement.
  • SEO Collaboration: Work with the publication team to identify SEO opportunities, specifically backlinks, through partnerships, guest blogs, and other creative tactics.
  • Metric Evaluation: Understand and regularly evaluate key engagement metrics and utilize this data to reflect back on content marketing strategies.
  • Data Management: Using existing infrastructure, keep organized, detailed, and useful metrics reports and ensure that no data falls through the cracks.
  • Campaign Analysis: Analyze campaign success based on key performance indicators and supply written and/or oral summaries of performance.

7. Content Marketing Manager Tasks

  • Content Management: Manage and develop high-quality content optimized for organic customer acquisition.
  • Messaging Development: Translate Oqton’s value proposition into powerful messaging that increases unique website visitors and lead conversion.
  • Content Creation: Create and manage the delivery of powerful content marketing, such as blog articles, social media posts, brochures, website content, press releases, newsletters, and web banners.
  • Website Content Management: Manage content for all applications and verticals on the website.
  • Content Strategy: Develop and execute a content marketing strategy for different industry verticals, and build a corresponding content calendar to ensure timely delivery across online properties and social media platforms.
  • Stakeholder Engagement: Engage with internal stakeholders to determine the core content pieces in the different stages of the buyer journey, and create and/or manage the creation of those assets.
  • Thought Leadership: Establish Oqton as a thought leader across different industry verticals for relevant topics.
  • Customer Story Development: Lead the development of customer stories, case studies, and blogs.
  • SEO Optimization: Incorporate SEO best practices in all online activities and strive to increase SEO ranking for relevant keywords.
  • Performance Tracking: Track performance of content pieces and report on activities.
  • Content Editing: Write, edit, and proofread content.

8. Content Marketing Manager Roles

  • Content Creation: Create various types of content such as whitepapers, infographics, posters, guides, blogs, videos, webcasts, podcasts, posters, live streams, videos, case studies, surveys, etc.
  • Content Strategy: Collaborate across the Marketing organization to develop and manage an effective content marketing strategy and editorial calendar that are in support of business objectives.
  • Resource Development: Create rich resources that can be used to drive awareness, subscriptions, and leads.
  • Community Growth: Grow following and community through clear calls to action.
  • Collaborative Content Development: Collaborate with product marketing, campaign managers, sales, faculty, and other industry experts to develop content that is compelling to the target audience and personas.
  • Storyboard Development: Develop storyboards, decide on graphical elements with the creative team, finalize scripts with copywriters, and coordinate logistics with all participants, potentially including vendors.
  • Video Editing: Edit and optimize video to deliver final masters for campaign promotion.
  • Brand Compliance: Adhere to the SANS Institute brand guidelines and internal and external policies and procedures.
  • Content Audit: Regularly audit and monitor the success of created content aligned to the achievement of agreed-upon KPIs and update as necessary to keep information current.
  • Budget and Timeline Contribution: Contribute to developing detailed budgets and timelines.
  • Data-Driven Engagement: Utilize data to become the expert in the client journey for targeted personas and continually improve engagement with SANS content and lead generation.
  • Industry Knowledge: Keep up to date on the latest cybersecurity products, solutions, topics, and related technologies.

9. Content Marketing Manager Additional Details

  • Relationship Building: Establish close relationships with the research team to become a trusted partner able to contribute to world-class research outputs.
  • Account Management: Personify excellence in account management, ensuring each stakeholder interaction is exemplary.
  • Briefing and Response: Demonstrate excellent briefing and response skills.
  • Program Execution: Execute an annual program of research outputs from a single coordinated plan to assist the business in holding relevant and timely conversations with clients.
  • Client Challenge Identification: Work with the Research team to identify client challenges or hot topics to which research content can respond.
  • Project Management: Project manage the creation of all final outputs, from PDF documents to interactive web pages, to research-led events.
  • Quality Assurance: Maintain the highest standards of output through meticulous proofreading, exemplary brand guardianship, and relentless attention to detail.
  • Content Creation: Create regular content outputs working with the business, including blogs, case studies, and other collateral.
  • Creative Ideation: Recommend new and creative ideas to maximize the opportunity afforded by digital channels.
  • Digital Integration: Integrate digital into all campaigns, working to identify opportunities where digital can replace other tactics.

10. Content Marketing Manager Essential Functions

  • GTM Tactics Development: Build out successful GTM tactics, including online product pages, videos, e-books, blogs, reference selling, and more.
  • Messaging and SEO: Build, test, and refine core messages and search engine keywords for the products for each target audience.
  • Copywriting and Collateral Creation: Develop website copy, promotions, presentations, product demonstrations, marketing and sales collateral, and ROI tools for each respective phase of the sales cycle.
  • Promotion Development: Create compelling promotions and offers focused on each target audience to shorten sales cycles and drive leads.
  • Demand Generation: Drive demand generation, analyze MQLs, and measure impact on the marketing pipeline.
  • Conversion Rate Optimization: Implement improvements to accelerate conversion rates at each stage of the sales funnel.
  • Audience Targeting: Define and prioritize target audiences within each addressable market.
  • Market Analysis: Gather and analyze market data (users, prospects, competitors) as input into marketing and product planning.
  • Product Strategy Alignment: Work with product management to understand product strategies and new product offerings, ensuring all product information is kept up-to-date.
  • Sales Collaboration: Partner with the sales team on campaigns that create leads and drive business in key regions.
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