WHAT DOES A DIGITAL CONTENT MANAGER DO?

Published: Oct 29, 2024 - The Digital Content Manager meticulously organizes and communicates content offerings to key stakeholders. Oversees the proofreading of supplier-generated and technical content while developing new and refining existing site content to enhance customer shopping experiences. Collaborates closely with Category Management, Marketing, Suppliers, and IT to foster an integrated, customer-centric web experience.

A Review of Professional Skills and Functions for Digital Content Manager

1. Digital Content Manager Duties

  • Content Strategy Design: Design and implement a content strategy that will attract more people to the site, introduce them to search functions and tools.
  • Cross-Functional Team Management: Manage requests from the sales, marketing, and tech teams, helping develop new products and improve user journeys on site.
  • Content Team Management: Manage the day-to-day priorities of the content team to meet the above strategic objectives.
  • Content Quality Assurance: Ensure the content across the site is up to date and of the highest quality.
  • Content Writing and Editing: Write and edit engaging content for the site.
  • Social Media Management: Manage RateCity’s social media and video platforms.
  • Team Culture Promotion: Promote a productive, engaged team culture.
  • Compliance Oversight: Ensure all content is compliant with the relevant legislation and guidelines.
  • Site Audit Conduct: Undertake regular site audits to address gaps in content.
  • Content Performance Monitoring: Monitor content performance metrics (including page visits, bounce rate, time on site, and commercialization) on a daily basis for ongoing activity direction and adjustment.
  • Link Acquisition Management: Manage the team to acquire quality links from credible, relevant websites.
  • Learning Environment Management: Manage an environment of constant learning and growing expertise around personal finance.
  • Digital Experience Delivery: Bring brand and proposition to life by providing engaging digital customer experiences through The Group’s emails, websites, videos, and social media channels.
  • Senior Manager Support: Particularly support the Senior Digital Content Manager to produce optimal content, strategy, and user journeys across these channels.
  • Digital Team Collaboration: Work closely with the managers across the digital team for both BAU and larger projects across email, UX, CX, content, social, and analytics, and develop relationships with marketing teams in businesses across the Group as well as key third-party agencies.

2. Digital Content Manager Details

  • Digital Content Leadership: Own and lead the creation, development, and presentation of client-facing omni-channel digital content strategies from ideation to execution.
  • Campaign Asset Creation: Ideate, write, and execute marketing campaign assets including blogs, eBooks, social media posts, email and automation sequence copy, ad copy, landing page copy, webinar scripts, taglines, video scripts, podcasts, and more.
  • Cross-Functional Collaboration: Work cross-functionally with designers, digital strategists, and account managers, working collaboratively to make sure all content deliverables adhere to digital best practices and client goals and needs.
  • Editorial Strategy Management: Develop, manage, and deliver editorial content strategies and calendars.
  • Content Audit: Complete content audits that result in strategic recommendations.
  • Content Optimization Research: Research, test, and optimize content strategies to determine how to drive continual, consistent success.
  • SEO Optimization: Ensure all content is optimized for SEO and continually seek out SEO best practices.
  • Performance Analysis: Measure, analyze, and report on how content influences lead quality, engagement, and overall performance by channel.
  • Brand Voice Development: Bring clients’ brand voice, tone, and style guide to life by advocating for and creating clear, consistent, and concise content.
  • Strategy Workshops: Lead both internal and client-facing workshops, brainstorms, and planning sessions related to content strategy.
  • Design Collaboration: Work with team members specializing in design and development to ensure copy and visuals work together.
  • Messaging Strategy Development: Develop brand messaging strategies including taglines, boilerplates, positioning statements, elevator pitches, and more.
  • Concept Presentation: Effectively present concepts internally and externally.
  • Project Management: Juggle multiple projects at one time, and with a sense of urgency to meet tight deadlines.
  • Photography Coordination: Work with photo studio to execute product shoots.

3. Digital Content Manager Responsibilities

  • Blog Management: Own the Baby2Body blog, from scheduling content calendars to writing posts.
  • SEO Implementation: Employ SEO best practices to boost blog traffic.
  • Analytics Monitoring: Monitor website and search analytics to drive future content creation efforts.
  • Content Marketing Collaboration: Work closely with the Social Media Manager on content marketing initiatives to drive organic growth.
  • App Content Leadership: Lead content creation effort for new Baby2Body app content, delivering on content goals as outlined by the VP of Content Strategy.
  • Content Ideation: Regularly pitch new content ideas that fit within existing strategy (move, nourish, self-love, learn, discover).
  • Sponsored Content Execution: Execute on sponsored content partnerships, to be hosted on the blog and in-app.
  • Expert Collaboration: Identify, secure, and liaise with industry experts relevant to Baby2Body to deliver on content projects.
  • Post-Production Management: Manage all post-production edits of content projects related to Baby2Body, working closely with Videographers and Graphic Designer.
  • Content Review and Update: Regularly review and update existing app content for clarity, tone of voice, messaging, and evidence-based authority.
  • Detail Page Development: Develop all of brands' detail pages including A+ content.
  • Demand Activation: Activate demand-driving tactics with online partners.
  • Keyword Management: Manage search keywords across 100+ products in a scalable manner.
  • Process Optimization: Identify repetitive actions in day-to-day and recommend ways to scale and increase bandwidth.
  • Product Marketing Execution: Execute and steward product marketing initiatives with clear objectives, priorities, measurement, and deliverables.
  • Impact Evaluation: Understand, measure, and evaluate how initiatives impact customer experience and business outcomes.

4. Digital Content Manager Job Summary

  • Content Distribution Management: Manage content distribution across all digital channels, including social platforms, e-newsletters, blogs, and websites.
  • Creative Collaboration: Brainstorm content ideas and collaborate with designers to create cohesive messages and campaigns aligned with marketing and sales goals.
  • Marketing Collaboration: Collaborate with the marketing team to plan, develop, and execute initiatives.
  • SEO Optimization: Work with third-party agencies to optimize content using SEO best practices.
  • Data Utilization: Understand how to use data and web analytics to optimize the user experience.
  • Editorial Calendar Management: Establish and maintain an editorial/content release calendar.
  • Project Management: Manage multiple projects under tight deadlines and adapt quickly to a rapidly changing business environment.
  • Trend Monitoring: Stay up to date with trends and innovative ways to stay on top of mind and increase brand awareness.
  • Brand Focus: Focus on brand reputation, prospective cultivation/conversion, and the overall customer experience.
  • Platform Management: Manage content across various management platforms, including (but not limited to) Craft CMS, Shopify, Constant Contact, and Loomly.

5. Digital Content Manager Accountabilities

  • Digital Content Strategy Oversight: Oversee digital content marketing strategy, planning, and implementation driven by a deep understanding of customer preference and demand as well as a customer-centricity mindset.
  • Global Team Collaboration: Work together with the global team and category team to manage/update the digital assets of KCP in ePIM and DAM.
  • Marketing Content Development: Work with category managers to market up product copy, specification attributes, and source images.
  • Creative Content Leadership: Lead agency to produce trendy product contents e.g., short videos, from ideation, planning, execution and work out content guideline and SOP for scale.
  • Marketing Support Collaboration: Work closely with BU marketing to support multi-touchpoint content marketing for customer acquisition and engagement operation, conduct A/B testing/agile test/learn to ensure the traffic improving constantly.
  • Content Localization Management: Localize global content assets based on market insight and manage the content update on brand sites.
  • Digital Content Gap Analysis: Identify digital content gaps and opportunities by understanding needs from different BU and developing business case and plans.
  • Digital Marketing Collaboration: Work with digital CX, eCommerce operation & distributors on content marketing programs to support digital & EC strategy.
  • Product Label Design: Design and upgrade the “labels” of core products in application/industry/segment/customer pain points. etc.
  • API Support Integration: Support the API integration with transformational DTs.

6. Digital Content Manager Functions

  • Content Strategy Development: Working collaboratively with the Clients & Markets team to develop, lead, and continuously refine a content strategy, roadmap, and calendar that supports the delivery of the business’s marketing plans against key target audiences.
  • Cross-Functional Collaboration: Working collaboratively with the wider Clients and Markets team (campaigns, design, web development, sponsorship, events, research, client feedback, and CRM and business development), Strategic Communications team (media relations and internal communications), and where appropriate, third-party agency partners.
  • Content Oversight: Responsible for overseeing the development of integrated content that drives commercial conversations and enhances the brand.
  • Stakeholder Collaboration: Collaborate with internal key stakeholders and subject matter experts from various lines of services to co-create engaging and insightful contents.
  • Content Transformation: Transform complex technical contents into clear, engaging, and visually appealing styles.
  • Brand Consistency: Ensure all content is on-brand, consistent in terms of quality and tone of voice, for all channels including collateral, digital, social media, newsletters, and press.
  • Global Alignment: Ensure local content leverages and aligns with global marketing content strategies and delivers best-in-class executions vis-à-vis other territories and the competitive set.
  • Strategic Communications Integration: Work collaboratively with the Strategic Communications team to ensure that client content can be leveraged and brought to life for people and wider public stakeholders including the media.
  • Content Lifecycle Management: Manage content strategy & content lifecycle including creation, optimization, delivery, evaluation, and audit of existing content.
  • SEO Optimization: Optimize website copy and landing pages to drive organic traffic and boost organic search visibility using SEO best practices.
  • Industry Integration: Stay abreast of industry best practices for content strategy and integrate learnings into the overall marketing strategy.
  • Campaign Involvement: Be involved in all aspects of the content and campaign creation process: research, marketing briefing, channel strategy, production, activation/distribution, and analytics.
  • Content Repackaging: Create, edit, and re-package technical content and thought leadership for deployment across online formats including web, video, infographics, social media, and webcasts.
  • External Collaboration: Develop a roster of external agencies and/or copywriters to support the requirement for scale at points in time.
  • Quality Oversight: Oversee the quality of content produced by this network.
  • Relationship Building: Build and maintain relationships with key business leaders and teams and act as an ambassador for the Clients and Markets team.

7. Digital Content Manager Job Description

  • Digital Strategy Support: Support Communications Manager and the Head of Development and Communications in the development of digital/social strategy and content calendar.
  • Digital Content Production: Support the creative development and production of digital content and assets.
  • Graphic Design Proficiency: Work with a wide range of media and use graphic design software, edit images and create text overlays, perform retouching and manipulation of images.
  • Digital Communications Oversight: Oversee development and deployment of digital communications materials including toolkits, visual assets, and creative copy to drive storytelling across Girl Rising’s channels.
  • Video Content Management: Manage creation and production of all Girl Rising video content needs, working closely with external designers, video editors, and partners to coordinate all aspects of the project.
  • Content Scheduling Management: Manage scheduling and execution of content across digital channels, including Social Media platforms, mass emails, and more, partnering closely with Girl Rising Program leads.
  • Visual Content Liaison: Liaise with the Development and Programs Teams to bring communications to life in the most optimal and relevant visual format across channels, in alignment with Girl Rising brand and style guidelines.
  • Website Development Support: Support Girl Rising website development and ongoing updates including Google Analytics, SEO, and more.
  • Photo Archive Management: Manage Girl Rising’s photo archiving and facilitate delivery of key images to teammates and GR partners.
  • Project Management: Manage projects from end-to-end, ensuring deadlines are met and relevant approvals and processes are in place, including management of the creative asset library, stakeholder requests, and routing and approvals for all digital content.
  • Trend Awareness: Keep abreast of new social media platforms, tools, trends, and best practices that can inform the digital/social strategy.

8. Digital Content Manager Overview

  • Freelancer Management: Search for, hire, vet, and manage freelance writers throughout the content production process.
  • Content Quality Assurance: Accept content from freelance writers, video editors, and other creatives and perform the final review on all content before it is published to ensure it is technically accurate, aesthetically pleasing, and in-line with Company publishing guidelines and SEO best practices.
  • Revision Coordination: Send written content back to freelance writers / WordPress V.A. for revisions.
  • Video Editing Review: Send video content back to video editor for revisions.
  • Content Adaptation: Oversee the conversion of YouTube scripts to blog posts and the conversion of blog posts to YouTube scripts, taking into account on-screen talent's unique voice and mannerisms.
  • Content Scheduling: Schedule content for publication once final review is completed.
  • Revision Handling: Occasionally, accept revision requests from Owner or SEO Growth Manager.
  • Event Attendance: Occasionally, attend functions/conferences relevant to work at Owner's instruction.
  • Content Innovation: Offer suggestions for new approaches to content.
  • Workflow Optimization: Constantly improve content workflow.
  • Content Updating: Update and improve old content on the site.

9. Digital Content Manager Details and Accountabilities

  • Client Understanding: Must fully understand each individual client, website, the strategy, and the website audience for that particular client.
  • Responsiveness: Ensure all requests are being responded to and taken care of in a timely manner.
  • Time Management: Provide adequate time estimates and follow-up on client requests both with client and internal team members.
  • Content Maintenance: Maintain content on client WordPress websites, including page copy, graphics/media, news/blogs, SEO titles and descriptions, payment forms, and ecommerce.
  • SEO Writing: Must be able to write short SEO descriptions and short page copy.
  • Graphic Design: Design website graphics as needed for clients.
  • Strategic Planning: Maintain goals and strategy for each client's website content.
  • Client Interaction: Answer phones and intake client requests.
  • Technical Proficiency: Stay up to date with WordPress and web technologies.

10. Digital Content Manager Tasks

  • Stakeholder Communication: Organize and communicate content offerings to key stakeholders.
  • Content Proofreading: Proofread supplier generated content and technical content.
  • Content Development: Develop new and refine existing site content focusing on customers’ needs, resulting in an improved shopping experience.
  • Cross-Functional Liaison: Liaise with Category Management, Marketing, Suppliers, and IT to build an integrated and customer-centric web experience.
  • Content Improvement Identification: Identify opportunities to improve scientific and technical content. Drive updates through content refreshment and new product development processes.
  • SEO Optimization: Maintain and update product digital marketing assets (data, images, videos, citations, etc.) for optimal SEO.
  • Analytics Utilization: Leverage web analytics to track improvements, content gaps, and opportunities for improvement.
  • Customer Experience Enhancement: Use voice of customer and digital marketing knowledge to make improvements to the customer experience and the presentation of content.
  • Digital Content Curation: Curate content to be delivered in multiple digital platforms.
  • Keyword Research: Check for, generate, and research limitations for keywords to increase traffic to the company website.
  • SEO Content Production: Produce content that is smart in its use of keywords or is focused on search engine optimization (SEO), resulting in better search engine indexing and ranking.
  • Efficient Content Creation: Create content that allows the site visitors to get the information they want quickly and efficiently.
  • Engagement Tracking: Track web analytics to ascertain content engagement levels.
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