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What does the content manager do: list of responsibilities

Content Manager - a person whose responsibility is comprehensive work with company content, starting from the preparation of the content plan and ending with analytics and reporting on the results achieved in a certain period due to the competent placement of information.

Кто такой контент менеджер сайта

In fact, it is not easy to give an unambiguous answer to the question - what should the content manager do. It all depends on the size and staffing of the company. In small organizations, this specialist can develop the company's marketing strategy, write texts, and prepare visual content. At the startup, the position of a content manager is often absent, and the content engaged in SEO specialist. The more the company, the more Internet marketing tools it uses to promote the site. With such a large list of responsibilities one specialist can no longer cope. In addition, each direction of promotion has its own characteristics and requires certain narrow knowledge and skills. Therefore, the work is distributed among various specialists, each of which focuses on a specific site.

Content Work - the most important part of promoting any site. Persons involved in this part of the work in large companies, depending on the staffing and the amount of work related to the placement of content: head of the marketing department, marketer, content manager, copywriter, designer, SMM manager, editor, corrector. But still, the main content is precisely the content manager, because it unites marketers developing a development strategy and final performers preparing the material for publication. In fact, the content manager is responsible for implementation of a marketing strategy through content. A sort of sous-chef in the kitchen of promoting the site.

To determine what is the responsibility of the content manager, let's clarify what relates to the content. Content is understood as any information - textual or consisting of graphic objects - which is published on behalf of the company (brand) on any sites, as its own (site, blog, pages on social networks, londing and so on) and third-party Internet resources.

Что входит в обязанности менеджера по контенту

The main responsibilities of a content manager are most often attributed to:

  1. Content Plan
    The basis of the content plan is the tasks indicated by the marketer or seo-optimizer in the development strategy. Everything the site’s content manager does, developing a content plan, aims to implement this strategy through publications.

    The content plan contains a description of the tasks, ideas for their implementation, requirements for the quality of content, a list of performers, the timing of the preparation and publication of each material, a platform for posting content, criteria for assessing quality, etc.

    Чем должен заниматься контент менеджер
     
  2. Content preparation
    It often happens that behind the profession of content manager lies not only the manager, but also the direct creator of the content. Such a station wagon independently writes texts, processes photographs, removes and mounts video materials, creates infographics and is engaged in design. In large companies with a large flow of publications, additional performers are involved for this work - copywriters, designers, operators and other narrow specialists. What does a content manager do in this team? Organization of the content creation process: compiles and distributes TK, monitors the deadlines, monitors quality and makes the necessary changes or sends raw material for revision, replaces performers and search for new talents. 

    Что входит в обязанности менеджера по контенту
     
  3. Analysis and Reporting
    Taking into account what has been completed, what results have been achieved and what has not worked is also part of the work of the content manager. Based on the analysis, the specialist makes adjustments to the content plan. Excellent analytical abilities and the ability to timely calculate errors for a content manager are not just desirable, they are included in the mandatory list of what this specialist needs to be able to do.

    Анализ проделанной работы контент менеджером

    Reporting is sent to the marketer, who, on its basis, in turn can make changes to the development and promotion strategy.

What is the daily work of a content manager

To fulfill the content plan, the content manager selects the thematic focus of the content, looking for topics for publications and interesting sources of information, which may become the main future articles, scatter materials under the headings. In large companies, operational planning is usually designed for weekly work of a content team. After drawing up a weekly plan, the content manager:

  • determines the performers and the procedure for preparing content (alone or by involving narrow specialists);
  • prescribes TK;
  • exercises control over performers (copywriters, editors, designers, SMM, SEO and other specialists);
  • performs refinement and updating previously posted content;
  • picks up sites for publications;
  • supports communication on behalf of the company with users on the site, and sometimes on third-party resources - forums, social networks, call sites, etc.;
  • publishes prepared content according to the plan (placing on the company's own resources, on sites and partners' pages, in directories, information portals, etc.).

All work comes down to increasing the loyalty of the Internet community, creating a positive brand reputation, increasing site traffic, improving behavioral factors and increasing positions in search engine output - that’s what the work of the content manager is. The growth of brand recognition and attractiveness largely depends on it.

Get a free consultation from an SEO expert on your site

What should the content manager know and be able to

Content is not only writing texts. Video clips, photos, infographics, posts on social networks, reviews, comments - all this is also content. To effectively manage all this diversity and achieve the goals set by the marketer, need to have enough extensive knowledge. First of all, this:

  • excellent knowledge of the native language or the one on which the materials on the site are published;
  • the ability to create textual content by rewriting, copywriting or presenting your own unique ideas;
  • editorial experience;
  • understanding the basics of SEO optimization;
  • knowledge of the CMS system on which the site was created to post and publish materials. 

    контент менеджер должен знать CMS системы

 

Depending on the job responsibilities in a particular organization, the range of tasks can be expanded, respectively, other knowledge may be required, for example, the ability to draw and process objects in graphic editors or work skills in video editing programs.

In addition to the knowledge and skills needed directly by the content manager, the specialist should it’s good to know the product and brand about which he writes. Without knowing the niches and not realizing what the company offers so special, the content manager will not be able to create truly interesting content for the target audience, which will attract potential customers.

Что нужно знать чтобы работать контент менеджером

Content Manager Performance Assessment

There are specific criteria for evaluating the effectiveness of a content manager who have certain indicators and are expressed in numbers. They stem from the expectations and requirements of a specialist. When evaluating the quality of work, they take into account:

  • timeliness of content placement;
  • increase in site traffic indicators;
  • behavioral improvement users (time spent on the site, number of open pages, etc.);
  • growth of site positions in search engine output;
  • increased involvement and high user activity (likes, comments, reposts, reviews).

Competent content management certainly affects sales and company revenue. 

What you need to become a content manager

You absolutely understand who the content manager is, what he should do to promote the site, imagine the area of responsibility and responsibilities of this specialist. We are sure that you have an analytical mindset, get along with your tongue, know how to write and evaluate written, create visual content, look for interesting topics and successfully interact with Internet users. Want to develop in this direction and achieve success on the expanses of the Network on behalf of the employer company. Then dare and begins to actively move towards his new position. You can solve the issue of employment by:

  • search for a vacancy of a content manager or his assistant on specialized sites;

    Как стать менеджером по контенту
     
  • posting resumes there;
  • subscriptions to special thematic communities on social networks and groups in instant messengers who post information about open vacancies, as well as all sorts of usefulness from the field of Internet marketing;
  • Seeking help finding work for the organizers of training courses for specialists involved in promoting and promoting the sites that you were finishing.


If you do not have the appropriate work experience, taking the position of a content manager in a large company will not be easy. In this case, we recommend that you arrange as an assistant manager, marketer or SEO specialist with content preparation functions. Effective work will help you quickly advance up the career ladder and take the desired position.

Now you know who the content manager is and what he does in the company. Have you ever planned to do content management or prefer to delegate this part of the work?

P.S. For those who want to master the intricacies of working with content, we have prepared a full course “SEO copywriter from A to Z. You teach how to create strong texts for various marketing tasks, generate ideas for articles and beautifully draw them up on the site. Register at the link above, and with the “Content Manager” promotional code an additional bonus will be waiting for you.