Content, the whole thing that involves description for products and services, and promotion content (blogs, videos, presentations) are made by Content Specialist. You can also stumble upon the Content Marketing Specialist. His work and the content that the company is putting out there is supervised by a Content Marketing Manager.
His role is taking care of the quality of published content and deadlines they have to be presented in the company’s channels. Yes, channels. Company’s blog is also a channel, it doesn’t have to be the only one. Everything that falls into the „content” category, has to be created by a content specialist and approved by the manager.
„Company’s channel” therefore involves:
- A blog
- YouTube, Vimeo or similar channel
- Social media profiles (Facebook, Twitter, LinkedIn, now also TikTok)
- Internal communication channels (intranet, mailings, etc.)
In the ideal world, every company has an Internal Communications Specialist that takes care of everything that’s going on inside the organization. He’s contacting employees, informs them about the company’s life, useful links, company events, etc. In real life it’s usually the role of the Marketing Specialist; it’s often Content Marketing Specialist.
What is the responsibility scope of the Content Marketing Manager?
A Content Marketing Manager is a person that is responsible for the content’s deadlines. This term is not limited only to the company’s internal channels, but also:
- Viral campaigns
- Content published in media (articles, quotes)
- Press releases
- Graphical materials (infographics, for example)
The role of the „guardian of quality and deadlines” is only one aspect of the Content Marketing Manager’s job. His main responsibility is making sure that the brand’s message:
- Information about products and services
- Company’s events (industry awards, presence in rankings, media, etc.)
have a spot in all kinds of content. It’s the Content Marketing Manager who is responsible for the marketing strategy, the creation and taking care of the content’s publishing schedule (a file that tells everyone on the team what kind of content and when should be published). He’s also responsible for performance marketing – making sure that the content is effective. A Content Marketing Manager is also responsible for changing the content strategy, if necessary.
What qualities should the Content Marketing Manager have?
He should have and understand the idea of the „big picture”. He should know the company he’s working for, its business goals and what it wants to accomplish by introducing the content to the world. He should plan content in a way that helps to boost sales and builds the company’s image.
He should also know how to create content, mostly written one; it’s still a base for everything else. The last decade or so is a major shift towards video consumption but when it comes to value, it’s still the written form that gets ahead.
A Content Marketing Manager should also understand the market and business environment of the company he’s working for. It’s the foundation of creating effective content. Looking for the competition and the market for inspiration is not good – the most important part is what the company itself wants and has to communicate. That’s what should be a priority, always.
The most important part of it all is the ability to think strategically. Planning the content a few months ahead is crucial. If the company has a good product and promotion strategy, it’s moving are stable and do not change on a monthly basis, content planning is easy and can effectively build a company’s image.