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What is a Content Marketing Manager and How to Become One

By Ajoke Aminu

Published:

Are you constantly creating engaging content and strategizing its distribution?

This article is for you—answering questions swirling around the exact content marketing manager job description and salary. We’ll demystify the content marketing manager skills and guide you through the essential steps to don this coveted marketing mantle.

Career Summary

Content Marketing Manager Salary

Content Marketing Manager Salary

Now, let’s delve into the financial aspect of this career. The content marketing manager salary can vary greatly depending on factors like location, experience level, and the company’s size, but here we will provide a general understanding of what you might expect.

  • Entry: US$69K
  • Median: US$88K
  • Executive: US$113K

In the broader context of American income brackets—specifically, with the national median income at $59,428 according to Forbes, the content marketing manager salary sits comfortably in the high-income tier.

What is a Content Marketing Manager?

A Content Marketing Manager is a professional who oversees an organization’s content creation and strategy. They typically focus on developing engaging and valuable content to attract, inform, and retain audience, ultimately leading to business success.

What does a Content Marketing Manager do?

A Content Marketing Manager develops and manages a company’s content strategy. Their responsibilities often include creating and editing content, collaborating with other teams (like sales and product development), conducting SEO and keyword research, and using analytics tools to track content performance.

Content Marketing Manager Career Progression

  • Content Writer/Creator: Entry-level position responsible for producing engaging content based on company guidelines and SEO strategies.
  • Content Editor: This role involves reviewing and improving content produced by writers, ensuring alignment with brand voice, style, and guidelines.
  • Content Strategist: At this level, professionals are responsible for developing content strategies that align with the company’s goals and target audience needs.
  • Content Marketing Manager: Oversees the content strategy and team, manages content production, and measures the effectiveness of content initiatives.
  • Director of Content Marketing: Leads the overall content marketing strategy, oversees a larger content team, and coordinates with other departments to ensure consistent messaging across platforms.
  • Vice President of Content: At the executive level, the VP of Content directs all content initiatives company-wide and plays a crucial role in shaping the company’s overall marketing strategy.
Content Marketing Manager Career Progression

Pros of Working as a Content Marketing Manager 

  • Opportunity to be creative and strategic in your role.
  • Direct impact on brand visibility and customer engagement.
  • Constant learning and staying updated with industry trends.
  • High demand for content marketing skills across various industries.

Cons of Working as a Content Marketing Manager 

  • High-pressure environment due to tight deadlines.
  • Constant need to adapt to changing SEO algorithms and digital trends.
  • Difficulties in measuring the direct impact of content on sales.

Essential Content Marketing Manager Skills 

  • Strong writing and editing skills.
  • Proficiency in SEO and keyword research.
  • Knowledge of content management systems (CMS).
  • Analytical skills for tracking content performance.
  • Ability to manage multiple projects simultaneously and understanding of social media platforms.

Popular Content Marketing Manager Specialties 

  • SEO Content Marketing
  • Social Media Content Strategy
  • B2B Content Marketing
  • E-commerce Content Strategy
  • Video Content Marketing.

How to Become a Content Marketing Manager

Content Marketing Manager 5 Steps to Career

Education

Whether you’re just starting or looking to upgrade your skills, understanding the educational landscape is an essential first step to becoming a Content Marketing Manager. Here, we’ll discuss traditional degree programs, explore the benefits of online certifications, and highlight the areas of study that could give you a competitive edge in this field. 

Do I Need a Degree to Become a Content Marketing Manager?

You don’t exactly need a degree, and we will explain how. According to Hubspot, 48% of employers prefer candidates with marketing degrees in their content marketing manager job description. However, nearly the exact figure does not have a degree requirement. Thus, alternative ways into this field include gaining practical experience and completing high-quality content marketing courses.

While a degree isn’t a prerequisite for securing a role in content marketing, it’s noteworthy that many candidates in the field are degree holders. Therefore, if you choose to obtain a degree, meeting the educational requirements is quite simple. You can pursue a Bachelor’s degree in Marketing, English, Communications, Business Administration, or Journalism, which typically takes 3-5 years. 

What are the Requirements to Become a Content Marketing Manager?

Let’s delve into the key aspects that can pave the way for a successful career in content marketing management:

  • Content Marketing Manager Experience: To thrive as a Content Marketing Manager, having relevant professional experience is highly beneficial. Many hiring managers seek candidates with 3 to 5 years of experience in marketing and writing, preferably in a similar role. This experience showcases your understanding of marketing strategies, content creation, and audience engagement.
  • Content Marketing Manager Certifications: While not always mandatory, pursuing content marketing certifications can give you an edge in this competitive field. These certifications provide valuable insights into content marketing best practices, strategies, and emerging trends. They also demonstrate your commitment to continuous learning and professional development, which is highly regarded by employers, especially if you are transitioning from another career into content marketing.
  • Content Marketing Manager Skills: You must possess diverse content marketing manager skills to excel in your role. Excellent communication skills, both digital and in-person, are essential for crafting compelling content and engaging with your target audience. Strong marketing and leadership skills are crucial for strategic planning, campaign management, and team coordination. In addition, being data-driven and highly analytical, along with proficiency in tools like Google Analytics, allows you to measure the effectiveness of your content and make data-informed decisions.
  • Online Community Building: Many organizations value candidates with experience with online community building. This involves creating and nurturing a community of engaged followers through social media, forums, or other online platforms. Demonstrating your ability to build and engage with an online community showcases your understanding of audience engagement and your ability to foster brand loyalty.

Can I Become a Content Marketing Manager through Online Education?

Yes, becoming a Content Marketing Manager through online education is possible. Online certifications are an excellent alternative to traditional degree programs and can serve as supplementary education to enhance your skills. They also serve as an indispensable resource for acquiring specialized knowledge in content marketing, offering a wide array of courses that cover various topics such as content creation, strategy development, SEO, social media marketing, and data analysis. Industry experts design these courses and often include real-world examples, case studies, and interactive projects to provide practical experience.

There are numerous highly regarded online courses and certifications available for content marketing. For instance, HubSpot’s Content Marketing Course offers a certification that equips students with the skills to create compelling, high-converting content that resonates with audiences. Also, the American Marketing Association (AMA) provides a Content Marketing Certification, which can help you stay current in your career by demonstrating your in-depth knowledge of the latest trends in content marketing. Courses offered by top universities and on platforms like Coursera can help you learn or improve your content marketing manager skills at your own pace.

What are Some Web Resources to Learn Content Marketing Manager Skills?

You have many websites at your fingertips to enhance your content marketing manager skills and knowledge in this field.

Here are some top authority websites that can serve as valuable learning platforms:

  • Content Marketing Institute (CMI): CMI is a leading content marketing education and insights resource. Their website offers a wealth of articles, research reports, webinars, and online courses designed to help you master content marketing, from strategy development to content creation and distribution.
  • HubSpot Academy: HubSpot Academy provides a range of free and paid online courses on content marketing, inbound marketing, and digital marketing. Their courses cover content strategy, SEO, social media marketing, and email marketing, allowing you to develop a well-rounded skill set.
  • Moz: Moz is a reputable authority in search engine optimization (SEO). Their website offers a wealth of educational resources, including guides, videos, and articles, that can help you understand the role of SEO in content marketing and optimize your content for better visibility and organic traffic.
  • Neil Patel: Neil Patel is a well-known digital marketer and entrepreneur who shares his expertise through his website and blog. His content covers various aspects of content marketing, SEO, social media marketing, and growth hacking. Exploring his resources can provide valuable insights and practical tips for your content marketing journey.
  • Copyblogger: Copyblogger is a go-to resource for learning about content creation, copywriting, and persuasive writing techniques. Their website offers a treasure trove of articles, tutorials, and e-books to help you polish your writing skills and create compelling content that captivates your audience.
  • Social Media Examiner: Social Media Examiner focuses on the intersection of content marketing and social media. Their articles, podcasts, and webinars cover social media strategies, content promotion, and community engagement. This resource can help you understand how to leverage social media platforms effectively to amplify your content’s reach.

Practical Experience

After discussing the importance of education in becoming a Content Marketing Manager, let’s focus on another critical component—practical experience. In this section, we’ll explore ways to gain hands-on experience in content marketing. 

What are Internship Opportunities for a Content Marketing Manager?

When searching for content marketing internships, consider contacting local businesses, exploring online internship platforms, and networking within the industry.

Let’s explore some potential internship opportunities in the field of content marketing:

  • Marketing Agencies: Many marketing agencies offer internships in content marketing. These internships allow you to work with diverse clients and industries, exposing you to various content marketing strategies and tactics. You may be involved in content creation, social media management, campaign planning, and data analysis, among other responsibilities.
  • In-house Marketing Departments: Interning with in-house marketing teams of companies can provide valuable insights into content marketing within a specific industry. You can work closely with Content Marketing Managers and gain hands-on experience in content strategy development, creation, and promotion. This internship lets you understand how content marketing aligns with a company’s overall marketing goals and brand identity.
  • Startups: Joining a content marketing internship at a startup can offer a unique experience. Startups often have smaller teams, so you may have the opportunity to work on a wide range of content marketing initiatives. This can include content creation, social media management, SEO optimization, and even collaborating with other departments such as product or design. Startups provide a fast-paced environment where you can learn to be resourceful, adaptable, and innovative in your content marketing efforts.
  • Non-profit Organizations: Non-profit organizations often need content marketing to raise awareness, engage supporters, and drive their mission forward. Interning with a non-profit can allow you to contribute to meaningful causes while gaining experience in content creation, social media management, and community engagement. It’s an opportunity to make a difference while honing your content marketing skills.
  • Acadium: Acadium is another excellent place to gain practical experience, as they have an excellent apprenticeship program. They match you with one of the thousands of businesses and, over a period of three months, you’ll be actively involved in your mentor’s business, gaining invaluable experience. 

What Content Marketing Manager Skills Must I Learn?

Here are some of the essential content marketing manager skills you should focus on learning:

  • Content Creation: This is arguably the most critical skill for a content marketer. It includes the ability to produce engaging and relevant content that resonates with your target audience.
  • Editing: Good editing skills ensure your content is clear, concise, and error-free. It helps improve readability and clarity.
  • Understanding of Sales Funnels: A deep understanding of sales funnels can help you create content that guides potential customers through each stage of the buying process.
  • Planning: Content marketing involves planning and organizing content schedules, campaigns, and strategies. Strong planning skills can help ensure your efforts align with your marketing objectives.
  • Research: Research skills are essential for understanding your audience, identifying trending topics, and staying updated on industry news.
  • SEO: Search Engine Optimization (SEO) skills can help you optimize your content to rank higher in search engine results, increasing visibility and traffic.
  • Data Analytics: The ability to interpret and analyze data can help you understand what’s working and what’s not, enabling you to make informed decisions and improve your strategies.
  • Communication: Effective communication skills are crucial for coordinating with team members, stakeholders, and clients. They also play a role in creating compelling content.
  • Project Management: Managing multiple projects simultaneously is a standard part of the job. Good project management skills can help you keep everything on track.
  • Video Production: With the rise of video content, having skills in video production can be a valuable asset.

What is the Work-life Balance of a Content Marketing Manager? 

Some common trends and insights can give a glimpse into what work-life balance might be like in this role. For a start, about 88% of marking professionals are privileged to work remotely or have flexible hours—interestingly, a quarter of these professionals continue to work beyond standard office hours or even after they’ve left their workplace. So, it’s worth noting that even though this flexibility can significantly improve work-life balance, these flexible hours can sometimes extend beyond the typical 9-to-5 schedule. 

On average, Marketing Managers often work between 40 to 50 hours per week. However, the workload can fluctuate with campaign deadlines, product launches, and other factors, leading to high stress and long hours. Some Content Marketing Managers, especially those working for smaller or boutique agencies, might even have tasks seven days a week.

Many Content Marketing Managers implement strategies to create clear boundaries between their job and personal time to maintain a healthy work-life balance. They may set specific work hours, prioritize tasks, and make a schedule to manage their time effectively. Despite the potential for fluctuating workloads and extended hours, digital marketing careers, including content marketing, were recognized in Glassdoor’s list of jobs with outstanding work-life balance.

What’s the Career Outlook for Content Marketing Manager?

The career outlook is promising, accompanied by an attractive content marketing manager salary. According to the Bureau of Labor Statistics, employment of advertising, promotions, and marketing managers is projected to grow 6% from 2022 to 2032 with 34,000 job openings each year over the decade—making it faster than the average for other professions. This growth is driven by the need for organizations to maintain and expand their market share in an increasingly digital world, so get ready to see more content marketing manager job descriptions!

Content Marketing Manager Popular Career Specialties

What are the Job Opportunities for a Content Marketing Manager?

Here are some typical job roles and opportunities—all of which are similar to the content marketing manager job description: 

  • Content Marketing Manager: This is the primary role title for professionals responsible for developing and executing content marketing strategies to drive brand awareness, engagement, and conversions.
  • Content Strategist: Content Strategists focus on developing overarching content strategies aligned with business goals, target audience interests, and market trends. They oversee content creation, distribution, and performance analysis.
  • Digital Marketing Manager: Digital Marketing Managers oversee all digital marketing initiatives, including content marketing, SEO, email marketing, social media, and paid advertising. They develop integrated strategies to optimize online presence and achieve marketing objectives.
  • Social Media Manager: Social Media Managers focus on managing social media platforms, creating engaging content, and fostering community engagement. They collaborate with Content Marketing Managers to develop cohesive content strategies across social channels.
  • SEO Manager: SEO Managers specialize in optimizing content for search engines to improve organic visibility and drive website traffic. They collaborate with Content Marketing Managers to ensure content aligns with SEO best practices and targets relevant keywords.
  • Content Writer/Editor: Content Writers and Editors are responsible for producing high-quality written content, including blog posts, articles, whitepapers, and website copy. They work closely with Content Marketing Managers to maintain brand voice and messaging consistency.
  • Email Marketing Manager: Email Marketing Managers design and execute marketing campaigns to nurture leads, promote products or services, and drive conversions. They collaborate with Content Marketing Managers to create engaging email content and optimize campaign performance.
  • Brand Manager: Brand Managers oversee brand identity, messaging, and positioning development and management. They work closely with Content Marketing Managers to ensure brand consistency across all marketing channels and touchpoints.
  • Product Marketing Manager: Product Marketing Managers focus on promoting and positioning specific products or services in the market. They collaborate with Content Marketing Managers to develop product messaging, create sales collateral, and support product launches.
  • Content Marketing Consultant: Content Marketing Consultants provide strategic guidance and expertise to businesses seeking to improve their content marketing efforts. They may work independently or as part of marketing agencies, advising clients on content strategy, audience targeting, and performance optimization.

What Type of Companies Hire a Content Marketing Manager?

Here are some types of companies that typically hire Content Marketing Managers:

  • Technology Companies: Technology companies, including software firms, IT service providers, and startups, hire Content Marketing Managers to create content that showcases their products, educates their audience, and establishes thought leadership in the industry.
  • E-commerce Businesses: E-commerce companies rely heavily on content marketing to attract and retain customers. Content Marketing Managers in e-commerce create product descriptions, blog posts, social media content, and email campaigns to drive sales and build brand loyalty.
  • Digital Marketing Agencies: Agencies specializing in digital marketing often employ Content Marketing Managers to develop content strategies and create compelling content for their clients across various industries.
  • Media and Publishing Companies: Media outlets, publishing houses, and content platforms hire Content Marketing Managers to produce engaging content that attracts readers, viewers, or subscribers, increasing advertising revenue or subscription numbers.
  • Consumer Goods Brands: Consumer goods companies, including food and beverage brands, apparel companies, and beauty products, hire Content Marketing Managers to create content that resonates with their target audience and drives brand awareness and sales.
  • Financial Services Institutions: Banks, insurance companies, investment firms, and fintech startups utilize content marketing to educate consumers about financial products, share industry insights, and build trust with their audience.
  • Healthcare and Wellness Organizations: Healthcare providers, wellness brands, pharmaceutical companies, and fitness centers hire Content Marketing Managers to create informative and engaging content that educates consumers, promotes health and wellness, and builds brand authority.
  • Travel and Hospitality Industry: Travel agencies, airlines, hotels, and tourism boards leverage content marketing to inspire travelers, share destination guides, and promote travel experiences. Content Marketing Managers in this industry create captivating content that drives bookings and enhances the travel experience.
  • Education and E-learning Platforms: Educational institutions, online learning platforms, and ed-tech startups hire Content Marketing Managers to create educational content, promote courses, and attract students to their platforms.
  • Nonprofit Organizations: Nonprofits and charitable organizations use content marketing to raise awareness about social issues, attract donors and volunteers, and advocate for their cause. Content Marketing Managers in nonprofits create compelling storytelling campaigns to engage supporters and drive impact.

Should I Become a Content Marketing Manager? 

Indeed, it’s a role that requires creativity, strategic thinking, and a knack for understanding consumer behavior. While the content marketing manager salary is promising, with numerous opportunities across a broad spectrum of industries and companies, it’s essential to consider your interests, skills, and long-term goals. According to the content marketing manager job description, if you have a passion for storytelling, a keen interest in understanding market trends, and the ability to create compelling content that drives engagement, this could be your ideal career path.

Also, this role can offer a stepping stone to higher managerial positions, making it suitable for those with ambitious career goals. However, making an informed decision based on the key points discussed throughout this article is crucial. Consider the educational requirements, the expected responsibilities, and potential challenges in this role. Evaluate whether you can thrive in such a dynamic and fast-paced environment.

Ultimately, the choice to become a Content Marketing Manager is yours. It’s about aligning your career path with your passion, skills, and long-term aspirations. If all these factors point towards content marketing, you will likely have zero regrets! 

Careers Related to Content Marketing Manager

  • Digital Marketing Manager
  • Email Marketing Manager
  • Marketing Coordinator
  • SEO Manager
  • Social Media Manager

Ajoke Aminu

About the Author

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