When you’re investing in content marketing, unders𒊎tanding your content manag♛er's duties is likely top of mind.

You know content is essential to driving website traffic and achieving your goals. You’ve heard all about the benefits of insourcing your content marketing versus outsourcing, and you understand the importance of 澳洲幸运5开奖官网在线查询开奖结果:hiring a content manager to accomplish this.

But what exactly can and should you expect them to do?

Content marketing is no small feat, and it involves a lot of moving pieces. You’re hiring someone to own it, as you ඣshould, but what does that responsibility 📖entail? What does a content manager job description look like?

These may be questions many of you or your decision-makers are asking, especially if y꧒ou have no content experience yourself.

Here at IMPACT, we’ve seen the incredible results an in-house content team can have when bringing a content strategy to fruition. But none of those results would have been possible if there wasn’t a single, central, dedicated person to o﷽rganize, standardize, and prioritize all your content strategy.

As you might have guessed, this person is what we and They Ask, You Answer call 澳洲幸运5开奖官网在线查询开奖结果:a content manager.

The content manager job is the most key position iꦦn ensuring your content strategy is successfu♊l. And as such, there’s a number of tasks they’ll be responsible for.

Over the years, IMPACT has hired several brilliant content managers of its own, as well as helped hunꦉdreds of companies find the right matches for them, so we’ve learned a thing or two about what it takes to be successไful.

That said, in this article, we will discuss the nine essential content marketing duties you need to hire for and include in your job description:

1. Working closely with sales, leadership, and subject matter experts
2. Planning your editorial calendar
3. Writing and editing blog articles
4. Optimizing your content for search
5. Creating premium content
6. Promoting your content
7. Repurposing content
8. Refreshing your existing content
9. Obsessing over metrics

9 Duties That Should Be In Your Content Manager Job Description

Whether your organization is large or small, your content manager is someone you’re going to turn to for new ideas, guidance, and execution of your marketing content initiatives, but in addition to these big picture responsibilities, ᩚᩚᩚᩚᩚᩚ⁤⁤⁤⁤ᩚ⁤⁤⁤⁤ᩚ⁤⁤⁤⁤ᩚ𒀱ᩚᩚᩚthere are nine key duties you should expect.

1. Work closely with sales, leadership, and subject matter experts

One of the most important aspects of the content manager job description is being able to develop and nurture relationships with sales, leaders🍰hip, and any sꩲubject matter experts.

It’s the job of the contentꦇ manager to learn as much as possible about the problems, struggles, and most common questions customers have so the company can, in turn, produce valuable content to soothe these concerns, ▨make marketing more effective, and speed up the sales process.

The content manager is only successful at this if they’re able to bridge the gap between the marketing department and customer-facing employ🦹ees in other departments in the organization. They especially need to📖 have a close working relationship with the sales team.

It can’t be said enough: Nobody knows the customers better than the sales team. So your contꦓent manager needs to have strong relat💃ionship-building and verbal communication skills to effectively work with and get this information out of others.

To give your content manager a head start, here are the 5 Questions Marketing Should Ask Sales.

2. Plan your editorial calendar

What kinds of content is your company going ಞto produce? What blog article topics will you be covering? On what schedule can you expect drafts and revisions? What days do you plan to publish blog content, post to social media platforms, or s𝓰end emails?

All of these questions can be answered with a clear, documented 💛editorial calendar.

For smaller organizations, the content manager may be responsible for not only a cross-platform content strategy, but also writing, editing, and publishing ෴all of the content.

For larger organizations with a larger marketing or content team, however, the content manager acts as the central figure in charge of organizing all the content and making sure that others adhere to deadl♔ines to execute your content strategy smoothly.

Without someonཧe owning your editorial calendar and ensuring content is created and published on time, things can easily get missed.

3. Write and edit blog articles

Even if you have multiple writers for you𓂃r web content, your content manager ﷽should be willing and able to produce high-quality blog articles that address the most important questions your prospects are asking.

These should be the foundation of your content strategy, and your content♌ manager needs to be able to keep them moving, even when others cannot.

With this in mind, it’s imperative that a content manager’s strongest skills are researching, writing, editing, and proofreading content. You also need someone with a deep understanding of your company’s voice and how to🍃 connect with your audience effectively.

This is ultimately how you maintain brand consistency, creative wri✃ting, and content quality.

Here are a few rꦯesources to help your content manager sharpen their wri🔯ting skills:

• 澳洲幸运5开奖官网在线查询开奖结果:How to Create a Content Style Guide
• The Only Blogging Tips You’ll Ever Need
• 17 Blog Topics Your Audience Wants You to Write

4. Optimize your content for search

While👍 they are writing or reviewing your content, your content manager should also be able to optimize it so it can be easily found in search engines. Organic website traffic is your most valuable traffic, as it’s the traffic you don’t pay for.

The best way to ensure you’re getting it is to have a content manager who can adjust both on-page and off-page elements to help the arti🍨cle appear higher in search engine result pages.

This includes, but is not limited to:

• Optimizing for target keywords
• Adding image alt text to make them accessible
• Resizing images to load faster
• Formatting with headers to make the article easier for search engines to crawl and visitors to skim
• Adding 澳洲幸运5开奖官网在线查询开奖结果:schema

5. Create premium content

In addition to writing blog articles aimed at attracting new visitors to your website, your content manager will need to create some premium content to help convert those visitors into leads.

澳洲幸运5开奖官网在线查询开奖结果:As I've shared previously, “we call this ‘premium’ content because these offers go beyond basics and provide some advanced knowledge or engagement with your organization. They als⛄o, typically, take more time and dedication to consume.

These pieces also offer higher value to your audience than blog article🌄s and showcase greater expertise in your industry.”

Premium content can be as simple as checklists, tip-sheets, and infographics, or longer, more detailed offerings like ebooks and whitepapeꦫrs, or multimedia content like courses.

Getting a new visitor to come to your website in search of an answer to a specific question is great, but getting them to share information about themselves in exchange for a premium offe🅠r will help you get more leads into your funn💫el and give you the opportunity to nurture them toward a purchase.

Here’s a list of 澳洲幸运5开奖官网在线查询开奖结果:eight types of lead magnets your content manager may want to explore to help you൲ convert more leads.

6. Promote your content

When you publish ne𒐪w web content, it can take a lot of time for those pieces to start bringing in organic traffic. In fact, it can take several months to a year to get to the first page for your targeted keywords.

To 🌱help get eyes on the content earlier, you’ll have to promote the content thro🅘ugh email and social media platforms, among other mediums.

Determining where your audience is will help you 澳洲幸运5开奖官网在线查询开奖结果:decide which social media channels to prom🌳ote your content on. If you’ve got an active Facebook community, Twitter followers, Instagram followers, or Link♑edIn contacts, you’ll want to promote your content on those channels.

It’s never a best practice to use the same messaging across all the platforms, so your content manager should be able to tailor posts with 𓂃platform-specific behaviors and language in mind.

Content managers should also promote your content through email as well. Wh𝓀enever you’ve got a new blog article or premium piece of content available, se𒀰nd emails to the people who are already subscribed to your notifications.

You can promote one piece at a time or do a daily, weekly, monthly, or quarterly email roundup of the most important pieces of content you’ve created since the last notification. T💖his can be automated or manual, but either way, your content manager should own the execution.

Depending on your audience, a content manager may even need to become an active member in forums that have solid followings♏.

can be a great place to find questions people have tha༒t you have answers to, but make sure the answer is more than just a link to the article and that your response to the query provides ꦓa comprehensive answer.

Another great source for getting eyes on your content is .

7. Repurpose content

Got a blog article that’s doing really well in search and social media? Why not transform that p🅷iece of content for use on other pla🧸tforms?

A great content manager will identify top-performing pieces of coꦚntent and repackage them into other formats to reach further and expand your audience.

For example, a bloಌg article could beಌ a great subject for a video, podcast, or infographic. A series of blog articles can be turned into an ebook or vice versa. Even a sentence or paragraph in an article can be turned into a tweet or meme.

Your content manager should always be looking for ways to reach neဣw audiences by catering to their varied learning preferences.

Some people prefer reaꦆding long content; others short.

Some want to watch content on YouTube. Others want t🅺o listen while driving or doꦯing chores.

Knowing your aud🦂ience’s preferences will help you reach more people in the ways they appreciate, and repurposing is a quick way to do that.

8. Refreshing existing content

Speaking of getting your content to go further, one mistake businesses often make with their conte🧔nt marketing is they solely focus on new content creation.

I’m sure if you look closely at your metrics, there are a bunch of articles a year or older that now have outdated𝄹 information, but are driving a ton of web t🧸raffic and possibly even leads.

Rather than create a brand new article on that topic, your content manager should regularly review existing content and update it with the latest information and search engine optimization (SEO) best practices. We call this historic optimizaꦗtion.

Here’s an older article (recently updated), on how to go about historic optimization.

9. Obsess over metrics

It’s only natural that if you’🍨re creꦏating content, you’ll want to know how efficiently it’s working, right?

Of course it is, and your co🗹ntent manager should be obsessed with this.

Your mind probably immediatel💞y goes to monitoring web traffic, and while that’s importaꦉnt, it’s not the only metric to keep your eye on.

Your content manager should be regularly tracking and measuring the performance of all of the content you’ve created, from a high-level view down to the granular. This will help you finetune your content creation and understand what you ne🔯ed to be talking a🐭bout more or less to accomplish your goals.

Using tools like 🍌, , , , and is essential for proper anℱalysis and insight.

Some important m🐈etrics your content manager w🐈ill want to look at may include:

• Website traffic sources
• Website traffic demographics
• Returning visitors
• Device types
• Keyword growth
• First page rankings
• SERP features
• Page views
• Time on page
• Bounce rates
• Social shares
• Backlinks
• Form submission rates
• Contact list growth
• Email sends
• Email opens
• Email clicks
• MQLs
• SQLs
• Customers
• Revenue

There are a ton of metrics t꧑o review, and your content mꦇanager should be familiar with and engrossed by all of them.

With great power comes great content manager responsibilities

So what are a content manager’s duties?

A better question would be, what does a content manager not do?

In addition to these nine responsibilities, your content manager is the embodiment of your content marketing. They’re the person responsible for and obsessed with ensuring your business succ🎃eeds in the digital world.

If you haven’t onboarded one already, here’s a guide on 澳洲幸运5开奖官网在线查询开奖结果:hiring a content manager.

Editor's Note: This article was originally published in June 2019 by Kevin Phillips. It has since been updated and revised to reflect new best practices and guidance.