Content Manager

What is the role of a content manager? A content manager ensures that the content of an organizations is of high quality across various social media platforms.

Content manager - Important characteristics and benefits

Today’s highly globalized and interconnected world is producing content at an unbelievable pace. Various media that push content include music, short-form videos, shows, and movies. We are inundated with information from all directions. The media through which content is projected is very diversified, but so are the devices that transmit it. Today, we have visual devices such as mobile phones, televisions, computers, and a plethora of audio devices.  

Any brand looking to establish visibility and presence in the social consciousness needs to curate the content it is publishing. This content would be spread across various social media platforms, websites, and print media such as newspapers and magazines. Managing this content is very important for any organization.  

Today, we shall explore the world of content management and examine the role of a content manager in an organization.

What does a Content Manager Do?

Content managers are responsible for maintaining the quality of content output of any organization across various media platforms. They ensure that the organization is producing a steady stream of relevant content to establish its visibility and spread its message among the minds of the masses. This content should satisfy a few basic thresholds:

Content Relevance

The content managers must ensure that any content produced is relevant to the organization, its brand, and its service. The content thus has to be tailored around these parameters. On the other hand, irrelevant content on tangential topics is non-productive at best but can seriously harm the organization's reputation in the worst case.  

This would undermine the legitimacy of the organization and lead people to trivialize it. A good content manager is thus critically important to protrude the organization in the best light with highly informative, helpful, and relevant content.

Error Margin

The published content should be free of errors to the highest degree possible. Inaccurate content can be very off-putting for consumers. They may lose the invaluable trust they place in a brand and feel cheated if they receive misleading news. Inaccuracies may be of different kinds. Factual inaccuracies can be easily cross-examined and refuted, which damages the legitimacy of the content and the organization as a whole.  

Grammatical inaccuracies are comparatively benign. However, they also reflect poorly on the organization's professionalism as small errors creep into the content, which does not go unnoticed. A good content manager ensures that the organization's content is both factually and grammatically free of errors so that consumers can enjoy the content to the greatest degree of accuracy possible.

Quality of Content (Structure and Clarity)

Content that is error-free and accurate while relevant will not be useful unless it is structurally sound. If the content is put across haphazardly, customers cannot benefit from the information present in it. In fact, in today’s highly competitive world, just having structurally clear content is not enough! It should be attractive and draw interest.  

As the consumers are flooded with content, they are spoilt for choice, and any organization should create attractive content to capture their attention. A good content manager makes a content application in a way that conveys its message. It will ideally be easy to understand and attractive so that consumers are incentivized to pay attention to it.

In concise terms, one might say that content managers use tools to create, write, and manage content to achieve the company's business goals and project it in the best light possible.  

What are the Important Characteristics of a Good Content Manager?

A successful content manager should be a master of several skills. These include:

Communication Skills

One should possess effective communication skills to get the organization’s message across to stakeholders clearly and attractively.  

Analytical Skills

To produce relevant content, managers need to peruse multiple sources of information, filter the relevant stuff and create meaning out of chaos. Good analytical skills help in sorting from a pile of information and choosing the relevant and important bits that are significant.

Attention to Detail

Content managers need to adopt a granular approach to managing content. They cannot afford to evaluate the quality of the content with a broad perspective. Instead, they have to be very thorough and minute to ensure that the content is free of even the smallest grammatical errors and adhere to important guidelines. These guidelines can be self-established or mandated by the client that the manager is curating content for.


As content managers oversee content across various parallel social media and other platforms, they need to be creative. This ensures that the content is not monotonous or repetitive. Content that is fresh and personalized for the platform it is projecting from has a greater chance of successfully generating visibility and engagement. Moreover, it also has to be made attractive to draw attention to itself and pull consumers to the brand. Thus, creativity helps content managers offer their services more effectively.

Leadership Skills

Most content managers oversee a team of content creators. Therefore, they need excellent leadership skills to manage their team efficiently. A good leader will efficiently delegate responsibilities, take timely updates and help the team grow. In addition, they will utilize leadership skills to motivate their team members and consistently have them push quality content against compressed timeframes.

The Roles of a Content Manager

Content management is a multifaceted field that requires expertise across several domains of content creation. An experienced content manager would ideally have some background in the various parallels of content creation, such as content writing, editing, proofreading, and publishing. The job poses multiple unique challenges, and the content manager should seamlessly switch between multiple roles and services to deliver on expectations.  

What are the Tools Used by Content Managers?

Content managers use a variety of tools and software to support their activities. These include:

Content Management System (CMS)

Most content managers responsible for overseeing content across platforms use a management system. There are many popular choices for Content Management Systems, but WordPress remains the most popular.

Search Engine Optimization (SEO)

Even if an organization consistently publishes high-quality content, it is not useful to either the company or its consumers if nobody can access it easily. It then becomes critically important for this content to be Search Engine Optimized. If the content adheres to SEO parameters, it will be prioritized by popular search engines such as Google and Bing. It will thus be readily visible when consumers search for it. Therefore, good content managers need to be well versed with SEO and create content that will help in increasing engagement.

Web-Based Analytics

Content managers need to evaluate the efficacy of their content. They need to analyze their content performance and determine if it achieves the goals with which it was produced. To do this, they should be adept at web-based analytics tools such as Google Analytics. By utilizing these tools, managers can monitor data such as content engagement and personalize their content strategy accordingly. It allows content managers to identify areas of improvement and take tangible action after reviewing data to enhance the overall performance.

Benefits of Hiring a Content Manager

A good content manager can prove to be an invaluable asset to your organization. The tangible results delivered after employing their services can far outweigh any costs associated with hiring, such as salary and onboarding costs. In addition, it can prove to be extremely time conservative. The end-to-end management of the content parallel of the organization is handled.  

Besides, it reduces the time to ideate and delivers high-quality content across any website, social media, and various other platforms. This helps in making processes more efficient and streamlined. This might even help save money in the long run. The increased visibility and engagement can potentially expose your brand to newer clientele and generate revenue. In many cases, investing in content managers can prove to be a high return value on your investment!

How Do I Become a Content Manager?

Content management is fast emerging as a lucrative career choice for many. The field has become increasingly competitive in recent years. One should understand that content management is an executive-level responsibility. Overseeing the entire content output of an organization across various platforms and carrying out duties satisfactorily is challenging. Content management is usually not a direct option for fresh graduates.  

One requires relevant experience before approaching the qualifications required to become a content manager. A good start is studying in a relevant field like journalism, marketing, English, or communications. After completing bachelor’s level studies, some might consider higher education. However, relevant work experience carries the greatest weightage in the industry.

Joining as an intern or a copywriter presents an invaluable learning curve. It opens many growth opportunities and introduces fresh graduates to the actual workings of the industry. An entry-level position as a writer or social media content creator is the ideal platform upon which content managerial ambitions can be built.  

Alternatively, some people are also engaged as editors and proofreaders. They do not directly create content but provide support by refining it to meet expectations. They use the relevant software, enhance the content quality, give it structure and clarity and eliminate errors.  

This gives invaluable insights into content management and can be the precursor to a long and fulfilling career as a successful content manager. In some cases, experience in content management may open pathways into marketing as well.

About the author

has been working as a web developer and in online marketing since 1998. After building up a marketing agency and the exit in 2013, he consulted international groups as a freelance consultant. Since 2022, he and his team now offer staffing services in this field.

Dennis Hoinkis CEO, GLOMASTCO Ltd.

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