The role of a content manager includes keeping track of all of your content – static, active, or time-sensitive – to ensure that it never becomes stale, outdated, or irrelevant.

If your online presence is expanding, and you find that managing the volume of content it might be time to consider adding the role of Content Manager to your team.

Content Managers are often responsible for the day-to-day oversight of your digital content, which can include managing an editorial calendar, uploading content to your CMS, tracking content goals and conversions, and ensuring that all of your information is consistent, such as your phone number update on social media, your GMB account, and your website.

Often, the person who acts in the role of a content manager is also your inhouse writer or editor, and they perform the duties with little or no direction and often do it out of a need for consistency.

Do You Need a Content Manager?

Even if one of your team is taking on the role without delegation or official responsibility, if your business has grown to the point that someone felt the need to take the reigns, then you do need to formalize the position so responsibility can be delegated and expectations outlined.

If you can see small errors when jumping from your website to your social media to your downloadable material, then yes, you need a content manager who can ensure that everything is in sync. If you are missing deadlines for posting blogs, uploading videos, and replacing sales banners on your website, you need a content manager.

The role does not need to be stand-alone. It can be incorporated into the responsibilities of your content writer or web designer, but understand that you are giving that person an additional responsibility that time might not allow for, or that they are unwilling to take on without financial recognition.

What Skills Should I look for in a Content Manager?

Depending on your industry and needs, a content manager might need all or most of the following skills:

  • A highly organized, detail-oriented work style
  • Writing and editing skills
  • Experience with a variety of content management tools
  • Tech experience, including working knowledge of HTML and CSS

The ideal candidate would have a keen interest in consistency, a commitment to understanding your company style guide (or creating one if you do not have one), and an understanding of brand voice.

Of benefit to you will be a person who likes to organize, create timelines, calendars, and deadlines and who likes to stay on top of getting things done.

Do You Need a Content Manager?

What do you want a content manager to change/fix in your organization? What is it that you are missing?

  • Do you not already have the in-house expertise that would help you address the current issues?
  • Is someone already assuming the role, and it needs to be formalized?

This yes/no questions might help clarify if you really need a new team member or just an internal reshuffle.

Is your content up-to-date?
Are your articles, blogs, vlogs, and other materials published on time?
Are your employees confused about who should be managing content publishing, editing, and filing?
Do you have an editorial calendar?
Are you expanding your business reach to include more platforms?
Is your content consistent and in line with your company vision?
Do you have a style guide?
Does your team follow a method for publishing, including using templates, filing ‘hard’ copies of content, and removing dated materials from circulation?
Do you have an employee who is already performing these tasks, perhaps without recognition?

If your answers were mostly ‘no’, it might be time to consider how the right new team member could help reshape your business and support its expansion.

Inviting a content manager to make sense of your content, plan publication dates and pull together all your ideas into a cohesive system is a great way to ensure that your brand voice shines through in all your communications. A content manager should be an experienced writer and editor foremost, as these soft skills take far longer to acquire than the hard skills required to upload a blog to a website. Choose a person who shows a natural aptitude for organization, and a steady head when confronted with deadlines, and your content should be looking organized and cohesive in no time.