The title of “content manager” is a bit of a misnomer. It suggests that there’s already an existing content strategy in place, and that the job involves managing the execution of that strategy. But many hiring businesses don’t have such a strategy yet — they’re asking one person to create it from scratch.
What the role involves
The core function of a website content manager is to create, edit, and manage the content published on a company’s website. The role also includes maintaining the website and ensuring regular updates with relevant material. In addition, website content managers may oversee the creation, optimisation, and distribution of both digital and offline content, ensuring that it aligns with the company’s brand strategy, SEO best practices, and audience engagement goals.
Content managers typically work within corporations close to marketing, sales, or advertising departments. They often hold meetings with other members of their team, including Content Writers, Content Strategists, Graphic Designers, Marketers, and Videographers. During these meetings, content managers brainstorm ideas for new campaigns, discuss objectives for upcoming projects, and offer input on various aspects of the project, such as writing, creating logos, or directing videos.
Education and salary
Most employers require at least a bachelor’s degree for the position of website content manager. Qualifying fields include computer science, marketing, journalism, English, and communications. Education beyond a bachelor’s degree isn’t typically required for this position, though some candidates choose to pursue voluntary certifications, such as a Content Marketing Certification through the American Marketing Association.
In terms of salary, UK national range for the position is £27,500 (25th percentile, little or no experience) to £33,000 (median) to £40,500 (75th percentile, above-average experience, possible specialised qualifications). Actual salary varies depending on where the company is located, what specific job requirements are, and the candidate’s education and experience.
Strategy versus execution
ProCopywriters contributor Irene Triendl argues that the term “manager” presupposes that a content strategy already exists, which isn’t always the case. Many hiring businesses have no existing strategy, so effectively they’re asking one person to create strategy and execute it. Job descriptions span contradictory goals, such as increasing brand awareness versus generating leads, and boosting sales uplift versus launching a product, while having no budget and needing something done immediately. Few businesses agree on what content is or what job it should do. Conflating content strategist and content manager into one title devalues both roles.
Career path
With experience, a content manager may move into consultancy roles, or specialise in areas like content strategy, SEO, or brand storytelling.