Congratulations, you’ve proven your skills and abilities, and have risen to the level of content marketing manager. You are now in the exciting position of leading content marketing campaigns and challenging yourself to rise to new challenges. In addition to this, you are now tasked with leading other people and working in direct contact with other business areas. If you want to be successful as a content marketing manager, it is very important that you have mastered these 9 important skills.
1. Knowledge and Understanding of Analytics
While it might be okay for some members of your team to have just a dabbler’s level of understanding of data analytics and analytics tools, you should have a fairly in-depth level of understanding of at least one of the more well known analytic tools. Having Kissmetrics, Google Analytics or another popular analytics tool in your skill set puts you at a distinct advantage to digital marketing managers who do not. This is because you will always have the benefit of data when it comes to designing and improving your marketing campaigns.
2. An Understanding of Social Media Platforms
As a content marketing head, you have to have a full understanding of all of the available social media platforms. This goes beyond knowing how to use the various platforms. You have to understand the culture of each one so that you know the content that will work best on each platform, and the type of engagement that you can expect from each social media site. This understanding will help you to know the best sites to use for each marketing campaign, and how to interact with followers on those platforms.
3. Writing And Editing Skills
If you came up through the ranks as a copywriter, you’ve undoubtedly got some great writing skills. That’s a good thing. However, as a content marketing manager, you have to step up your writing game even more. On top of that, you’ll also want to develop strong editing skills. After all, who else is going to make sure that the content that your team creates is top notch before it reaches the public? As a content manager, you have to be sure that your writing isn’t just adequate for posting, you have to be sure that it stands as an example to those underneath you.
4. Brand Development
One of the most important aspects of content marketing is assisting in the overall development of a company’s branding. This means that every piece of content that you approve that has been created or curated must not only fit in with the company’s brand. It must also serve to further develop that brand. As the manager of a content team, you have to determine whether each piece of content you approve accomplishes this.
5. Communications Collaboration And Leadership Skills
Once you make the move into management, your soft skills become considerably more important. First of all, your communications skills must be spot on. Not only will you have to effectively communicate with the members of your team, you will probably have direct contact with clients, sales people, web designers, and members of other teams in your organization. Of course, communication is only so effective if you also haven’t honed your abilities to work collaboratively within your team and across departments. Finally, you have to have great leadership skills. These are what will help you to not only lead your team but to inspire confidence within them as well.
6. Search Engine Optimization
SEO is something that all content writers must understand. As a manager, you not only need to understand good SEO practices as they work today, you also have to understand what is coming around the corner. Google changes its search engine algorithms fairly frequently. Each release of a new search algorithm challenges content writers to rise to the challenge and produce more high-value content. Your job is to track these new changes, master them, and then instruct your employees on how to proceed. Of course, Google isn’t the only player in the game. You also have to stay on top of other search engines, and also focusing on SEO as it relates to various social media platforms and mobile devices.
7. Web Design Concepts
You don’t need to be a web developer in order to be a good content marketing manager. However, you do need to understand how web design works as far as creating good user experiences, and getting users to answer your calls to action. Here are a few specific things about web design that you should know.
- Which bad design habits cause visitors to bounce quickly
- What makes web content scannable
- How people use their eyes to track their way through a web page
- Design elements that landing pages should have
- The value of single page websites
- Best practices on the use of videos, audio, and images on web pages
Remember that as a manager, you are ultimately responsible for the success of web pages, microsites, and landing pages that are created as part of your content marketing campaigns.
8. Use of Content Marketing Tools
Hopefully, all of your team members are using, at least, a few of the many content marketing tools that available to them. Whether somebody is a copywriter, web designer, data analyst, or graphic artist, there is no limit to the tools available for aiding people in creating content, producing infographics, producing and editing videos, scheduling social media posts, finding trending content, and much more. As the manager, it is your job to have a clear understanding of the tools that your team members are using. On top of that, you must also master tools such as editorial calendars, along with apps and tools that help with collaboration and project management. Fortunately, the more tools that you master, the more your efficiency will improve.
9. Full Life Cycle Content Marketing Campaign Development
Now that you are a manager, you have to have a holistic understand of content marketing campaigns. This includes understanding what goes into consideration as campaigns are designed, best practices when it comes to rolling out campaigns, the production of content to support campaigns, customer engagement, use of hashtags, how to use analytics to track the success of an ongoing campaign, and ultimately how to judge the success of a finished campaign. Having to focus on full life cycle campaign development can certainly be challenging if you have previously only had to concern yourself with your individual part of the campaigns you have worked on.
There is no doubt that you have many challenges facing you if you want to be a successful content marketing manager. Developing and improving the 9 skills mentioned above isn’t going to be an easy feat, but it certainly can be done. In fact, one of the best things that you can do to better yourself in your new position is to do exactly what you are doing now. Read. Become a true member of the content marketing community. Find blogs to follow, connect with other content marketing managers on social media, and begin following content marketing influencers as well. Once you develop these relationships, you will find that there is a wealth of helpful information and advice available to you.