When it comes to creating, managing and coordinating all digital material within a Content Marketing strategy , whatever its main objective, the figure of the Content Manager emerges as the key piece to execute these actions.
In this article we will teach you what a Content Manager really is, their role in the digital transformation of an organization, the tools they use and the skills that should characterize them.
Without further ado, let’s get started!
What is a Content Manager?
Simply put, a Content Manager is the switzerland telegram data professional in charge of planning, creating and coordinating all digital content used during an Inbound Marketing campaign .
Likewise, as part of an effective Content Marketing strategy, it is capable of carrying out actions related to the creation of materials for websites and blogs, as well as the analysis of results, effectiveness and obtaining leads or conversions.
What is your role within Content Marketing?
As part of the management and understanding your market before diving coordination of digital content for a brand, company or organization, your work involves various functions.
Some of the most important ones are the following:
Develop the content plan
Imagine having a strategy without b to c database a plan to follow. That would be far-fetched, right?
That is why the Content Manager is considered the ideal piece to develop a content plan that helps your organization achieve various aspects, including:
define clear actions for the defined objectives;
anticipate all possible difficulties;
adjust the strategy when necessary;
know the buyer persona in depth according to the product or service offered;
define the keywords according to the ideal audience.
establish a purchasing process that generates greater customer conversion;
verify and manage resources to achieve objectives.
So, the Content Manager is the one who designs and materializes the path to follow within a content strategy that, when consolidated, will help your company grow.
Understanding buyer persona behavior
The buyer persona is the north for all the aspects that are necessary within a Digital Marketing strategy .
What do you need to understand about user behavior? Here’s what you need to know:
what demographic information is relevant;
buyer persona objectives;
aspects that they value about a product or service;
weak points and how your company can help;
where you look for information;
sector where they work and what position they hold, among others.
This data allows the Content Manager to know the key aspects to create a buyer persona that will lead your organization to establish an effective communication process with the ideal audience.
Thinking about conversion strategy in the Customer Journey
As a result of developing a content plan and knowing the buyer persona well, the Content Manager is the one who leads the actions to start gaining clients through the Customer Journey .
Therefore, you need to know what users are looking for in the digital universe, what problems they have, how the company can help them and how to optimize content to get the message to those who have these needs.
Likewise, together with the sales department, it leads the potential client through the 4 stages of the Customer Journey:
discovery,
consideration,
decision
and final action.
This requires the creation of maps with keywords, distribution networks and SEO techniques.
This raises a new question: what tools does he use to do all this? Stay tuned to find out!
What tools does the Content Manager use in his/her work?
Obviously, the Content Manager relies on web applications and tools to carry out his/her tasks. Let’s review the most important ones:
SEO Tools
- SEMrush : website specialized in tracking keywords in paid and organic campaigns;
- Raven Tools – Provides marketing campaign reporting with SEO , PPC (pay per click), and social media metrics;
- MOZ : Social media monitoring service, to manage SEO campaigns, among others.
Organizational tools
- HubSpot : an integrated Inbound Marketing system, specialized in creating personalized landing pages , emails, web pages, blogs and others;
- Simply Measured : Analysis of social media posts on 9 different platforms, providing comprehensive reports and comparison between your accounts and the competition;
- Buffer : A tool to automatically add images, videos and articles to social media accounts throughout the day.
Tools for monitoring results
- Blaze Content : platform to create, audit and analyze all content for social networks, websites, blogs, among others;
- Scribit : Service for searching for articles, videos and images, as well as being able to share content and track conversions;
- SumAll : Measure your digital channels such as websites, even your e-commerce. Giving you a broad and detailed view of your initiatives and their level of effectiveness.
Now let’s talk about the mandatory skills of a Content Manager.
What skills should a Content Manager have?
Obviously, this Marketing professional must have specific knowledge to perform his or her duties, but what are they?
- master writing and editing skills to create and review the content that is generated;
- know and manage the most popular CMS of the moment, such as WordPress, Magento, among others;
- have certain knowledge of graphic design to be able to evaluate the materials from an aesthetic point of view;
- be an expert in SEO positioning to create relevant content according to the buyer persona;
- As part of the viralization of digital materials, you must know about community management or, at least, about analysis to recognize content with potential;
- Finally, you need to have knowledge of analytics to measure the effectiveness of the digital materials created.