Content manager – who is it and what does he do? In the modern realities of the digital world, the content manager has become one of the key players in the field of digital marketing. The profession is in demand because it is content managers who manage the media flow, creating and optimizing unique content that attracts the attention of the audience and contributes to the growth of traffic.
The tasks of a content manager include SEO optimization of materials, which directly affects the sales funnel and the overall effectiveness of the business. It is important to note that a content manager, web editor, and copywriter are different roles. The content manager is responsible for content management and its strategy, while the copywriter creates texts, and the editor deals with their editing and checking. What should a content manager know? He should understand how WordPress works, use CMS systems, be knowledgeable in SEO promotion, and be able to interact with analytical tools such as Google Analytics and Serpstat.
Thus, a content manager is a universal specialist who combines the skills of copywriting, web design, and SMM.
Responsibilities of a content manager
Working with content is a multifaceted activity that involves various functions and responsibilities. The tasks of a content manager cover the entire process of creating, editing, and distributing media content that attracts and retains the audience's attention.
What a content manager should be able to do – creating and editing content
Creating unique content is the main responsibility of a content manager. This includes not only text materials but also images, videos, and infographics. Each element must be carefully thought out and correspond to the overall concept of the brand.
Publishing materials
Once the content is ready, the content manager publishes it on the website, social media, and in email newsletters. It is important not only to choose the right platform but also to adapt the content for each of them to ensure maximum effectiveness.
SEO content optimization
The content manager monitors keywords, properly sets meta tags, and selects effective heading tags. To increase the engagement rate and search visibility, they also work on internal linking and image optimization.
Visual content design control
Appearance is the first thing a reader notices. That’s why it’s important to carefully monitor the visual design of the content—specifically, optimizing images, choosing appropriate fonts and typography, and ensuring everything is easy to read and aligned with the corporate style.
Moderating comments and engaging with the audience
An equally important task is communication with the audience. The content manager moderates comments, responds to user questions, and maintains active engagement with them.
Working with CMS and planning content strategy
Finally, it’s essential to have experience with content management systems (CMS) such as WordPress, Joomla, and others. The ability to work with HTML and CSS is also a big advantage, as it allows making necessary changes to the site’s structure and fixing potential issues.
Planning content strategy and publications
An important part of the job is planning the content strategy. The specialist develops publication schedules, ensures content remains relevant, and anticipates which materials will be most in demand by the audience in the near future.
Skills and requirements for a content manager
If you want to become a content manager, in addition to a love for words, you’ll need certain skills and knowledge. First and foremost, literacy. Writing without mistakes and properly formatting the text is a must. After all, what will the reader think if they see grammar errors in the content? But literacy isn’t the only thing you need. You should also have editorial skills: the ability to edit texts, improve their structure, and present information clearly and logically.
Another key requirement is knowledge of SEO. It’s important to understand how SEO promotion works, how to correctly integrate keywords into the text, use meta tags properly, and craft headlines that will attract not only readers but also search engines. This determines whether your content will make it to the top of search results. In addition, you should know how to use internal linking to improve website navigation and page indexing.
Experience with CMS platforms like WordPress, Drupal, or Bitrix is highly valued. Knowing these systems will help you easily manage content on a website and tailor materials to the needs of each platform. Once you’ve mastered a CMS, it will be easy for you to handle everything from creating and publishing content to optimizing the site for better search engine visibility.
A content manager’s toolkit should also include basic knowledge of SMM and digital marketing. In practice, this means you need to understand how to grow and promote content on social media, as well as grasp the principles of working with online advertising.
And of course, skills in graphic editors—such as Canva, Photoshop, or Figma—will be a big plus. These tools allow you to create appealing visuals, infographics, and edit photos for publication. Using analytics tools like Google Analytics and Serpstat will help track content performance and adjust your content strategy accordingly.
Where does a content manager work?
Content marketing is actively used in various fields, and content manager job openings can be found both in large corporations and in small startups.
| Field of work | Tasks |
| Online stores | Product descriptions, creating product cards, preparing promotions and offers. |
| Media and blogs | Article publishing, writing news, creating content for news portals, working with interactive content (for example, interviews, surveys). |
| Corporate websites | Managing news sections, case studies, updates, overseeing corporate blogs, creating content related to the company’s development. |
| Social media | Creating content for Instagram, Facebook, LinkedIn; working with targeted advertising; creating infographics and media materials. |
As you can see, a content manager can work in a wide variety of fields, each with its own specifics. Content clusters, content planning, and editorial revisions may differ depending on the project’s goals. In any case, this profession is in demand and plays an important role in the success of online platforms by maintaining the site’s structure and ensuring quality interaction with users.
What tools does a content manager use?
In the world of digital content, there is a huge number of tools that help a content manager effectively perform their functions. Depending on the task—whether it’s creating texts, visual content, or optimization—different platforms and applications allow solving all problems at the highest level. And most importantly, all these tools significantly simplify work and speed up processes:
➤ CMS (Content Management Systems). WordPress, Joomla, Drupal, Bitrix allow easy management of website content, editing pages, creating blogs, and landing pages. They offer many plugins and extensions that help improve site functionality and adapt it to specific business needs. Additionally, they have intuitive interfaces, enabling even beginners to quickly master the basic content management operations.
➤ Landing page builders. Tilda, Webflow, Readymag are ideal for creating visual content and landing pages. These tools allow you to build pages with beautiful designs without deep knowledge of HTML and CSS. A content manager working with such platforms must consider mobile adaptation and monitor the quality of the user experience to ensure pages display correctly on all devices.
➤ Graphic editors. Canva is a convenient tool for quickly creating images and visual content. It is popular among beginner web editors as it does not require deep graphic design skills. For more complex image editing and working with professional graphics, Adobe Photoshop or Figma are used. These editors are suitable for creating creative content advertising and editing images for email newsletters and social media.
➤ SEO tools. Google Search Console, Ahrefs, Serpstat are indispensable tools for content auditing and traffic analysis. They help optimize content for search engines using Yoast SEO and control the efficiency of content production.
➤ Content planning services. Trello, Notion, Asana provide convenience in content planning and media plan management. Users can easily create effective content plans, track publication deadlines, and work collaboratively. This approach is especially useful for large projects where moderation and synchronizing the actions of all participants are important.
In general, content manager tools are diverse and assist with different aspects of the work. These include SEO tools, graphic editors, and content planning services. However, it is important to remember that any tool is only half the success. The other half is your knowledge, skills, and creative approach.
How to become a content manager?
So, you already know the requirements for a content manager, the main responsibilities, and the tools you need to use at work. Ready to take the first step on the path to this profession? First of all, you need to master several key areas: CMS systems, basics of SEO, and understand how email marketing works. All of this can be learned independently using available materials on the internet. For example, on various blogs and forums, you can find plenty of useful articles and video tutorials that explain how to properly use HTML structure for working with content, as well as understand the basics of web analytics, which will help you track the effectiveness of your content.
If you want to speed up the process, you can take courses or enroll in online training. Platforms like Udemy, Coursera, and Skillbox offer useful courses on content management, storytelling, as well as working with visual editors like Canva or Photoshop. Don’t forget about blogging platforms and API integration, since the ability to work with different systems and integrate them with each other is also an important part of the profession.
Salary and career prospects
The profession of a content manager is not only in demand but also well-paid. Of course, earnings depend on the level of qualification, the type of company, and the country where the specialist works. In Ukraine, the average salary ranges from 15,000 to 30,000 hryvnias per month. However, if a specialist has strong skills in creating infographics, experience working with various CMS platforms, and can produce attractive UGC (User Generated Content), their income can increase significantly. In Europe, for example in Germany or the UK, this figure varies from 2,500 to 4,000 euros per month. In the USA, specialists earn on average between 3,000 and 5,000 dollars.
From a career perspective, a content manager can develop in various directions. For example, many specialists move into SEO specialist roles, deepening their knowledge of content optimization for search engines. It is also possible to transition to roles such as editor or content strategist, where the focus is on planning and creating content strategy, which requires a deeper understanding of the target audience and market. Additionally, content managers can become marketers or SMM managers, where they will be responsible for promoting content through social media and other channels, actively engaging with users.
Conclusion
In today’s world, where media content fills every corner of our attention, the profession of a content manager is not just relevant—it is literally worth its weight in gold. In the constant battle for audience attention, competent content management can become the “magic key” that opens the doors to success. The functions of a content manager range from creating and editing texts to planning content strategies, making this profession multifunctional and engaging.
However, to be successful in this role, certain skills are required. The demands for a content manager include not only literacy and knowledge of SEO but also the ability to work with various content management systems. Equally important is understanding the basics of SMM and digital marketing, as well as skills in graphic editors. Ultimately, this combination of skills allows a specialist to compete successfully in the job market.
So, if you want to find your place in the rapidly developing digital space, don’t miss the chance to learn and grow! There are many courses and resources that will help you master this profession. Don’t be afraid to try, make mistakes, and learn from them. After all, that is how real professionals are born. And remember, in the world of content, the more you know, the more opportunities open up for you. Join the ranks of those who create, manage, and inspire!
