What is a Content Manager? – And How Not Having One is Decimating Your Ability to Market Effectively

by | May 15, 2018 | Digital Marketing, Marketing Strategy

With millions of pieces of new content created and posted daily by businesses worldwide, you need a clear understanding of the best ways to approach content marketing—and a content manager—to capture your piece of the marketplace.

What is a content manager? We’ll answer this—and more—in the following sections:

  1. Why You Need A Content Manager
  2. Content Marketing Strategies and Challenges
  3. What is Content Marketing?
  4. What Does a Content Manager Do?
  5. How a Content Manager Can Help You Achieve Marketing Success
  6. Find a Perfect Content Manager to Establish a Digital Content Plan

Why You Need A Content Manager

Every day there’s a new stat about how many millions of pieces of content are created and jammed into the marketplace.

It’s gotten so that so much content is being created that often, only those who leverage a content manager effectively can rise above the noise and get what they need: new business.


Of course, effective content marketing begins with a content marketing strategy.

And deviating from an effective content marketing plan can leave you stranded and without a solid community with little hope of turning site visits into sales.

So, what you need is a content manager who possesses a clear understanding of the modern content marketing landscape and its challenges can help you embrace proven practices and achieve true industry success.

Content Marketing Strategies and Challenges

Consider this: modern content marketing strategies typically follow the B2B buyer’s journey through the awareness, consideration, and decision stages. Respectively, the awareness stage introduces or explores customers’ typical pain points, while the consideration stage offers ideas to resolve those problems. The decision stage explores the company’s product and services as an ideal solution for each pain point customers face.

Challenges tend to occur when businesses have a long or complex sales cycle that makes the buyer’s journey difficult to follow from beginning to end. The sales process must appropriately align with each phase to help convert blog readers into paying customers. You also might struggle with finding enough time and creativity in your days to produce and post engaging content. The content does not only need to live on your website or blog, but also be shared on the many different social media and email channels to have the biggest impact on your sales.

Other challenges revolve around business owner’s ability to position themselves as an industry expert in their field. The content must support the credibility of your brand by remaining high quality, engaging, and relevant. When creating content, all information must come backed by reputable sources that support the arguments made in each post. In addition, all content should have helpful visuals that assist in reader understanding and engagement.

The content must support the credibility of your brand by remaining high quality, engaging, and relevant

A Content Manager can help you accomplish all of the above—and more. Before we get into what a content manager is—and does—let’s take a quick step back and define content marketing.

What is Content Marketing?

As defined by Dictionary.com, content marketing is “marketing that tries to attract customers by distributing informational content potentially useful to the target audience, rather than by advertising products and services in the traditional way.” For example, the deviation from traditional print materials, including brochures and flyers, is key in harnessing the power of the internet landscape.

In short, content marketing revolves around the creation and distribution of digital materials that speak to the target audience. The marketing materials must clearly and effectively address the pain points of that audience and position the company’s products and services as the leading solution to those difficulties. In addition to directly engaging the target audience, the content must have keywords naturally embedded within it and maintain a high-quality level to increase rankings on the most popular search engines.

Types of content typically developed for digital marketing plans include:

  • Blogs
  • Longform articles
  • Whitepapers
  • Infographics
  • Case studies
  • eBooks
  • Newsletters
  • Emails
  • Videos
  • Powerpoint presentations

Content created for businesses has the greatest success in engaging readers and converting site visits into completed sales when coupled with sharing across social media platforms. Therefore, many content marketing experts will focus on creating a combination of fun and informative pieces designed to encourage viral posting across the internet landscape.

Content marketing revolves around the creation and distribution of digital materials that speak to the target audience

Understanding the Importance of Content Marketing

Without content marketing, business owners cannot compete with other entities in their industry in an effective manner. The businesses that maintain a strong online presence attract new visitors to their website and social media accounts on a daily basis. Businesses that fail to enact a strong digital marketing plan, however, are often left in the dust as the target audience grows bored or even forgets about the company altogether.

What Does a Content Manager Do?

Unless you’re an expert in marketing—or heading up a marketing agency—it can be difficult to overcome challenges and achieve sales goals without professional guidance and assistance. Therefore, it makes sense for most businesses to bring a content manager into the fray to approach this task with confidence and achieve great results from the start.

A great content manager may influence each aspect of your digital marketing plan while maintaining focus on the creation of content that converts website visitors into repeat buyers. Your content manager will generally focus on creating, editing, posting and updating content on your blog, website, and other digital channels, but will help you in several key marketing areas.

Traffic Optimization

Experienced content managers are capable of dramatically increasing website visitor numbers and keeping current customers continually engaged with the company. Although traffic optimization starts with the creation of great content, distribution techniques tend to act as the driving force toward sales conversions. Through the strategic distribution of content across various online channels, including social media platforms, content managers can achieve excellent website visitor numbers in record time. Traffic optimization also includes a focus on utilizing search engine optimized keywords to capture organic visitors through search engine platforms.

SEO Expertise

Search engine optimization centers around the use of keywords to increase website credibility and trust metrics for improved visitor numbers. Content managers identify the leading keywords and naturally integrate them into webpage and blog content. When search engines match search queries to content, the target website will move up the ranks on the search results page. With time and the right approach, the company’s website, social media accounts, and review pages will come up to the top of the search results page to position the business as an authority for related inquiries.

Social Media

Sharable content does a lot of the legwork for business owners by opening up dialogue about the company and keeping it relevant. Skilled content managers will create supportive social media posts to effectively share the website blogs and service pages with the masses. The strategy here revolves around using the right combination of provocative titles and teasers to encourage readers to click through to the content in question. A call to action at the end inspires readers to share the post, and its related content, to their social media circle. The most effective content pieces and social media posts will continue to make rounds without any additional input or actions by the content manager or business owner.

A call to action inspires readers to share the post, and its related content, to their social media circle.

PR Strategies

Upon following buyers through the journey to the conversion stage, content managers must focus on maintaining the interest of existing customers to encourage repeat visits and sales. With the internet landscape moving so quickly, the content manager must invest their time in developing great public relation, or PR, strategies to continually position the business as a true authority in their realm. A good PR strategy can also help mitigate damages if a product or service launch does not go as expected. Content managers are always offering insightful and engaging content that redirects attention to the positive aspects of the company to encourage continued site visits and sales.

In the end, business owners who choose to work with a content manager enjoy freedom from daily content creation and distribution requirements while achieving sales goals across the board.

Without a content manager, business owners are on their own in identifying keywords, personalizing the buyer’s journey, creating content, and distributing it across the most effective channels. Each one of these areas requires a professional touch to position the business as the leader in the industry and beat out the closest competitors. A single misstep can leave businesses scrambling for results as competitors easily move up the search ranking and sales conversion ladders. A wrong move from a PR standpoint can throw the business into a tailspin that may not allow for a quick or complete recovery.

Business owners tend to approach the conversion process directly with strong calls to action that boast overtly “salesy” language. Although this tactic worked well for traditional marketing strategies, it does not speak to the online consumer in the same way. Instead, buyers in the internet landscape tend to shy away from such a direct sales attempt. With online marketing, especially when you’re marketing services, it is important to follow buyers through the identification of their pain points before presenting any sort of solutions,  and then position your company’s products and services as a potential rectifier.

Therefore, accomplished business owners are wise to acquire the services of a talented content manager. These professionals have the skills and experience needed to accomplish digital marketing goals without any difficulties along the way. Their marketing expertise will come into play time and time again in the engagement of the target audience and conversion of site visits into sales.

The content manager will utilize key analytics data to determine the effectiveness of the content marketing plan and make smart adaptions along the way. The analytics reveal which pieces of content resonate best with the readers on each phase of the buyer’s journey. The conversion data, in particular, helps determine the content that encourages the most sales conversions through the positioning of the company’s products and services as a key resolution to the buyer’s pain points.

Place the digital marketing strategy in the hands of a professional so you can focus on daily operations

Content managers also utilize inbound and outbound links to increase the authority of the website and better position the business owner as an industry expert. The links help improve search rankings by increasing website authority and trust metrics. When combined with content links on social media, the shareability of the content increases considerably and improves the results from each post. Content managers know just how to position the company as a problem solver for customers in need of resolutions for their unique industry challenges.

Find a Perfect Content Manager to Establish a Digital Content Plan

Business owners can make the most of their time online by acquiring support from a skilled and experienced content manager. By placing the digital marketing strategy in the hands of a professional, you can focus on daily operations while achieving great marketing results. The content manager will personalize the strategy to match the business purpose and meet the conversion goals of the business owner. The business entity will enjoy an increase in its positive reputation and position as a leader in the industry. Finding an accomplished content manager with room on the schedule can prove challenging, however.

Jumpstarting the Search for an Ideal Content Manager

Business owners should look for an accomplished content manager with a lot of experience in their industry. The content manager should provide ample case studies of visitor and conversion rate improvements for all their prior clients. From the start, the marketing expert should discuss their willingness to personalize the buyer’s journey to match the company’s services and products in addition to creating an all-inclusive keyword map. The creation of effective content will come after the content manager aligns the marketing strategy with the business purpose and goals.

Content managers tend to utilize their own skill set to advertise their services across the internet landscape. Business owners can check social media, perform searches for websites, and work with referral companies that partner with these professionals. If a content manager has a website and social media account positioned at the top of the search results for popular industry keywords, their ability to effectively market online clearly stands out. Well-established digital marketing agencies are a sure bet for business owners who cannot put much time and effort into the search for an accomplished content manager.

Upon finding the best content manager, business owners can secure their services through the signing of a contract. Most content managers provide these services on a monthly basis to keep the business attracting new site visitors and engaging current customers while achieving excellent conversion rates.

If you’re not interested in adding another body to your marketing team but still see the value in having a content manager at your disposal, contact the team at MESH or call us at 844.432.8987. Our unique sales-enabled approach to content management and development helps technology-focused companies like yours drive marketing ROI.


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