Content Manager: tasks, skills, training, salary and career development

With the rise of digital platforms and social networks, content creation has become a central element of a company's communications strategy. The need to produce and manage quality content to attract and engage audiences has led to the emergence of the job of Content Manager. Responsible for the planning, creation and management of digital content, the Content Manager plays a crucial role in ensuring the visibility and consistency of a company's online presence, responding to the demands of an ever-changing digital environment.

Description of the job of Content Manager

The Content Manager is a key player in the field of digital content management, responsible for planning, creating, implementing and analysing content strategies. They manage the company's websites, blogs, social networks and publishing platforms. The Content Manager uses various tools and technologies to achieve the company's objectives, in particular content management systems (CMS) such as WordPress, Drupal, Joomla and Magento.

What is the role and remit of the Content Manager?

Developing the content strategy

The Content Manager develops and implements the company's content strategy. They define the objectives, identify the targets and plan the actions to be taken to increase online visibility and engagement. They must also keep up to date with the latest trends and technologies in content marketing to adapt and optimise existing strategies.

Managing and optimising content

The Content Manager oversees the creation, management and optimisation of digital content. This includes managing blogs, web pages, content on social networks and email marketing campaigns. They are also responsible for optimising SEO to maximise content visibility.

Performance analysis and reporting

The Content Manager analyses content performance data to measure its effectiveness and identify areas for improvement. They use analysis tools such as Google Analytics to track performance, generate detailed reports and make recommendations based on the data. They must also present these reports to management to assess the progress and results of the strategies put in place.

Managing social networks and interacting with the community

The Content Manager oversees the company's presence on social networks. They plan and execute social media marketing strategies to increase engagement and brand awareness. They also monitor user interaction and feedback to adapt campaigns accordingly.

Tools and technologies used by the Content Manager

Content management systems (CMS)

CMS such as WordPress, Joomla, Drupal and Magento are widely used to manage and publish content online. These platforms allow you to create websites, blogs and intranet portals easily and efficiently.

Web analysis tools

Web analytics tools such as Google Analytics, SEMrush and Hotjar are essential for tracking content performance, understanding user behaviour and identifying opportunities for improvement.

Project management tools

Project management tools such as Trello, Asana, Jira and Monday.com help to organise, track and manage the various stages of content projects. They allow you to plan tasks, define deadlines and collaborate effectively with internal teams and external service providers.

SEO and monitoring tools

SEO tools such as Ahrefs, Moz and Screaming Frog are used to optimise content for search engines. Monitoring tools such as Hootsuite and Buffer are used to manage publications on social networks.

Content creation tools

Platforms such as Adobe Creative Suite, Canva and Sketch are used to create visuals and multimedia content. Multimedia content management (DAM) tools such as Bynder and Widen are also used to manage digital assets.

What skills do you need to be a good Content Manager?

Professional skills:

• Mastery of digital content management techniques.
• Skills in SEO and optimising content for search engines.
• Knowledge of web analysis and project management tools.
• Expertise in content creation and management.
• Skills in HTML, CSS, and JavaScript.

Personal skills:

• Communication skills to collaborate with internal and external teams.
• Creative spirit to develop innovative and attractive content.
• Thoroughness and attention to detail to ensure accuracy of content and reports.
• Adaptability to react quickly to market trends and technological changes.
• Leadership and team management to motivate and direct staff.

What are the current challenges facing Content Managers?

Rapidly evolving technologies and digital platforms

The content marketing sector is constantly evolving with the emergence of new technologies, platforms and content formats. Content managers need to keep abreast of the latest trends and innovations in order to adapt their strategies accordingly. This rapid evolution can present a challenge in terms of ongoing training and adapting to new practices.

Managing content quality and quantity

Producing quality content while meeting often tight deadlines is a major challenge. Content Managers need to strike a balance between the quantity of content required to maintain an active online presence and the quality of the content to ensure its effectiveness and impact.

Performance analysis and return on investment (ROI)

Measuring the effectiveness of content and justifying the return on investment (ROI) of content campaigns is an ongoing challenge. Content Managers need to use advanced analysis tools to monitor content performance, generate accurate reports and adjust strategies based on the results obtained.

How do I become a Content Manager?

Education and training

To become a Content Manager, you generally need a 5-year degree in marketing, communications, business or digital. The following courses are particularly popular:

• Master's degree in digital marketing.
• MBA in marketing.
• Business school diploma with a specialisation in digital marketing.

EM Normandie offers courses tailored to this profession, in particular the MSc International Marketing and Business Development. This course provides you with the skills you need in content strategy, digital content management and data analysis, giving you all the preparation you need to become a successful Content Manager .

Professional experience

Significant experience in positions of responsibility in digital content management is essential. Internships in marketing agencies or positions as digital marketing assistants are key steps towards becoming a Content Manager.

What are the career prospects for a Content Manager?

• Progression to the position of Content Director or Chief Content Officer (CCO).
• Opportunities in large companies, communications agencies or start-ups.
• Possibility of becoming a content marketing consultant or setting up your own consultancy.
• Transition to digital strategist or digital transformation consultant.

What does a Content Manager earn?

The salary of a Content Manager varies according to experience, the size of the company and the sector of activity:

• Beginner: Gross annual salary (approx.): €30,000 - €40,000
• 2-5 years' experience: Gross annual salary (approx.): €40,000 - €55,000
• 5+ years' experience: Gross annual salary (approx.): €55,000 and more (with possible bonuses)

What kind of work does a Content Manager do?

A variety of employers:

Content Managers can work in a variety of organisations, including:

• Large companies and international groups.
• SMEs and start-ups.
• Marketing and communicationsagencies.
• Non-profit organisations and associations.

Main areas:

A Content Manager works in a number of sectors, including:

• E-commerce: Managing content strategies for online sales sites.
• Technology: Content marketing for high-tech companies.
• Financial services: Promoting financial and banking products online.
• Health and pharmaceuticals: Content campaigns for medical and pharmaceutical products.

These varied sectors offer many opportunities for Content Managers, depending on their skills and professional interests, allowing them to specialise in areas such as content marketing, social network management or SEO optimisation.

In summary

The job of Content Manager is essential for ensuring the visibility and performance of a company's content strategies. As the central pillar of content management activities, the Content Manager plays a crucial role in increasing customer engagement and loyalty. Their ability to analyse data, optimise content and manage editorial strategies is vital to the success and growth of online businesses. The job of Content Manager is a high-level position requiring diversified skills and a great ability to manage strategic responsibilities. It's a dynamic role that offers opportunities for growth and career development, while playing a central role in the success and stability of companies' content strategies.