What are the similarities and differences between these two positions? What does a content manager do in addition to writing the company blog? Do you need a content manager for your brand ? Read on to find out all your questions!
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What is a content manager? Functions and why you need one
What is a content manager?
The content manager is the person primarily responsible for the content strategy of a brand or company. In most cases, they are not responsible for personally creating the content, but rather for defining the strategy and coordinating the entire team to ensure that the desired results are achieved. In short, the content manager is the person in charge of the entire content team of the brand.
We should not confuse this position with that of community manager , although both are related and must collaborate with each other. The community manager is responsible for managing and energizing mexico email list brand's online community, including its presence on different social networks. Therefore, they have a key role in disseminating the brand's content and must coordinate with the content manager to ensure the best results.
Functions of the content manager
Develop the content strategy
As the person primarily responsible for brand content, the content manager is the person in charge of developing the brand's content marketing strategy .
To do this, you must first establish a series of objectives , which must be aligned with the general online marketing goals for the established period. From these objectives, we will obtain a series of key performance indicators or KPIs that will help us measure the effectiveness of the brand's content over time.
It is also very important that this strategy is based on a good knowledge of the buyer persona or "typical client" of the company. The content manager must clearly identify what their needs and preferences are when consuming content.
In general, we will seek to create different content to accompany the user in the different phases of the buyer journey:
TOFU ("top of the funnel") : This is the first phase of the process, where the user has just identified a need or a problem to be solved, but is not yet ready to convert. At this point, content should be geared toward informing and educating in a general way about the problem.
MOFU ("middle of the funnel") : the user is already considering different solutions to solve the problem. Therefore, it is time to start explaining the advantages of our solution through content that resolves all their doubts.
BOFU ("bottom of the funnel") : the user is now ready to make a purchase decision. Therefore, at this point, content can be more promotional and conversion-oriented in order to facilitate the final push.
