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  • Writer's pictureDisa McAlister

Content Manager: What They Do and Why They Matter for Content Marketing

A content manager supervises the creation, strategy, and promotion of a company’s marketing messages. They have the responsibility of doing everything from writing and editing copy, hiring team members, and overseeing the content marketing distribution. These team members are crucial to making sure all content marketing efforts run smoothly for their brand. Today we’re exploring why you should have someone in this role on your team and how The PM Agency can help you make the best content and make your job easier.

Why Should You Have a Content Manager?

For any area of your business to succeed, it needs careful attention and care. You have account managers to make sure your business provides everything your clients need. You have office managers to ensure your team schedules the right meetings and hits the correct deadlines. IT managers help make sure all your technology is working and serving the right purpose. Why would you leave your content marketing unattended when you have managers for other important roles in your company? Especially when 70% of marketers actively invest in content marketing as part of their core strategy.

Content managers are multi-talented professionals. They’re also good at strategy and leading a team. Even though content marketing is a subsection of your larger marketing department, it’s still important to have a designated leader for this operation, rather than letting all the responsibility fall to the marketing director.

Content managers provide more individualized attention to this area of your marketing department. They work more closely with the creative team to provide actionable feedback for pieces, brainstorm content ideas, and take care of smaller, less critical tasks to free up time and work capacity for marketing directors so they can focus on the big picture, rather than the day-to-day operations.

What Does a Content Manager Do?

Some of the most common job duties for a content manager include:

  • Developing content marketing strategies for marketing services

  • Conducting content audits

  • Managing a digital marketing team

  • Assigning content pieces to creatives

  • Providing feedback on content drafts

  • Conducting market and competitor research

  • Content creation, including social media marketing, b2b content, influencer marketing, or email marketing

  • Responding to audience and community comments on social media, chat features, or email

  • Monitoring comments and interaction on community channels, like social media

  • Choosing and building relationships with content syndication partners

  • Tracking and monitoring content key performance indicators (KPIs)

  • Generating progress reports and analyzing results

Is There a Difference Between a Content Manager and a Marketing Manager?

The differences between a content manager and a marketing manager may come down to the structure and size of your organization. In smaller companies, one marketing manager may oversee all aspects of the marketing department, including content management. For larger companies, a content manager may oversee the creative team or specific campaigns and work side by side with other niche marketing managers like digital marketing managers and social media managers. In larger companies, all these niche managers often report to the marketing director or Chief Marketing Officer (CMO).

How Does The PM Agency Help Content Managers?

Whether you’re a content manager, or you’re a CMO, or a director, looking to support a member of your team, The PM Agency helps make the job easier. Our services and strategy help support this role in ways like:

Prioritizing Research

Research helps drive strategy. Data builds solid campaigns.

Managing the Development of a Variety of Content

Content managers may specialize in one specific content type or spread their expertise across every piece created for the marketing department. No matter your content manager’s specific duties for content production, we provide expertly crafted resources for blog posts, ebooks, product descriptions, white papers...etc.

Blog Posts

Let the CopyPress team develop your blog posts so that your content managers can focus on other aspects of their job. Our blog content services include writing, editing, and quality assurance checks. The creatives use a living style guide document created especially for your brand to understand your voice and messaging. This helps ensure each piece resonates with your target audience.

Our writers have experience creating content in a variety of markets and niches, like health care, recruitment, and finance. They can cover virtually any niche your company needs, or any where your clients do their business.


Content managers may request eBooks to promote the brand or generate leads within their online marketing strategies. We'll work with your SMEs, design team, and CMO for informational and eyecatching eBooks for lead magnets.

Product Descriptions

For any content manager responsible for an eCommerce store or a set of services pages, they may oversee product and service descriptions to describe exactly what the company provides the audience to meet their needs. Well-written blurbs highlight the unique features of the products and services you sell. When done right, they also provide a better user experience, which can increase your sales.

White Papers

B2B brands love adding white papers to their content marketing stack because they’re a great way to show what your company can do for its audience without making a hard sale. White papers also help establish your brand as a thought leader in its industry.

Keep your existing team

You have the best SMEs in the business. Let us help you manage their workflow for ongoing content, and pass the baton to the next team. We'll establish SLA's with your team, and tweak the workflow when needed.

Staying in Communication

One of the best skills of a content manager is effective communication. You must understand how to interpret information in a way that makes sense to your team and your audience. You’ll never have a problem communicating with The PM Agency team. Each client gets paired with a dedicated client success manager as the main point of contact with our company. We also provide a Slack channel for each client account for easier conversations.

Schedule your free, no-obligation introductory strategy call with our team today.

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