What does a Content Manager do? Role and responsibilities

In their hands lies, to a large extent, the impact that a brand generates through the content it shares and the feedback it receives from its audience. The content manager is a key figure in any company, which is why here we address the functions and job expectations of the content manager.

Every day, more than one billion posts are generated on social media. X, the leading platform, with 500 million pieces of content uploaded, followed by Facebook, with 350 million; then YouTube 216, Instagram 95, TikTok 23, and LinkedIn 2. This volume of textual and audiovisual material turns the internet into a hyperconnected universe, with countless messages coming from all over the world, crossing paths, being shared back, discarded… And this chaos of back-and-forth interactions has made the content manager an essential professional figure.

Why? Because they are responsible for controlling the type of messages a brand sends into cyberspace, as well as overseeing what is said or commented about the company they manage in this area. To better understand what a content manager is and the reason for their average salary, nothing is better than breaking down step by step the key elements that define this professional role.

What is a Content Manager?

The digital content manager is the person responsible for a brand’s content strategy. This involves choosing which channels are the right means to reach the audience, what type of messages may have an impact, and how to energize and manage the community that forms around products, services, and the companies themselves. Users are constant content creators and do not always play in favor of the company.
To better understand its scope, the following points define the content manager profile:

• Design the brand’s content strategy.
• Implement the planned actions.
• Manage the professionals and resources involved.
• Generate valuable content for the potential audience.
• Measure results for later analysis.

The responsibilities of a content manager range from planning a content strategy, including selecting the social networks where the brand will be present, defining the main objective of that presence on platforms, to the type of messages, frequency… in short, the entire content plan.

Functions of a content manager

To work as a content manager, it is important that professionals have a set of basic qualities and skills. Education is, of course, key, which is why it is essential that those interested in developing their career in this field receive training through highly qualified programs. 
Alongside these technical skills are soft skills. A content manager should have the following qualities: 

• Creativity
• Willingness to embrace change
• Digital skills
• Empathy
• Conflict resolution
• Teamwork
• Ability to adapt easily to circumstances
• Commitment to continuous learning
• Analytical ability

Thanks to these aspects, combined with technical knowledge, the content manager can carry out their responsibilities. Some of the functions attributed to this professional profile include:

1. Establishing strategic objectives to implement an effective communication plan in collaboration with the marketing department and company management.
2. Developing the strategy: both human and material resources must be considered in order to determine scope and prioritize actions.
3. Managing a work team, depending on the company’s size: some will write for certain social networks, others will create audiovisual content for specific channels, etc.
4. Reporting results: analyzing performance and whether established goals are being achieved.
5. Analysis of the above: it is essential to reflect on the pros and cons of the implemented strategy. The content manager must meet with the team to ensure the company is on the right track.

What is the difference between a Content Manager and a Community Manager?

Although both the content manager and the community manager are related to content creation and management on social media, their roles are different. The content manager focuses on content strategy and long-term planning of the materials to be published. On the other hand, the community manager is responsible for interacting with the community, managing feedback, queries, and real-time interactions.
While the content manager has a more strategic focus, the community manager focuses on community management and maintaining constant contact with users. Both roles are essential for a brand but are complementary. The content manager ensures the company communicates what it needs to communicate, while the community manager ensures that content is received and effectively engages with the audience.

Content Manager salary

Just as important as the responsibilities and skills required for someone aiming to work in content management is compensation: how much can you earn in this profession?
Several factors influence the average content manager salary:

• Education and training.
• Experience and years working in the field.
• City where the job is located.
• Company size.

According to Glassdoor, and considering these factors, the salary ranges are:

Would you like to learn more about possible career opportunities in marketing or how to improve your profile in this field? A Master’s in Digital Marketing & Growth Hacking could be the perfect next step to boost your skills. Additionally, if you are looking for further academic training, the Bachelor’s Degree in Marketing and Digital Communication is an excellent option to build a solid foundation in the field.