A content manager is responsible for the editorial line of the company that employs them, or the clients they represent.
They're in charge of directing the content writers, and make sure that the content and style resonate with the company's target audience.
Unlike a community manager, its activity isn't focused on social media. However, it's the CM, who's in charge of social media, who best informs it of the community's expectations, and who can therefore guide the content to be produced.
There isn't really a specific school to prepare you for this job. So, there are basically two golden paths for a content manager:
- A Master's degree (4-5 years of higher education) in journalism
- A Master's degree (4-5 years of higher education) in information and communication
For those who do not wish to pursue studies up to Master's level, other diplomas may be sufficient to fulfill this function:
- Journalism degree
- Communications degree
- Literature degree
For those without a degree, finding a salaried position in the digital field is very difficult. While content creation is accessible to everyone, managing media within a marketing agency is less straightforward.
Directing the editorial strategy for the benefit of a marketing agency's or company's clients requires an overall understanding of the relationship between the media and the digital world.
Without qualifications proving at least theoretical skills, it's difficult for a content manager to enforce their ideas on a team of writers.
A writer working in an agency or company often has many years of experience. Changing habits with each new SEO advancement is even more difficult for someone without formal qualifications.
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SEO knowledge
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Content writing
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Diplomacy
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Creation capacity
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Knowledge of digital tools
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Ability to work in a marketing agency
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Good team management
In large companies, the content manager is responsible for a team of writers. Their management must therefore be diplomatic.
To set the brand's direction, they need a solid understanding of SEO and lots of experience writing content. Plus, they're the go-between for the director and the writer.
Management based on legitimacy, the communication school attended, understanding of each medium used, coupled with the implementation of a clear editorial line, make him a major player in the company's strategy.
A content manager earns around €25,000 per year at the start of their career. With experience, they can expect to earn up to €55,000.
A freelance content manager can earn between 40,000 and 80,000 euros per year. However, they'll need to be super organized.
In large companies, this profession naturally leads to applying for a section manager position.
In constant contact with the CM, his marketing experience also opens the way to this type of position, as well as that of project manager.
As a freelance content manager, nothing stops them from opening their own digital agency. By leading their own team of content writers, they can master all aspects of the web, from social media to project management.
Written by our expert Cyril SCHWASTIAK
october 18, 2022
