What is a content manager?

A content manager is responsible for the editorial line of the company that employs him/her, or of the customers he/she represents.

He or she is responsible for directing the content writers, ensuring that the content, as much as the form, reaches the company's persona.

Unlike the community manager, his activity is not focused on social networks. On the other hand, it's the CM, who's in charge of social networks, who best informs him of the community's expectations, and who can therefore guide the content to be produced.

What qualifications does a content manager need?

As such, there is no school to prepare you specifically for this profession. There are two golden paths open to content managers:

  • Bac+4 or +5 Master's degree in journalism
  • Bac+4 or +5 Master's degree in information and communication

For those who do not wish to study to Master's level, other diplomas may be sufficient to fill this position:

  • Bachelor's degree in journalism
  • Bachelor's degree in communications
  • Literary bachelor's degree

For non-graduates, finding a salaried position in this digital field is very complicated. While content creation is accessible to all, media management within a marketing agency is less straightforward.

Managing the editorial strategy for the clients of a marketing agency or a company requires an overall understanding of the relationship between the media and the digital universe.

Without a diploma certifying at least theoretical skills, it's difficult for a content manager to impose his or her guidelines on a team of copywriters.

Indeed, a copywriter working for an agency or company often has many years' experience. Shaking up habits with each new advance in SEO is all the more complicated for a non-graduate.

What skills does a content manager need?

  • SEO knowledge
  • Content writing
  • Diplomacy
  • Creative capacity
  • Knowledge of digital tools
  • Ability to work in a marketing agency
  • Good team management

In large companies, the content manager is responsible for a team of copywriters. Management must therefore be diplomatic. 

To impose the brand's direction, he or she must have a solid knowledge of SEO and extensive experience in content writing. All the more so as he's the link between the director and the copywriter.

Management based on legitimacy, the communications school attended, an understanding of each medium used, coupled with the implementation of a clear editorial line, make him a major player in the company's strategy.

How much does a content manager earn?

When starting out, a content manager earns around 25,000 euros a year. With experience, they can expect to earn up to 55,000 euros.

Freelance content managers can earn between €40,000 and €80,000 a year. However, they need to be highly organized.

What are the career prospects for a content manager?

In large companies, the job naturally leads to applying for a position as section manager.

In constant contact with the CM, her experience in marketing also opens the door to this type of position, as well as that of project manager.

If you're a freelance content manager, there's nothing to stop you opening your own digital agency. At the head of his own team of content writers, he can master all aspects of the web, from social networks to project management.