It is the job of the content marketing manager to produce relevant and high-quality content and market it to the right audience, at the right place and at the right time.
If you want to start as a content marketing manager, you should understand the following points.
- Know Your Goals
As a content marketing manager, you need to understand the goal of the marketing campaign. The goal could be anything, from selling your product or service to growing your email list or social media following. A targeted approach helps in creating high-value content.
- Know Your Audience
Once you have finalised your goals, it is time to understand your target audience. Ensuring that your content is reaching the right audience means half your work is done.
How can you do that?
- Analysing Google Analytics
- Conducting surveys
- Researching on Quora and Reddit
- Know Your Competition
If you want to stand out, you need to know what your competition is doing. Understanding their strategy and the way they present their content can go a long way in devising your strategy and producing unique content. You should be able to use tools such as;
- Google Trends
- Know Your Skill
Whether you are writing the content yourself or have hired content writers, you will need certain content marketing skills to either churn out or edit great content. Some of these skills are
- Content Writing and Copywriting
- Keyword Research
- Know How To Organise and Make a Content Calendar
As a content marketing manager, it will be your duty to organise and manage how and when the content is published. For that, it is essential to maintain a content calendar. It will not only reduce stress but will also help in ensuring you don’t put out repetitive content. This is one of the most important content marketing manager skills.
- Know How to Work Smart
Sometimes it will be a hassle to come up with unique content every day. If this happens, it is time to put on your creative hat.
- Find out how you can break a long post into several short posts.
- Update an old post with new statistics and new information.
- Take multiple older posts on the same topic and create a comprehensive guide.
This is one of the skills for content marketing that will come in handy when you are out of ideas.
- Know Your Audience’s Response
Your job is not done after you publish the content. You need to check the response of the audience and alter your strategy accordingly. Google Analytics will help you in finding
- Organic Traffic
- Bounce Rate
and many other statistics. That will help you gauge the audience’s preferences. Many digital marketing courses focus on Google Analytics because it is that important.
- Know the Future
You will be surprised to know that 20% of searches on Google are now done by voice. That makes it extremely crucial for you to optimise content for voice search also. If you search for digital marketing courses online, you will find a lot of them have included voice search optimization in their curriculum.
- Know the Risks
There is no one-size-fits-all technique of content marketing. Every marketing campaign needs to have its own USP. You will be able to figure that out by taking calculated risks and fulfilling all content marketing requirements. Consider conducting a test run of your marketing campaign on a small scale. That will give you a glimpse of the audience’s response and help you in fine-tuning your strategy.
- Know Digital Marketing
As a content manager, you cannot just limit yourself to content. You will need to know about digital marketing, SEO, and more. From doing site audits, content audits to keyword research, site and content optimisation, and even content distribution and publication, digital marketing skills will come in handy.
NMIMS Global Access School for Continuing Education offers a 1-year Professional Diploma in Digital Marketing with a comprehensive curriculum and industry experts as faculty members. It is appropriate for people who are new to this field.