Summary of Role
The Content Marketing Manager reports to the Chief Client Officer and oversees all marketing content initiatives, both internal and external, across multiple platforms and formats to drive sales, engagement, retention, leads and positive customer and prospect behavior. This individual is an expert in all things related to content and channel optimization, brand consistency, segmentation and localization, analytics and meaningful measurement. The position collaborates with the agency leadership team to help define both the brand story and the story as interpreted by the customer. This role is focused on marketing the agency and is not a client marketing position.
Ultimately, the job of the Content Marketing Manager is to think like a publisher/journalist, leading the development of content initiatives in all forms to drive new and current business. This includes:
- Ensuring all content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search and user experience for all channels of content including online, social media, email, mobile, video, print and in-person. This is to be done for each persona targeted by the agency.
- Mapping out a content strategy that supports and extends marketing initiatives, both short- and long-term, determining which methods work for the brand and why. Continuous evolvement of strategy is a must.
- The development of a functional content calendar throughout the agency, and defining the contributors to particular persona groups.
- Establishing best practices in grammar, messaging, writing, and style commensurate with our brand.
- Integration of content activities within traditional marketing campaigns.
- Conducting ongoing usability tests to gauge content effectiveness. Gathering data and handle analytics and make recommendations based on those results. Working with contributors of particular content to revise and measure content and marketing goals.
- Developing standards, systems, and best practices (both human and technological) for content creation, distribution, maintenance, content retrieval, and content repurposing.
- Leveraging market data and topical subjects in the public consciousness to develop content themes/topics and execute a plan to develop the assets that support a point of view and educate customers that leads to critical behavioral metrics.
- Establishing workflow for requesting, creating, editing, publishing, and retiring content. Work with the team to utilize the most appropriate marketing automation platform (i.e. HubSpot) and content management system (i.e. WordPress)
- Conducting periodic competitive audits.
- Work closely with company's Chief Client Officer on all creative and branding initiatives to ensure a consistent message across channels.
The Content Marketing Manager is measured on the continual improvement of customer nurturing and retention through storytelling, as well as the increase in new prospects into the agency through the consistent development and deployment of content to each persona group. Success criteria include:
- Positive brand recognition and consistency across chosen published channels
- An increase in defined customer engagement metrics (measured by users taking the desired action; i.e. submitting an inquiry, downloading assets, qualified meetings, proposals generated, etc.)
- Website and social media traffic growth
- Conversion metrics definition and growth
- Social media positive sentiment metrics
- Customer feedback and survey data
- Increases in key search engine keyword rankings
- A decrease in sales/buying cycles
- Clearly defining content distribution during particular stages of the buying cycle (lead nurturing)
- Identifying up-sell and cross-sell opportunities through content analysis, and deploying content assets for higher conversion rates
The Content Marketing Manager requires a marketing and publishing mindset, with the most important aspect being to think “customer first”. In essence, the Content Marketing Manager is the corporate storyteller that must be empathetic toward the pain points of the customer.
- Bachelor's degree in English, journalism, public relations, marketing or related communications field
- 3-7 years of experience as a respected leader in multichannel content creation and performance optimization
- Experience with creating compelling messages for different target demographics
- Expertise in using HubSpot (or similar marketing automation/CRM/CM software) and content creation and editing software. Fluency in web analytics tools (i.e. Google Analytics), social media marketing applications and social media monitoring platforms.
- Proven editorial skills
- Outstanding command of the English language
- Training as a journalist/storyteller and has a “nose” for the story. Training in how to tell a story using words, images, video and/or audio, and an understanding of how to create content that draws an audience (it is critical that the Content Marketing Manager retain an “outsider’s perspective” much like that of a journalist.)
- The ability to inspire content creators to achieve the company's stated goals
- Skill at both long-form content creation and real-time content creation and distribution strategies and tactics
- A passion for new technologies and platforms (aka, using the tools you preach about) and usage of those tools within your own blogs and social media outreach. Social DNA is essential.
- Clear articulation of the business goal behind the creation of a piece (or series) of content
- Leadership skills required to define and manage a set of goals involving diverse contributors and content types
- Project management skills to manage editorial schedules and deadlines
- Incredible people skills
- A willingness to embrace change and to adapt strategies on the fly
- Great powers of persuasion and presentation
- Experience creating a resource or library of content
- Needs to be continually learning the latest platforms, technology tools, and marketing solutions
- Able to screen out sales pitches and look for the relevant brand and customer story