Content marketing manager job description

Content marketing managers engage a brand’s target audience through creating an array of digital content. This could involve making blog posts and articles, podcasts, videos, infographics, or any other form of media. The goal is to build brand awareness and get your audience to respond to calls to action (a process known as ‘conversion’) like participating in an online sale or donating to a charity. The role of content marketing manager is highly strategic. You need to think carefully about a variety of things and how they work together, including: the messages you want to convey; brand voice and tone; how to schedule content; keywords to target through search engine optimisation (SEO); what platforms to use to host and disseminate content. You’ll also use analytics data, audience research, and feedback on your content to constantly improve on your offerings.

Tasks and responsibilities for a content marketing manager

What’s involved in a content marketing manager role? Typical tasks and responsibilities include:

Creating a content marketing strategy. Who is your target audience? How will you appeal to them? What are the best platforms and media you can use to reach them?
Creating different types of content. You’ll make high-quality posts and articles as well as audio, video, and visual content so that your brand speaks to your target audience. This will involve using relevant platforms and software including social media, social media management systems (e.g. Hootsuite), content management systems (e.g. Wordpress) and design programs (e.g. Adobe Creative Cloud Suite).
Content planning. You’ll figure out when the best time to publish different pieces of content is and develop an editorial calendar.
Tracking your analytics. You’ll track metrics including number of views, comments, likes, and shares through social media platforms and Google Analytics. These analytics allow you to see the effectiveness of your marketing efforts.
Using your analytics data to improve on your content and understand what content your target audience is interested in.

How to become a content marketing manager

Study

There are no specific formal qualifications that are required for you to work as a content marketing manager. That said, people in the industry often hold a degree in a relevant field. As you study, you can also gain hands-on work experience or internships in the marketing field.
Gain experience

Potential employers need to see evidence that you can create great content. You can demonstrate your skills by maintaining a blog, podcast, YouTube channel, or similar. You could produce this content to expand your own online presence, or you could volunteer for a charity or local community group.

Pathway options

If you’re interested in content marketing management, there are many different career paths open to you.

Junior

Content marketing assistant

Most common qualification: Certificate IV in Marketing and Communication (BSB40820)
Social media coordinator

Most common qualification: Diploma of Social Media Marketing (10904NAT)
Digital marketing assistant

Most common qualification: Certificate IV in Marketing and Communication (BSB40820)

Mid

Content specialist

Most common qualification: Diploma of Digital Marketing (10931NAT)
Email marketing specialist

Most common qualification: Diploma of Digital Marketing (10931NAT)
SEM specialist

Most common qualification: Diploma of Digital Marketing (10931NAT)
SEO specialist

Most common qualification: Diploma of Digital Marketing (10931NAT)
Social media manager

Most common qualification: Diploma of Social Media Marketing (10904NAT)

Senior

Data analyst

Most common qualification: Diploma of Digital Marketing (10931NAT)
Digital business analyst

Most common qualification: Bachelor of Information Technology
Digital marketing manager

Most common qualification: Diploma of Digital Marketing (10931NAT)
Digital marketing strategist

Most common qualification: Diploma of Digital Marketing (10931NAT)
Head of digital strategy transformation

Most common qualification: Master of Business Administration (Digital Health Transformation)

Degrees relevant to future content marketing managers are available throughout Australia. Delivery can be on-campus online, or a mix of both. Courses cost different amounts depending on the area of study and whether you are eligible for Commonwealth government support.

Diploma of Digital Marketing (10931NAT)

Study method Online

This marketing course will give you a great overview of the fundamentals of digital marketing, including content marketing. You’ll learn how to apply marketing principles in the digital world, develop a marketing strategy, make great marketing content and marketing campaigns, and perform research. You’ll also hone your writing skills.

Advanced Diploma of Digital Marketing (10787NAT)

Study method Online

The Advanced Diploma is along the same vein as the Diploma course, but will go into greater detail and expand on your learning. This course typically takes 18 months of full-time study (or part-time equivalent) to complete. You can complete this qualification after the Diploma course and get credit for subjects you have already undertaken (so it may only take 6 months to upgrade).

Bachelor of Applied Business (Marketing)

Study method Online

A bachelor’s degree in marketing provides a general overview of business, and mixes practical experience with detailed theory. Alongside marketing, you’ll also likely study a mix of accounting, economics, advertising, consumer behaviour, branding, and social research. This course typically takes 3 years of full-time study (or part-time equivalent) to complete.

Related subjects

If you’re interested in content marketing and the wider marketing industry you may also be interested in:

Content marketing manager jobs are suited to the career personality of The Coordinator.

Coordinators can organise anything and anyone, no matter how chaotic. Their efficient, logical approach makes them a reassuring presence to others. If you tend to be the kind of person who others depend on, you may be a Coordinator.

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