As a marketer, you must have noticed that a Content Manager’s ideal profile has become significantly broader over the past few years. Professionals must definitely be doers, have a strategy in mind for every single move they make, and manage way more than used to be required in the recent past. As strategies increase in complexity, professionals are expected to widen their delivery every day without extending their work hours.
Some of the main activities Content Managers have taken up in the past years involving:
- Defining buyer personas;
- Managing their editorial calendar;
- Assuring the production and distribution of rich content;
- Segmenting lists for personalized communication;
- Setting up social medial profiles;
- Setting up email campaigns;
- Connecting with varied media outlets and journalists.
Well, it’s all still part of the game. However, that’s no longer enough nowadays. For a content Manager in 2020, there’s more. Way more.
1 — Optimizing marketing automation
Planning and distributing content through email and multiple social channels, for lead nurturing, releases, and campaigns in general. Bear in mind that these processes must be flowing for multiple lead segmentation, according to the amount of data you have about your lead’s profile. Content should be distributed at the right time, in the right tone, and volume of publications, according to the best practices for each channel.
2 — Continually refining processes
By establishing closed-loop analytics with the sales areas to monitor how your content marketing actually attracts visitors, turns them into leads, opportunities, and customers. Reality changes fast, and what’s been working quite well might not be effective tomorrow, so empirical analysis and quick response are game-changers. Don’t take your past performance for granted. Test, measure, record data. Start it over.
3 — Writing in-depth articles on a wide range of topics
According to a recent survey, 92% of marketers say their brands view content as a business asset, and contributing to this “funding” is not only important as a team leader and role model but also enhances your personal authority AND the company’s.
4 — Scaling Content Assets
Why not? Well, according to the Content Marketing Institute, less than 10% of marketers have already developed a systematic approach to producing, managing, and distributing content. Can you believe that? And that means opportunity!
5 — Managing on/off-page SEO for the company
For that, it’s essential to stay up-to-date with the latest trends and changes, both on search engines and their mysterious algorithms and on your field — competitors, partners, and stakeholders in general
6 — Developing documentation and road maps for processes, A/B test, and campaigns that succeed
Keeping the learned lessons, knowledge, and the next steps away can be harmful to the team and strongly jeopardize their performance. Besides that…
7- Employ a marketing-specific software to manage content workflow
That’s key for a smooth implementation of all the other topics since it saves a lot of time and enables maximum productivity for the marketing efforts. According to Hubspot, only 56% of marketers use one or more specific software. You can check the reputation of the platform on review sites such as G2Crowd. Another opportunity for any connected content manager here?
Workflow was created to help content teams of all sizes take control of their content process, with a laser focus on productivity and operational scale. Check it out.
PS: Set featured image from Lionbridge ‘s great article on SEO.