A content manager plays a critical role in developing and executing content strategies that align with business goals. To be successful, a content manager needs a diverse set of soft and hard skills.
Writing and Editing Skills
Excellent writing and editing skills are essential for any content manager. After all, content managers spend a significant amount of time producing written content. Specifically, content managers need skills in:
- Writing for different formats like blogs, articles, social media, and more
- Writing for different audiences and tones of voice
- Editing and proofreading content
- Adapting writing style and tone for different content types
- Following style guides and brand voice guidelines
Content managers must be strong writers themselves. But they also need editing skills to polish and refine content produced by others. This ensures all content aligns with quality and brand standards.
Project Management Skills
Content managers juggle multiple projects and deadlines simultaneously. Excellent project management skills enable them to stay organized and meet timelines. Key project management abilities include:
- Developing content strategies, plans, and calendars
- Setting goals and success metrics for content projects
- Creating schedules and budgets
- Leading collaboration among content creators and stakeholders
- Overseeing content production from ideation to publication
- Troubleshooting issues throughout the content process
Content managers serve as project managers for all content initiatives. So they need organizational skills and attention to detail to keep everything moving efficiently.
Communication and Collaboration Skills
Content managers must collaborate with many different teams and stakeholders. Excellent communication skills and an ability to work well cross-functionally are critical. Specific skills include:
- Active listening and verbal communication abilities
- Empathy to understand different perspectives
- Diplomacy to navigate competing interests
- Team leadership skills
- Ability to give constructive feedback
- Comfort speaking in meetings and presentations
Content managers interact daily with writers, designers, executives and more. They must communicate effectively to align everyone around content strategies. Strong collaboration skills enable them to work across differences.
Strategic Thinking
Content managers must see the big picture. They develop overall strategies and set priorities that ladder up to business goals. Crucial strategic skills include:
- Understanding the company’s objectives and target audience
- Performing market research and analysis
- Setting editorial calendars that support key initiatives
- Identifying the right content types and platforms to meet goals
- Evaluating performance data to refine strategies
- Anticipating challenges and shifts that necessitate new approaches
Content managers constantly balance strategy with tactical execution. They need sharp analytical skills to craft content plans that move the needle.
Project and Time Management
Juggling multiple projects while meeting tight deadlines is standard for content managers. Excellent project and time management skills are essential to prevent missed deadlines or strategy derailment. Key abilities include:
- Prioritizing and scheduling projects
- Developing and adhering to realistic timelines
- Using tools to stay organized
- Identifying resource needs early on
- Multi-tasking and shifting priorities smoothly
- Meeting deadlines while maintaining quality
The ability to manage complex projects, break initiatives into tasks, and avoid dropping balls is crucial for content managers to be successful.
Trend Analysis
Content managers need to stay on top of trends shaping their industry. By analyzing trends, they can create proactive strategies versus reactive ones. Important skills include:
- Conducting research to identify emerging trends
- Understanding new and changing consumer behaviors
- Anticipating how trends may disrupt existing strategies
- Incorporating trends into audience profiles
- Validating assumptions through testing
- Separating lasting trends from passing fads
Keen trend analysis skills help content managers create innovative plans before competitors. This keeps content fresh, relevant and high-performing.
Data and Analytics
Today’s content managers must be data-driven to optimize content. Strong analytics skills are essential for turning data into strategic insights. Key skills include:
- Selecting the right key performance indicators (KPIs) to measure
- Leveraging tools to track content metrics
- Analyzing metrics to identify high/low performers
- Pinpointing optimization opportunities
- Creating reports and recommendations
- Measuring content’s business impact
By leveraging data, content managers create targeted content that performs. Solid analytical abilities help turn content into a revenue driver.
Creativity
While content managers focus on strategy, creativity remains important. After all, they oversee content creation day-to-day. Key creativity skills include:
- Brainstorming innovative content ideas
- Thinking outside the box
- Using storytelling and visuals for compelling content
- Conceiving new content formats
- Tapping imagination to engage audiences
- Collaborating with creative teams
Content managers draw on imagination to develop unconventional, stand-out content within strategic parameters. A touch of creativity provides an extra edge.
Technical Skills
Depending on their role, content managers utilize a variety of technical tools and skills:
- Content management systems – For publishing and managing content workflow. Examples: WordPress, Drupal, Adobe Experience Manager.
- Social media management tools – To coordinate social content across platforms. Examples: Sprout Social, Hootsuite.
- Email marketing tools – For creating and distributing email campaigns. Examples: Mailchimp, Constant Contact.
- SEO tools – To optimize content for search ranking. Examples: Moz, SEMrush.
- Web analytics tools – For tracking website performance data. Examples: Google Analytics, Adobe Analytics.
- Content collaboration tools – To support team content creation. Examples: Google Drive, Basecamp.
Technical skills allow content managers to more efficiently manage the content workflow and glean data-driven insights.
Video Production Skills
Video content is exploding, so video production skills are increasingly valued for content managers. Key skills include:
- Developing video content strategies and calendars
- Writing scripts for corporate videos, tutorials, etc.
- Producing quality videos on modest budgets
- Optimizing video SEO with titles, tags, etc.
- Leveraging video analytics to improve quality and performance
- Promoting videos across digital channels
As video grows, content managers must know how to cost-effectively produce engaging video that performs. Even basic production skills are becoming mandatory.
Knowledge of Content Best Practices
Knowledge of best practices for creating, optimizing and promoting content is essential for content managers to lead effectively. Important knowledge areas include:
- Content optimization for search, social media, etc.
- Principles of effective content marketing
- Methods for repurposing content across formats
- Techniques for boosting content engagement
- Principles of customer experience and journeys
- Accessibility and inclusive content practices
Understanding proven content approaches allows managers to set pragmatic strategies and guardrails for their team.
General Leadership Skills
As leaders of content teams, content managers need strong general leadership abilities including:
- Coaching and mentoring content creators
- Resolving team conflicts
- Motivating team members
- Setting clear expectations
- Fostering team culture and morale
- Developing staff skills and careers
Content managers must be well-rounded leaders to get the best work from their team. They empower their people to excel.
Conclusion
Content managers wear many hats given the strategic nature of their role. A breadth of skills in writing, strategy, leadership, data, and more are required. Strong content managers have excellent project management skills while thinking creatively. They balance tactical execution with big-picture vision.
Hard skills in creating and managing content are essential. But soft skills in communication, teamwork and analysis set truly effective content managers apart. Those who leverage both hard and soft skills drive business success through targeted, impactful content.