Creating content is a full-time job. To treat it as anything less than is to guarantee other priorities taking precedence over your inbound efforts, slow (if not completely stalled) content production, and a lack of commitment from your team.
“But my hands are filled already, there is no way I can make time in my schedule to handle all of this.”
We completely agree, which is why your next step is to hire a full-time content manager.
What Is a Content Manager?
Your content manager is the “owner” of your inbound and content efforts, so they don’t get deprioritised and stuff actually gets done.
They can go by many names; chief content officer, content marketing manager, content manager, chief storyteller, brand journalist, inbound marketing manager, content creator etc.
You can call them whatever makes sense for your company; the important thing is that you have this dedicated person within your organisation.
What Does a Content Manager Do?
Here is an example of what a “successful” week for a content manager might look like:
- 5 to 15 hours: Creating at least three new pieces of content.
- 1 to 3 hours: Email marketing for the company.
- 3 to 5 hours: SEO, analytics, etc.
- 1 to 2 hours: Social media and community building.
- 3 to 5 hours: Creating premium content, including pillar content, eBooks, webinars, templates, etc.
- 2 to 4 hours: Website enhancements, such as new pages or placing calls-to-action.
- 3 to five hours: Continued education and training, e.g. online certifications.
- 2 to 4 hours: Meeting with the sales team for brainstorming, training, and more.
This is by no means a complete list, nor is it reflective of how you might structure this role so it works best for your company.
10 Qualities Your Content Manager Must Possess
The best content managers are those that embody the following qualities:
- They love to write.
- They’re a skilled editor.
- They’re excellent interviewers.
- They “get” social media and embrace it.
- They have solid video editing skills.
- They’re likeable.
- They know what makes people tick.
- They’re organised and goal-oriented.
- They’re obsessive about reporting and analytics.
- They’re an out-of-the-box thinker.
As a note, some of the best content manager hires we’ve seen — including for ourselves — are journalism graduates.
Here are a few activities you consider adding into the hiring process for this role:
- Give them a poorly written blog draft and ask them to edit it.
- Give them one outline for a single article and ask them to write two different articles from it.
- Give them a list of blog titles and have them list all of the interview questions they would ask a subject matter expert for each individual topic.
- Give them a question that is to serve as the topic for a blog article. Then, have them interview you and return a completed blog (or video) addressing that question within 24 to 48 hours.
Also, don’t forget to ask about their personal interests. Do they do any writing for fun or professional on the side? Do they love to edit videos in their spare time? Do they have a well-established social media presence?
You want to find that person who not only can excel in a demanding role, but also is a passionate, creative individual who genuinely is excited about what they will be doing.