In other publications we have already told you about what content marketing is and what it is for. A Content Manager is precisely the person who creates, organizes and publishes this information in blogs and social networks. This is a little-recognized profession, as it is still believed that the job of the content manager is simply to write. Today we are going to show you what a Content Manager is and their role in the marketing world.


This professional is the one who manages the contents of a company. It can be he who also creates them or someone else who is responsible for their creation. In any case, the Content Manager is the content juggler. His job is to create, position, publish and share publications based on a marketing strategy defined by the company.

As mentioned before, a Content Manager does not have to be a copy or a copywriter (although sometimes it is the same person). The main differences between these two professionals are:

  • A copy is responsible for the writing of the contents that are commissioned by the brand.
  • The content manager is the one who decides which contents are to be generated and which are not, where they are going to be published and when, how their SEO positioning will be, etc.

These differences mean that both professionals need specific training for each case. The copy must have training in journalism and creation of digital content. Their knowledge will deal with certain topics in which they will have specialized, as well as the correct knowledge and use of the language. Languages also contribute to the copy curriculum.

In the case of content managers, their training will be much more oriented towards digital marketing, companies and social networks.


In order to know this profession better we will put ourselves in the skin of a content manager within a company. The first thing you have to do is define a content strategy according to business objectives defined by the brand.

To do this, the content manager is in permanent contact and communication with the marketing department. In the many meetings they have to be clear:

  • The goal to reach with a specific marketing strategy.
  • The target audience towards which the commercial actions of the company will be oriented. This is where you can even define the profile of the buyer
  • The type of content needed to attract the attention of the audience.
  • The creation of a publication calendar that includes both the periodicity and the online sites on which they will be published.

After these first contacts and decisions, the content manager meets with his team of editors to transmit them:

  • Information about the companies or brands for which they are going to write.
  • The theme of the content and its keywords.
  • The editorial line to be followed in each article.
  • How to generate valuable content.
  • The calendar of publications with the deadlines to be met.

All this work must be carried out by the content manager through continuous supervision and coordination of the editorial team. Finally, a good content manager must always be measuring and implementing the results generated by its publications.


A Content Manager System or CMS is an essential software for many content managers. Its operation is really simple, which allows anyone without programming knowledge to handle it perfectly.

This content tool makes the content manager's job much easier. Each CMS is specific to a type of online site.  There are CMSs for web pages, for blogs, for social networks, etc.  Each professional has to choose the Content Manager System that best suits their work needs.

The main advantages of using a well-adapted CMS are:

  • It can be used by anyone in the company without the need for specific training in web programming.
  • It allows the control of different aspects that improve considerably the SEO positioning, as well as the indexation.
  • It has a high degree of customization and can be adapted to the requirements of the website or blog. In other words, it allows new functions and uses to be added as the need arises. In fact, around CMS there is a large community of users working to improve this software for content management.
  • The previous point makes a CMS program scalable.
  • Its security protocols and encryption are constantly updated which makes CMS a fairly secure tool for the company.


In order to carry out a good content strategy it is essential that the content manager does not fall into certain errors that can ruin the business objectives:

  • Work without a previously organized content calendar. Without dates, deadlines or an organization, it will be difficult for our contents to generate value.
  • Perform a SEO positioning full of keywords oriented more to satisfy search engines such as Google than our own customers. Think about what your audience wants and orientate publications based on their most used keywords.
  • Create content and not measure its scope. In a marketing strategy such as this one, it is extremely important to constantly check the reactions generated by the publications. If the content manager is not able to measure the results of his own content strategy, all the rest of the work will have been wasted. We may be investing time and money in publications that aren't really useful to the company.

The role of the content manager is fundamental for companies and their marketing departments. Their good work can make a difference.

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