Content Manager

Contents

• Role of the Content Manager
• Main Responsibilities
• Key Skills of a Content Manager
• Demand for the Profession
• How Much a Content Manager Earns
• Where to Study to Become a Content Manager

Role of the Content Manager

A content manager is a professional responsible for creating, planning, and publishing content on various digital platforms. Their main task is to attract and retain an audience through a variety of formats, such as text, images, videos, and audio materials. Although content managers are sometimes confused with SMM managers, they are different roles. An SMM manager focuses exclusively on social media, while a content manager works with various websites and resources, including online stores.

Unlike an SMM manager, who develops promotion plans and interacts with bloggers, a content manager is often focused on the essence of the content itself and does not engage in its promotion. However, even among employers, there is often confusion about these roles, leading to both professions being used interchangeably in job postings.

Main Responsibilities

The responsibilities of a content manager can vary significantly depending on the needs of the company. In some cases, they develop a content plan, choose topics and formats for publications based on audience interests and business goals. In others, they work according to a pre-prepared plan, creating content either independently or with a team of copywriters, designers, and other specialists.

A content manager also often collaborates with SEO specialists to optimize content and increase its visibility in search engines. Their tasks may include project management, publishing materials, and analyzing their effectiveness, including studying metrics such as views, reposts, and comments. Depending on their position, they may also be responsible for specific tasks, such as filling out metadata in publications.

Key Skills of a Content Manager

Professional Skills (hard skills)

• Working with Text: Copywriting and editing skills are necessary to evaluate the work of authors.
• Graphic Editors: Knowledge of Figma, Adobe Photoshop, and Illustrator can be helpful for working with images.
• CMS: Experience with platforms such as WordPress and Tilda for publishing content.
• HTML: Basic HTML skills will assist in formatting materials.
• SEO: Knowledge in SEO is essential for optimizing content and attracting traffic.
• SMM: Ability to create posts and work with social media algorithms.
• Analytics: Skills in using tools like Google Analytics and Yandex Metrica to assess content effectiveness.

Personal Qualities (soft skills)

• Management: Effective planning and control of team activities.
• Communication: Ability to establish interaction with colleagues and partners.
• Attention to Detail: Responsibility for the quality of published content.
• Flexibility: Quick adaptation to changes in the digital environment.

Demand for the Profession

The profession of a content manager is one of the most in-demand on the job market. As of October 2023, there were approximately 2900 job vacancies registered on the hh.ru website. Most often, content managers are sought by online stores to work with product listings on popular marketplaces like Ozon and Wildberries. Given the rapid growth of this sector, the number of vacancies continues to increase.

How Much a Content Manager Earns

The salary of a content manager is comparable to the fees of other content specialists. According to DreamJob, the average salary is around 60,000 rubles; however, the range varies from 25,000 to 120,000 rubles, with the most popular offers falling between 30,000 and 90,000 rubles.

Where to Study to Become a Content Manager

For training specialists in content management, the best programs are in "Media Communications," offered by universities such as HSE and MSU. Specialized courses for content managers are quite limited, but one can undergo training in related fields, such as copywriting or SMM management. One of the few courses specifically designed for content managers is the "Content Manager in SMM" program from Skillbox.