Content Manager Skills: Definition, Examples and Tips

Updated 8 November 2022

A content manager is typically responsible for overseeing the creation and distribution of content. They work in a variety of organisations to develop content for their target audience. If you're considering a content manager career or are currently applying for roles in content management, understanding the necessary skills for this role is essential. In this article, we define content manager skills, provide some examples, outline steps to improve them, describe skills for content management in the workplace and identify how to highlight these skills on your resume, cover letter and job interview.

What are content manager skills?

Content manager skills are the various skills required to work effectively in the role. They include a combination of both hard and soft skills. Technical skills focus on job capabilities, while soft skills relate to how you work. An example of a hard skill for a content manager is understanding how to operate various content management web-based systems. Relevant soft skills in content management include strong communication, leadership, teamwork and close attention to detail.

Examples of content management skills

The following are some examples of useful skills for a content manager career:

Communication

Strong written and verbal communication skills are essential for content managers. This role typically coordinates regularly with team members, colleagues and clients. Actively listening to the needs of various business units to deliver content can ensure the results are meeting the targets.

Writing

Many content managers begin their careers as content writers, so strong writing skills are essential. Writing a well-crafted copy with strong headlines, subtitles and calls to action can help drive business results. Working as a content manager also requires excellent editing and proofreading skills, rewriting the copy where necessary. Thus, excellent attention to detail is essential.

Project management

A basic understanding of different project management methodologies or methods is valuable as a content manager. Depending on the organisation's size, some content managers may work on promoting various products or services to different audiences. They can also work with internal teams. Developing efficient processes to manage content is essential to ensure everyone understands their tasks, dependencies, deadlines and targets.

Understanding of online systems

Many content managers are responsible for content on websites and social media. A good understanding of HTML and experience with different content management systems and social media platforms are helpful. Learning best practices for social media posts regarding calls to action and word counts is also vital to help drive conversions and traffic to an organisation's website.

New media

New platforms are constantly emerging for sharing content, so it's essential to stay updated with the latest media. Many content managers use a combination of traditional copy with mixed media, such as videos, to help distribute their organisation's campaigns. Understanding the proper channels to share content and being flexible in introducing new channels can help ensure content reaches the right audience.

Strong analytics

Understanding the impact of content is essential to determining performance. Using analytics to review website traffic, open rates, click-throughs and engagement with social media helps shape future content creation strategies. In addition, analysing results allows content managers to update content regularly and test new ideas.

Understanding of the target audience

It's important for content managers to understand their audience's needs and wants. Working closely with in-house market research teams to enhance their knowledge of various audiences is helpful. Learning about the audience can help a content manager to create content that resonates and drives them further down the marketing funnel.

Organisation

Organisation is an important skill in content management. Depending on the organisation's size, content managers publish different content to various audiences, using multiple channels daily. Establishing a publishing schedule that details the type of content, channels and responsibilities is essential for distributing consistent messaging. Content managers are also typically responsible for keeping content current, so managing a calendar for reviewing and updating content promptly is also crucial to ensure it remains relevant and accurate and aligns with brand guidelines.

Leadership

Content managers are typically responsible for managing a team of writers. Solid leadership skills to motivate, guide and coach staff are useful to improve operational efficiency for an organisation. Being empathetic and having good self-awareness can also help build collaborative teams with positive attitudes.

How to improve your skills as a content manager

If you're interested in improving your skills, consider following these steps:

1. Explore training opportunities

Exploring further training opportunities is useful to improve or refine your skills. For example, your organisation may offer professional development training opportunities, or you may find external training relevant to your role. Many online certifications are available, including digital content and workflow mapping, so they're easily accessible. To choose the best training, consider which areas of your job role you'd like to improve or any areas that may help to progress your career.

2. Stay current with industry best practices

Researching best practices or current trends can help improve your skills in content management. You may discover new ways of working or new technology that is helpful in your role to improve efficiencies. For example, you may find a new content management system that allows you to distribute content across more channels or discover a new workflow system that helps assign tasks more evenly to your team. Look for industry blogs or other online articles to find the latest information or consider joining a professional group relevant to your role or industry.

3. Establish a network

Networking is an excellent way to improve your skills. It offers insights into how other content managers work, their challenges and opportunities for creating current content to reach new audiences. For example, your network may recommend new channels to reach a type of audience you haven't considered previously. If you're seeking a new role, networking is also a great way to learn about new job openings or find a mentor to support your career progression.

Content manager skills in the workplace

As a content manager, you typically use a variety of skills to perform your day-to-day activities. The following are some tips to consider when showing and improving your skills in the workplace:

Ask for feedback. Asking for feedback from your manager or colleagues can help you understand how you can improve. Feedback also allows you to focus on specific skills, such as project management, to improve and determine the appropriate ongoing professional development.
Set goals. Setting specific and measurable goals in collaboration with your manager can help show your commitment to your role and dedication to the business.
Look for a mentor. A mentor is excellent at helping you learn new skills and refine existing ones and can also guide you with your long-term career goals and offer new insights. If you're looking for a mentor, try to find someone outside your organisation to provide an impartial and balanced view when giving feedback.

How to highlight content management skills

Consider using the following tips to highlight your skills:

Content manager skills for a resume

When writing your resume, include a good mix of hard and soft skills to help demonstrate your abilities. Creating a dedicated section on your resume helps show a hiring manager your capabilities. Consider making a subsection for your hard and soft skills so the hiring manager can identify your technical abilities and personality traits to determine whether you're a good match for the role.

Content manager skills for a cover letter

Your cover letter is a chance to expand your resume and provide examples of your achievements and key responsibilities in previous roles. As an experienced content creator, it's also an opportunity to show a hiring manager how well you write. Incorporate adjectives when describing your achievements to provide context about your skills. Consider such words as accomplished or achieved. When describing your abilities, use words that reflect your work so you can provide more information if you get an interview.

Content manager skills for an interview

Preparing for your interview is essential, so consider formulating some examples showing your skills. Aim to match these skills to the job description. Focus on your impact in previous roles, incorporating figures or data that prove your accomplishments. For example, you may wish to focus on the sales that your social media campaign generated.