At this point, you should know and understand the value of content marketing to your business long term. But if not, read this article first.
Despite all the amazing benefits of creating and sharing useful content, an overwhelming majority of businesses (including a lot of your competitors) don’t even bother. Why?
Well, to be honest, creating content is a full-time job. To treat it as anything less than is to guarantee other priorities taking precedence over your content marketing efforts, slow (if not completely stalled) content production and a lack of commitment from your team.
I recommend hiring a full-time content marketing manager to alleviate this problem as soon as possible. Remember, content marketing may take time to start showing results, but if done well and consistently, over time it will eventually start to show decent results that pick up more and more momentum over time.
6-12 months is a decent amount of time to expect to start to see the growing ROI of your investment however, sometimes it can take more time dependent on a variety of factors.
What Is a Content Manager?
Your content manager is the “owner” of your content marketing efforts, so they don’t get deprioritized 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, etc.
You can call them whatever makes sense for your company; the important thing is that you have this dedicated person within your organization.
What Does a Content Manager Do?
Here is an example of what a “successful” week for a content manager might look like:
- 20 to 30 hours: Creating at least four good and new pieces of content for your Blog and YouTube channel.
- 1 to 3 hours: Publishing and promoting the created pieces of content.
- 3 to 5 hours: Social media and community building.
- 3 to 5 hours: Continued education and training, e.g. HubSpot certifications.
- 2 to 4 hours: Meeting with you, the marketing and 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.
How Much Should You Pay a Content Manager in South Africa?
Based on PayScale data, an early career Content Manager with 1-4 years of experience earns an average total compensation (includes tips, bonus, and overtime pay) of R170,742 based on 62 salaries. A mid-career Content Manager with 5-9 years of experience earns an average total compensation of R289,821 based on 34 salaries. An experienced Content Manager with 10-19 years of experience earns an average total compensation of R370,868 based on 17 salaries.
The typical skills that affect the salary of a content manager include content management, content creation, video, image and text editing, copywriting, and social media marketing. A good content manager has to be able to build the brand of your company through creating and sharing useful content with your current company audience and potential audience.
12 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 likable.
- They know what makes people tick.
- They’re organized and goal-oriented.
- They are great at putting people at ease and seeing value in everyone they meet
- They’re an out-of-the-box thinker.
- They love learning
- They love teaching
How to Find the Right Content Manager for You
In general, take note of these three sources: Referrals, LinkedIn, and Indeed. If you have other good sources you can think of, add those to this list too. Then, create job listings for those platforms/sources. Have interviews with the people who apply for the job. If there are a lot of applicants, you can add additional “filtering out” steps to only interview the best candidates.
Here are a few activities you should 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?
The role of being a content manager can be very demanding. Hence, 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.