What is a digital content manager? (With skills and duties)

By Indeed Editorial Team

Published 9 July 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Managers of digital content work to create, improve and monitor digital content that helps companies reach certain audiences and objectives. It's a role that involves the creation, curation and assessment of digital content used for brand awareness and other marketing activities. This type of manager establishes online content strategies, creates the content and distributes it effectively through appropriate channels. In this article, we answer the question 'What is a digital content manager?' by taking a look at the roles, responsibilities and skills of this role and how to become one.

What is a digital content manager?

A digital content manager is a digital content specialist who plans, develops, distributes and monitors digital content for a company looking to reach specific audiences or objectives. It's a role that requires knowledge of online platforms and social media channels, as these are the primary channels to publish content for campaigns. They are also comfortable using the latest marketing tools and applications to measure search engine optimisation and other key marketing metrics.

It's a senior role, so team leadership and project management skills are helpful. One of their core responsibilities is to devise, develop and distribute digital content for specific audiences. This requires an intimate understanding of the company's brand values to set the right tone and reach the right customer base. The role benefits from a blend of creativity and management skills to devise strategies, manage projects and work with a team of content creators.

Related: How to develop a winning social media content strategy

What does a digital content manager do?

Their day-to-day working life is quite varied depending on the industry and company they work for. They typically devise topics and ideas for content before establishing campaigns to create the content. The finished work is then published through digital channels, such as company website blogs and social media platforms. Their work is a blend of management and content creation as they normally perform various edits on the content to ensure it meets the brief of the project and adheres to the company brand guidelines. It's also common for them to create content themselves.

These managers might work on ideas and plans to boost engagement with an audience to ensure they interact with the content created. Another area of their work is monitoring the success of digital campaigns to gauge their effectiveness. This usually involves measuring things like views or clicks on blog posts to determine how well the content performed for a particular audience. To document their findings, they tend to compile data reports that include measurements for the performance of content. Some of their main responsibilities include:

  • performing audits on existing digital content for the company to ensure it aligns with brand guidelines for voice, optimisation and suitability

  • monitoring and researching competitors to find gaps in keywords or content to cover

  • devising various content strategies that work for specific audiences with an aim to reach clear goals such as a set number of site visitors

  • ensuring unity throughout content by promoting a consistent brand voice and identity that aligns with social media profiles

  • establishing a content calendar to create short and long-term content campaigns for different digital channels

  • creating engaging content and working with a team of copywriters to develop content that meets company objectives and brand standards

  • tracking and measuring the performance of digital content with the use of digital tools that measure key performance indicators and metrics

Related: How to create a marketing campaign in 12 steps

Content manager core skills

They benefit greatly from a blend of hard, technical skills and soft skills to perform well. Some of the core skills include:


There are a number of technical skills beneficial for this role, such as the ability to use digital marketing tools and online calendars for campaigns. Staying up to date with the latest digital tools is essential to ensure that created content is relevant and tracked for performance. Employing the right technical skills is also helpful to make the work more efficient and ensure projects meet deadlines.


Strong communication skills are important for the role, as they work across different departments to communicate ideas and updates about campaigns. They interact with low-level staff and senior management, so the ability to communicate effectively with different audiences is useful. To make sure everyone working on a project is up to date with changes to the schedule, both written and verbal communication is useful.


They are responsible for devising new digital marketing campaigns for a company, so a good understanding of how marketing works is essential. This includes things like understanding different audiences, what social media platforms to use, how to create compelling content and finding new ways to target specific customer bases through content. Marketing skills are constantly evolving, so staying up to date with the latest trends and techniques is also helpful.

Project management

Overseeing campaigns and progressing projects to success requires strong project management skills. These managers are responsible for various digital content campaigns and managing these projects ensures they reach outlined goals and objectives. They manage the work of copywriters, web developers, graphic designers and other staff to bring projects to successful completion.

Related: Project management system: definition and advantages

How to become a content manager

Follow the steps below to learn how to become this type of manager:

1. Undertake a relevant degree course

Although not essential, a relevant undergraduate degree demonstrates your skills and suitability for the role to employers. There isn't a specific degree course to choose from, but many that suit the role. Some popular choices include marketing, media studies, journalism and advertising.

Related: What is a project management degree? (With skills and roles)

2. Obtain certifications

A great way to signpost your skills and abilities to employers is by obtaining certifications. There are many relevant certifications to choose from, such as ones that focus on content marketing, project management, digital marketing or search engine optimisation. These certifications provide you with the knowledge that helps you in your role and shows employers you're capable. Some popular choices include:

  • Professional Certified Marketer

  • Project Management Professional

  • Fundamentals of Digital Marketing Certification

Related: Project management: best online courses (with benefits)

3. Create a portfolio

To demonstrate your abilities and experience in content creation, a strong portfolio is a great piece of evidence to show prospective employers. You may make your own website to host your content and share it with recruiters and interviewers. Setting up your own website is also a good way to learn more about this role, as you learn how to use a content management system and share your content through various social media channels.

4. Apply for entry-level marketing opportunities

One of the most popular routes of entry for this type of role is to advance internally at a company from an entry-level position. Start by applying for entry-level roles such as copywriter or digital marketing assistant. You learn about the company values, branding guidelines and other important aspects of the marketing landscape of the business.

Over time, you can ask for additional duties to help you level up in your career. With enough time, you may manage to make it towards a management role at the company, which places you in an excellent position. You can discuss your career goals and aspirations with your manager or the interviewer when applying for entry-level roles. That way, you have a clear path to work towards and assurances that a role is available for you to advance towards.

5. Support the business with content management

While working at your entry-level position, look for additional work and responsibilities wherever possible. This includes helping with content management, editing content and assisting with campaign creation. This approach allows you to grow from within the company and develop your skills. You might find mentorship or shadowing opportunities in the workplace to learn more about the real-world environment of digital content management and what's expected of the role.

Assist wherever you can, whether that's setting up a content calendar or administrative work like uploading new content onto social media channels. It's all useful experience and demonstrates your passion for the role and commitment to the company, improving your chances of career progression in the process.

6. Apply for roles

With enough experience and knowledge of the role gained, it's time to start applying. If you can, try to apply internally at the company you work for. This is useful because they already know your skill level and it won't be necessary to demonstrate your suitability for the role to a new employer. Make sure you have a professional, competent CV that showcases your skills, qualifications and experience in marketing and project management. Try to align your CV with what's in the job description of the advertised position, including key skills and relevant experience.

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