How to become a content manager
  1. What is a content manager?
  2. The key skills you need
  3. What experience will help you score the job
  4. What does career progression look like?
In 1996, Bill Gates published an essay titled “Content is King”, claiming that, “content is where I expect much of the real money will be made on the internet.” Ringing true in 2023, the value of content cannot be understated. Unsurprisingly, content marketing has become a significant strategy in the realm of modern business, driving demand for the professionals who can unlock the power of content. In Australia, content managers are instrumental in creating compelling content, curating brand identity and carefully managing customer engagement. With the role gaining increasing prominence, more professionals are being drawn to this dynamic career. This blog will dissect the multifaceted role of a content manager in Australia, outlining the essential steps of how to become a content manager. Along with valuable insights, this blog will guide you on your journey to becoming a content king or queen.
Uncover your earning potential in the Robert Half Salary Guide so you can start your salary discussions with the most up to date salary data and insights.
Online marketing tool provider, Semrush, claims that 97% of marketers include content marketing in their marketing strategies. With this in mind, it’s clear why content managers have emerged as a key driver of brand success in Australia. As architects of an organisation’s content strategy, content managers play a pivotal role in aligning content initiatives with the organisation's goals, identity, and target audience. Understanding the intricacies of their role is crucial in understanding how to become a content manager in 2023. These gatekeepers of content oversee the curation and distribution of content for multiple channels and platforms, including websites and social media. Content managers work with cross functional teams and modern tools to optimise content, ensuring that the most relevant audience is met with a strong brand voice. Always analytical and never uneventful, the role requires an ongoing commitment to enhance the effectiveness of content. If you’ve ever wondered how to become a content manager, it’s important to understand the core responsibilities to determine whether your skills, ambitions and qualifications align. Day to day, content managers are responsible for: Developing the content strategy and editorial calendar to drive brand awareness, engagement, and conversion. Writing new copy or, managing a team of content writers to create new content. Ensuring all copy is relevant, consistent, engaging and optimised for search engines. Analysing social media and website metrics to evaluate performance and tweak strategies. Auditing existing content to realign with brand voice, optimising where required. Researching content and keyword gaps to maximise effectiveness. Interested in current job openings and pay rates? Check out Robert Half’s dedicated Jobs Page
Emma Sestic, Associate Director at RH has more than 10 years experience in recruiting and placing marketing professionals. She says thatcomplacency is the biggest threat to success in content management.
"What I always look for in a content manager candidate is an appetite for growth and development. The digital domain is ever changing - I’m always looking for evidence that they are learning, upskilling and keeping their finger on the pulse of industry trends, best practices and up and coming technologies." - Emma Sestic
This proactive prowess can certainly capture the attention of recruiters and hiring managers when applying for content manager roles. If you’re questioning how to become a content manager, it also pays to understand the other factors that can set you up for success.
According to a 2020 analysis of content marketing related job postings in Australia, strategy was deemed the most important skill, with mention in 55% of job offers. Social media skills were equally important with mention in 55% of job offers. Analytical skills followed behind with mention in 33% of job offers. If you’re wondering how to become a content manager, take note of the other necessary skills that are needed to excel in the role: Advanced writing skills – to craft and curate compelling copy (such as blogs) that connects with the target audience while delivering a call to action. Time management and organisation skills – to effectively and efficiently manage the vast range of tasks and initiatives for which they are responsible. Leadership skills – To oversee a team of content writers, inspire relevant and timely content and keep content projects progressing smoothly. Search Engine Optimisation (SEO) skills – to improve organic visibility and boost website traffic through thorough keyword research and search engine optimisation. Collaboration and communication skills – to foster meaningful relationships with the cross functional teams they work closely with, and to ensure all teams are aligned with the content strategy. Technical skills – to deliver maximum impact when tasked with things like: basic coding, design tasks, content management system updates and data analysis. Technical skills also empower content managers to adapt to change and confidently navigate the new software and platforms that emerge in the evolving digital world.
When recruiting for a content manager role, businesses often expect that applicants have some years of experience in content writing, marketing, communications and project management. Often they will require that such proficiencies are backed by a tertiary qualification in fields like: media, communication, marketing or multimedia.  Typically, recruiters and hiring managers will expect that candidates have a solid understanding of the latest digital technology with proven experience working with things like: CMSs, HTML, Google Analytics, Adwords and Facebook advertising.  With the added responsibility of managing a content team, organisations need to be confident that the chosen candidate can lead a team, foster growth and ensure the successful delivery of content projects. If you’ve found yourself wondering how to become a content manager, here are some tips on how to equip yourself with the skills and experience that will pique the interest of businesses: 1. Get a Marketing Related Degree Employers largely prefer candidates with a degree. While a body of work is valuable, degrees help to lay a solid foundation for core competencies like media best practices and professional communication. 2. Get Certified Regardless of your background, education or work experience, a content marketing certification course will ensure that you are up to date with the ever-changing landscape. Certification goes a long way in expanding your content consciousness while showing potential employers that you’re proactive in advancing your career. 3. Embrace SEO SEO is the backbone of content management - understanding it is non-negotiable. SEO’s primary purpose is to help your content rank higher in search engines by integrating relevant keywords. Being unable to carry out this research or, use the relevant tools, poses a significant risk to the effectiveness of your content. 4. Create a Personal Website Why tell a hiring manager about your content management skills when you can show them! Creating and managing a website allows you to gain the practical writing and publishing experience that employers want. The experience you’ll glean from content management systems, asset management and social media platforms will inspire well informed answers during a job interview. 5. Consider Freelancing With your website up and running, freelancing could be the next step in growing your personal brand, experience and portfolio. Don’t be afraid to connect with companies and introduce your services. Any projects you can take on will be a learning experience that can grow your confidence in the field. Employers are always looking for evidence that you can deliver results so, include any successful freelance projects on your website to shine a light on your skills. 6. Apply for entry-level marketing roles While content manager positions are considered mid-level, entry-level marketing positions can help to kickstart your content career. Entry-level roles with a digital focus are a good place to start. Positions such as marketing coordinator or, social media coordinator, can expose you to the mechanics of a digital marketing campaign with focus on SEO, writing and blogging. Always be proactive in your attempts to sharpen your technical and practical content management skills by taking on specific content management responsibilities where possible.
The above steps will go a long way in expanding your experience and honing the skills required to become a content manager. Once you have enough experience, you can confidently apply for your dream content manager role and take on more strategic projects. With the digital landscape consuming all fields and industries, the potential for career growth in Australia is limitless. Typically, content managers can advance their careers through a range of different positions, including but not limited to: Content Marketing Strategist Digital Marketing Manager Brand Storytelling Manager Social Media Manager Digital Content Director Content Development Trainer The dynamic nature of the digital landscape has left many professionals questioning how to become a content manager. This multifaceted role offers the opportunity to shape brand voice, engage with relevant audiences and make a lasting impact in the digital domain. By understanding the steps for success, you can hone your skills and make your mark in the exciting world of Australian digital marketing.
At Robert Half, we can help you find the ideal position to start and progress your career as a Content Manager in Australia. As Australia's first specialised recruitment firm, we have a long history of connecting opportunities at great companies with highly skilled job seekers. Explore our range of tools and career advice resources or upload your resume online and we’ll be in touch.
Robert Half Inc. Australia - English Belgium - English Belgium - Nederlands Belgium - Français Brazil - Português Canada - English Canada - Français Chile - Español China - 中文 China - English France - Français Germany - Deutsch Hong Kong, China - English Ireland - English Japan - English Japan - 日本語 Luxembourg - English Netherlands - English Netherlands - Nederlands New Zealand - English Singapore - English Switzerland - Deutsch Switzerland - English Switzerland - Français United Arab Emirates - English United Kingdom - English United States - English