As a business owner or CEO, you’ve likely spent countless hours and dollars on marketing efforts that just don’t seem to deliver the results you’re hoping for. You’ve tried agencies, freelancers, and various experts, but something’s still missing. What if there was one change you could make that would transform your marketing efforts and truly connect with your audience?
Enter the content manager – your problem-solver for marketing success.
At IMPACT, we’ve worked with hundreds of companies around the world, helping them revolutionize their marketing and sales strategies. And time and time again, we’ve seen the incredible impact that a dedicated content manager can have on a business. But we understand the hesitation. You might be thinking, “Do I really need another full-time employee? Can’t I just keep outsourcing?”
Let’s dive into why a content manager could be the game-changer your business needs.
The Content Manager: Jack-of-All-Trades, Master of Your Brand
So, what exactly does a content manager do? As John Becker, Coach and Director of Content here at IMPACT, explains:
“We use the term content manager. But this person might be called a content writer or a content director, a content marketing manager. And I think in some ways you can almost think of it as a communications director.”
At its core, a content manager can be responsible for:
Content Creation: They produce educational content for your website, including blogs, articles, buyer’s guides, and case studies.
Website Management: They ensure your messaging is on target across all pages.
Social Media Management: They handle social posts and maintain your online presence.
Video Scripts: They craft compelling scripts for your video content.
Newsletters: They create engaging email content to keep your audience informed.
In essence, anything written that represents your brand falls under the content manager’s purview. It’s a substantial responsibility, but one that can transform how you communicate with your audience.
In-House vs. Outsourcing: What’s Better For Your Business?
Many companies rely on outsourcing for their content needs. It seems cost-effective on the surface, but is it really?
When you add up all the different marketing expenses – the SEO agency, the freelance writers, the social media manager – you might be surprised to find you’re spending more than you would on a full-time content manager’s salary.
But it’s not just about the money. It’s about the quality and consistency of your brand voice. An in-house content manager becomes immersed in your company culture, understands your products or services inside and out, and can react quickly to market changes or customer feedback.
As John explains, “If you have a content manager or a videographer on staff, you can suddenly get things turned around way more quickly. And as we always say to our clients, that means a lot more content gets produced. You’re able to just tackle more topics, post on more sites, explore more platforms.”
The Mindset Shift: Education is the Future of Marketing
At IMPACT, we believe that the way people buy has fundamentally changed. As John puts it:
“The future of marketing is education. People want information to make a decision, and if you are the one who offers that information, you build a relationship with a customer.”
This is where a content manager becomes invaluable. They’re not just churning out promotional material; they’re creating educational content that builds trust with your audience. In a world where consumers are increasingly skeptical of traditional advertising, this approach sets you apart.
“There are plenty of marketing tips and techniques out there that are about gimmicks and hacks and, you know, kind of trickery,” John notes. “And endless customers is the absolute other end of the spectrum. It’s about sincerity. It’s about honesty. It’s about candor. It’s about transparency.”
Finding the Right Fit: What to Look for in a Content Manager
So, you’re convinced. You’re ready to bring a content manager on board. But what should you look for? John suggests:
Writing Experience: Look for journalism or English graduates who can produce content quickly.
Inquisitiveness: You want someone eager to learn about your industry and business.
Motivation: Self-starters who can take initiative are invaluable.
Coachability: The ability to learn and grow into the role is crucial.
Remember, the person you hire on day one will likely be quite different from who they become after a year in the role. They’ll grow with your company, becoming an integral part of your brand voice.
The Power of Coaching: Optimizing Your Content Manager’s Success
While hiring a content manager is a great start, pairing them with a coach can accelerate their growth and effectiveness.
A coach provides accountability, shares best practices, and helps your content manager avoid common pitfalls. This outside perspective can help compress years of learning into months, getting you better results faster.
This coach can also refer to other current and previous clients, even in different industries, to let you know what has worked well for others. This can create much needed inspiration that your content manager wouldn’t have otherwise had.
The Reality: It’s Easier Than You Think
If you’re feeling overwhelmed at the prospect of hiring a content manager, take heart. It’s likely easier than you think. John shares:
“A lot of CEOs come into hiring for this role and think, ‘I’m never going to find this person. This is going to take forever. This is going to take me weeks to even get a job posting out there. Then more weeks through interview onboarding. We’re talking about someone who’s not going to be up and running for months, right?’ And that couldn’t be further from the truth.”
In fact, with the right approach, you could have quality candidates within days, and a content manager hired and producing content within weeks, not months. And remember, the best way to learn is by doing. Get your new hire creating content right away, and they’ll quickly find their groove.
The Bottom Line: Invest in Your Brand’s Voice
Your content is often the first interaction a potential customer has with your brand. It’s how you build trust, demonstrate expertise, and set yourself apart from the competition. A dedicated content manager allows you to take control of this crucial aspect of your marketing.
As John puts it: “A content manager allows you to personalize and control that brand better than if you work with an agency. I think in the age of AI- and AI is really important to a content manager. It’s absolutely a supercharger. They should be using it in various ways. But ultimately a content manager is a personalizer of your brand.”
So, if you’re tired of pouring money into marketing efforts that don’t seem to move the needle, it might be time to consider bringing a content manager on board. It’s an investment in your brand’s voice, in building genuine connections with your audience, and in setting your business up for long-term success.
Ready to take the next step? Reach out to us at IMPACT. We’re here to help you navigate this transition and unlock the full potential of your marketing efforts. Let’s create endless customers together.
Connect with John
John Becker is a coach, trainer, marketer, speaker, and writer. A New Haven-area native, John studied at UPenn, Middlebury, and UMass, and has previously worked in both corporate and nonprofit settings.
Connect with John on LinkedIn
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