How to become a Marketing Manager

Content Marketing Manager: What They Do - And Why They Are Urgently Needed

Benjamin: Today we're talking about why every company out there needs one, at least one, content marketing manager. # 00: 00: 24-5 #

Fabian: Yes, exactly. This is also another typical topic, something that fell at our feet from everyday life, so to speak, because we simply work a lot with content all day and we also notice that there are a few problems there, what concerns the staff, what should develop the content in the company, right? # 00: 00: 46-9 #

B: Absolutely. So today we'd like to talk about why companies need content marketing managers and why the hell don't they hire them? We deal with so many companies, we do a lot of SEO sparring and SEO concepts and we also work with marketing teams, and content marketing managers are simply in short supply. And that is always the biggest problem at the same time, because you can develop the best strategy there, in the end you need a lot, or do you actually always need someone to take care of the content. # 00: 01: 24-0 #

Q: I mean, content is ultimately, if you look at it that way from a performance point of view, is the biggest lever, isn't it? # 00: 01: 32-1 #

B: I think it's always the greatest leverage and above all, content is everywhere. Whether you are now drilling and refurbishing a website in order to get better in search engine optimization, yes, so to rank better for certain keywords. But also if you do social media, or you do a newsletter. A Google Ads campaign also consists of ad copy, yes? So it always works, the content plays in everywhere. And for that you need people who really take care of the texts in a very specific way. And at the same time, I think, content marketing managers do a lot more, we might come to that later, when it comes to the areas of responsibility or the areas of responsibility. Well, if you take a look at a job profile like this. # 00: 02: 19-6 #

Q: Yes, let's go back to that about the job profile. But I think let's stay briefly with the lever and with the topic of content in general. This is also something that was often automated, or at least earlier, when it came to SEO texts or what is published to freelancers, and then the quality is sometimes good and sometimes bad. It's always very mixed. But in general, let's talk briefly again about writing itself, that's yes, so writing first of all takes time. That's not something that you just do, that everyone can do and that you just shake off your sleeve, right? # 00: 02: 53-0 #

B: Exactly, well, I think automated, we're not talking about automated product texts or something, but it's really about writing high-quality, really good high-performance content for users. Who also convinces the users and customers, who also fits the company, the corporate culture and everyone who somehow deals with content or with a brand, who knows that you need so much knowledge for, so to speak, to understand the company and understand customers. And you just have to pour that into speech and text. And there are tons of good freelancers out there, no question about it. But they also easily cost a hundred euros an hour and at the same time I think you need in-house skills in this content work. # 00: 03: 45-2 #

Q: Sorry, that's not specific enough for me yet. So you say: "Yes, someone has to understand the company." But what does that mean in concrete terms? What is a piece of content? Isn't that: I sit down, open my notebook and have a blank page and start jingling. So, that's not content, there's more in it, isn't there? # 00: 04: 02-2 #

B: Yes, of course, so now with regard to SEO, for example, an understanding of the search terms and for the users, for the customers. And then it just has a lot of facets, in the sense of, I'll say, from a blog article to a product text, to a call to action, to a newsletter. # 00: 04: 24-3 #

Q: About a sniffet, about a feature snippet, about no idea what. That is, if you only take Google, the copywriter also has to understand which areas of the content are displayed where in the search engine, for example. But that also applies, maybe in the other direction, back to the company. Knowledge has to be gathered first, doesn't it? # 00: 04: 49-2 #

B: Yes, absolutely, the person responsible for content also speaks afterwards, maybe we will talk about the tasks / with the sales department, with the specialist departments, yes? That's just a lot of interface work. But first of all, in general, I think it is, so the content is an incredibly big lever and at the same time a super big bottleneck, because many companies simply do not have a content manager. # 00: 05: 14-6 #

Q: And what would you call it then? Yes, exactly, we had already said. That's the title of the episode. (laughs) # 00: 05: 19-2 #

B: From our point of view, it's content marketing manager. Also in contrast to the online marketing manager, for example. But I would like to take a step back first, because the online marketing manager or the digital marketing manager, they are already halfway established, I say, yes? But the content marketing manager is actually not a well-known body at all. # 00: 05: 40-7 #

Q: That's a sub-category again, right? So if you were to take that now without the hierarchy. So it's just the one who produces content in the company, right? # 00: 05: 53-2 #

B: Exactly, who really wears this content hat. And I find that sometimes / just like a comparison to the craft. Recently, in another situation, I looked up how many apprenticeships there are actually in the craft. And there are over 130 apprenticeships in the craft. 130, yes? And in online marketing somehow, I don't know, a handful of that, yeah? And everyone is already saying: "Oh, is that complex, but are there a lot of people." Yes? But we would never go to our roofer and say: “Tell me where you just repaired the roof, there is also a problem here at my toilet. Can you go along with that too? "# 00: 06: 29-9 #

Q: Yes. He would say thank you. # 00: 06: 30-6 #

B: The roofer would say thank you and we would never be so funny ourselves and would ask him about it because it is absolutely clear that there is another trade for it. # 00: 06: 41-7 #

Q: Yes, but I think the craftsman example is great. We're not the first to say that writing is a craft, right? Or generally other things that you do digitally that you can transfer a little bit there. And writing itself, I think so too, has a lot to do with craft. You also did an apprenticeship right in this area, right? If you now // you as # 00: 07: 06-5 #

B: Yes, of course. // # 00: 07: 06-5 #

Q: Example takes, right? Maybe you're just telling how you / # 00: 07: 08-9 #

B: Like so many. I wrote all my studies for a daily newspaper and learned to produce, for example, in one go, yes? Well, it's been a couple of years to be honest. But, for example, the printing deadline was at 5 p.m. and then you went to a press conference at 12 p.m., then rushed to the editorial office on your bike and then wrote texts, which were then corrected and adjusted. # 00: 07: 34-6 #

Q: Well, at noon we sat in the cafeteria and drank coffee, now don't overdo it, ey. # 00: 07: 37-9 #

B: No, there you were (both laugh). # 00: 07: 40-6 #

Q: Yes, and you have to produce every day and that is to produce high-quality content at a rapid pace. // That's real work too. # 00: 07: 54-3 #

Q: Yes, but you had to ask the right questions at the press conference // yes. # 00: 07: 55-7 #

B: Yes, everything. # 00: 07: 56-6 #

Q: Just to make it clear again that this is not something that you can just give to someone: "Write something now." But that, yes, what we / we do in part for customers, when we develop content, that's not the way it is. There is nobody on it who does it as a hobby. It's something you've learned, just like I've learned SEO over many years. That's // like # 00: 08: 19-1 #

B: Exactly. // # 00: 08: 19-1 #

Q: I think it's important to say again at this point. And then yes, this combination still makes it possible that you have SEO and this understanding. Yes, ultimately also that the roofer also has to understand what the bricklayer is doing, because he builds the foundation and has to provide the templates for his wood or something, yes? You have to work together somehow. # 00: 08: 37-6 #

Content genres and specialization

B: And now again in terms of text, yes? There are four big genres: text, video, audio, and now I'm a little confused. Text, photo, video, audio, yes, these are the four big categories. Alone when I look at text. In my early days I have learned a lot of editorial copywriting. But there is also copywriting, i.e. advertising copy, and there are technical editors. There are ghostwriters who are more likely to write speeches. Yes? So there are so many specializations again. Just write microcopies, yes? UX copywriter, there are so many specialists in the text area alone. And that just shows how much it differentiates itself. # 00: 09: 27-5 #

Q: Well, I now have to switch off everyone who is about to switch off and say: “Wow, this is too complex for me, this whole box and if I have to transport it to my company, it will be incredibly difficult. Afterwards we also have / # 00: 09: 40-6 # in the solution corner

B: Let's get to it in a moment. # 00: 09: 41-0 #

Q: Yes, let's get to it. I think it is, it sometimes kills you a bit, when on the one hand you want texts, of course, good texts and now you think about it: Okay, now I really need a specialist for that too. Maybe even in-house. Yes? But I think / you know us, we will also deliver the solutions afterwards. So don't worry now that you will somehow be left out in the rain here. But we still have a third topic a bit, right? As far as the companies themselves are now concerned, no, to get that twist too. How do I formulate a job profile or something like that if I have such requirements, yes? First of all, you have to know that these requirements even exist, right? # 00: 10: 27-8 #

B: Exactly, I also think that's the difficult thing, because the content marketing manager now has a job profile, there is no professional association, yes, or something like that, which defines that. For example, the social media managers have come a long way, they have a federal association for community management for digital communication and social media, that's what I think. And they have, for example, correctly developed job profiles for: What does a social media manager do, what does a community manager do? So, that doesn't exist yet for content marketing managers, for example. Yes? And out of this situation, people often get excited about how many requirements there are in such a job profile. And I think it really happens out of ignorance. So it is just out of ignorance, all claims are packed into it, everything you need, so to speak, yes? From web analysis to programming to writing texts, something like that, right? That is one thing, the one development and the other is that a lot of all-rounders are tried to be hired. Yes? # 00: 11: 33-8 #

Q: Yes, and then they should join in the text, right? # 00: 11: 36-2 #

B: Exactly, but I think an online marketing manager, for example, an online marketing manager. Yes? Both are female content marketing managers - there are a lot of women in this field too. So, from my point of view, an online marketing manager takes care of an ads campaign, a large ads campaign or large social media ads campaigns. Or they care, they often take part in the subject of web analysis. # 00: 12: 02-9 #

Q: She does a lot of project management too, right? # 00: 12: 05-6 #

B: They all do project management anyway. # 00: 12: 08-1 #

Q: If there is still an agency involved and then something // needs to be changed on the website. They have a lot on the table. # 00: 12: 13-4 #

B: Exactly, they are real project managers and they often get drunk in project management too. And then to say or to say to someone like that: “Please write down so many texts every day. Wow, that is / I know from my own experience how difficult it is to focus and really write texts. A lot of people just get drunk. And if you have to do that quickly on the side, it just falls down the back. # 00: 12: 43-2 #

Q: Well, I think that's such a shame, no, often. So we always see in the concepts that we make what kind of potential lies in the markets that our customers serve, right? And what a train volume there is. And what you can tear there. And then we work it up together and then, yes, how can we do that? And what could our content plan look like and such? And when this bottleneck comes and you say: “Yes, and how can we do that with the content?” And then things don't get going. And then after half a year you ask: “How much have you done now?” “Yes, we have produced a piece of content.” With hanging and choking, that was really difficult to get at everyone and so on. Yes, and then you say like this: “Yes, but actually you should have produced thirty to put a little pressure on the slopes."Yes, but that just got stuck in the processes." Ne? Because there was so much on the table and because maybe the online marketing manager had to write the text too and she just couldn't get around to it. And that's really a shame, because the potential just remains there. Even if we worked out beforehand what potential there is and what the timetable could look like, right? # 00: 13: 57-6 #

B: And vice versa, if there is someone who says: “I will write the lyrics here.” Then, when that becomes clear in the kickoff, then it is always clear that the project will be good. Then it whispers. # 00: 14: 10-2 #

Q: That's awesome, isn't it? I think that's a blatant statement. # 00: 14: 12-6 #

B: Either there is really someone in the company who says: "I do the texts here." So some kind of content marketing manager is already there, or at the management level, the manager is really clear: I will do this now. So when, for example, small companies really or solo preneurs say, for example: “I'm going to do this now because I believe in this content marketing.” And who prioritize it so high for themselves, so to speak, that they just go ahead and do it . So, right? # 00: 14: 41-6 #

Q: Yes, but with companies, I mean, now you're opening the solo preneur corner again, they work differently, in my opinion. They allocate their resources completely differently and they live from the fact that they produce content and they can do that too. And they also have their own processes. But I think if you say: “If there is a large team in the company, if there is a large team at the kick-off, or at least a team with three or four colleagues and someone is there who writes content, then it goes crazy. And how neglected this content corner is often. That there is nobody there and nobody at all and "you can still go along with that", but I think that we also have a steep thesis when we say that it usually only works with SEO if someone is really there who is full-time handcrafted content writes. # 00: 15: 27-6 #

B: Yes, or the one that is clearly defined, I shall say, has a slot. Not just a slot, but where that really is / # 00: 15: 38-3 #

Q: It really has to be more than a slot. So that is, I think. How much do you need One day a week, that's always like this: hm (doubtful). And then there is always something else. And then it's fair again and then other things have to be done. So these are mostly really people who write. Now we've wandered a bit towards the solution, right? # 00: 15: 58-7 #

Content Marketing Manager Profile

B: Exactly, I would like to talk a little bit about profile.
So what kind of profile does such a content marketing manager have in general and what kind of tasks are actually up for grabs? And when it comes to the tasks, we have four large areas that I just roughly sketched out. # 00: 16: 19-1 #

Q: Yes.What is the profile? So content, content is such a huge topic, as I said earlier: text, photos, video, audio, these are the four main focuses. And from my experience, with everyone I deal with, including freelancers or whatever else is out there, someone often has a focus, for example someone is good at text and can then have another competence also cover with it, maybe. Yes? So text and audio, yes? So you do text and a podcast. Or text and you can also take photos quite well, yes? So. But one thing that you can really do really well in depth and the other genres that you have so roughly mastered or understood. Well, I've never seen someone who can write really well, take really good photos, shoot a few videos on the side and then also produce a podcast. (laughs) It's easy / I've never seen it before. One of these four great genera and the others just fine. But seriously, if that's really a professional profile, for which there are training courses or where you have to study for a long time in order to be able to do that, then that's not surprising, is it? What roofer is there who also does plumbing? So that really is / The difference between video and text, these are worlds. Well, no, if you do it really professionally. Yes? Because the video person knows the technology, equipment, cameras, no idea what, lighting, scripts. That's something completely different from how you told them, how you learned in the editorial office, so to speak. So my experience is, I find that there is only ever one competence in which you are really technically outstanding and can also work effectively. # 00: 18: 09-2 #

B: Yes, for example with me it is like this, I can research and develop a world of images for a website and I can also discuss a world of images with a photographer. But I would never presume to actually get really professional high-end corporate photography. It's just a discipline in itself, right? And when you work with a professional photographer and he comes around the corner with ten thousand euros of equipment in his backpack and then just has, I don't know / takes eight hundred photos, and then pulls out the five best. Which you then use across all channels, yes? Or ten or twenty pictures, what do I know. So that's just a job in itself. So this, one genre in depth and understanding of the other, that is content. And for me, marketing means this basic understanding of marketing, what is marketing, that is clear, but also dealing with the tools. Yes? So with online marketing tools. So that you also know your way around Google Analytics. That you can use a ranking tool or understand how a keyword tool works. You mentioned website earlier, right? That you also have CMS knowledge. So that you have access to a website and are also able to change something in a Typo3 or in a WordPress and also to be able to change something. So to have fought for the right, so to speak, yes? (laughs) I think that's the two big areas. One is content and the other is marketing. # 00: 19: 50-3 #

Q: Yes, I just remembered something, I forgot about it. Go ahead. # 00: 19: 54-4 #

B: I'll hit it again / the last thing that comes to mind about marketing is, I also think you need platform knowledge. So online marketing or content marketing is so big and I think that's pretty demanding, but you also have to know how a platform like LinkedIn works, for example, which formats, which content formats work on it? What kind of content formats work in SEO, yes? So everything always relates to content. So that's the trick. # 00: 20: 27-9 #

Q: And the interest in it too, right? But that's clear. So I find where you can maybe take a little pressure off, I think, dealing with tools and a ranking tool just like that. The tools are really extremely complex, right? And now the content marketing manager is supposed to push a 1,200 euro SEO tool budget through to the boss. It's difficult, right? So sometimes it is also about requesting these analyzes in SEO and // saying: "I would like to take care of this content, please do an analysis for me using the keywords on the topics TF IDF, for example." Yes? That understanding again. Yes? So I would, to take some pressure off that you have to do it all yourself, but maybe it's also about saying: This is too complex for me, but that is important for my work. That you might also take care of it as a content marketing manager: “I now need an SEO by my side. I now need someone to develop it for me, either in-house or through an agency, through a consultant, no idea. ”But also, no, then this understanding, for the size, for the other genres, so to speak, is back on the agenda Begin. # 00: 21: 36-8 #

B: Absolutely. And when an online marketing manager arrives and says, “Look here, this is my ads campaign and these are the ad copies. What do you think of that? ”And they convert well, then of course a constructive conversation emerges from it and at the same time nobody expects, or I would say, a content marketing manager doesn't have to familiarize himself with Google Ads and the advertising system understand in depth, yes? # 00: 22: 03-2 #

Q: No, but then you just need the process, right? # 00: 22: 05-7 #

B: Yes. # 00: 22: 06-0 #

Q: That the content marketing manager knows which campaigns are running, which landing pages do we have for example? And that she is then responsible for creating the red thread from the ad copies to the landing page, yes? That is coordination again. And that the ad copies are not written by the ads expert, that, I think, is the shift, is the mind shift, yes? Because someone who knows about Google Ads is not necessarily the best copywriter. Yes, I say that from my own experience. (laughs) So when we set up ads campaigns, I'm the online marketing manager. I set up the campaign and then you get the Excel from me and then I say: "Please write ad copies here for these ad groups." And then you do that and not me. # 00: 22: 57-0 #

B: Exactly. And it's the same with SEO. So when the SEO says: "Look here, something has changed in the algorithm." Or I see that with certain keywords we are well received with the and the formats, so to speak, that you just go to the website and work on it like that , the content person, yes? # 00: 23: 19-2 #

Q: That means that the content person is working, if we now // briefly go to the tasks, what is he doing anyway? We have already touched on a lot, but maybe we will stay a little bit now in the area of ​​SEO and in this concept, right? # 00: 23: 34-5 #