You’re a content development manager. What are the most important skills you need to succeed?

Every piece of content must have a smart goal and a CTA. Otherwise it will never fit into any funnel so it has no value for you.

As a content development manager, the most important skills I've found to succeed are a blend of creativity, adaptability, organization, and effective communication. These skills help in crafting engaging content, navigating evolving trends, coordinating teams efficiently, and ensuring everyone is on the same page. Plus, a good dose of positivity never hurts!

In the realm of content development, particularly within the advertising and marketing industry, the ability to conduct in-depth research and analysis is not just beneficial but essential. As a digital strategist, I leverage tools like Google Analytics 4 (GA4) and Google Tag Manager (GTM) to gain a granular understanding of audience behavior and campaign performance. This data-driven approach ensures that content strategies are not based on hunches but on concrete insights, allowing for precise targeting and optimization of high-ticket client acquisition strategies. By continuously auditing and adapting content based on these insights, businesses can maintain a competitive edge in the fast-paced digital landscape.

A successful Content Development Manager must be a master strategist, adept at conducting thorough market research and competitor analysis. This involves identifying target audiences, understanding their needs, and crafting content strategies that align with business objectives. For instance, a Content Development Manager might analyse trending topics and their competitors within the UK market by using tools such as SEMRush and hrefs, a starting point for every content strategy.

Particularly within the advertising and marketing industry, the ability to craft content that not only engages but also converts is paramount. As a digital strategist like myself, it's essential to intertwine SEO best practices with data-driven insights to enhance content visibility and effectiveness. Leveraging tools such as Google Analytics 4 and Google Tag Manager, I ensure that content is not only compelling but also measurable, aligning with the strategic goals of high-ticket coaching clients. This approach guarantees that every piece of content serves a purpose in the broader data-driven marketing strategy, ultimately leading to informed decisions and substantial business growth.

The fusion of communication and collaboration is paramount. As a digital strategist, my approach hinges on leveraging data-driven insights to foster team synergy and client engagement. By integrating tools like Google Analytics 4 and Google Tag Manager, I ensure that every piece of content is not only compelling but also meticulously tailored to track conversions and user interactions. This precision in measurement and analysis underpins the collaborative efforts, enabling us to refine strategies and amplify the impact of our communication efforts in real-time.

The thing that is most often forgotten by content creators is distribution. And that requires a considerable amount of creativity. For each piece of content you create, you need to draw clicks back to that page. Create a distribution machine - turn the piece into a series of tweets, an infographic, a linkedin carousel, a podcast episode, an IG reel, a short tiktok and a long YouTube video.

Innovation and creativity are at the heart of compelling content. A Content Development Manager should foster an environment where new ideas flourish, whether through brainstorming sessions or encouraging team members to think outside the box. An innovative content campaign that breaks through the digital noise can significantly elevate a brand’s profile. As part of that understanding the intricacies of SEO and digital marketing is essential. This includes keyword research, SEO trends, and how to weave SEO strategies into content effectively. A practical example is optimising a series of articles with targeted keywords to enhance visibility and drive organic traffic.

Creativity and innovation are not just about artistic expression; they are about leveraging data-driven insights to craft compelling narratives that resonate with target audiences. As a digital strategist, I emphasize the importance of originality in content creation, but it's the strategic deployment of that content, informed by analytics from tools like GA4 and GTM, that truly drives high-ticket client engagement. By constantly experimenting with Meta and Google Ads, I ensure that content not only captures attention but also converts, by reaching the right audience with precision.

To be a successful content manager, creativity is a must. You might be working on the same campaign or brand that hundreds of others have worked with. Your creativity is your unique Midas touch that will leave a signature style. And that works the best for a content manager.

Successfully navigating a project through challenging times, like a tight deadline or creative differences, showcases effective leadership. Using tools such as Asana ensures teams can collaborate efficiently and keeps a record of any amendments to existing documents.

Technical skills are important too. A working knowledge of Content Management Systems (CMS), basic HTML/CSS, and the ability to interpret analytics is crucial for today’s content managers. These technical skills enable them to manage the back-end of content platforms efficiently and understand content performance metrics. Implementing A/B testing on different content formats to gauge effectiveness is an example of applying technical knowledge.