Content marketing may have been around for decades, but having a dedicated person to fill this role wasn’t a big priority until recently.

As the value of this field became more evident, however, it became clear that having a skilled content marketer can be a real asset for businesses. Here are some key tasks and responsibilities they should take care of.

Creating content marketing plans

Content managers have a big-picture overview of the brand or business’s overall marketing strategy. As such, they’re the best people to handle creating marketing plans. A marketing plan should have a clear objective and action plan. It should detail measurable goals aligned with your company’s timelines. It should also adhere to specific budgets that include resources for staff, creative executions, and paid promotions.

It should also detail the types of content that will be produced—from blog posts to white papers, ebooks to infographics, even social media copy and images; topics that should be covered, and why; and channels that will be used to distribute content.

Manage the editorial calendar

Once the content marketing plan has been approved, content managers should plot deadlines for the production and publication of the content. They’re also generally in charge of making sure that the content calendar is closely followed.

Oversee content creation

Not all content marketers will be tasked to produce the content they planned themselves. However, it’s important that your content marketer have excellent writing and editing skills, and an eye for design. Ultimately, they will be responsible for ensuring the quality of all the content you produce. From the copy on ads to the articles and blog posts, down to the images used and infographics made. So, not only are they in charge of making sure all the publication deadlines are met, they’re also making sure that they meet internal quality standards.

Ensure material is Search Engine Optimized

One of a content marketer’s key responsibilities is ensuring they rank well on searches. It’s not enough for online content to be written well. It should also meet SEO requirements to ensure that potential audiences who are searching for related content can easily find you.

If you have an entire digital marketing team at your disposal, you probably have a dedicated SEO specialist to ensure that keywords and phrases are seamlessly woven into your content. This isn’t always possible, however, in which case content marketers can outsource the task or employ their own experience and knowledge to ensure that at least the basics of SEO are applied in all your materials.

Maintain consistent brand voice

A brand must maintain its brand voice throughout their marketing efforts. Not only should they ensure that all content meets your quality standards, it should also adhere to your company style guide. This ensures that all material you publish ties back to a unified and consistent brand voice that your readers can relate to and identify with.

Hope my answer helps! If you have any questions, feel free to comment below or join the conversation on our LinkedIn or Twitter.