What does a content marketing manager do?
A content marketing manager is responsible for planning and overseeing the creation of content that attracts and engages the business’s target audience. They drive content strategy across channels such as blogs, email, social media, and whitepapers, ensuring content supports lead generation and brand positioning.
They manage writers, editors, and sometimes external freelancers or agencies. They work closely with SEO, performance, and product marketing to align messaging and optimise results. Responsibilities include editorial planning, campaign alignment, and performance analysis.
In startups, they may be hands-on in content creation. In more mature businesses, the role becomes more strategic, focused on scaling content impact and supporting business growth targets.
Key responsibilities of a content marketing manager.
The responsibilities of a content marketing manager typically involve both strategy and delivery, including:
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Developing and executing multi-channel content strategies to support lead generation
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Managing blog calendars, gated assets, case studies, and email content
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Collaborating with SEO and product teams on content direction
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Leading a team of writers, editors, or external contributors
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Ensuring consistency in tone of voice, structure, and messaging across formats
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Measuring performance through traffic, engagement, and conversion metrics
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Running content audits and identifying optimisation opportunities
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Managing CMS publishing workflows and editorial calendars
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Aligning content with key stages of the buyer journey
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Reporting on content ROI and feeding insights into campaign planning
This role blends editorial leadership with strategic content planning and performance management.
Skills and requirements for a content marketing manager.
Content marketing managers develop and deliver strategies that drive visibility, traffic, and leads. Employers typically look for:
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4–8 years of experience in content marketing, editorial, or SEO-focused roles
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Experience building and executing content strategies across channels
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Strong writing, editing, and storytelling skills
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Understanding of SEO, keyword strategy, and content optimisation
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Experience working with writers, designers, and freelancers
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Ability to brief, review, and improve long-form and campaign content
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Confident using CMS platforms, Google Analytics, and SEO tools
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Good understanding of the full marketing funnel and content’s role in it
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Excellent planning, calendar management, and stakeholder coordination skills
Most content marketing managers come from journalism, copywriting, or marketing backgrounds and have experience delivering content aligned to measurable goals.
Average salary for a content marketing manager.
In the UK, the average salary for a content marketing manager typically ranges from £45,000 to £60,000, influenced by content channel ownership, audience growth, and strategic impact.
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Mid-level content marketing managers tend to earn between £45,000 and £52,000
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Senior professionals or those leading cross-channel strategy and SEO alignment may earn between £53,000 and £60,000
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SaaS, fintech, and ecommerce firms often offer enhanced packages with KPIs tied to lead generation and pipeline contribution
Salaries are higher in major cities, particularly in data-driven B2B environments, agencies, and digital-first teams.
Career progression for a content marketing manager.
A content marketing manager is responsible for driving traffic, leads, and engagement through valuable content. This strategic role often leads to leadership or specialist tracks. A typical path looks like:
Content executive / writer
Delivers blogs, emails, guides, and other assets aligned to campaign needs. Supports SEO and CRM initiatives.
Content strategist
Plans content aligned to customer journey and keyword insights. Tracks performance and ROI.
Content marketing manager
Leads the content calendar, manages contributors, and drives KPIs tied to lead generation or engagement.
Head of content / brand
Owns brand storytelling, tone of voice, and long-form strategy. Collaborates with design, product, and PR.
Marketing director / CMO
Expands into broader leadership, responsible for revenue impact, campaign strategy, and team structure.
Creative Producer
Creative Strategist
Founding Social and Brand Engagement Manager
salary guide
Our UK marketing salary guide.
With so much competition for attention online, experienced content marketers are in high demand. If you’re hiring a content marketing manager, salary is one of the first things they'll consider.
The 2025 UK marketing salary guide helps you benchmark pay for content-focused roles across different regions and industries. Use it to attract candidates who can deliver long-term value.
FAQS
Content marketing manager FAQs.
A content marketing manager focuses on the strategy behind content — planning campaigns, managing teams, aligning with business goals, and measuring performance. While they may still write or edit occasionally, their priority is overseeing content that supports lead generation, brand awareness, and ROI.
Content marketing managers are in demand across SaaS, fintech, ecommerce, education, healthcare, and professional services. Any industry with a complex sales journey or a need to educate and convert users through content is likely to invest in this role — especially in B2B environments.
Yes — at this level, a solid grasp of SEO strategy, keyword planning, and content optimisation is expected. While you don’t need to be a technical SEO, understanding how content contributes to organic visibility and how to collaborate with SEO specialists is essential.
Typical tools include CMS platforms (like WordPress or HubSpot), Google Analytics, SEMrush or Ahrefs, content calendars (like Airtable or Trello), and basic reporting dashboards. Experience briefing creatives via tools like Notion, Asana, or Monday is also valuable.
Yes — especially in digital-first companies. Many UK employers now offer flexible or hybrid arrangements, particularly in B2B marketing teams where performance is measured by output and impact rather than office presence.
Success is typically tracked through website traffic, engagement, SEO performance, content downloads, lead quality, and conversion rates. Managers are often expected to demonstrate how content contributes to marketing pipeline, brand visibility, and customer retention.
Common next steps include Head of Content, Brand Lead, or even Marketing Director. Depending on company size, you might evolve into a strategy-heavy role or move into cross-functional leadership, especially if you’ve demonstrated impact on pipeline and brand growth.
