Are you a content manager or a content marketer?
Most of us are confused!
Choosing between a career as a content manager or a content marketer isn’t a one-and-done decision. Many professionals, myself included, have worn both hats at different stages. You may even decide to step outside the content world altogether—becoming a gardener before 30 isn’t out of the question! That said, knowing the differences can help you identify which roles suit your skills, where to pitch yourself, and what to hone next.
Content Manager vs Content Marketer 101
A content manager is the organiser. Their focus lies in the behind-the-scenes work that ensures content aligns with business goals and runs smoothly.
Core responsibilities include:
Developing a content strategy aligned with company goals.
Managing content calendars for timely delivery.
Coordinating teams of writers, designers, and creatives.
Editing content to maintain quality and brand voice.
Distributing content across the right channels.
Tracking performance and tweaking strategies accordingly.
In contrast, a content marketer is the creative force, focused on crafting and promoting content that engages audiences and drives results.
They are the storytellers, with tasks like:
Writing blog posts, social media updates, or creating videos.
Developing SEO strategies to boost visibility.
Running content marketing campaigns.
Analysing data to understand audience behaviour.
Generating leads through compelling content.
Projects and preferences
The type of projects handled by each role can also clarify their distinctions. For example, a content manager might oversee content audits, redesign website content, or create brand voice guidelines. On the other hand, a content marketer is more likely to run social media campaigns, craft email newsletters, or write an engaging blog series.
From personal experience, content marketers often enjoy the creative and analytical aspects—writing, experimenting, and seeing immediate audience responses. For a content manager, the satisfaction often lies in organisation: building seamless workflows, coordinating teams, and ensuring quality.
Salaries: Who earns more?
Salaries vary based on industry, location, and experience. Typically, content managers earn slightly more because their roles often include strategic oversight and team management.
In the US, content manager salaries range from $60,000 to $130,000 annually. However, content marketers, especially those with SEO expertise or a strong track record, can also command impressive pay, sometimes exceeding $150,000.
Which should you be, when you grow up?
Firstly, your choice doesn’t have to be permanent. Transitioning between roles is common, especially if you show interest in expanding your skill set. Employers are often thrilled to support such growth.
Ultimately, the decision should be guided by your strengths and preferences. Are you a planner who thrives on coordination and strategy? Content management may be your calling. Do you enjoy crafting stories, engaging audiences, and experimenting with campaigns? Content marketing might be your sweet spot.
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Excellent clarification! Content strategist is another one. I often do all three in my retainer roles.
Love the distinction here. As you mentioned I’ve worn both hats. In fact, I wasn’t aware they were separate roles. From my continuous job post reading I see all of these qualities described in one role like marketing assistant, brand manager, or social media manager. I like to think they would be valued as separate roles but it doesn’t seem to be so in most cases.