New professions are constantly appearing on the Internet. It seemed that just recently no one had even heard of such a word - “content manager”. And today on all freelance sites: “Required, required, required...”.

At the same time, many still do not understand what the job is and look at such vacancies with suspicion. To get rid of doubts once and for all, let's figure out who this content manager is and what his job responsibilities include.

What is the job

Content Manager is a specialist who deals with the content of the site, that is, content. He publishes articles, images and videos, posts on social networks and fills out product cards for online stores. Sometimes he is entrusted with the complete management of an Internet project and its promotion.

Unlike other freelancers, a content manager is a jack of all trades. He understands copywriting, website operation, and a bunch of other things. In the 20th century, newspaper editors-in-chief did something similar.

Who needs content managers and why? The fact is that today all commercial and other organizations have rushed to the Internet. Naturally, they needed people who would professionally fill their sites. And since there are more and more sites, such specialists are now constantly in demand.

What exactly a content manager does depends on the resource. Most often, he looks for suitable materials, manages copywriters and other freelancers. Less often, he writes articles on his own or promotes a website.

Varieties

Profit news and entertainment sites depends on the advertising placed on them: what more people they will see her, so much the better. Therefore, the main responsibility of a website content manager is to fill the resource with materials that are attractive to readers.

Profit online store depends on sales volume. Therefore, the responsibilities of a content manager in an online store resemble the work of a seller or merchandiser. He fills out and prepares product cards, monitors the relevance of prices and price lists. Less often - communicates with visitors: advises and helps place orders.

Task groups and publics- attract and retain subscribers. Unlike websites, communication plays an important role in them. Therefore, the responsibilities of a content manager on social networks (SMM manager) include not only creating interesting posts, but also organizing a conversation. He looks for “catchy” topics, starts discussions and directs the conversation in the right direction.

Responsibilities of a content manager

Any employee has two types of responsibilities: official and functional. Official - this is what exactly he must do, and functional - this is what result the employer expects from him. For example, a cleaner in an office must wash the floors and dust, and the expected result is cleanliness in the room.

The functional responsibilities of a content manager usually include:

• Resource promotion. In other words, the site, through his efforts, should become visited and profitable.

• Relevance of content. News and entertainment sites always need new content - that's why users go there. And in stores it is necessary to update prices and product catalogs in a timely manner, and inform about new promotions and services.

• Content quality. And these are not only interesting articles and enticing pictures. You also have to think about the convenience of readers and other things that influence behavioral factors.

• Taking care of users. You need to be interested in their opinion about the site, respond to wishes and complaints.

• Competitor surveillance. This helps to learn about new trends and adopt successful discoveries. Well, or at least not repeat the mistakes of others.

The list of job responsibilities of a content manager depends on the employer. But standard set usually looks like this:

1. Search, order or create content. Most often, articles are ordered from various freelance sites, and illustrations are purchased from photo stocks (or taken for free). Large portals have their own staff writers, artists and photographers.

1. Update materials on time and regularly in accordance with the content plan.

1. Work with freelancers and full-time employees. The content manager sets tasks for them, monitors implementation and checks quality. The main difficulty is that freelancers are creative people. And this requires a special approach and great patience.

1. Do advertising. The content manager interacts with advertisers or, conversely, places site advertisements on third-party resources. He also monitors the results of campaigns and, if necessary, makes changes to them.

1. Track resource statistics. The content manager monitors site traffic and analyzes behavioral factors. This helps evaluate the effectiveness of materials and promptly notice dangers such as user outflow or sanctions from search engines.

1. Monitor the operation of the site. That is, make sure that the engine does not glitch, the layout does not fly off, and duplicate pages do not appear. You need to be able to correct minor mistakes yourself.

But this is not all that a content manager should do. He may also be entrusted with:

• Maintain a news feed and newsletter, notify readers about new materials and promotions.
• Answer user questions, advise them on the operation of the site, moderate comments and forums.
• Interact with partner sites.
• Engage in compiling a semantic core (SC) and selecting keys.

This list may look daunting. In reality, only the resource owner decides what a content manager should and should not do. And often all the work comes down to just publishing new articles.

What is not the responsibility of a content manager? Naturally, a lot here also depends on the employer, but usually not required:

• Write articles yourself. Authors and copywriters do this. The content manager “takes up his pen” only as a last resort, for example, if the contractor missed the deadline.
• Create illustrations. This is done by professional artists and photographers. But a content manager must be able to prepare illustrations for publication on the site.
• Develop design. The maximum that is needed is to carefully lay out the page.
• Program and correct errors in the engine.
• Realize technical support . The content manager deals only with the site: he does not advise users of the products that are sold on it.

Who can become a content manager

Both techies and humanists can handle the job of a content manager. Most often, they become copywriters and webmasters who already have experience working with content. However, there are also specific requirements for a content manager.

First of all, these are people with a certain set of personal qualities. Namely:

• High learning ability. A content manager not only has a ton of skills, but also keeps them up to date. Unfortunately, the Internet is changing all the time.

• Communication skills. These are the ability to communicate and manage a team, self-control, knowledge of business etiquette and negotiator skills.

• Creativity. Working with text and graphics requires good taste. The content manager must immediately see whether the audience will like the material and how to improve it.

• Self-discipline. As a matter of fact, without it there is no freelancing at all. You need to organize your work, plan your time and keep track of deadlines yourself.

But personal qualities alone are not enough. A content manager needs to acquire knowledge and skills in the following areas:

• Computer and Internet.
• Journalism and copywriting: understand the quality of the text, understand the work of a copywriter, and, if necessary, be able to write an article yourself.
• Web graphics: find, process and place illustrations, competently handle the main web image formats (jpg, gif, png) and confidently use graphic editors(usually this is Photoshop).
• Webmastering and layout: on basic level know HTML and CSS, be able to independently layout a page and customize styles. Experience with popular engines, such as WordPress or Joomla, will also come in handy.
• SEO: master at least the basics of optimization.
• Advertising: be able to set up targeted and contextual advertising.
• Basics of law: understand content licenses, understand what materials can be used and under what conditions.
• Resource topic. If the site, for example, is dedicated to cars, then you need to understand cars.

Unfortunately, our universities do not yet train content managers. Yes, someone completes the relevant courses. But most people learn the profession on their own - they study manuals and torment Google until they are blue in the face.

Conclusion

So, the profession of a content manager is difficult, but interesting. It is perfect for active people who are not afraid of responsibility and constant work on themselves. It remains to answer the two most pressing questions: how much they pay and how to get a job.

Today (2017) the average salary of a content manager in Russia is 27 thousand rubles. In Moscow and St. Petersburg it is 38 and 29 thousand rubles, respectively, and in the regions - about 22 thousand.

The highest rates (from 70 thousand) are in companies that operate in the high technology sector. The lowest (10 thousand or less) are for organizations that do not attach much importance to the Internet, and for amateur webmasters.

Sometimes content managers take on several small projects at once. Moreover, they are usually offered not a fixed salary, but piecework payment (for example, based on the amount of published content).

Content manager vacancies can be found:

• On freelance sites: freelance.ru, fl.ru, freelancejob.ru, etc.
• On job search sites: HeadHunter, Job, SuperJob, Rabota.

When applying for a vacancy, you need to list your skills that may be needed (see above) and support them with examples of work.

Content manager is a specialist in creating, curating and distributing text, graphic and other types of content. He fills and develops resources on the Internet, edits them, supervises the work of other employees and performs basic marketing tasks.

The profession of a content manager appeared at the beginning of the development of IT technologies: when the first websites appeared. The first content managers were still working in 1982- then the Internet appeared in its modern form. Now the profession is actively developing. It has good prospects - new sites appear on the Internet every day. According to statistics from various rating agencies:

• in 2010, the number of websites did not exceed 255 million;
• in 2012 the number of websites was 634 million;
• in 2015 the number of websites exceeded 1 billion.

Read also about other professions:

The work of a content manager

The job of a content manager may vary depending on the site. Content managers of a website and a social network page will have different jobs:

• On the site you need to monitor the layout, publish texts, videos and images, control SEO promotion, register meta tags etc.
• On a social network you need to prepare and post posts, communicate with subscribers, monitor the group’s progress

The wider the range of responsibilities of a content manager, the more he is paid. Specialists with high salaries usually perform many tasks, supervise other employees and are fully responsible for the quality of the finished product.

The list of responsibilities can be endless - it completely depends on the work site, the level of knowledge of the specialist and the ambitions of the company. Website content managers most often:

• Engaged in content preparation - create a website content plan, set tasks for authors and SEO specialists, write technical specifications, accept finished work and make edits, post finished texts on the site;
• They edit outdated content - assign tasks to authors, write meta tags, correct the text themselves or do page layout;
• Place links on the site - external, for links to authoritative resources, and internal, for linking;
• They put the work “on stream” - organize the filling of the site by the team, monitor compliance with requirements, control the timing and quality of employees’ work;
• Help with SEO promotion: collect and cluster the semantic core, collect the core for specific articles, optimize pages;
• Monitor adherence to strategy content marketing;
• Prepare reports: monitor traffic and its sources, draw up charts, analyze successes and failures and make recommendations for further promotion;
• They work with photo editors to process photos, search for stock illustrations, communicate with advertisers and perform other tasks.

• Develop a content plan taking into account the company’s promotion strategy;
• Prepare and post posts on certain time, often through deferred posting services;
• Sami prepare images in a photo editor or set a task for the designer;
• Answer questions from subscribers and involve them in discussions;
• Optimize the group’s content, making it viral;
• Create, configure and place advertising posts.

Each employer creates the required range of responsibilities that a content manager must take on.

Example of responsibilities in a vacancy on hh.ru

Requirements for a content manager

The list of requirements may also vary depending on the scope of responsibilities, corporate ethics of the company and other factors. The most popular employer requirements:

Experience. Most often require experience writing texts, filling sites, working with different CMS ( Bitrix, WordPress, Joomla and others).

Willingness to learn. It is usually demanded by those who currently pay little. If you easily learn new information and quickly understand unfamiliar programs- feel free to send your resume.

Responsibility. It is important because a responsible content manager will not allow missed deadlines or low quality content. If you are on time, keep promises, and try to get everything done, you meet the requirement.

IT skills. Typically, employers need a person who knows what a website is, how its sections are built, where the sitemap is located, and how a like differs from a repost. Therefore, vacancies are more suitable for active Internet users.

Communication skills. It is needed to build an optimal work process in a team, communicate with clients, and consult. If you can carry on any conversation, easily get along with people and are not afraid of meeting new people, you meet this requirement.

Pedantry. Attention to detail is important because every nuance is important in website development. If you carefully read small print, notice typos and can do monotonous work for a long time without losing quality, send your resume. Literacy and knowledge of the Russian language are also important - it will be required to check the texts sent by the authors.

List of requirements for vacancies on hh.ru

How to write a resume - with and without experience

If you have no work experience, do not try to deceive the employer. Be honest about the fact that you have no work experience. Tell us about your skills on the Internet: what programs you can work with, what you can do. If you indicate some specialized skill - for example, the fact that you promoted your page to 2,000 subscribers, this will serve as a plus. Don't forget to indicate personal qualities that are important for a content manager, for example:

• responsible performance of monotonous work;
• ability to communicate with people and organize work process;
• easy ability to learn everything new.

Don’t forget to leave your contact details and education - this is also important, because people with education are a priori more trusted. Write briefly, concisely and clearly - so your resume will be read to the end.

If you already have experience as a content manager, the number of main menu items automatically increases. When writing a resume:

1. Introduce yourself and provide contact information. This is common courtesy and forethought: if the employer likes your resume, he will quickly contact you.
2. Tell us about your work experience. Write how long and for which companies you have worked. Briefly describe your responsibilities, provide links to company websites, and tell us what has improved after your work. If you are sure that you did everything possible at your previous job, give the contact information of your former employer: recommendations will increase your chances of getting a job.
3. Mention your achievements. Tell us about your cases and successes - for example, indicate that you have created a convenient form of interaction between copywriters, designers and SEO specialists.
4. Talk about knowledge. Mention the CMS you worked in, tell us about the setup different types advertising, show how you worked in the CRM system.
5. List your key skills. Here, tell us about your personal qualities - responsibility, diligence, pedantry.
6. Tell us about your diploma. Indicate specialized courses - for example, a certificate of completion of training at an online university. If there is no specialized education, write about your main education.

Also, write briefly and, if possible, use verbs instead of nouns - this gives the text dynamics. A dynamic resume will be read longer and more carefully compared to a banal long story about yourself.

Job openings for content managers

You can look for a job as a content manager in different ways. The most popular of them:

Classifieds sites. These include thematic resources - for example, hh.ru - and multidisciplinary resources like Avito. On such portals you can find vacancies filtered by region, salary level, type of employment and other parameters. If the ad contains a phone number, it is better to call it - this way you will quickly find out whether the vacancy is relevant and what additional requirements there are for the employee.

Social media. There are also groups with vacancies on social networks - for example, on VKontakte there are “Distance”, “Freelancing”, “Work in Moscow” and others. If you subscribe to thematic communities with remote work, your chance of finding a content manager vacancy is higher.

Company websites.Large companies publish vacancies on their websites. But this method of job search is not effective, because in most cases you either will not find a section with vacancies, or the employer will not need a content manager.

Resume databases. These include resources like kapepa.ru, rabotunaidu.ru and others. On such sites you can publish your resume and receive offers from employers. Don’t forget to indicate your place of residence and desired type of employment - this way you will immediately show whether you are suitable for those who need an office employee or a remote worker.

When looking for a job, immediately study the list of responsibilities and requirements, wages and other nuances - you should not apply to all vacancies in a row. The average salary that an employer is willing to pay depends on the region. For example, the average salary in Moscow is 70,000 rubles. But there are offers on the market for both 20,000 and 120,000 rubles.

Education

To gain experience and gain the necessary skills, you can take content manager courses online. You can do this in:

• "Netology» . This online university offers free and paid courses for beginners and experienced professionals.
• Geekbrains. Well costs 6,600 rubles per month. Students receive a guaranteed internship and a lot of valuable knowledge. The training is designed for beginners.
• "School of Internet Professionals"- cost of the online course is 16,000 rubles. The training is designed for those who have at least a slight understanding of the profession.

Content manager is a promising profession with an ever-growing level of income. A good specialist can multitask, replace an editor and marketer, attract clients through a website or social media. To become a good specialist, you need to constantly study and practice.

Content manager is a specialist in creating and curating content. In some companies he only serves projects, but in others he creates them himself and is responsible for advertising and promotion. All content managers are united by one common task - to ensure freshness, relevance and information content of the material on the site.

More videos on our channel - learn internet marketing with SEMANTICA

What does a content manager do?

When we talk about this profession, the first thing that comes to mind is writing and processing texts for websites on the Internet. In reality, the job responsibilities of a specialist are much more varied. Depending on the company’s marketing objectives, a content manager can take on the functions of a webmaster, marketer, copywriter or editor.

We looked at 120 vacancies on hh.ru and compiled a list of content manager responsibilities that employers most often require:

Creates texts

The specialist writes articles aimed at target audience pages. It creates:

• Commercial material for online stores and service sites.
• Informational articles.

Create unique articles

Material that has too many overlaps with other resources has no place in the top. Having discovered plagiarism on a site, robots exclude it from the search results, and page traffic drops sharply. To prevent search engine filters from lowering a site’s position, it must contain unique content. To check articles for uniqueness, experts most often use the services text.ru, Advego, Content Watch.

Where to start

Getting a position as a website content manager is much easier for a person who has already done something similar: managing groups on social networks, writing articles, running a blog. The employer will be glad to see a portfolio with texts or examples of viral publications.

If the applicant has nothing but eyes glowing with enthusiasm and the desire to become a content developer, I recommend starting with running your own project. Let it be a personal blog, a page on Instagram, Facebook or Vkontakte. On these platforms you can begin to make your first attempts to identify and attract your target audience, create publications and monitor how users react to them. If readers respond, comment on posts, and traffic increases, then the specialist is on the right track.

Content Manager(from English Withcontent- content) is a specialist who fills the site with text and graphic information (articles, drawings, photographs, news, video clips, etc.). The profession is suitable for those who are interested in Russian language and literature and computer science (see choosing a profession based on interest in school subjects).

Brief description

The main responsibility of a content manager is to monitor the relevance of the site and the accuracy of the information posted on it. For the successful development and promotion of a brand, the site must be constantly updated and replenished with new materials, that is, it must actively “live and breathe.” Only in this case will it be interesting to visitors. The content manager also supports the forum: answers questions, corrects topics, monitors censorship, and removes spam. Keeping track of website traffic statistics is also the responsibility of content managers.

In addition, the work of a content manager involves strengthening partnerships with other sites of similar topics, ensuring an increase in the number of site visitors using the latest and traditional Internet marketing tools.

The work of content managers of corporate websites is included in a special category. The responsibilities of the content manager in this case include: monitoring the company’s website, timely updating of price lists and other sections, posting news, maintaining a forum or guest book.

The content manager also coordinates the work of copywriters, web designers, rewriters, and SEO specialists involved in content creation.

Specifics of the profession

Main task content manager- make the site competitive, that is, clearly capture new trends in the market and attract as many customers as possible. The work of a website content manager depends on the type and direction of the company’s activities. Simple websites usually require a worker who knows how to layout and process images. To edit the price lists of an online store, it is enough for the employee to be diligent and attentive, with knowledge of Word and Excel applications. But for such multifunctional resources as information portal or electronic newspaper, we need a specialist with a broad outlook, experience in journalistic work and knowledge of the basics of PR management.

Job responsibilities content manager:

• contribute to the promotion and popularization of the site on the Internet;
• support the basic concept of the site, make proposals for improving the concept and content of the site, and introducing a new service for site visitors;
• monitor the text content of the site, constantly update information, view all materials published on the site, delete and edit materials that do not comply with the general concept and rules for using the site;
• monitor visitors’ compliance with the rules for using the site, ethical rules of conduct accepted in online communities;
• post only verified information on the website and, if necessary, eliminate inaccuracies;
• monitor the work of competitors, that is, sites with similar themes, concepts and content;
• analyze information received from site visitors and, based on it, develop and implement new services that increase the site’s efficiency;
• take into account market conditions and, in accordance with this, make changes to the operation of the site: change headings, their content, location, frequency of updates depending on relevance.

Pros and cons of the profession

Pros:

• possibility of improvement in the subject area of ​​the website,
• work can be combined with study,
• possibility of freelance work (remote content manager).

Cons:

• the work is monotonous in most cases,
• discrepancy between the tastes of the customer and the content manager,
• irregular working hours due to the basic principle of the Internet - 24x7, that is, the availability of information 24 hours a day, 7 days a week. To successfully compete with other sites, you have to work to the maximum at any time of the day.

Place of work

• online stores;
• Internet sites of various subjects;
• companies whose work is related to Internet activities
• freelance work (remote content manager).

Lee h ny qualities

• perseverance;
• efficiency;
• attentiveness;
• creative and artistic abilities;
• good memory;
• imaginative thinking;
• a penchant for systematic, meticulous work;
• compliance with deadlines for delivery of materials;
• efficiency.

Additional professional skills

• understanding the basic principles of the functioning of Internet sites;
• competent Russian language, journalistic skills;
• knowledge of the company’s policies and the specifics of the goods it sells;
• ability to work in graphic editors;
• knowledge of the basics of copyright law;
• in some cases, skills in working with photo banks, purchasing content;
• the ability to quickly and effectively search for information on the Internet;
• knowledge of the principles of search engines;
• ability to work with databases and website administrative functionality;
• mastery of html layout;
• knowledge of the basics of online marketing and SEO optimization.

Career

An aspiring content manager, striving for excellence in his profession, in the future can apply for the following positions:

• project manager,
• web editor,
• web editor of an internal corporate website,
• literary editor of a virtual newspaper.

After acquiring the necessary experience, a content manager can rise to the position of website editor-in-chief, Internet project manager, online marketing and SEO specialist, or build editor.

The average salary of a content manager is about 30 thousand rubles. A specialist who successfully promotes websites and makes them competitive receives 50 thousand rubles. However, employers offering high salaries usually require full-time office work. Freelancers can expect a salary of no more than 25-30 thousand rubles.

Remuneration

Salary as of 03/17/2020

Russia 20000—45000 ₽

Moscow 30000—80000 ₽

Training to become a content manager

There is no generally accepted methodology for training content managers yet. But the attractiveness of this profession lies in the universality of basic education. To work as a content manager, both technical and humanitarian higher education are suitable. It depends on the requirements of the project and the profile of the organization. But the majority of content managers, as a rule, consist of graduates of the faculties of journalism, philology, psychology and PR management.

Therefore, it is more advisable to start training a content manager with a degree in Journalism or Philology (preferably with a specialization in Internet Journalism). In addition to this, it is necessary to take courses on website layout or master html basics on one's own.

At MGIMO you can not only gain fundamental knowledge in journalism, but also become fluent in two foreign languages. From non-state universities, a good journalistic education can be obtained at the Institute of International Law and Economics named after. A.S. Griboedov (IMPE), State Institute of Television and Radio Broadcasting named after. M.A. Litovchina, the Institute of Journalism and Literary Creativity, the International Academy of Business and Management (there is even a specialization in “electronic journalism”).

Content management courses:

• Moscow State Technical University named after. N.E. Bauman. Computer training center "Specialist". Courses “Content manager. Web marketing, website promotion and optimization.”
• School of Internet Journalism
• Content manager (courses for website editors)
• Moscow state university them. M.V. Lomonosov
• Internet Journalism Courses
• Mediaschool

Hello everyone who wants to learn more about remote work!

Content manager - who is it? — Isn’t that the question you asked yourself when reading the title of the article? “A job for those who are curious, write competently in Russian and love to help people”—this is the description of the profession that I came across in one advertisement. Is this really so, what does this specialist do, what forges does he forge in and how much does he receive for his work, you will find out right now.

It is recommended for creative people who cannot tolerate emptiness in nature and desperate logicians who want to sort everything into pieces.

About the most important thing

How much does a content manager earn? The level of earnings depends on qualifications, complexity of the order and, of course, the generosity of the customer.

On labor exchanges there are vacancies with a salary level of 15,000 rubles (Nizhny Novgorod) for a full day in the office. Responsibilities include “placing product items in the online store, creating banners for the website and groups on social media. networks, writing and sending letters to potential clients.”

A content manager is not necessarily tied to an office; he can work remotely, receiving assignments via email and occasionally attending events. When maintaining rarely updated sites, part-time work is possible.

If running one project leaves you with a lot of free time, you can always look for a second one as a freelancer.

For moderating the company’s website, posting information on the site and writing articles on a five-day basis at home, you can get from 20,000 rubles.

The more creative the tasks, the wider the range of responsibilities assigned to the future employee: for example, a full-time specialist who can “create high-quality materials for publication” with “full immersion in the subject area,” select and edit photographic materials and prepare news about the company, implement technical recommendations SEO, collecting and systematizing information from the market and at the same time speaking the Russian literary language, can qualify for a salary of 50,000 rubles (Moscow).

You can always propose your candidacy to organizations offering their services to support client sites. The minimum tariff for simple maintenance of one resource is 3,000 rubles per month. Of course, not the entire amount is paid to the content manager, but he is not limited to one order.

Some companies fundamentally do not cooperate with remote employees, others, on the contrary, are primarily interested in them. This may be due to the nature of interaction between various departments (structures) of the company, the speed of updating information, etc.

There is nothing impossible in mastering the profession of a content manager and in switching to remote work, the main thing is desire and perseverance.