Content Management Skills List and Examples

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Content management simply means running a website or a blog, or sometimes groups of websites or blogs. The manager might create all content personally, or might collect and curate content created by others. In some ways, the job is similar to being managing editor of a magazine, as it includes both making decisions about what will be published and ensuring that everything that is published meets standards for quality and polish.

Of course, some people are effectively content managers of their personal, labor-of-love projects, but content managers also work for businesses and organizations, helping to create a public face for their employers. A content manager might double as a social media director and a digital marketer for a small organization—in fact, sometimes content management is simply a sideline for an employee with other duties. Alternatively, all these roles might be held by different members of a large team of specialists.

Some work full time, in an office; others work part-time from home. The field is quite fluid, and rapidly growing.

Top Content Management Skills

The following lists are not exhaustive, but do include core skills that a successful content manager likely cannot do without.

Writing and Editing Skills
While a content manager might post content created by others, in most cases much of the text you deal with will be your own. Even if you employ an editor or a secondary writer to polish and improve your text, as manager you must know good writing when you see it, and you must have your own ideas about the length, structure, and subject matter of the material appropriate for your site. If your text is not engaging, if it is too long, or if it strikes the wrong tone, visitors will not want to return.

  • AP Style
  • Business Storytelling
  • Content Development
  • Content Production
  • Copyediting
  • Editing
  • Editorial Agendas
  • Editorial Calendars
  • Manage Freelancers
  • Proofreading
  • Style Guides
  • Written Communications
  • Writing

Social Media Skills
Much of your content will be marketed primarily through social media, so even if you are not the social media director, you should understand what types of articles are perceived as “shareable” and likely to elicit engagement if posted as a link on any of the various social media platforms. If you are capable of acting as social media director yourself, you will, of course, be more in-demand as an employee.

  • Best Practices
  • Content Distribution
  • Curate Content
  • Digital Media
  • Manage Content
  • Mobile

Analytics
As a content manager, you’ll have access to a lot of information concerning how many people visit your sites and when, and how they engage with your content. You have to be able to use that information to figure out what users like and why, so that you can make your content even more appealing in the future.

  • Analytical
  • Analytics
  • Business Analytics
  • Data Analytics
  • Data Management
  • Fact Checking
  • Google Analytics
  • Reporting
  • Social Media Analytics
  • Web Analytics

Insight on User Experiences
While the actual design of the website might be up to another member of the team, you will be in a better position than anyone else to understand the user experience and to make suggestions on how to improve that experience. After all, you will become deeply familiar with the site through the course of maintaining and editing it, and you will receive user data and feedback from users in the form of comments. If there is a problem, you’ll be the one to notice and find a solution.

  • Communication
  • Communication Strategy
  • Content Programming
  • Content Quality Assurance
  • Content Tracking
  • Engagement
  • Monitor Growth
  • Monitor Performance
  • Promote Engagement

Marketing
Whether you are managing your own website or have been hired as a Content Manager for a corporation or private business, you will need to be well-versed in digital marketing skills such as brand development, ad acquisition, and search engine optimization (SEO). 

  • Branded Content
  • Brand Promotion
  • Content Marketing
  • Content Promotion
  • Content Strategy
  • Native Advertising
  • Project Management

Computer / IT Skills
Here are a few of the most commonly used software programs, systems, processes, and platforms used by content managers.

Additional Soft Skills to Think About

In addition to the job-specific “hard” (trained or acquired) skills we’ve discussed, employers will also weigh the “soft” (interpersonal) skills that their candidates offer. These include talents like collaboration, detail orientation, multitasking, organizational skills , problem solving, team building, teamwork, time management, and verbal communication.

How to Use Skills Lists

There are several ways to use skills lists. In general, you can use them to get a sense of whether you are suited for a particular type of job and, if not, whether you want to invest the time and energy into becoming suited. Even if you already know you are qualified, a skills list might help you put names to your abilities, so that you can describe yourself clearly and succinctly in your resume or other application materials. 

Use your cover letter to further highlight some of your relevant skills, but be prepared to give examples in your interview of specific times you embodied these skills. The question will likely come up. But since hiring managers vary in what they look for, even for very similar positions in the same industry, don’t use skills lists alone to prepare your application. Be sure you read the job description carefully first.

You may also want to review our lists of skills listed by job and type of skill.