Menu
homeErrors

Content management training. Profession content manager: training and specifics of work. Additional professional skills

Modern websites are filled with content using special software: CMS.

CMS(Content management system - site content management system) - a computer program used to automate the management of site content. CMS allows you to manage the text and graphic content of a website, providing the user with convenient tools for storing and publishing information, regardless of his skill level.

Accordingly, a content manager (or website editor) is a specialist who works with a CMS.

Well Content manager addressed to those who work with the content of the site: filling, changing text, loading and posting pictures, and so on.

You will learn:

  • work with controls in the system interface;
  • techniques for working in a visual editor - the main tool when working on website content;
  • work with information blocks - where most of the information on the site is stored;
  • work with components - a tool for displaying information on website pages;
  • work with some system modules.

Attention! Screenshots in the course are taken from the demo version "1C-Bitrix: Site Management" in the online store template. The actual site that the content manager will work on will have its own look and feel. This does not apply to the interfaces of the Administrative section and forms for creating/editing elements, which site developers change extremely rarely.

If this course is taken as the basis for offline teaching, then the recommended duration: 2 days (16 academic hours).

Save time and study on the way to work or university? This requires files. We provide two options for offline learning: files in PDF and CHM format, they open on any device. Reading programs are available in the AppStore and Play Market. The files are updated periodically, but will still lag behind the online version of the course. Therefore, we still recommend the online version of the courses, especially since mobile Internet is not a problem now.

Download course materials in PDF format.

Download course materials in CHM format.

How to take the training course?

The course was created for those who want to learn how to create. It doesn't matter if this is your work activity or you just feel the potential for creativity. The course is universal and designed so that you can master and then apply creative techniques to create any kind of ideas. The author and teacher of the course is Sergey Ilyukhin, senior creator at the Affect TOP-5 agency in Russia, teacher at 2 creative schools in Moscow and winner of the all-Russian stage of the Cannes Young Lions 2017 competition.

Lesson 2. How to come up with ideas

Lesson 3. Working with ideas

We work with insights, empathy maps, social capital and learn to use these tools.

Digital strategy. 1 month.
Tools for attracting and retaining clients

The profession of an Internet marketer is not a set of magic buttons that magically brings or does not bring profit to the company. During the course, you will learn how to build an Internet marketing strategy in such a way that you have no doubt about the effectiveness of Internet promotion. The course is intended for beginners: marketers, internet marketers, project managers, and will also be useful for managers. In 8 lessons, in which the necessary theory is combined with practice, you will learn to operate with the basic concepts of classical marketing, study the market situation and competitors, prepare a website for promotion and use tools to attract and retain customers.

Lesson 1. Introduction to the profession

The role of marketing in the business system. Business plan => Marketing plan => Monitoring, validation, goal adjustment. Pyramid of Mann. Basic concepts and models. The difference between a product and a service. Subsets of products. 4P concept. 4P and 4C. AIDA. Digital AIDA. KPI. Points of contact with the client. Funnel. Functions and tasks of a marketer.

Lesson 2. Analysis and segmentation of the target audience

Definition. Segmentation. Types of segmentations. B2B segmentation. Minimum description of the target audience. Segmentation algorithm and criteria. Formation of hypotheses about target actions and channels of attraction. Chrammatrix. Degree of awareness. Sources of information about the target audience, ways to identify needs. Typical characters. Usability audit. Summary: Target audience - Segmentation - description - increasing CR.

Lesson 3. Analyzing competitors and creating a USP

Goals and objectives of the analysis. Digital competition: abstracts. Why do we need competitors? When do we need analysis? Who are we analyzing? Types of competitors. Criteria for evaluation. Analysis of online activities, traffic sources, social networks. Professional monitoring systems. Website traffic analysis. The role of the site, its analysis: design, content, navigation, targeted actions. Tracking software. Price monitoring. Conclusions: analysis, comparison, borrowing, tasks, proposal. Systematization of data. Definition and features of USP. USP formulas. USP verification checklist. Wording template.

Lesson 4. Preparing a website/landing page for promotion

Website in the promotion ecosystem. Requirements for the site. Those. audit. Content audit. Goals and objectives: SEO/Communication. Texts and search. Communication goals. Types of text content, their features. What should the text be? Working with text for SEO. Text structure, layout. Assessing the quality of the text. Terms of reference for a copywriter. The result of the content audit. Usability: terms. Goals. Visitor analysis, character development. Types of visitors. Development of scenarios for interaction with the site. Scenario design. Interface design, personalization. Research, hypothesis testing, A/B tests. Popular KPIs. Tools. Requirements for the main page. Forms, call to action. Website or landing page? Goals for creating a landing page. Definitions. Advantages. The main objective. Types of goals. Landing page design. Research of target groups. Design selection. Design elements, texts. Content styles. Landing models. Examples. Block types. Funnel of interest. How attention works. Accents of attention, triggers. Examples of good and bad landing pages.

Lesson 5. Content Marketing

Definitions of CM: creation, placement, supervision. Types of content. Content types. Promotion channels. Business benefit. KM in the IM system. New approach: help - loyalty - increase in purchases. What KM does: PR, SMM, SEO. The job of a content specialist. How to choose a copywriter. Scheme of work. Content strategy. Editorial policy. Commercial strategy. Distribution channels. Genres, categories, tags. Frequency: why is it important? Where do you get ideas from? Video content. Types of useful videos. Content plan/

Lesson 6. Brand management

Lesson 8. Media planning

Media planning. Goals and objectives of media planning. Preparation of a media plan. Example of a media plan.

Lesson 9. Performance analysis, goal setting and KPIs

Introduction to web analytics. What is web analytics. Counters. Key metrics to track. Key performance indicators in Digital (KPI).

Creation of websites and applications. 1 month.
Methods to increase conversion

How to sell goods or services online? How to interest users of your site? How to create your own marketing agency and work only a few hours a day? This course will give you access to powerful marketing tools. You will learn what is really important and what is unnecessary and sometimes even harmful. The emphasis is on beginners, so the information is presented as simply as possible. Less water, more practice! After completing the course, the acquired knowledge will allow you to recoup your investment several times over after just one or two weeks of independent work.

Lesson 1. Website objectives; UX/UI approach to interface design

UX and UI; features of modern web interfaces; UX prototyping; testing and evaluation of test results.

Lesson 2. Site analysis and user scenarios

Technical audit of the site; content audit; traffic sources; quality of traffic from different sources; user behavior; analysis and creation of user scenarios; A/B testing; site adjustments.

Lesson 3. Ways to increase website conversion

Identifying problems; solutions: design, architecture, content.

Lesson 4. Landing page

Landing page and classic website; main elements of Landing page; myths about Landing page; effective landing pages.

Lesson 5. Mobile application development

Mobile application functionality; what companies need a mobile application; application development process; drawing up technical specifications for developers.

Lesson 7. Mobile analytics

Basic metrics for the mobile version of the product; mobile audience segmentation; reach and intersections with audiences on the web; reports; analytics and planning.

Lesson 8. Organizing work at home and in the office

Teamwork; roles and tasks in Internet marketing; pros and cons of remote work and office work; time management for freelancers.

We will get acquainted with all the tools and formats offered by Yandex.Direct and Google Ads. And we will learn how to use the main ones: search advertising and advertising in networks.

Lesson 1. SEO promotion

SEO in Marketing Strategy

Lesson 3. Collecting semantics for search campaigns

Lesson 4. Setting up and optimizing search campaigns in Direct

Lesson 5. YAN

Lesson 6. Retargeting and audiences

Lesson 7. Setting up and optimizing search campaigns in Google Ads

Lesson 8. Display Display and Remarketing in Google Ads

Lesson 10. CPA networks and affiliate marketing

The principle of the CPA model

80% of the Internet audience in Russia uses social networks daily. To paraphrase, “all your clients use social media.” networks.” Yes, this is not an exaggeration. Work in social networks is the most productive way to find your target audience and make them as loyal to your brand as possible. This is relatively cheap advertising and constant contact with the end consumer. In this course, students gradually create a selling community from scratch, put into practice various methods of promoting groups and attracting customers on social networks such as VKontakte, Facebook and Instagram.

Lesson 1. SMM. Beginning of work

Introduction to social media marketing. SMM tasks. Choosing a community format. Definition of target audience. Competitor analysis. Types of content for communities. Main characteristics of branded content. Positioning in social networks. Features of content for different social networks and choice of platforms. Preparation of a content plan. Countering negativity.

Lesson 2. Creative in SMM

Roles in SMM. Platforms and brands. Insight. The role of the brand. The idea of ​​communication is a form of relationship. Social frames, standards. Brand personification. Typical reactions in SMM. Relationship scenarios. Examples. Creative brief. Role model. Examples. Adequacy table. Sections and posts. Categories Changing contexts. Rubrics and forms of relationships. Chains of events. How to come up with posts. Deductive cards. Mechanics: competition. Human capital. Contest designer: examples. Trends in SMM. How not to. Community scaling. Shielding. Shielding for a year. Engaging mechanics. The personification of the brand is the face of SMM. Portrait of an SMM manager. Tools for working with SMM

Email marketing from Unisender. 1 month.
Creation and optimization of “killer” mailings

People check their email up to 20 times a day, and according to many studies, email marketing is the channel with the highest return on investment (ROI) in existence. Aren't these reasons to pay attention to technology today? During the course, we will analyze the full algorithm for working with Email: from getting the first subscribers to creating newsletters and analyzing their effectiveness. This course will be useful for online stores, offline businesses and anyone who wants to learn how to communicate with their readers, subscribers and clients using email.

Lesson 1. Goals and terms in email marketing.

Why email marketing is needed, what are its goals. Types of letters. Types of mailing services. Analysis of transport services: what are they for, what types are there. Analysis of mass mailing services: specifics of work, what criteria to choose. Basic operating algorithms.

Lesson 2. Database collection and segmentation

Database collection: legal offline and online methods. Collection on your website: how to collect effectively without annoying. How to use popup forms correctly? Ready-made mechanics for collecting a database: Facebook ads, integration with landing pages, installation of a pop-up. How to choose options for audience segmentation. Personalization in mailings and substitutions.

Lesson 3. Email Marketing Strategies: Automated Email Series.

Automated emails and their role in email marketing. How to build a welcome series: logic, timings. Chain for customer retention: segments, timings. Other types of car funnels. Examples. How to measure the result from a chain.

Lesson 4. Trigger emails

Trigger emails: where to start, how to calculate effectiveness, what can be implemented without a programmer. Trigger emails in b2b: implementation features. Cyclic trigger letters. Examples.

Lesson 5. Base resuscitation

What is the difference between resuscitation and reactivation? Reactivation: approach in text and sending. Resuscitation of the database: database, texts and sending. Client resuscitation: segments, texts. dispatch.

Lesson 6. Headings and preheader. Letter texts

Title: why it is needed and how to write it. Enhancers in headlines (emotions, provocation, jargon, substitutions). How to select and test a sender. Preheader. Features of text in newsletters. How to present a promotion. How to present a content newsletter. Storytelling in newsletters.

Lesson 7. Shipping and deliverability. Newsletter design

Reasons why emails end up in spam. Checklist for good mailing. How to configure authentication and postmaster. How to create an optimal mailing plan. Structure of letters (tables, gifs). Technical information about the mailing: letter size (width/height), sending data (who sends and when). Adaptability. Creation resources (creation tool, photo sources, inspiration, newsletters from other companies).

Lesson 8. Mailing analytics

Classic indicators in mailing services. How to work with tags in Google Analytics. How to conduct split tests. RFM analysis of mailings. Other ways to track orders from the mailing list (calltracking, promotional codes).

Content marketing. 1 month.
Successful dialogue with the client

“Content marketing is the only marketing we have left.” Seth Godin, author of the bestselling business book Purple Cow. The time for front-line sales is over. For buyers today, recommendations from friends and expert opinions are more important. Direct advertising is gradually fading into the background. In the world of information noise, users and clients have become more sophisticated, and the value of their time has increased. Content marketing focuses on customer satisfaction. This is a constant generation of useful, interesting content. This is not a dry monologue of a brand, but a dialogue between business and client. The result of such a dialogue is a constant increase in pages and queries that are valuable from the point of view of users and search engines. The interest and demand for content marketing will only increase. Already today, close attention is paid to the quality of content. Not a single self-respecting web studio, advertising agency, large Internet project or even public on social networks can do without a content manager, once considered an outlandish profession. Content marketing is a tool that brings customers, and with them profit, and shapes the company’s image. Each lesson of the course is a necessary theory and useful practice, which consists of independent work and checking assignments by the teacher. The theoretical part examines the issues of planning, implementation and subsequent evaluation of the effectiveness of content marketing using modern tools and mechanics.

Lesson 1. Introductory lesson

What is content marketing. "Content is king." Benefits of content marketing. Content marketing goals. Content engineer, content manager. The demand for content marketing for business. Where does everything come from? Why is the demand for content marketing growing? Summary: How content marketing supports business. Where, how and why content marketing is used. Trends 2019. How to consistently create engaging content. There is no magic pill. Practice. Add value. The most important thing is added value Lifehack: content ideas for all occasions

Lesson 2. Types of content and distribution channels

Types of content. Types of content by creation formats. Uniqueness of content. Types of content according to goals. Information content
The main goal is benefit, value Articles in the How to style. Infographics.. Services for creating infographics. Newsjacking. Basic principles of newsjacking. How to learn about trends and current news.. Entertainment content. The main goal is to engage the audience. Relay races
User Content. The main goal is self-expression. What are the benefits of user-generated content? Brand Ambassador. Is it possible to force users to generate content? Career. Storytelling.
At the point of sales. Examples from practice. Opinion leaders: who they are. Is there any point in interacting with an opinion leader? Scheme for working with opinion leaders. Content distribution channels. Summary:

Lesson 4. Good and bad content

Quality as a determining factor. Pleasure and discomfort. Explanation. Novelty. Stories. Common enemy or common problem
Generate interest. Social proof. Relevance. Personalization. Bad and good content. Rules for good usability
How not to do it. Case analysis. Why user-generated content is so important. The impact of product reviews on conversion and sales. Review of UGC projects and publications. How to search for user content (using the example of news publications)

Lesson 6. Personal content marketing and its popularization

The name is capital. History of development. Personal PR (PR) is necessary. Goals. Personal PR events. Internet promotion. Instagram. Forum account. How world leaders use social networks. Russian politicians on social networks. Blogs and bloggers. Top best free platforms for creating a blog. Blogger ratings / TOP: where to look. Personal content marketing and its goals. Case “At Home Tastes Better.” Content preferences in social networks. TOP 20 blogging tools

Lesson 7. Content promotion

Quality content. Optimizing content for the site. How to make links accessible to search engines. Anatomy of links. Why are some pages not included in the index? Using keywords. Promoting content online and offline. Rich snippets. How to protect your content. Content marketing tools. Corporate blog. Email newsletter. Guest posts. Thematic forums and portals. Social media. Mobile optimization

Lesson 8. Performance Analysis

Engagement rate. ER day engagement rate. Reach and Follower Growth. Attracting clients (Acquisition). Growth points. Monitoring the effectiveness of investments. Direct and associated conversion (Conversion). URL Composer. Usage. Why are UTM tags needed? Google Analytics Assisted Conversions. Conversions. Content ROI

Lesson 9. Creativity. How to invent anything you want in digital

We have prepared a mini-course, after completing which you will learn what creativity is, what it is needed for, how to create new ideas and evaluate them. You will understand a set of universal tools for developing and evaluating ideas and understand how to sell your ideas.

This course is for those who want to learn how to create. It doesn’t matter whether it’s related to your work or you just feel the potential for creativity. The course is universal and designed so that you can master and then apply creative techniques to create any kind of ideas. The author and teacher of the course is Sergey Ilyukhin, senior creator at the Affect TOP-5 agency in Russia, teacher at 2 creative schools in Moscow and winner of the all-Russian stage of the Cannes Young Lions 2017 course.

Web analytics in internet marketing. First level. 1 month.
Tracking key indicators and KPIs

Since people started tracking the number of website visits, the principles of web analytics and measuring Internet marketing KPIs have undergone significant changes. The development of systems such as Google Analytics and Yandex.Metrica, as well as the creation by companies of their own analytical systems, have greatly simplified tracking key performance indicators of Internet marketing and made the process of measuring them more accessible. These days, you can't succeed in online marketing without knowing KPIs like user engagement and conversion rate. During the course, you will learn how to use web analytics tools, create reports for online stores, and integrate reporting systems with CRM and other services.

Lesson 1. Basics of Analytics in Marketing

Introduction to web analytics. What is web analytics. Data collection methods. Counters. Log analyzers. Creation of Yandex.Metrica and Google Analytics counters and installation on the site. Creating a Yandex Metrica counter. Creating a Google AdWords counter. Installing a counter code on the website

Lesson 2. Yandex.Metrica

Yandex.Metrica system. Features of the system. Visual reports. Alerts. Working with Webvisor. E-commerce

Lesson 3. Google Analytics

Features of the Google Analytics system
Google Analytics technologies. Connection with other services. E-commerce block. Settings and reports. Setting up GTM. What is a tag? Principle of operation. Setup and installation. How to create an account and container. How to add a container to web pages. How to create additional containers in existing accounts. How to add, update and publish tags.

Lesson 4: Key Metrics to Track

Technical specifications; audience; conversions; users: activity, loyalty.

Lesson 5. Setting up goals in web analytics

The concept of “goal” in web analytics. Simple and compound goals. Goals-events.
Sales funnel tracking

Lesson 6: Call Tracking

Customer call tracking systems. Tasks of call tracking systems. Review of services, selection criteria. Target call 2.0 from Yandex. CallTouch. Calltracking.ru. Comagic. Ringostat

Lesson 8. Reports in web analytics systems

Reports for web analytics. Generating reports, setting the necessary parameters. Yandex.Metrica reports. Google Analytics reports
Reports for online stores. Possibility of adjustments after working with reports.

The Internet has given us many new professions. And a content manager is one of those professions that has begun to become especially popular recently. And in this article we will look at the responsibilities of a content manager, what salary you can expect, and where you can learn the necessary skills (including for free).

  • Content manager salary - how to get the maximum

I’ll tell you a terrible secret right away. In fact, no one knows what a content manager is. And even more so - how does it differ from, say, a “content marketer”. But we will try to bring some clarity to this issue.

Nobody knows who a content manager is

If we open the Yandex-Work service and enter “content manager” into the search bar, then a huge number of vacancies will open before us.

And this list will be a complete hodgepodge. Here is one company looking for a content manager for a salary of 15 - 25 thousand rubles, and does not require any education, experience or special skills (except for the ability to work with texts).

But another company offers a salary starting from 100 thousand rubles, but the list of requirements and responsibilities is long:

  • writing selling texts
  • Knowledge of WordPress engines, 1C Bitrix, NopCommerce
  • Experience in running advertising campaigns on social networks
  • Setting up contextual advertising
  • Design

Here, I have screenshotted for you one vacancy that I especially liked. There, all the requirements and responsibilities didn’t even fit into one screen. However, the salary they offer there is not 100 thousand, but only 45.

Here the company is looking for a specialist who will write selling texts, optimize them for SEO, lay out pages from scratch, and also draw designs in all kinds of professional applications.

Why should you be wary of such vacancies?

Such a description of vacancies suggests that people generally do not understand who they are looking for and why. And there is a very high probability that you will disappoint them in any case (more on this below). It seems that such vacancies are posted by people who know nothing at all about online marketing and just want their company to “be on the Internet.”

Accordingly, they simply copy all the requirements for candidates from other people's vacancies. And believe me, this is not that uncommon. Do you think you’re the only one copying lists of “skills” from other people’s resumes? =)

Or, on the contrary, these are very experienced and skillful Internet marketers who really know how to do all this, and now they are looking for someone to “push” it all onto.

In any case, neither one nor the other will achieve anything good, I guarantee you this responsibly. Therefore, there is no need to become depressed when viewing such vacancies, and consider yourself a worthless incompetent who is of no use to anyone. On the contrary, you don’t need such companies.

Let's take a better look at what a content manager actually needs to know and be able to do in order to be in demand in the market.

3 main responsibilities of a content manager

In fact, you will have to acquire most of the skills in any case at a specific place of work. This is why job vacancies so often contain requirements for “quick learning,” “desire to develop,” and “willingness to learn a lot.” Here, unlike other jobs, it really makes sense.

Everyone works on the Internet too differently. Some people run a VKontakte group, others a corporate blog. And someone just constantly fills the online store with product cards and does nothing else.

Here are the 3 requirements I would indicate as mandatory if I were looking for a content manager for my project:

  1. Fast printing speed. It says that a person writes a lot on a computer, which means he is already an “experienced PC user”, owns MS Office and knows how to “work with texts” - and there is no need to take up space with additional descriptions.
  2. Basic knowledge of html. This is important because it will be needed in any case, and learning html from scratch can take a lot of time. By “basic knowledge” I mean the ability to edit ready-made templates, rather than write pages from scratch.
  3. Basic copywriting skills. This will also be required in any case. Even if your job is simply to fill the site with product cards, you will need to be able to write briefly and convincingly. This is probably the most difficult, but it is what will bring you the most money.

If you have these three skills, then you can cope with the responsibilities of a content manager in any company at the entry level. Below I’ll tell you where you can learn all this if you don’t know how to do anything yet.

The main thing is don’t be afraid to come to interviews if you don’t have any of the skills that the employer indicated in the advertisement. Most likely, you can master everything you need in a couple of weeks or a month.

But what salary can you still expect to earn as a content manager? And how can you make sure that you get paid the maximum and not the minimum?

Content manager salary - how to get the maximum?

Why do we need “content” at all? And what is this “content”? Ask a hundred people about this, and you'll get a hundred different answers. But you're lucky to be here. Because I know the correct answer =)

“Content” in this case we mean any information that tells people on the Internet something about your company, about your product or about your market. Content can be “delivered” in different formats: video, audio, text, photo. And through various sources: corporate website, youtube, social networks, webinars.

Online businesses need content for two purposes:

  1. Attract potential buyers;
  2. Turn potential buyers into real buyers.

And your salary will directly depend on how many people you attracted with your content, and how many of them bought the product you offer.

That is, a good content manager is almost like a sales manager, but only on the Internet. And you definitely need to understand this if you really want to earn a lot.

Of course, you can be a “regular” content manager and engage in “general content activities”: post product cards, write product descriptions, copy-paste news to the corporate public page on VKontakte.

But then you will earn only the bare minimum - the same 15 - 25 thousand rubles. And it will be very easy to replace you with any other similar “manager”. Therefore, I strongly recommend building the work so that it has a measurable result in numbers - how many people came, how many bought.

If the employer wants the “usual”

Even if your employer doesn’t understand anything about content marketing, you need to explain and show how it really works. And if it works out, then you will move to another league. And your position will already be called “content marketer” or even “content marketing director.”

Accordingly, your salary will be more than 100 thousand rubles. And if you add interest on sales, even more. And the best part is that no one will just “ask” you from your place. Because replacing such a person will not be easy.

If it doesn’t work out at your first job, just work “conscientiously” for a couple of years, and then move to a company where everyone already understands this and is willing to pay a lot of money for a competent specialist.

Courses and training for content manager

Unfortunately (or fortunately), it will not yet be possible to obtain the profession of content manager “with a degree” at an institute. But there are many online courses that promise to teach you all the necessary skills, and even issue a certificate that will confirm your knowledge in the eyes of a future employer.

The cost of such courses can vary from 3 to 30 thousand rubles, depending on the training program. But here’s the problem - in most courses they will also try to teach you everything at once. Exactly as described in the “requirements” of the vacancies that we reviewed at the beginning of the article.

But learning everything means learning nothing. Yes, you will have a “crust”. But the specific skills for which you will ultimately be paid are not. From such general courses you can only learn some general theoretical information.

Because no one brain is enough to learn everything at once: writing, layout, SEO, SMM, video processing, design, and working with websites... But all these skills still need to be practiced, and “get your teeth in” on practice.

  • Print speed
  • Basic html
  • Basic copywriting

For the first skill, you can download some kind of simulator, like this one, and practice touch typing. For html, take one of the many free step-by-step courses. For example this I like.

I hope you found this short overview of the profession and responsibilities of a content manager helpful. If so, share the article with your friends. Let them like it too))

Don't forget to download my book. There I show you the fastest way from zero to the first million on the Internet (a summary from personal experience over 10 years =)

See you later!

Yours Dmitry Novoselov

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 Russian language and literature and computer science(cm. choosing a profession based on interest in school subjects).

Short 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

The 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 sites 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 such multifunctional resources as an information portal or an electronic newspaper require a specialist with a broad outlook, experience in journalistic work and knowledge of the basics of PR management.

Job responsibilities of a 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).

Minuses:

  • 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;
  • creative 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 gaining 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 typically require full-time office work. Freelancers can expect a salary of no more than 25-30 thousand rubles.

Salary

Salary as of July 22, 2019

Russia 20000—60000 ₽

Moscow 40000—70000 ₽

Education

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, you need to take courses on website layout or master the basics of html on your own.

Leaders among humanitarian universities:

  • Moscow State University named after. M.V. Lomonosov (MSU)
  • Russian State Humanitarian University (RGGU)
  • State University - Higher School of Economics (SU-HSE)
  • Moscow State Pedagogical University (MPGU)
  • Moscow State University of International Relations (MGIMO)

At the most prestigious faculty of journalism - at Moscow State University. M.V. Lomonosov has a separate specialization in online journalism. At the Russian State University for the Humanities, this course is taught as part of television journalism.

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. Griboyedov (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 named after. M.V. Lomonosov
  • Internet Journalism Courses
  • Mediaschool