Alright, let’s talk about one of the most pivotal hires you can make for your business: the Content Marketing Manager. This isn’t just someone who “writes blogs.” This is your brand’s chief storyteller, your SEO strategist, and your lead-generation engine all rolled into one.
A great Content Marketing Manager turns your business from just another company shouting “buy my stuff!” into a trusted authority that attracts and nurtures customers. They don’t just create content; they build a strategic asset that pays dividends for years to come.
This blueprint will ensure you attract, hire, and set up a world-class Content Marketing Manager for success.
1. The Job Description (The Mission, Not Just the Tasks)
Role: Content Marketing Manager
Mission: To own and execute the company’s entire content strategy from top to bottom. Your mission is to build our brand’s authority in the market by creating and distributing high-value content that attracts, engages, and converts our ideal customers. You will be the driving force behind turning our website and social channels into a go-to resource for our industry, ultimately fuelling our sales pipeline with qualified, educated leads.
Key Responsibilities:
Your day-to-day will be a mix of strategic planning, creative execution, and data analysis. Specifically, you will be expected to:
- Develop & Own Content Strategy: Plan, develop, and own the company’s content strategy and editorial calendar to align with marketing and business objectives.
- SEO & Keyword Research: Conduct in-depth keyword research and competitor analysis to identify content opportunities and ensure all content is optimised for search engines to drive organic traffic.
- Content Production & Management: Write, edit, and proofread high-quality, long-form content including blog posts, ultimate guides, whitepapers, and case studies, while also managing freelance writers or junior team members.
- Performance Analysis & Reporting: Track and analyse content performance using Google Analytics 4, Search Console, and other tools, providing regular reports on key metrics like traffic, engagement, and lead generation.
- Lead Generation & Conversion: Create compelling lead magnets (ebooks, webinars, checklists) and optimise content conversion points to grow our email list and generate marketing-qualified leads (MQLs).
- Multi-format Content Development: Plan and manage the creation of content beyond the written word, including developing scripts for videos, outlines for podcasts, and content for webinars.
- Cross-functional Collaboration: Work closely with the social media, paid ads, and sales teams to ensure content is effectively promoted, distributed, and repurposed across all relevant channels.
- Email Content Creation: Develop and write copy for our email newsletters and automated nurture sequences, helping to move leads through the marketing funnel.
2. Skills & Experience (The “Must-Haves” vs. “Nice-to-Haves”)
Hard Skills (The Non-Negotiables):
- Expert-level Content Strategy: You don’t just write; you build content funnels and customer journeys.
- Advanced SEO Proficiency: Deep understanding of keyword research, on-page SEO, link building, and technical SEO principles.
- Data Analysis: You live and breathe Google Analytics 4 and Google Search Console, and can translate data into actionable insights.
- Exceptional Writing & Editing: You are a master of the written word, capable of crafting compelling copy and polishing the work of others to a high shine.
- Advanced AI Tools Proficiency: You are an expert at leveraging generative AI tools (like Jasper, ChatGPT-4, etc.) not just for drafting, but for research, ideation, and optimising content for engagement and SEO. This is essential.
- CMS Mastery: You are highly proficient with WordPress and/or Shopify.
- Multi-format Content Experience: Proven experience producing and managing content beyond blog posts (e.g., video scripts, podcast outlines, webinars, lead magnets).
Soft Skills (The Game Changers):
- Strategic Thinker: You always ask “why” and connect content activities directly to business goals.
- Highly Creative: You are an idea machine, constantly finding new and interesting angles to engage our audience.
- Analytical Mindset: You are data-driven and use performance metrics to guide your strategy, not just your gut feeling.
- Project Management: You can juggle multiple projects, deadlines, and stakeholders without breaking a sweat.
- Leadership & Mentorship: You are capable of guiding junior team members and freelancers to produce their best work.
Experience:
- Required: 5+ years in a content marketing role, with at least 2 years in a strategic or management capacity.
- Required: A portfolio demonstrating your ability to create high-quality content that has achieved measurable business results (e.g., increased organic traffic, generated qualified leads, improved keyword rankings). Please include links to live examples and a brief explanation of the results.
- Nice to Have: Experience marketing to an Australian or Western audience.
- Nice to Have: Experience managing a small team or freelancers.
3. Remuneration Structure (The Complete Picture)
This section outlines the salary and benefits package. For a manager-level role requiring strategic expertise, it’s crucial to be competitive to attract top-tier talent in the Philippines.
- Base Salary Range (Annual):
- ₱960,000 – ₱1,560,000 Philippine Pesos (PHP)
- $24,000 – $39,000 Australian Dollars (AUD) (approx. at a 1:40 exchange rate)
- This is typically paid bi-monthly on the 15th and final day of the month and is dependent on the candidate’s experience and the depth of their portfolio.
- The Aussie SMB Guide to Filipino Remuneration: (only if employed locally in The Philippines, vs being a contractor)
- 13th Month Pay: This is a legally mandated bonus in the Philippines, equivalent to one month’s salary, paid in December. You must budget for this.
- Health Insurance (HMO): While there is public healthcare, providing private health insurance is the #1 most sought-after benefit and a key differentiator for being an employer of choice. Budget approx. ₱25,000 – ₱40,000 per year for a quality plan.
- Contributions: The employer is also responsible for contributions to SSS (Social Security), PhilHealth (National Health Insurance), and Pag-IBIG (Home Development Fund).
- Fully Loaded Cost: As a rule of thumb, you should budget an additional 15-20% on top of the base salary to cover the 13th-month pay, benefits, and government contributions.
4. Reporting Structure (Who Answers to Whom)
- Direct Manager: This role reports directly to the Head of Marketing (in a larger SMB) or the Business Owner/CEO.
- Direct Reports: This role may have 1-2 direct reports, such as a Junior Content Writer or a Content Virtual Assistant. They will also be responsible for managing any freelance writers or content creators.
- Key Collaborators:
- Works daily with the Social Media Manager to promote and distribute content.
- Works closely with the Paid Ads Specialist to align content with paid campaigns.
- Collaborates with the Graphic Designer to create visual assets for content.
- Liaises with the Sales Team to create sales enablement content and gather customer insights.
5. Success Measurement (How We Keep Score)
Success in this role is not measured by the quantity of content produced, but by its impact on the business. Performance will be reviewed quarterly against the following KPIs:
- Lead Generation & Conversion (40%):
- Generate a minimum of 150 Marketing Qualified Leads (MQLs) per month from content assets (e.g., ebook downloads, webinar sign-ups).
- Achieve a 5% conversion rate from organic traffic to email subscribers.
- Organic Traffic & Reach (40%):
- Increase overall organic website traffic by 25% year-on-year.
- Achieve top 5 Google rankings for 10 new strategic, bottom-of-funnel keywords each quarter.
- Content Engagement & Authority (20%):
- Increase average time on page for key blog posts by 15%.
- Acquire a minimum of 10 high-quality backlinks per month through content-led outreach.
6. Onboarding (The First 90-Day Flight Plan)
- First 30 Days (Audit & Absorb):
- Conduct a full audit of all existing content and its performance.
- Deep dive into Google Analytics, Search Console, and our CRM to understand the current state of play.
- Meet with key stakeholders (Sales, Support, Marketing) to understand our customer and our market.
- Present an initial “State of the Nation” report with key findings and opportunities.
- First 60 Days (Plan & Execute):
- Develop and present a comprehensive 6-month content strategy and editorial calendar.
- Take full ownership of the content production process.
- Oversee the creation and publication of your first pillar content piece (e.g., an ultimate guide or data study).
- First 90 Days (Optimise & Own):
- Establish a clear content performance dashboard and reporting rhythm.
- Launch a new content initiative (e.g., a video series, webinar program).
- Present your first quarterly performance review, demonstrating progress against your KPIs.
7. Processes (How We Do Things ‘Round Here)
- The Content Engine Workflow: All content follows a documented process in Asana, from idea to publication and promotion:
- Ideation: Idea captured in the “Content Ideas” backlog.
- Briefing: Idea developed into a full content brief, including target keyword, audience, and outline.
- Creation: Assigned to a writer for drafting.
- Review: Submitted for editing and approval.
- Publishing: Scheduled and published on the CMS.
- Promotion: The post-publish checklist is initiated (email broadcast, social media distribution, etc.).
8. Tools & SaaS Stack (The Tools of the Trade)
- Project Management: Asana
- SEO: Ahrefs & Surfer SEO
- CMS: WordPress
- Analytics: Google Analytics 4, Google Search Console
- AI Writing Assistant: Jasper
- Design: Canva Pro
- Communication: Slack & Google Workspace