{"id":63184,"date":"2017-10-19T00:00:00","date_gmt":"2017-10-19T00:00:00","guid":{"rendered":"https:\/\/rockcontent.com\/blog\/content-marketing-projects-need-project-managers\/"},"modified":"2025-09-10T22:20:11","modified_gmt":"2025-09-11T01:20:11","slug":"content-marketing-manager","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/content-marketing-manager\/","title":{"rendered":"Why Content Marketing Projects Need Project Managers"},"content":{"rendered":"<p><span style=\"font-weight: 400\">Ask any content producer what they think about having a <\/span><b>content marketing manager<\/b><span style=\"font-weight: 400\">, and they&#8217;ll probably say, &#8220;What&#8217;s that?&#8221; They just do their project, others do their projects, and it all comes together, right? No. Content marketing teams need to be managed to produce consistent, timely, and compelling content campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Regardless of the size of the projects, I&#8217;ve worked with some great project managers to ensure we were on track, the messaging was consistent, and each channel was managed efficiently.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This article came into place this year as customers would ask if they needed a content project manager for this or that task or to use some software package. I would ask them, &#8220;Do you want consistent, <\/span><a href=\"https:\/\/pingback.com\/en\/resources\/converting-readers-to-leads\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">effective, and engaging content<\/span><\/a><span style=\"font-weight: 400\">? If so, then yes.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400\">And while I&#8217;m always in favor of <\/span><b>simplifying workflows<\/b><span style=\"font-weight: 400\">, the reality is that content marketing continues to get more and more complicated in many instances:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">There are more stakeholders than ever.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Audience needs have changed since the pandemic.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">The channels for distribution continue to change and increase.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">It&#8217;s easy to fall behind or entirely stop publication schedules.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">It&#8217;s easy to forget about best practices and content strategies when we don&#8217;t keep them top of mind.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">More channels mean greater difficulty in planning, scheduling, and consistency.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">And while we don&#8217;t want to see Project Managers as the <\/span><a href=\"https:\/\/marketoonist.com\/2015\/01\/shinyobject.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">latest shiny object<\/span><\/a><span style=\"font-weight: 400\">, the silver bullet, or whatever buzzword comes to mind,<\/span><b> they can help the rest of the team stay on track and move forward in a coordinated manner<\/b><span style=\"font-weight: 400\">.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400\">From my experience, some of the biggest reasons why content marketing projects fail include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Teams stop publishing altogether (this can be for various reasons).<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Teams create bottlenecks in the content creation process (this can even end up in the above category).<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Teams create &#8216;blah&#8217; content (blog posts that aren&#8217;t very unique, that don&#8217;t offer unique perspectives), <\/span><a href=\"https:\/\/pingback.com\/en\/resources\/jam-session-brianna-dunbar\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">reducing brand and product value<\/span><\/a><span style=\"font-weight: 400\">.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Teams fail to create content consistently, resulting in less than <\/span><a href=\"https:\/\/www.writeraccess.com\/blog\/5-things-high-performing-content-has-in-common\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">high-performing content<\/span><\/a><span style=\"font-weight: 400\">.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Teams don&#8217;t always understand all of the channels they should use and how they apply to the customer journey.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Delegation is crucial but often fails without a defined manager that knows what needs to be done and makes assignments.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">The project isn&#8217;t correctly defined at the outset with a <\/span><a href=\"https:\/\/www.writeraccess.com\/blog\/content-planning-tools\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">project plan<\/span><\/a><span style=\"font-weight: 400\"> that works with a schedule, budget, deliverables, and available resources.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Project Managers typically don&#8217;t create the rockstar-type of content that can be used publicly, but that isn&#8217;t their job. They keep the content creators and strategists on track to hold good discussions.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Indeed, some tools and strategies can also be used to keep us on track. For example, I block off time every Friday to write for the Rock Content Blog. But if I didn&#8217;t have a Project Manager remind me of the importance of getting the article done in time, I might push it off.<\/span><\/p>\n<p><span style=\"font-weight: 400\">There are reasons to stay on track, including:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Quickly discuss if the content is aligned with the correct goals.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Being able to know and understand the target audience.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Giving the editors a chance to edit.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Allowing the design team actually to create good-looking and relevant visual assets.<\/span><span style=\"font-weight: 400\"><br \/><\/span><span style=\"font-weight: 400\">(Related: <\/span><a href=\"https:\/\/authenticstorytelling.net\/heres-why-good-design-actually-matters\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">Why good design matters!<\/span><\/a><span style=\"font-weight: 400\">)<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Giving the web producers a chance to place the content on the website.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Ensuring distribution strategies have a chance to be aligned because we didn&#8217;t have time to talk about them!<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">A Project Manager can help us <\/span><b>outline the timeline<\/b><span style=\"font-weight: 400\"> and, more importantly, help us stick to it. I remember when I didn&#8217;t have Project Managers (or technology solutions). The content marketing team members (we didn&#8217;t have &#8216;Project Manager&#8217; titles) placed post-it notes on a whiteboard with dates scribbled on them. High tech, I know! Ugh.<\/span><\/p>\n<p><span style=\"font-weight: 400\">And since we were under a time crunch, which was the reason we used the post-its, to begin with, the team would briefly huddle here and there to look at the whiteboard and make sure we were on track.<\/span><\/p>\n<p><span style=\"font-weight: 400\">What are the right <\/span><b>characteristics of a content project manager<\/b><span style=\"font-weight: 400\">?<\/span><\/p>\n<p><span style=\"font-weight: 400\">Here&#8217;s the start of a job description:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Advanced understanding of content creation timelines and workloads.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Confidence in meetings with different levels of stakeholders.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">The ability to keep people on the track (aka \u2013 herd content cats)<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Highly organized and realistic with expectations.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Friendly bossy. &#8220;Hi, is this done?&#8221; &lt;blocks the path of escape&gt; \ud83d\ude42<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">A good project manager often brings a sense of calm into what sometimes feels like creative chaos. If you\u2019ve ever watched a team scramble before a major campaign launch, you know how quickly things can unravel when no one\u2019s minding the deadlines. I\u2019ve seen teams with tons of talent produce mediocre results just because they misjudged how long things actually take\u2014from approvals to design tweaks. A skilled manager notices the small bumps before they become massive potholes. That\u2019s not to say they prevent every single issue, but they keep everyone moving with less panic and fewer last-minute headaches.<\/span><\/p>\n<p><span style=\"font-weight: 400\">And it isn\u2019t all about discipline and schedules; there\u2019s a human element too. Sometimes, project managers end up being part coach, part therapist, or, let\u2019s be honest, the one who brings snacks to the late edits session just to lighten the vibe. People underestimate how much morale affects output\u2014when you know someone\u2019s rooting for the group to win (and not just nagging for their own sake), the whole task feels a little less like treading water. That little shift can be the difference between work people simply finish and work that actually matters.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Content work gets done when we have a good strategy, great content creators, and Project Managers who run necessary processes.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In larger teams, I would highly recommend a dedicated Project Manager. In smaller teams, it might be possible to create a combined role such as a Content Marketing Strategist\/Project Manager title (note that <\/span><a href=\"https:\/\/authenticstorytelling.net\/why-content-marketing-practitioners-actually-have-to-specialize-to-a-degree\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">the more slashes we add to jobs, the harder it gets to be good<\/span><\/a><span style=\"font-weight: 400\">).<\/span><\/p>\n<p><span style=\"font-weight: 400\">Good content teams embrace their Project Managers and the value they bring. Ultimately, they can help us get, and stay on track to create better content!<\/span><\/p>\n<p> }}<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ask any content producer what they think about having a content marketing manager, and they&#8217;ll probably say, &#8220;What&#8217;s that?&#8221; They just do their project, others do their projects, and it all comes together, right? No. Content marketing teams need to be managed to produce consistent, timely, and compelling content campaigns. Regardless of the size of [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":54402,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17,122],"tags":[],"class_list":["post-63184","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Content Marketing Projects Need Project Managers - Pingback<\/title>\n<meta name=\"description\" content=\"Why you need a Content Marketing Manager? 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