6 tips to move from content marketing manager to director

You’re ready for more in your content career. But the path from content marketing manager to director may seem a little unclear. You’ve got strong tactical skills, but you’ll also need to hone your strategic and leadership skills to move up.

Corina Walsh is well-versed in growing leaders. She’s a leadership coach, author and CEO of Shift People Development. The company specializes in training front-line and mid-level managers. Corina lives and breathes leadership, and throughout her career she’s spoken at conferences whose rosters include Brené Brown and Adam Grant.

In this article, you’ll gain Corina’s insights for honing your leadership skills to advance in your content marketing career. We’ll also cover:

• Why leadership skills matter so much in today’s workplace

• Skills and responsibilities of a head of content or content marketing director

• 6 tips for making the move from content marketing manager to director

• Marketing management career outlook and salary information

Why leadership skills are critical today

We’re now in a skills-driven economy. However, employees often have strong technical aptitude, but don’t always have the people management skills to lead teams or work effectively with the C suite. This is why knowing how to boost your leadership skills can be the key to your career progression.

Being an excellent communicator is a core leadership skill that goes hand in hand with content marketing. You likely already understand how to think like a reporter to ask good questions. So, employ your skills to get clear on what your leadership team’s objectives are, then work backwards to execute on the bigger vision. 

Leadership skills go far beyond communication. And every leadership role differs depending on where you work. If you’re part of a large content marketing team, your day-to-day (and skill requirements) will likely look different than if you work in small team. However, at a basic level, there are several ways you expect content marketing skills and responsibilities to differ between manager and director roles.

Content marketing manager vs. director skills

As content marketing manager, you may create strategy or collaborate with cross-functional teams like sales and product marketing. You might also oversee a budget. But while a content marketing manager needs the skills to execute (if not develop) strategy, build a content workflow and track progress against goals, a content marketing director often takes a more leadership-oriented approach. 

Directors or heads of content typically work closely with senior executives to shape the company’s content vision and integrate it into the broader marketing strategy. This means they need the skills to demonstrate leadership and ensure that content efforts contribute to company growth, brand reputation and market positioning. Here are how a few key skills stack up.

Content marketing manager skills:

• Understands how to execute detailed content plans

• Adept at managing the logistics of content production

• Strong organizational skills to manage multiple content projects at once

• Experience in writing and editing high-quality content

• Well-versed in search engine optimization (SEO) best practices

• Familiar with tools like Google Analytics and other reporting software to measure the effectiveness of content initiatives

Content marketing director skills:

• Understands how to create a content strategy that supports a company’s long-term vision 

• Experience in leading and developing high-performing content teams

• Strong interpersonal skills to work effectively with various departments and C-level leaders

• Adept at managing budgets and allocating resources to maximize return on investment (ROI)

• Deep knowledge of market trends and the competitive landscape

Comparing marketing management responsibilities

Skills and responsibilities are closely tied. Here’s an example of how the latter compares for these two leadership roles.

Content marketing manager responsibilities:

• Developing and managing the content calendar

• Overseeing content creation, including writing, editing and design

• Implementing SEO strategies to improve content visibility

• Analyzing content performance metrics and adjusting your marketing strategies accordingly

• Coordinating with other teams like social media and email marketing to ensure consistency

• Managing a team of writers, designers and freelancers

Content marketing director responsibilities:

• Setting the long-term vision and strategy for the content marketing function

• Aligning content initiatives with business objectives and brand

• Leading and mentoring the content marketing team

• Managing the content budget and resources allocation

• Overseeing the development of major content campaigns and projects

• Collaborating with C-suite executives to ensure content strategy supports business goals

6 tips for making the move from content marketing manager to director

The path from content marketing manager to marketing director is by no means linear. According to 2024 research from the Content Marketing Institute (CMI), “62% of content marketers say no clear career ladder exists. Leaders agree: 52% of people who identify as director level or above say there’s no clear career path for content marketers.” However, Corina says there are a few things you can to do support your career progression.

1. Hone your ability to influence up

You’re already accountable for outcomes. You’ll have a better chance of reaching your goals by developing a skill set like influencing up, in addition to your current marketing manager skills. This can translate to a track record of success that will help you make your next career move.

The key is understanding what’s important to senior leadership so you can frame what you’re trying to achieve in a way they value. As Corina says, to lead means to go first. So, you have to be willing to put in the time and effort to build your case and communicate effectively about what matters to senior leadership. 

“Decisions are based on emotions,” she says. “You need to communicate in a storytelling format that creates a connection.”

→ Here are a few simple tips to help you influence up:

• Practice articulating your ideas clearly and persuasively

• Actively listen to team members

• Cultivate empathy and understanding to tailor your communication as needed

2. Deepen your connections with cross-functional teams

Branching out and connecting with other departments can help you further the organization’s broader vision in a collaborative way. And you’ll likely get noticed for the impact you’re making.

“Bring in other people to reinforce the initiatives you’re trying to move forward,” Corina says. “Sales and marketing often have to collaborate, so try to get them on your side. That way, when you go into a meeting, you’ve got other people who agree with your approach and can back you up.” 

The ability to foster collaboration and build cohesive teams is a critical leadership quality. Learning how to work with others who have varied skill sets and perspectives also creates an environment where everyone feels valued and empowered to contribute. 

→ Here are a few ideas to try today:

• Invite someone in another department for coffee

• See if you can job-swap for a day (if your company allows this)

• Ask colleagues in other departments for their opinion when it makes sense, rather than rushing through production

3. Show the return on content investment

All marketers know it can be difficult to measure content ROI. However, gathering data is essential for you to show that you’ve got the bigger vision in mind.

Corina recommends learning how to paint a full picture for the person you’re trying to make an impression on. By aligning your accomplishments with the overarching goals of the company, you demonstrate your ability to think holistically. You also showcase your potential to drive meaningful impact at a managerial level.

For instance, you can show you’re thinking full circle by saying, “If this is the amount we have to invest, this is the result we’re likely to get,” she suggests. 

→ Here are a few tips to show you’re thinking strategically about ROI:

• Always tie content initiatives to business objectives

• Run regular reports on content performance

• Create a few case studies illustrating content team wins

4. Delegate as appropriate

If it’s within the scope of your current role, demonstrate that you know how to delegate effectively. This means you need to get specific about what you want to achieve.

Corina recommends starting small by delegating just a few tasks first. Don’t just jump in with both feet. This can be a hard lesson for marketers who don’t get the results they were looking for from other team members.

“As a leader — whether by title or not — you have to ask yourself if you’re communicating clearly about your expectations,” she says. “If you don’t know what you want, it’s going to be impossible for someone to give it to you.”

→ Here are some delegation tips:

• Match tasks to the right people

• Provide the necessary support

• Follow up and have a two-way dialogue

5. Plan your leadership development strategy 

If you’re wondering how to improve your leadership abilities as a content marketer, take a step back and consider your skill gaps before you dive into any kind of development. 

“Don’t build your leadership journey on a shaky foundation,” Corina says. “If you’re an ambitious person, it’s hard not to reach for higher levels, but it rarely works the way you think it will. Choose leadership development that’s a fit for where you’re at right now.” 

It can be enlightening to work with a coach or mentor from a different industry, especially if you’re trying to build people management skills. Depending on your leadership journey, you can also explore conferences for solo development. 

→ Here are a few skill building tips:

• Ensure your core content marketing skills (like storytelling and writing) are strong before focusing on leadership skills

• Commit to learning about other areas of content marketing — for instance, if your focus has been on blogging up until now, find out more about email marketing

• Follow thought leaders, and stay up to date on industry reports and best practices

6. Build relationships in the broader community 

Love it or hate it, networking can be key to career advancement in marketing management. So, take proactive steps to cultivate meaningful relationships within the content marketing community outside of your company. 

Attend industry events, join professional associations, and participate in online forums and networking groups. This will help you connect with peers, thought leaders and potential collaborators. Don’t be a taker, though. Engage in conversations, share insights and offer assistance whenever possible. This way, you'll gain and give valuable support.

→ Here are few ideas for you:

• Identify individuals whose career paths and leadership styles resonate with you, and reach out to them for guidance

• Be open to feedback and ask thought-provoking questions

• Always connect on a human level (rather than transactional) and ask how you can help others

Content marketing leadership career outlook and salaries

Despite an unclear career path, the good news is that most content marketers enjoy their work (54%) and feel they’re paid fairly (47%). Data from both the CMI survey as well as Superpath’s 2024 Content Marketing Salary Report shows an average salary of close to the $112,000 mark in the United States. Even better news? This is on the rise, seeing as Superpath’s 2023 report stated an average salary that was nearly 17% lower.

However, recent layoffs have impacted the industry. According to the Superpath report, “16% of content marketers were laid off in 2023.” As layoffs and developments in artificial intelligence continue to shake up content marketing, this is all the more reason to hone your skills and learn how to demonstrate leadership. 

Create an impact with your content marketing

Learning how to improve your leadership abilities can help you create wins for yourself and your team, and move into the content role you desire. Honing your capacity to influence up, drive meaningful collaborations and show the ROI on content initiatives are a few places to start. Onward and upward!

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