Most commonly reported Work Activities

• Coordinating the Work and Activities of Others Getting members of a group to work together to accomplish tasks.
• Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
• Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
• Organising, Planning, and Prioritising Work Developing specific goals and plans to prioritise, organise, and accomplish your work.
• Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
• Scheduling Work and Activities Scheduling events, programs, and activities, as well as the work of others.
• Developing and Building Teams Encouraging and building mutual trust, respect, and cooperation among team members.
• Monitoring and Controlling Resources Monitoring and controlling resources and overseeing the spending of money.
• Making Decisions and Solving Problems Analysing information and evaluating results to choose the best solution and solve problems.
• Updating and Using Relevant Knowledge Keeping up-to-date technically and applying new knowledge to your job.

The Work

Digital content managers typically run websites with an e-commerce focus. They ensure that content and webpages are continually updated  to include new products and product descriptions.

Even small changes to a website can play havoc with the site's content, as articles are edited or links are moved and broken. The role of the Digital content manager is to keep the site running smoothly, while also tracking data about where users are clicking, how long they stay on a site, and other data points that drive a company's marketing efforts.

Digital content managers work through web content management systems to track changes in content and check to see that  links are working correctly.

Working with content writers, the Digital Content Manager builds up the digital content of a website and tracks which products sell, and why they sell. They then report back to the marketing team about which strategies are most successful.

Digital content managers work with a variety of content creators and marketers to keep a website on track such as the Content Production Manager, Product Manager,  Internet Marketing Director.

A primary function of this role is to create clear, engaging and compelling textual and visual web content. A mix of copywriter, online marketing specialist and designer, the Digital content manager will typically work as a content creator before moving into this higher-level position. They must have previous editing experience, as well as an understanding that content must be updated continuously for a website to remain relevant.

Day to day functions of the role include

• Creates a diverse range of content that relates directly to the users’ requirements – web and digital platforms, webinars, newsletters etc.
• Ensures all content is optimised for user experience and search engines.
• Develops and implements search engine optimistion (SEO) and inbound marketing strategies.
• Manages content platforms, including blogging platforms
• Devises to social media content strategy

Most commonly reported Work Tasks

• Manage project execution to ensure adherence to budget, schedule, and scope.
• Confer with project personnel to identify and resolve problems.
• Monitor or track project milestones and deliverables.
• Submit project deliverables, ensuring adherence to quality standards.
• Assess current or future customer needs and priorities by communicating directly with customers, conducting surveys, or other methods.
• Initiate, review, or approve modifications to project plans.
• Schedule and facilitate meetings related to information technology projects.
• Direct or coordinate activities of project personnel.
• Develop implementation plans that include analyses such as cost-benefit or return on investment (ROI).
• Identify need for initial or supplemental project resources.

This occupation is typically suited for people with the following Career Interests:

Linguistic

The Linguistic's interests are usually focused on ideas and information exchange. They tend to like reading a lot, and enjoy discussion about what has been said. Some will want to write about their own ideas and may follow a path towards journalism, story writing or editing. Others will develop skills in other languages, perhaps finding work as a translator or interpreter. Most Linguistic types will enjoy the opportunity to teach or instruct people in a topic they are interested in.

Enterprising

Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.

Investigative

The Investigative person will usually find a particular area of science to be of interest. They are inclined toward intellectual and analytical activities and enjoy observation and theory. They may prefer thought to action, and enjoy the challenge of solving problems with sophiscticated technology. These types prefer mentally stimulating environments and often pay close attention to developments in their chosen field.

Digital content managers typically work as content creators before moving into this higher-level position. This role is partly marketing, data analyses, management, and design. 

Digital Designers must have drawing skills and a high level of computer literacy, as well as a creative mind. As work will usually be highly collaborative excellent communication skills will also be necessary.

A degree in graphic design or other art and design-based subject is important, while you may find entry level positions with a degree that is not directly related one with some visual arts element will be a significant asset.

Also vital is a working knowledge of design software, such as Illustrator or InDesign or the image editor Photoshop. Some positions may require experience with a specific software. Experience with these kinds of programs may be gained through further or higher education, but there also a wide variety of employment or online courses available, as well as tools to assist self-study. You should develop a portfolio of your work to support your applications.

Training & Development 

FET Centre Traineeship: Business Admin, Prince 2 & scrum master project management, Digital media Design, Supervisory management & leadership at NFQ Levels 5-6 Search FET Courses

FET PLC Courses: Art Graphic design, Media production, Marketing, Business Studies & Digital Marketing, Business with Digital Marketing and Behavioural Studies, Creative Advertising & Digital Marketing, Digital Marketing & Content Development, Digital Marketing, Enterprise and Social Media, Event Management with PR & Digital Marketing at NFQ Levels 5-6 Search FET PLC Courses

Apprenticeship: ICT Developer, Animator Apprenticeships NFQ level 9 Search Apprenticeships

Higher Education CAO Entry: Art, Media production, marketing & digital media, creative digital media, Digital Marketing, Digital Marketing and Public Relations, Digital Marketing Technologies, Digital Marketing with Analytics, Marketing and Digital Media at NFQ Levels 6-8 Search CAO courses

Postgraduate Study Options Business - Marketing Stream, Digital media & production, Marketing - Strategic Marketing, project management, Business Administration - MBA - Marketing Stream, Digital Marketing, Digital Marketing & Analytics NFQ level 9

Last Updated: April, 2023

Salary Range (thousands per year)* €35k - €75k

Salaries vary based on employer, location, experience, duties, and role.

Data Source(s):
Brightwater / Sigmar/ CPL / Morgan McKinley/ Prosperity.ie/ Clark/ Osborne

Last Updated: July, 2024

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.

View Salary information from Indeed.ie
Note: data not aways available

This information has been derived from the Solas National Skills Bulletin (2023).

The negative average annual employment growth rate over the five-year period for this occupation is partly related to changes in the LFS in 2017; however, employment has declined annually since 2020. Those employed were primarily male, working full-time and held third-level qualifications. The share of non-Irish citizens employed far exceeded the national average (41% compared to 19% nationally).

Despite the decline in employment, over 3,500 new employment permits were issued in 2022 across a range of roles including IT analysts/engineers (cloud, security, systems, network, test), There was a high volume of mentions in the Recruitment Agency Survey for network/security and site reliability engineers while vacancies for software testers were cited as difficult to fill by employers in the Skills for Growth data, particularly for those with cybersecurity, cloud computing and HTML skills. The number of online job adverts declined by 12% in 2022, predominantly due to the fall in postings for systems analysts which alone accounted for nearly half the total decline in ICT job postings in 2022.

Despite falling employment numbers, strong demand remains evident across the indicators in key areas such as network/cloud and security engineering. The move to remote working since the onset of the pandemic, along with the war in Ukraine, have increased the prevalence of cybersecurity threats39 with demand for these skills likely to persist. The fall in online vacancy advertisements indicates a slowing in demand but shortages remain, at least in the short-term.

• Marketing Institute of Ireland (MII)

  • Marketing House, South County Business Park, Leopardstown, Dublin 18
  • (01) 295 2355
  • [email protected]
  • Click Here

• The Digital Marketing Institute

  • Online
  • (01) 531 1200
  • [email protected]
  • Click Here