The Performance Content Manager (PCM) is a new and exciting role in the digital marketing landscape. Unlike the traditional copywriter, who writes content for a website or a campaign and then leaves it alone for years, the PCM is constantly monitoring, testing and optimizing the content to achieve the best results.

The PCM has a dual skill set: creative and analytical. They can craft engaging and persuasive content that appeals to the target audience, but they also use data and tools to measure the performance of the content and make data-driven decisions. The PCM is not satisfied with just writing good content; they want to write content that works.

Some of the key metrics that the PCM tracks are keyword rank, traffic, conversion and revenue. These metrics indicate how well the content is reaching the potential customers, attracting them to the website, convincing them to take action and generating value for the business. The PCM uses various techniques and strategies to improve these metrics, such as keyword research, SEO optimization, A/B testing, content personalization and more.

The PCM is also agile and adaptable. They can tweak and experiment with the content 6-12 times per year, depending on the needs and goals of the business. They can respond quickly to changes in the market, customer behavior and feedback. They can also leverage new technologies and platforms to create and distribute content more effectively.

The PCM is not just a copywriter; they are a content marketer, a strategist, a data analyst and a problem solver. They are the future of digital marketing.