The evolving skill sets, demands and qualifications of the new marketing content hacker
Quality content that delivers valuable, relevant information is the linchpin of most successful marketing campaigns. According to a recent Hubspot survey, 70 % of marketers surveyed are actively investing in content marketing and advising others to do so as well.
But these marketers aren’t creating content themselves. A report by SmartInsights reveals that 84 % of B2B marketers surveyed are outsourcing their content creation to freelance content marketers. That means content writers are in high demand these days, and it’s one of the easiest ways to break into freelancing. To understand what content writing is and how you can get started in this increasingly popular field, it’s time for Content Marketing 101.
What is Content Marketing?
Content marketing is a way to build brand loyalty and sell products, services and expertise by creating and sharing information that’s relevant and useful to the target audience.
This marketing strategy relies on written or visual material such as blog posts, articles, infographics and video to demonstrate a brand’s authority. In that way, people are willing to trust the brand and turn to it when they need its products, services or expertise. Good content is simply well-written, well- researched information that can stand on its own, even though it’s shared by a business to attract customers.
If you’re curious about getting started in content marketing, this guide can tell you whether you’re cut out for the job. And if you need content writers for your next project, it can provide some tips for finding the right one.
What is a Content Marketer and what does it do?
A content marketer is responsible for the planning, creating, and sharing of valuable content to attract and convert prospects into customers, and customers into repeat buyers. The type of content the content marketer shares depends upon what he sells. In other words, he educates people so that they know, like, and trust him enough to do business with him.
If a content marketer is responsible for marketing content, then let’s look at the classic definition of marketing, which involves the four P’s:
Identify, select, and develop a product
Set the price
Select the distribution channel to reach the customer where she is (place)
Plan and execute a promotion strategy
Using this model, content would be the product. The price could range from an email address (to receive blog updates, join an email newsletter) to payment for access to a content library, ebook, or online training course.
The place would be your blog/website, email list, and social media channels. And promotion would be how you share the product.
A content marketer is someone who understands how to position and promote content so that it reaches the widest audience and converts those people from prospects to subscribers to customers — and keeps them coming back.
Responsibilities of the Content Marketer
Content writers need to be well-rounded, but it also helps to have specific knowledge of the client’s industry or niche. In general, though, if you want to be a content writer, you’ll need the following set of skills:
Content – First and foremost, the Content Marketer is expected to ‘own’ the business’s websites and blog sites, being responsible for ensuring that it has compelling content, navigation, structure/design, localization, and landing pages that will make the business’s content easily digestible by the audience. The Content Marketer actively participates in overseeing content creation for various distribution approaches, inclusive of social media, websites, case studies, blogs, events, videos, email campaigns, and presentations.
At this capacity, the Content Marketer helps in driving growth of the business’s primary content databases by providing the business/product’s audiences with constant, helpful, and interesting content that is in-tune with their interests and needs.
SEO – The Content Marketer also plays an active role in SEO. In conjunction with the SEO department, he plays a leading role in the management of both on-page SEO and off-page SEO analysis and execution; improving organic search engine performance and setting goals based on click through rates, conversions, and traffic. This is for the purpose of ensuring that the content relates with the target audience and that the content actually finds the relevant audiences. The Content Marketer also alert and keeps the business up to date on the latest SEO trends and changes on key search engines.
Collaboration – The position of the Content Marketer is also a collaborative one, and apart from working with the SEO department, the Content Marketer also works with the Content Editors and the Marketing team in defining and creating resources and new content that supports segment specific marketing programs and enhances the business/product’s market awareness for the purpose of driving sales leads, and ultimately helping in sales growth.
The Content Marketer also works with product designers, content editors, product, and sales teams in producing relevant content that is up to standard and meets the stakeholders’ as well as consumers’ needs. The Content Manager will also partner up with editorial team in overseeing the editorial program schedule and the promotion of the business’s content outlet channels such as blogs.
Additional examples of projects that the Content Marketer works collaboratively in are such as; trade event support, infographic creation, creation of content support for sales and executive presentations, content production for web events, e-campaigns, and product sheets, and many more.
Research and Analytics – The Content Marketer also plays an analytical role; he is tasked with conducting research and developing an understanding of the business’s industry, the business/product’s unique value proposition, and it’s the product’s market differentiators. The Content Marketer also conducts extensive research on the challenges and priorities of the business’s consumers and prospective consumers; information that he imparts on the editorial marketing teams who in turn strategically align marketing content strategies with consumer needs.
At this capacity, the Content Marketer also formulates and conducts closed-loop analytics in order to understand how the business/product’s inbound marketing activity translates into consumers, which will in turn refine the Content Marketer’s process of turning in and reaching new consumers in the course of his duties.
The Content Marketer identifies core objectives for the content and develops metrics and methods for measuring and reporting on the effectiveness of the content; he proceeds to prepare reports and result finding presentations on the performance and engagement of that content, which he presents to the senior content marketing management.
Social Media – The Content Manager also plays an active role in the creation and management of the business’s social media profiles and presence, inclusive of Twitter, Facebook, LinkedIn, Instagram, and YouTube among other channels in order to expand the business/product’s online following. This is achieved by contributing to the business’s platforms through provision of helpful marketing content aligned with the interests and needs of the target audience.
At this capacity, the Content Marketer also actively engages in relevant social media discussions and forums as a representative of the business, reaching out to new and existent consumers and ultimately increasing the business/product’s following.
Getting Started as a Content Writer
The easiest way to get started is to apply at content writing service sites, or find leads at freelance job boards or freelance marketplaces.
Content writing services create business relationships with companies that need content, and provide writers to write that content. To work with a content writing service, you’ll typically need to fill out an application. You might be asked to take a writing test or provide writing samples. Because content writing services act as the interface between clients and writers, you’ll typically be contacted when opportunities arise.
Freelance job boards are like “help wanted” classifieds for writers. On these sites, clients can post writing jobs and writers can apply for them just as they would any other job – by filling out an application or sending a resume and samples. These jobs often require previous professional experience, published work or relevant education in the field. For those reasons, it may be difficult for beginners to find work this way.
Freelance marketplaces allow writers to post individual profiles, set rates and vie for jobs and projects posted directly by the client, who then chooses a writer based on profile information and the rates they charge. In these marketplaces, it’s important to keep your profile current and highlight your skills in order to beat the competition.
There’s a lot of work for talented content writers – and most find work through a combination of content writing services, job boards, marketplaces and other avenues. The key is to find a flow of steady content writing assignments that work for you, and to keep working to build your portfolio and strengthen your skills.
Finding and Working With a Content Writer
A Content Marketer, being in a highly interactive position must also possess excellent people skills that will enable him to relate well with others and form meaningful relationships and connections with high-value persons such as consumers, social influencers, media outlet personnel etc on behalf of the business.
If you’re looking for a content writer, a content service can help you quickly find the right one for your needs. Before you begin, define the kind of content you need – and the results you want to get. Determine a general word count and any other considerations. Then search for content writers with experience not only in your industry, but also in writing the sort of content you’re looking for. Your content service may also choose specific writers for you.
At My Cloud Crew, we have highly qualified Digital Marketers already employed by us and are available for lease. Get in touch today to schedule an interview.
