An overwhelming 96% of marketing professionals say content marketing has been effective for their brands.
There’s no doubt that content marketing is essential to a business’s success, but what is a content marketer, and how does what they do help your brand?
Find out what a content marketer does, the importance of digital marketing, and how to utilize it to grow your company.
The Various Forms of Content
Content marketing is partly the creation and sharing of online content. This content comes in several forms: blogs, social media posts, pictures, videos, etc. The goal is to promote a brand and increase interest in the company’s products or services.
Regardless of the type of content you create, it should be relevant, valuable, and uploaded consistently.
Common types of content include:
- Blog posts
- Video content
- Podcasts
- Infographics
- PR
- Paid ads
- Social media content
- eBooks
- Newsletters
- Webinars
What Is a Content Marketer?
Now that you understand the different types of content, we can move on to the main question. So, what is a content marketer anyway?
Someone in this position plans creates, and shares content that promotes your business, attracts leads, and converts visitors into customers.
Whether written content, videos, or any other form, a content marketer will plan and create it, post it on different channels, promote it, track key metrics, and more.
Let’s cover some of their primary duties next.
Creating Written Content
Content marketers are in charge of planning and writing blog posts, email newsletters, social media posts and updates, and other forms of written content.
The goal of written content is to provide value for the audience, but it’s also a great way to generate interest. For instance, an email promoting a current sale can entice subscribers to buy your products and snag a great deal.
Content marketers may also work with a team of freelancers or contract employees that write this content.
Written content provides a lot of value for a business, as it’s a great way to rank for keywords, generate interest, ensure your website stays active and relevant, and so on.
Research Keywords
Content marketers must stay on top of the latest trends related to their field. They must stay in the loop to keep relevant.
They’re also in charge of or at least connected to employees that conduct keyword research. Keyword research is still a vital part of marketing. Therefore, part of a content marketer’s job is to conduct research and integrate keywords into a strategy.
This involves figuring out your audience’s questions and planning to create content to answer those queries.
Making Video Content
Not all companies create video content, but incorporating it’s a good idea. Studies show that 54% of consumers want to see video content from a company.
Content marketing involves making videos that promote a product or service, talk about the brand, go behind the scenes, etc.
YouTube remains one of the best platforms to post video content. Look at the latest YouTube statistics to see how video content can benefit your company.
Handling Social Media
Some content marketers master all social media platforms, while others focus on one or two to promote a brand.
Either way, handling social media tasks is part of a content marketer’s job. Some content works better on specific platforms. Facebook is ideal for engagement, while YouTube is best for long-form video content. Instagram is an excellent platform for image-related posts or short videos.
Part of their job is also to determine where the target audience exists. If the target audience is middle-aged homeowners making $100,000 or above annually, they’re likely not hanging out on TikTok.
Creating Editorial Calendars
Editorial calendars are timelines of what you plan to publish and when. These days, most calendars are digital, and many teams use marketing software to track deadlines, add tasks, and share information.
To be successful in the world of marketing, your business needs to plan content well in advance. For instance, if you’re a fitness company, you might want to plan marketing emails and blog posts relating to New Year’s resolutions a few months before the season rolls around.
Your audience counts on your business for support and consistent, valuable content. That’s why you need a content marketer to handle it by creating and following a marketing calendar.
Build and Maintain Relationships
A critical responsibility for a content marketer is to build and maintain relationships with your audience. This may mean establishing authority in your field, creating new methods for engagement, learning about industry trends and staying relevant, and supporting customers by staying consistent and reliable.
Much of this can be accomplished through planning and creating content for the audience. It also involves working with other team members, such as a freelance team, the SEO experts on staff, etc.
To handle all these tasks and successfully master marketing content, they should have specific skills.
The Best Skills for a Content Marketer
Hiring someone to write and handle online content is excellent for your business, but you don’t want to hire just anyone. They should have specific skills.
For one, they should have excellent planning and time management skills. A big part of marketing online content is planning. These professionals also have a lot on their plate, so learning to manage their time is critical to success.
They should also have top-notch communication skills and be a team player. After all, individuals in this role may need to work with many different teams.
Finally, they need to be a great researcher. The best practices for SEO are constantly changing, and marketing professionals need to stay on top of the latest news in that world as well. Keeping up with the different social media platforms and changing strategies when necessary is vital to the job.
Make the Most of Your Brand
So, what is a content marketer? It’s a professional that handles various content, from videos to copy and more. They create and publish content designed to grow your brand through engagement, SEO, lead generation, and more.
When you utilize digital marketing, you’re making the most of your company and improving your chances for future growth. Invest in a content marketer to take your business to the next level!
