The term “content marketer,” once little more than a whisper on the wind and hope in our hearts, is now a chiseled pillar of the marketing world.

As digital marketing has evolved into a war for attention, attention has become one of the most valuable commodities for marketers. To win that war, you must be prepared to create content that works at scale—meaning it needs to be shared across multiple channels and platforms.

A content marketer is someone who specializes in planning, creating, promoting, and managing online content—whether it be social media posts, e-books, or blog posts—so that it will be useful to your target audience and make them convert to actual customers.

They work in tandem with other departments and across multiple channels to ensure that the right content is produced at the right time, on the right platform, with the right message, in order to create a meaningful connection between consumers and brands.

In addition to creating content, content marketers are also involved in social media management and search engine optimization (SEO), which helps them reach their target audiences on multiple platforms.

What are some skills content marketers possess?

A great content marketer possesses several skills, including:

1. Research 

Research is an incredibly important skill for any marketer. Without it, there would be no way to know what people are looking for and what they want from your business.

The more you know about your audience and their preferences, the better decisions you’ll be able to make as a marketer — which means increased revenue for your business!

2. Writing 

Content marketers are good writers. They can write in a number of different forms, including articles, web copy, email marketing, and social media posts. They know how to make the most of their words and how to take an idea and turn it into a piece of content that is engaging and useful for consumers.

3. Storytelling 

Creating compelling stories that resonate with people is one of the best ways to build brand awareness and loyalty among customers. 

This can be done through blogging or email marketing, but it doesn’t have to be limited to those formats—you can also tell stories on social media platforms like Facebook or Twitter by creating threads or videos as a way for customers to engage with you on a daily basis.

4. Editing and publishing 

Content marketers require editing and publishing skills because writers often need to be able to manage their writing into a professional-looking format for publication on websites or social media channels. Copywriters are also required to be proficient in some tools so that they can design attractive layouts for their content pieces.

5. SEO and digital marketing skills

Digital marketing uses online channels such as pay-per-click (PPC) advertising, organic search, search engine optimization (SEO), e-mail, display advertising, and social media to drive brand awareness, attract new customers, and maximize revenue. A content marketer should know how to use these tactics to drive conversions.

See also: 5 Amazing features from Salesforce’s Content Builder that will totally change your Content Marketing Game.

6. Social media marketing

Having relevant knowledge of how to maximize social media as a marketing tool is one great skill you can’t pass up as a content marketer. This means you know what kind of content flourishes on each social media platform, and which platform you actually need to be on to satisfy your audience with the content they need.

Some other skills worthy of mention include video editing skills, copy editing, data analysis, and graphic design.  

Forms of content for content marketers

A content marketer might focus on one or more of the following types of content:

1. Written content

This could include blog posts, emails, social media content, ebooks, whitepapers, and instructional guides. Businesses publish written content in these forms that align with their brand voices.

A content marketer is responsible for writing long-form and short-form content, writing captions for social media posts, developing and using effective keywords properly, and proofreading content written to make sure everything aligns with the brand’s style of writing. 

2. Audio and video content

Audio content may come in the form of podcasts and content for radio advertisements, shows, and the likes. 

Video content can serve as a form of entertainment for a brand’s audience, education for the audience on a brand’s products and services, or a demonstration of how to use features available for the audience. 

A content marketer would be responsible for brainstorming ideas and direction for the video, creating the video, distributing the video and tracking its progress with the audience. 

3. Gated content generation

Gated content is a form of content that is semi-private. What this means is that users who express interest in this content would have to provide minimal information about themselves like their name and email before they gain access to the content. 

For example, a content marketer may create an e-book or a webinar about a specific topic in a field, and if any users are interested, they’d provide their name and email to get it. 

So you want to be a Content Marketer? Here’s a quick guide

1. Take a course in relevant fields like communications, marketing, advertising, or journalism and get your degree.

      See also: MOZ vs Hubspot: Which is a better content marketing resource for beginners?

10 Content Marketing Resources Startups Need To Check Out

2. Hone your soft and hard skills like communication, writing skills, graphic design, collaboration, video and copy editing skills, etc. 
3. Develop your resume to include these skills you have acquired.
4. Build a portfolio as proof of your hard and soft skills. 
5. Be a part of a strong professional network. 

How much do content marketers make on average?

The answer to this question depends on the experience level and skills of the individual content marketer. But it also depends on the type of client you work with.

If you work for a high-profile company or organization, your salary can be higher than what you would get working for a smaller client. For example, if you were to work for a small business and they had millions of dollars in revenue, then they would probably pay you more than if they were a smaller company that had just started up. 

A content marketing consultant typically makes as much as $100,000 a year or more, while a content marketer, on average, might earn $45,000 to $75,000 per year.

As the popularity of content marketing grows, so will demand for skilled writers and marketers who can help businesses create and distribute valuable content that resonates with consumers.

Wrapping up

The demand for content is increasing in the marketing industry and there’s no letup in sight. Content marketers are some of the most sought-after professionals right now, both by small and large businesses. 

If you’re having trouble attracting high quality leads on the web or social media, or don’t have the resources to employ a full-time content marketer, outsourcing to a marketing agency like Hera might be a good option. Book a demo today!

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We have worked with over 24 startups to drive conversions through increased community presence and relevant blog posts that we help distribute. To understand our process, book a 15 - 30 minutes meeting with us.