What’s a Content material Marketer? Exploring Abilities, Roles, and Salaries

So that you wish to be a content material marketer? Or maybe you wish to rent one? Effectively, strap your self in for the complete lowdown on this thrilling trade. 

Content material advertising and marketing is predicated on creating, publishing, and distributing content material to a selected target market. On-line content material entrepreneurs are the individuals who assist plan, create, and publish this content material. 

We explored the important expertise and obligations of content material entrepreneurs, together with job titles and salaries. To do this, we analyzed 10,000 content material jobs listed on Certainly.com. Learn on to be taught extra.

What Is Content material Advertising and marketing?

Content material advertising and marketing is the follow of attracting a related viewers to a web site or weblog. That is achieved via worthwhile, actionable info or insights. 

Encouraging potential shoppers to interact together with your content material—for instance, by signing up for mailing lists or downloading guides—drives them nearer to a sale.

The aim of content material advertising and marketing is to construct a robust relationship together with your target market. Content material ought to deal with their wants and pursuits reasonably than merely selling your services or products. 

What Is a Content material Marketer?

A content material marketer is an individual who plans, researches, creates, distributes, and analyzes content material with the goal of attracting and fascinating potential prospects. They sometimes create weblog posts, how-to guides, movies, infographics, white papers, and extra.

Relying on their expertise, content material entrepreneurs might also be anticipated to conduct market analysis and analyze content material efficiency.

On the similar time, they’ll must develop content material calendars and carry out different duties.

Content material Advertising and marketing Roles

In digital advertising and marketing, there are lots of completely different folks working behind the scenes. 

The next is an inventory of the commonest roles inside the content material advertising and marketing trade. 

The record is organized from probably the most junior to most senior positions and knowledgeable by Semrush’s State of Content material Advertising and marketing: 2023 World Report.

Now let’s discover a number of the job descriptions in additional depth!

1. Content material strategist

Content material strategists have a transparent overview and understanding of a model’s targets, messaging, and values. 

They develop a content material technique that’s aligned with the overarching enterprise targets and oversee its implementation. 

In the end, they attempt to carry worth to their viewers, drive certified results in the web site or weblog, and assist different content material specialists meet conversion targets. 

2. Content material creator

Content material creators are chargeable for producing an enormous vary of content material sorts, from social media posts, video scripts, and long-form articles to guides, emails, downloadable content material, and extra. 

Their day-to-day work entails researching and writing participating, correct, and worthwhile content material for particular audiences. 

Additionally they analyze, replace, and repurpose content material for different channels. 

Content material creators will need to have a stable understanding of the mediums they’re writing for, together with the codecs and the viewers. 

3. Copywriter

Copywriters create written content material that’s designed to steer, have interaction, and encourage the target market to take explicit actions. 

They could work in a wide range of settings, together with promoting companies, advertising and marketing companies, or freelancing. 

Copywriters produce written content material for all method of mediums. These embrace print adverts, brochures, web sites, electronic mail advertising and marketing campaigns, and extra. 

Key copywriting expertise embrace glorious writing and communication expertise, creativity, and the flexibility to work with tight deadlines. 

4. Head of Content material Advertising and marketing / Director (or VP) of Content material Advertising and marketing 

The Head of Content material Advertising and marketing holds a senior place. 

They’re chargeable for overseeing the event and execution of the content material advertising and marketing technique and handle a workforce of content material creators. 

Additionally they be certain that the corporate’s content material aligns with the general advertising and marketing and enterprise targets. 

They play a vital position in driving model consciousness and producing leads. This may very well be for their very own firm or for a spread of shoppers if they’re working for an company. 

Key Abilities for Content material Entrepreneurs 

You want to have the ability to make use of all method of expertise. In accordance with our analysis, these are the highest expertise required by content material entrepreneurs in non-senior positions:

Right here’s a breakdown of a few of these expertise:

• Writing – It is a key ability for practically each marketer. Even professionals producing video and different visible content material must be helpful wordsmiths, akin to when writing captions.

• Analytics – These problem-solving expertise assist entrepreneurs make sense of information and develop artistic options based mostly on their findings. 

• Video –Video is an more and more very important ability as social media platforms change into extra video-heavy. Realizing the right way to shoot and edit video on a mobile phone is a superb ability for social media entrepreneurs. 

• website positioning – Realizing the right way to use Search Engine Optimization is necessary for pushing content material greater up the search engine outcomes pages. In the end, website positioning content material drives greater ranges of certified visitors.

• Content material technique – Necessary for creating content material calendars and creating long-term concepts for driving campaigns ahead. You possibly can learn extra about content material advertising and marketing technique right here.

• Storytelling – With out this, even the most effective marketer will wrestle to maintain audiences engaged. Storytelling is a vital ability for making compelling content material. 

• Content material administration – It is a prime ability for content material advertising and marketing leaders. Having the ability to assemble a workforce and handle content material circulate is a vital a part of main campaigns from the entrance. 

What Does a Content material Marketer Do?

A content material marketer is often chargeable for planning, creating, distributing, and analyzing content material for a enterprise’s web site and social media profiles.

Listed below are a number of the prime obligations of non-senior content material entrepreneurs, in response to our analysis:

Senior content material advertising and marketing positions share a number of similarities whereas being extra targeted on the administration and technique facet of issues. 

Let’s have a better take a look at a number of the normal content material advertising and marketing obligations:

Analysis is an important job. For any given matter they produce content material for, entrepreneurs will need to have a deep understanding of that product or trade. 

Content material entrepreneurs also needs to have a deep understanding of their viewers and the aggressive panorama.

Content material entrepreneurs create a roadmap that aligns with overarching enterprise targets and ensures all content material advertising and marketing efforts have a path and meet key efficiency indicators. 

• Content material promotion and distribution

Entrepreneurs should focus on the technique they may use for selling any given piece of content material. This implies sitting down with varied groups to ensure the article, video, or publish reaches the most important potential viewers. 

Linked to technique, planning is extra targeted on the when and the place of launching explicit items of content material. This could embrace making a content material calendar that appears weeks, months, or years upfront. 

Content material creation entails writing or manufacturing of the content material that might be used within the advertising and marketing marketing campaign. It’d embrace writing optimized blogs or producing social media content material campaigns, for instance. 

Everybody wants an editor. Fairly often, extra senior content material advertising and marketing professionals will edit and proof the work of extra junior members or of content material creators and copywriters. It is a nice time for extra skilled workforce members to educate their youthful colleagues. 

A content material audit is when entrepreneurs overview how efficient a given content material technique has been. By reviewing a weblog, social channel, or search marketing campaign, content material entrepreneurs can see what actually linked with audiences and drove engagement. 

• Analytics and efficiency

Entrepreneurs should additionally analyze and overview the efficiency of content material. This implies reviewing knowledge to see when posts carried out greatest, and making an attempt to duplicate these patterns in future campaigns.

On the similar time, analytics seems to be on the general outcomes, exploring the true variety of conversions (leads, purchases, and different necessary metrics) generated by your content material.

Speaking throughout groups is important for content material entrepreneurs, who usually change into coordinators for the broader firm. For example, you have to be certain that your content material calendar is aligned with model and product campaigns. 

The best way to Grow to be a Content material Marketer

There are many completely different routes into content material advertising and marketing.

However a background in writing or classical advertising and marketing can lay robust foundations for a profitable profession. 

• Changing into an In-Home Content material Marketer

If you wish to work in-house, you may want no less than an undergraduate diploma. This may very well be in advertising and marketing, English, journalism, or communications. 

An entry-level job will imply working as half of a bigger workforce as you be taught the ropes. 

Search for positions titled “Content material Advertising and marketing Specialist,” “Content material Advertising and marketing Intern,” “Junior Content material Marketer,” and so on.

It’s additionally completely potential to maneuver from a extra normal advertising and marketing or copywriting position to changing into a content material marketer.

As your profession progresses, you’ll must ensure you have each a artistic and a strategic ability set. 

In different phrases, the content material entrepreneurs which might be most in demand can each create nice content material and ensure it generates real-life enterprise outcomes.

• Changing into a Freelance Content material Marketer

Beginning out as a freelancer would require some expertise and contacts. It in all probability isn’t the most suitable choice for a whole beginner. 

Freelance content material advertising and marketing is usually a vacation spot for former journalists, copywriters, and PR professionals who wish to work for themselves. 

You’ll want the identical expertise as an in-house content material marketer. You’ll additionally need to have a contacts e-book crammed with commissioning editors. 

It’s also possible to try platforms like MarketerHire, Freelancer.com, and Upwork. 

• Transferring Up the Content material Advertising and marketing Profession Ladder

The content material advertising and marketing profession path generally is a tough one, as it is a comparatively new occupation. 

It’s fairly widespread to see normal advertising and marketing managers carry out content material advertising and marketing features—particularly in smaller firms.

Nonetheless, this pattern is altering, and also you’ll see extra companies hiring specialised content material entrepreneurs. 

Typically talking, it’s a greater technique since content material advertising and marketing requires quite a lot of effort and dedication to be efficient.

As you progress in your profession, you may transfer from being predominantly a content material author to managing different writers and even managing groups of content material strategists, content material producers, and so on.

To get a administration position, it’s key that you could create nice content material and guarantee content material advertising and marketing generates income for the corporate.

Present Me the Cash: How A lot Do Content material Entrepreneurs Earn?

Relying on expertise and the scale of the corporate they work for, on-line content material entrepreneurs could make good salaries. 

In accordance with our analysis, common senior content material advertising and marketing salaries in the US can hit $109,000 per yr.

Common salaries for non-management are available in at round $62,000. 

In accordance with the careers web site Glassdoor, the typical content material advertising and marketing wage in the UK is simply over £35,000 per yr. 

This could rise considerably as folks climb the profession ladder. 

In London, the typical wage for a Content material Director is slightly below £86,000. 

Wrapping Up

Content material advertising and marketing generally is a very rewarding profession for individuals who love to mix creativity with strategic, analytical work. 

Individuals with a love of storytelling and communication can go far on this trade. It additionally affords plenty of choices to diversify and develop professionally. 

Keep in mind that content material advertising and marketing itself is the artwork of constructing robust relationships together with your target market. There are a number of disciplines and techniques to make use of.

With time and expertise, good content material entrepreneurs can go on to earn six-figure salaries. That’s fairly good for a job that’s famed for its versatile working preparations. 

Wish to get a greater concept of what’s happening within the content material advertising and marketing trade? Be sure that to obtain and skim our free report!