Anyone who thinks that a content marketer primarily focuses on writing texts is wrong. Content marketing includes all content: besides text also image such as photography and video. And while the emphasis in marketing is now on online, as a content marketer you are also responsible for all offline marketing resources. Such as: brochures, flyers, posters and product sheets. As a content marketer you not only take care of content production, but also for content strategy and content promotion. Because all that content must of course deliver something. In this article we tell you more about the work of a content marketer. We also discuss the reasons for adding a content marketer to your team.
What is a content marketer?
A content marketer (or content marketer) uses content to market his product or service. With content, the customer is informed, attracted and seduced. The content marketer maps the information needs per step in the customer journey and takes care of the creation and promotion of content. To do this, he understands and knows language and image language, he controls the use of different channels and he is also able to analyze the results and adjust them accordingly. Content marketing is often used at B2B because processes here are typically lengthy and there is a great need for information.
As a marketer you always have too much work and not enough time. You must therefore work efficiently: achieve the maximum effect with your limited time and budget. Your main goal is the promotion of your company, product or service. In practice it means that you will be involved with PR, marketing communication, corporate communication and online marketing. Sometimes it is about creating marketing qualified leads for the sales team, then about downloads of the product sheets and other times about creating awareness and branding.
Working day of a content marketer
The working day of a content marketer can be different every time. One day the content marketer searches for fun topics to fill the content calendar, then he discusses the results with the marketing manager and the sales department. Often social media also falls under the domain of the content marketer. Tasks are growing followers, monitoring followers' reactions and advertising.
To create reach, there is a tension between interaction and advertising. Interaction in the form of responses, sub-actions and likes, ensure a greater reach. Not only because your followers' followers can see that, but also because Facebook, LinkedIn and now Twitter also determine which messages are relevant via an algorithm. For this, they mainly look at interaction: a message with many responses and likes will be more interesting for other people. Creating that interaction is a separate skill set, just like being able to use advertisements efficiently.
Skills that you need as a content marketer
A content marketer not only has a command of the Dutch language, but also has a creative way of thinking and great empathy. What does the customer want to know before making a purchase? Which questions do you have to answer first? What will he respond to? How does a customer feel understood?
In smaller organizations, a content marketer often takes care of the creation of new images, videos and texts. Larger parties have a broader team for this. Part of this team deals with social media, another part with texts, images and videos, and another team is active for Adwords and Facebook ads. In this way all aspects of content marketing are optimized.
Training for content marketer
The use of text and image for marketing is as old as the road to Rome (there were already advertising signs on it!) The first content marketers of today were just marketers or online marketers, who learned to look at content differently. The development of the customer journey model led to more targeted use of content.
The work of a content marketer is constantly changing. This is mainly because the profession of online marketing is constantly being developed: the arrival of new social media, new guidelines from Google and above all: different consumer behavior. During your work as a content marketer you will constantly have to look for new trends and techniques. It is not for nothing that much of the knowledge that content marketers have gained is put into practice. Currently there are various courses and courses available for content marketing, and it is also offered as a supplement to courses in marketing, communication, design, etc. From your own starting point you can carry out the profession of content marketing and perhaps even take a new direction. . Because in the end it's all about one thing: that you inform, attract and convince your customers. How you do that for your market is entirely up to you.