What does a content marketer actually do?
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 ensures the creation and promotion of content. For this he understands and knows language and visual language, he masters the use of different channels and is also able to analyze the results and adjust them accordingly. Content Marketing is often used in B2B because processes are typically long-term 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.
This is a typical workday of a content marketer at a content agency with clients, a private blog where guest bloggers appear and an internal team to support:
| Time of day | Task |
| 09.00 | Handling emails
Answer guest bloggers and get them started. Processing feedback from customers or your team internally. |
| 10.00 | Small writing assignments
Adjustments to existing pages and blogs for customers, and creating e-mail content for colleagues. |
| 11.00 | Writing assignment
Based on a previous keyword research writing a new text for a website or blog. |
| Lunch | |
| 13.00 | Handling emails
Process guest blogs submitted. Provide feedback and schedule blogs with images and SEO optimization. |
| 14.00 | Customer appointment
For example, together with the account manager and a social media manager. Typically by phone, intended to provide an update and identify and remove obstacles. |
| 15.00 | Writing assignment
For example, your own monthly newsletter, according to a fixed editorial formula. Components can be: changes in the team, customer cases or own blogs. The email marketer ensures that the email looks tip-top. |
| 16.00 | Outreach
Here you research which interesting websites are open to guest blogs. That can be for your own agency, or for customers. |
| 17.00 | Report
The time to keep track of your activities for your customers, so that they are invoiced properly. |
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?
The four skills of a content marketer
| To write | As a content marketer, you don't have to have a passion for writing. You must be able to do it well and recognize good work, so that you can have content written and checked. |
| Analytical | As a marketer, you must be able to measure and assess the use and effect of your content. You have to like numbers so that you work every day to get results. |
| Digital savvy | In content marketing, the emphasis is on the digital domain. So you have to send email via MailChimp and check your blog via Yoast easy peasy be for you. Typical skills are: efficiently looking up information via Google, getting to grips with tooling quickly and always looking for better tools. |
| Project management | A content marketer has multiple customers, external and internal, to keep satisfied. They expect a continuous output of qualitative texts that deliver results. That requires management of your time, attention and resources. |
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.
Content marketer vacancies
Looking for a new job as a content marketer? Or do you want to start in this field? Check here on Jobosora.com for content marketer vacancies.
Interested to gain experience as a content marketer?
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3 Comments. Leave new
Useful article, thank you Thomas!
We are talking about "good Dutch" and at the same time the whole piece is full of English professional terms. I wonder how the two relate to each other. Content does not simply mean "content".
Hi Anonymous, good and valid question! In the end it is about text that suits the reader. The marketing profession is indeed teeming with English terms, and that starts with the subject itself: 'marketing'. That is a concept for which there is no good Dutch translation. And if you cling tightly to Dutch, then you end up with 'marketing', which, combined with a channel such as influencer, does not become 'influencer marketing' but 'influencer marketing'. Content is also such a concept. A conversation about 'content' can be about something completely different than about 'content'; there is no 'content marketing' but there is 'content marketing'. Having said that, it is important not to just put everything in English. Strategy remains strategy, goal is just goal and viral is viral. That is unnecessary English. This book gives a nice list of these: https://www.dickvanzijderveld.nl/pages/dvz-OTN.html