How To Become a Content Marketer: Key Skills and Strategies

Content marketing is used by businesses of all sizes to establish their online presence, build brand awareness, and engage with their target audience. According to a recent report, 73% of businesses use social media to promote content, highlighting the significance of a solid content strategy.

With the shift toward digital marketing, there has been an increasing demand for skilled content marketers who can produce compelling pieces of content. In order to succeed in this industry, you must have a thorough understanding of your intended audience, the ability to create great content, and a clear marketing strategy.

In this article, we’ll cover many of the resources and tools you need to become a successful content marketer. We’ll also offer guidance on how to get started and grow in the field. Whether you’re just starting out or looking to enhance your existing knowledge, our comprehensive guide will equip you with the skills you need to succeed.

Table of contents:

• What is content marketing?
• Fundamental skills for content marketers
• Build your career path
• Enhance your skill set and experience
• Leverage tools and technology
• Develop your first content marketing strategy

What is content marketing?

Content marketing involves the production and publishing of various types of content such as print, video, and digital copy to engage with a brand's target audience.

The objectives of content marketing vary depending on the brand's needs and goals. Some brands use content marketing to promote products or services, while others use it to direct traffic to their website, improve their reputation, or increase engagement with potential customers. Regardless of the objective, content marketing builds trust with your audience by delivering valuable information.

In the past, businesses used newspapers, magazines, books, and signs to market their products and services. Today, content marketing has shifted toward online marketing through blogs, articles, social media posts, videos, and more. This shift has been driven by increasing popularity of digital platforms and social media, which have made content marketing more accessible and cost-effective.

According to research by Ahrefs, 76% of marketers have reported that content marketing generates leads, and 81% recognize content as a fundamental business strategy.

Content marketing helps businesses achieve marketing objectives and success in several ways. First, it helps to establish a brand's authority in their industry by creating informative and insightful content. Second, content marketing helps build a loyal customer base by providing value to the audience. Third, by creating high-quality content, businesses can optimize web traffic, improve search engine rankings, and generate more leads and sales.

Fundamental skills for content marketers

A skilled content marketer creates engaging content that attracts and retains the target audience's attention. Let's take a look at some of the skills required for content marketing success.

• Writing. Content marketers must be able to convey relevant information in a clear, accurate, and concise manner that resonates with the target audience. You must have a good grasp of grammar, storytelling capabilities, and the ability to write in different styles, such as blog posts, social media posts, and email.
• SEO. Search engine optimization involves choosing specific keywords, images, and on-page formatting to generate organic traffic. Understanding the basics of SEO helps content marketers create engaging content tailored for search engines, which increases the chances of it being discovered by potential customers.
• Social media. A content marketer must be proficient at using social media channels to distribute content, increase brand awareness, interact with the target audience, and generate leads. For example, creating and publishing posts on LinkedIn requires knowledge of curating attention-grabbing headlines and relevant keywords. You will also need to understand how to expand your network to increase visibility.
• Digital marketing knowledge. Digital marketing uses online platforms to promote a product or service. Content marketers should have an in-depth understanding of digital marketing tactics, including email marketing, lead generation, conversion rate optimization, and paid advertising.
• Data analysis. Analyzing data helps content marketers understand which content is resonating with the audience. For example, learning to use Google Analytics enables marketers to track the number of visitors to a site, where they are coming from, and how long they stay on your site. These insights measure the effectiveness of content strategies to help you create better content and increase conversion rates.

Build your career path

To get started in a career as a content marketer, consider pursuing a bachelor's degree in marketing or business management. These degrees provide foundational knowledge of marketing principles, consumer behavior, communication strategies, and market trends.

Once you have the educational background, the next step is to gain practical experience. Internship opportunities or entry-level roles for social media marketing managers, freelance copywriters, or brand representatives are great starting points. These positions provide hands-on experience in creating content for different platforms.

As you gain experience, you can look at more advanced positions like content specialists who produce all types of specialized content, such as blog posts, articles, case studies, and infographics. Other advanced roles include SEO specialist, content strategist, and marketing director. These positions require a deep understanding of marketing principles and content creation techniques.

Real-world experience helps you increase skills and confidence. Working on real projects, dealing with clients, and meeting deadlines helps develop important skills such as project management, communication, and problem-solving.

Taking online courses can also increase your marketing skills and knowledge. For example, consider taking digital marketing courses on Coursera or earn content marketing certifications like Google's Digital Marketing And E-commerce certificate. Courses and certifications can help you stand out from other candidates in the job market and demonstrate your commitment to learning.

View every role as a stepping stone to higher opportunities. Every experience, whether good or bad, provides an opportunity to learn and grow. Building a successful content marketing career requires persistence and a willingness to learn specialized skills and face new challenges.

Enhance your skill set and experience

Several strategies can help you gain the skills and experience needed to succeed in content marketing. One practical strategy involves finding roles on freelance platforms like Upwork. These platforms connect professionals at every experience level with projects and brands who need their skills.

This can help you build a strong portfolio, gain experience, and improve your content writing skills. Furthermore, these platforms are a great way to connect with potential clients.

Another way to gain experience is to contribute to marketing campaigns. Contributions can be made by working with small businesses or nonprofit organizations that need help with their marketing efforts. By doing so, individuals can gain experience in various aspects of marketing, such as social media management, email marketing, and writing.

Building an online presence can help you showcase your skills and attract new content opportunities. Start by creating a personal website or blog to publish your work and share your ideas. You can also use social media platforms like LinkedIn, X Twitter, and Instagram to connect with potential clients or employers.

Consider attending online webinars or in-person conferences to meet other professionals in the field. Furthermore, joining professional organizations such as the Social Media Association, and participating in online forums, can help individuals stay up to date on industry trends.

Leverage tools and technology

Content marketing requires using tools and technologies to create, manage, and analyze content. Below are some key tools used in content marketing.

• WordPress. WordPress is a content management system used to create websites, blogs, landing pages, and other digital assets. It offers numerous themes, templates, and plugins that can help with content creation, management, and publishing.
• HubSpot. This is a marketing automation tool that is used to publish and monitor social media posts. It has automated functions that help to streamline marketing activities, and it includes scheduling tools and an editorial calendar to plan content. HubSpot also provides in-depth metrics on user behavior and functions as a customer relationship management system.
• Hootsuite. Similar to HubSpot, Hootsuite is another popular social media management tool. This platform focuses on managing social accounts, but includes different variations of scheduling options, a marketing calendar, and analytics tools. Hootsuite also allows for social listening, which enables users to track social media for mentions of their brand, competitors, or relevant keywords.
• Google Analytics. This free analytics tool tracks and analyzes website traffic data. It provides information on user behavior, such as traffic sources, the number of users, and engagement metrics. This tool can help track the performance of marketing campaign efforts and identify areas for improvement.
• SEO tools. Ahrefs and Semrush are two popular SEO tools that help with keyword research and competitor analysis. These tools help you optimize content for search engines and improve the visibility of content.
• Canva. Canva is an easy-to-use graphic design platform that streamlines the production of visual content for social media, blogs, and websites. It offers images, templates, and graphics that can be personalized to match the style and branding preferences of any individual or organization.

To learn how to use these tools, consider investing time on online courses by Coursera, tutorials on YouTube, and webinars provided by the tool's company. These resources can help you feel comfortable with the tools and understand how they can be used to achieve specific marketing goals, such as increasing web traffic or improving social media engagement.

Develop your first content marketing strategy

Here's a short guide to creating an effective content marketing strategy.

Understand your audience

Begin by brainstorming the persona of your target audience. Think about their ideal age, location, interests, and behaviors to help you understand their needs and preferences. For example, if you're targeting young adults who are interested in fitness, you can tailor your content around topics such as healthy eating, workout routines, and fitness gear.

In addition, you can use surveys and customer feedback to gain insight into their preferred products or services, customer satisfaction, and overall shopping or service experience. Gathering insights from customers can help you improve the services or products being offered.

Develop a content strategy

Once you understand your audience, define the goals of your content creation. Your content goals could include increasing brand awareness, generating more leads, improving conversation rates, or increasing website traffic. Think about the themes and topics you'll need to cover.

For example, if you're in the fashion industry, you can cover topics such as fashion trends, style tips, and fashion news. Also, consider the channels that best suit your needs. For instance, LinkedIn is better for business topics, whereas Instagram is great for visuals.

Plan with a content calendar

Using project management tools like Trello or Google Calendar can make the process of scheduling and organizing post ideas, publication dates, and defining collaborations much easier.

These tools can help you keep track of your content creation and publication schedule, ensuring that you stay on track with your content plan and maintain consistent engagement with your audience.

Explore content formats

Experimenting with various forms of content such as videos, blogs, podcasts, and social media posts can help businesses cater to their audience's preferences. By keeping their audience engaged with a variety of content, businesses can increase brand awareness and foster a loyal customer base.

For example, if you own a tech startup, you can create an article about the latest advancements in technology, a video showcasing the features of your product or service, or an infographic detailing the benefits of using your technology over your competitors. This approach to content creation can help keep your audience interested in your brand.

Leverage marketing tools

To streamline your content marketing process, incorporate tools like customer management systems (e.g., WordPress), SEO tools, and analytics platforms. These tools can help you produce and distribute content efficiently and give you insights into how your content is performing so you can make data-driven decisions.

By using resources like these, you can save time and effort while enhancing the overall effectiveness of your content marketing strategy.

Evaluate and refine your strategy

Track the performance of your content strategy with analytics tools, such as Google Analytics, to obtain various metrics. These metrics can include engagement rates, website traffic, conversion rates, bounce rates, and so on.

By analyzing these metrics, you can adjust your content marketing strategy accordingly. For instance, if you notice that your blogs are not receiving enough engagement, you can try to improve the quality of your content, increase the frequency of publishing, or promote your content more effectively on social media.

Find content marketing jobs on Upwork

To succeed as a content marketer, you need specialized skills in writing and organization and an in-depth understanding of marketing tools to create effective content.

Digital marketing is constantly evolving, and as a content creator, you need to stay up to date with the latest trends and technologies. Whether it's attending industry events, reading marketing blogs, or taking online courses, there are many ways to continuously improve your skills as a content marketer.

If you're looking for content marketing jobs or want to hire content marketing specialists to create effective content for your business, Upwork is a great platform to start your search.

With thousands of talented freelancers and high-quality jobs from around the world, Upwork makes it easy to find work and hire the right content marketer for your needs.

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Upwork does not control, operate, or sponsor the other tools or services discussed in this article, which are only provided as potential options. Each reader and company should take the time to adequately analyze and determine the tools or services that would best fit their specific needs and situation.